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 increasing production costs has become one of the biggest challenges in advertising.
Today, each audience segment demands personalized messages, requiring the production of a large amount of materials for different channels and formats. This is because now campaigns need to be tailored to very specific audiences, taking into account their behaviors, interests, and demographic data. To make it even more complicated, we have the use of A/B tests – which 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 before, but it also exponentially increases the complexity of the process. Without the right tools, this new process is likely to become financially unviable, as well as an impractical burden on 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 state that most of their time is spent on repetitive tasks.From there, automation comes into play. Tools driven by recent AI advancements are already generating ad variations almost instantly. Through a few commands, the tool adjusts elements such as colors, layouts, texts, and images based on behavioral data presented to it. We are not just talking about time savings, but mainly about 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 can adapt their creatives to different platforms and formats dynamically, meeting the specific needs of each audience. This includes everything from adapting campaigns for various channels to automatic translation of content, essential for companies with international operations. Not to mention the organizational impact, since creative teams no longer have to worry about repetitive tasks, allowing them to 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 greatest 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 appear. We are talking about a process that is more efficient, yet simple, fast, and inexpensive.
The final account is simple: more personalized ads tend to generate higher engagement, which translates into better conversion rates and, consequently, a much higher ROI. Brands that are currently benefiting from creative automation are doing more with less, delivering higher-impact campaigns at lower cost and time. The advertising era has changed: those who do not automate their campaigns more efficiently and intelligently are leaving money and opportunities on the table.
