Six impacts of artificial intelligence on advertising in 2025

In recent years, the marketing and advertising industry has been experiencing a major transformation. In addition to AI, which continues to drive innovation, creativity focused strategies are also reformulating brands' priorities and how they get involved with their audiences. Amid these changes, marketers face increasing pressure to deliver efficiency and effectiveness in an accelerated, content-saturated world.

According to the Influencer Marketing Hub platform, 34.1% of marketers report significant improvements with the use of AI, but 17.5% still have some form of setback. This sharp division reinforces the importance of strategic implementation.

In a scenario where competition is fierce and consumers are more demanding, the strategic adoption of AI can be a differential between success and stagnation. With that in mind, VidMob, a leading global AI-based creative performance platform, listed the six major impacts of AI on advertising in 2025.

1- Creativity as the catalyst for growth and ROI

High quality creativity is essential to boost growth and ROI in modern marketing. While audience optimization has stalled, audience optimization Creativity stands out as the key to capturing attention, increasing engagement and achieving significant results. Nielsen, a global company in audience measurement, data and analysis, states that creative quality is responsible for 70% of the success of a campaign and 56% of ROI in sales, highlighting its importance.

Generative AI is changing the way brands approach creativity, allowing for personalized and accurate campaigns. But to be effective, AI needs primary creative data (First-Party Creative Data). This combination allows you to create content that talks to the public and that are aligned with the brand's objectives, making creativity a strategic advantage.

2 – Primary creative data: unlocking affectivity with genai

In 2025, primary creative data will become essential for brands and agencies that seek to stand out in a highly personalized, AI-powered world. This data offers valuable insights by combining creative elements such as visuals and messages, with audience behavior and preferences, going beyond traditional optimization.

The main advantage of this data is its ability to improve generative AI models. By including creative signs, these models can produce content that is both attractive and aligned with the audience's expectations and brand goals. This change offers a unique opportunity to create effective and engaging content, highlighting the importance of creative data quality in the AI era in marketing.

3 – Brand identity with AI supervision

A strong brand identity is essential to increase recognition, growth and revenue. However, with the increase in the volume of content on different platforms, maintaining the identity and the brand's message has not become a simple task. Generative AI, although innovative, can create variations that weaken or contradict brand standards, bringing challenges to marketers.

The solution is to use AI supervision to preserve the brand identity on a large scale. By adjusting the generative AI models to follow the brand's guidelines, marketers ensure that each content is in line with the main elements, highlighting and generating more impact. This not only facilitates content creation, but also protects brand trust and recognition.

4 – Transforming media strategies with first-hand creative data and APIs

In the accelerated world of media, success also depends on the ability to align creative strategies with the performance of these channels. Challenges like fragmented insights, outsized campaigns and difficulty measuring ROI often get in the way.

Generative AI, powered by firsthand creative data and API integrations, is transforming the way media teams fill the gap between creativity and effectiveness.

5 '' Real-time insights eliminating fragmentation

Generative AI, powered by firsthand creative data, eliminates data fragmentation by linking specific elements — such as visuals, messages, and formats — with performance metrics such as click-through, conversions, and engagement. 

According to a study by Google and Econsultancy, a global digital marketing training and development company, 92% of leading marketers believe that the use of first-hand data to understand consumer preferences is essential for growth. Through APIs, this data can be integrated into existing workflows, giving media insights actionable and real-time insight into what catches the attention of the audience. This allows for decision-making based on real-time data and ensures that campaigns remain agile and focused on the audience that brands want to achieve.

6 – Increase the effectiveness of media through precision

By using AI-generated content along with firsthand data, media teams can adjust campaigns and improve results. AI identifies creative elements that perform well and replicates them on various platforms, maintaining the brand's strategy. This improves effectiveness in different channels and uses the full potential of the data to ensure a measurable result.

“ The use of AI has changed how marketers create content, allowing for a new level of interaction. Using primary creative data (first-party creative data), CMOS can unleash the full potential of the tool to be more efficient and effective. The true power of AI in marketing is not about creating faster, but about creating with purpose. The use of creative data makes it possible to create stories that resonate and generate results, which transforms AI into a powerful competitive advantage and positions the brand at the forefront of technology, in the new era of creative management”, says Miguel Caeiro, Head Latam of Vidmob.