In the era of digital marketing, consumers demand increasingly personalized and relevant experiences. On the other hand, offering this personalization at scale without increasing production costs has become one of the biggest challenges in advertising.
Today, each audience segment demands personalized messages, requiring the production of a vast amount of materials for different channels and formats. This is because campaigns now need to be tailored to very specific audiences, taking into account their behaviors, interests, and demographic data. To complicate matters further, we have the use of A/B testing—which is crucial for working with hypotheses and creative variations, increasing campaign effectiveness.
Obviously, this level of detail is a leap from what was done before, but it also exponentially increases the complexity of the process. Without the right tools, this entire new process tends to become financially unviable, as well as an impractical burden for creative teams.
Based on the information highlighted in the document ‘Creative Automation: The Exponential Future of Marketing Has Arrived’ by Oliver Latin America, 74% of professionals working in the creative field mention that most of their time was spent on repetitive tasks. From this, automation comes into play. Tools powered by recent advances in AI already generate ad variations almost instantly. With just a few commands, the tool adjusts elements such as colors, layouts, texts, and images based on behavioral data presented to it. We’re not just talking about time savings, but primarily operational cost reductions. What once required a dedicated team for days or weeks is now done in minutes by the machine.
Scalability is also a strong point of automation. With AI, brands can dynamically adapt their creatives for different platforms and formats, meeting the specific needs of each audience. This includes everything from adapting campaigns for various channels to the automatic translation of content, essential for companies with international operations. Not to mention the organizational impact, as creative teams no longer have to worry about repetitive tasks and can focus on more strategic business activities.
When we return to A/B testing, creative automation becomes even more valuable. Instead of manually testing variations, generative intelligence optimizes elements with the highest potential for success based on historical and behavioral data. The result is testing at a truly large scale and real-time creative adjustments as results emerge. We’re talking about a more efficient process that is simultaneously simple, fast, and cheap.
The final equation is simple: more personalized ads tend to generate greater engagement, which translates into better conversion rates and, consequently, a much higher ROI. Brands leveraging creative automation today do more with less, delivering higher-impact campaigns at lower costs and in less time. The era of advertising has changed: those who don’t automate their campaigns with greater efficiency and intelligence are leaving money and opportunities on the table.
