In the era of digital marketing, consumers demand increasingly personalized and relevant experiences for themselves. On the other hand, offering this customization on a large scale without raising production costs has become one of the biggest challenges in advertising.
Today, each audience segment demands personalized messages, demanding the production of a huge amount of materials for different channels and formats. This is because now campaigns need to be tailored to very specific audiences, taking into account your behaviors, interests and demographic data. To complicate things even more, temos o uso de testes A/B – that are crucial for working with hypotheses and creative variations, increasing the effectiveness of campaigns
Obviously, this level of detail is a leap compared to what was done previously, but it also exponentially increases the complexity of the process. Without the right tools, this entire new process tends to become financially unfeasible, in addition to an impractical burden on creative teams
Based on the information highlighted in the document "Creative Automation: The exponential future of marketing has arrived", from Oliver Latin America, 74% of professionals working in the creative field report that most of their time was spent on repetitive tasks.From this, automation comes into play. Tools driven by the recent advancement of AI are already generating variations of ads almost instantly. Through a few commands, the tool adjusts elements like colors, layouts, texts and images based on behavioral data presented to you. We are not just talking about a time savings, but mainly of operational costs. What used to require a focused team for days or weeks is now done in minutes by the machine.
Scalability is also a strong point of automation. With AI, brands are able to adapt their creatives for different platforms and formats in a dynamic way, 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. This does not take into account the organizational impact, once creative teams stop worrying about repetitive tasks, being able to focus on more strategic business activities
Quando retornamos aos testes A/B, creative automation becomes even more valuable. Instead of manually testing variations, generative intelligence optimizes elements with greater potential for success based on historical and behavioral data. The result of this is tests on a true large scale and creative adjustments in real time as the results come in. We are talking about a more efficient process, at the same time simple, fast and cheap.
The final account is simple: more personalized ads tend to generate higher engagement, what translates into better conversion rates and, as a consequence, a much higher ROI. Brands that are benefiting from creative automation today do more with less, delivering higher impact campaigns at a lower cost and time. The advertising era has changed: those who do not automate their campaigns with more efficiency and intelligence are leaving money and opportunities on the table
