Generative Artificial Intelligence is radically changing the way digital advertising is done. On a daily basis, I realize that this technology has transformed every step of the creative process, from the first insight to the final validation of campaigns.
In the ideation phase, text generation tools offer instant brainstorming, giving quick and creative suggestions of slogans, scripts or visual concepts. This greatly expands and accelerates the creative process, allowing you to explore thousands of ideas in a few minutes, without relying solely on personal inspiration.
During content creation, the change becomes even more evident.There are advanced tools that generate complete ads, from well-designed texts to personalized images for different types of audiences. AI has finally delivered something that the market has been looking for for a long time: hyper-personalization at scale. This allows you to deliver the right message, at the right time and to the right person with an efficiency that would be impossible manually.
These advances not only mean efficiency gains, but also a quantitative leap in campaigns. Ads that previously took weeks to launch are now ready in days or even hours.Big advertisers have realized this, highlighting that generative AI has greatly reduced the time needed for creative production, freeing up more time for the team to focus on strategic decisions.
In addition, the quality of ads has increased because intelligent algorithms analyze past behaviors and optimize every detail, from titles to images and calls to action, increasing overall engagement.In practice, many high-performing companies are already adopting these technologies.
Another interesting point is that this revolution is not limited only to the creation of ads. In the distribution and placement stage, platforms such as AI Sandbox Meta already use AI to dynamically adjust content based on audience reactions in real time, generating several versions automatically adapted for each channel. But to take advantage of all this, it is essential to have a solid knowledge base. Companies must carefully structure their internal information (from style guides, past campaign histories and product catalogs to customer interactions on social networks, evaluations and market research. All this works as fuel for AI, allowing it to create more accurate and aligned with brand identity.
Today there are already platforms and technologies such as Retrieval Augmented Generation (RAG), which can quickly access this database and generate coherent and personalized content. Leading companies, such as Coca-Cola, have already shown the potential of this approach by combining models such as GPT-4 and DALL-E with their own collection, ensuring that AI captures and reproduces the true spirit of the brand.Connected to a good database, generative AI also becomes a powerful machine of insights. It analyzes gigantic volumes of information to identify trends and opportunities that would often go unnoticed.
Next, AI comes on the scene producing highly personalized content. The results are impressive: texts and images generated instantly and adapted to different audience profiles, dramatically increasing the effectiveness of campaigns. A clear example is that of Michaels Stores, which has achieved almost total levels of customization in its communications, significantly improving its results.
Creativity also gains new horizons with AI even enabling co-creations between brands and consumers. Coca-Cola's “Create Real Magic” campaign is a great example, with consumers using AI to generate unique arts, achieving sky-high levels of engagement.
It is worth emphasizing that, even with all this automation, the human factor remains essential. The role of professionals becomes one of curation and refinement, selecting and improving the ideas that AI generates, ensuring strategic and emotional alignment of campaigns. Another important gain is the prior validation of ideas. Today, AI models simulate the performance of campaigns before they go live, helping to quickly identify what works best and greatly reducing risk. Companies like Kantar already do this in minutes, predicting the real impact of ads before they even launch.
These simulations go beyond numbers, also providing qualitative insights that help understand how different audiences can react to a campaign, functioning as true virtual focus groups.
Proprietary data, social media, market reports, customer service conversations and previously produced content are key to AI delivering truly personalized and effective results.
Today it is possible to do much more with less, launching more assertive, fast and with high potential for return campaigns. Of course, challenges exist, such as ensuring ethics and quality, but the path is already clear: digital advertising will be increasingly guided by Artificial Intelligence, and the marketer will have a key strategic role in piloting and refining these results.
