In recent years, the marketing and advertising industry has undergone a major transformation. In addition to AI, which continues to drive innovation, creativity-focused strategies are also reshaping brand priorities and how they engage with their audiences. Amid these changes, marketing professionals face increasing pressure to deliver efficiency and effectiveness in an accelerated, content-saturated world.
According to the Influencer Marketing Hub platform, 34.1% of marketing professionals report significant improvements with the use of AI, but 17.5% say they still experience some form of setback. This divided emphasis reinforces the importance of strategic implementation.
In a scenario where competition is fierce and consumers are more demanding, strategic adoption of AI can be a key differentiator between success and stagnation. With that in mind, Vidmob, a leading global platform in AI-based creative performance, listed the six main impacts of AI on advertising in 2025.
1- Creativity as the catalyst for growth and ROI
High-quality creativity is essential to drive growth and ROI in modern marketing. While audience optimization has stagnated, audience optimization through creativity stands out as the key to capturing attention, increasing engagement, and achieving meaningful results. Nielsen, a global company in audience measurement, data, and analytics, states that creative quality is responsible for 70% of a campaign's success and 56% of sales ROI, highlighting its importance.
Generative AI is changing the way brands approach creativity, enabling personalized and precise campaigns. But, to be effective, AI needs primary creative data (first-party creative data). This combination allows the creation of content that resonates with the audience and aligns with the brand's objectives, making creativity a strategic advantage.
2 – First-party creative data: unlocking affectivity with GenAI
In 2025, primary creative data will become essential for brands and agencies seeking to stand out in a highly personalized, AI-driven world. These data provide 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 signals, these models can produce content that is both engaging and aligned with the audience's expectations and the brand's objectives. This change offers a unique opportunity to create effective and engaging content, highlighting the importance of the quality of creative data 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 content volume across various platforms, maintaining the brand's identity and message has not become an easy task. Generative AI, despite being innovative, can create variations that weaken or contradict brand standards, posing challenges for marketing professionals.
The solution is to use AI supervision to preserve brand identity at scale. By adjusting generative AI models to follow brand guidelines, marketers ensure that each content aligns with key elements, highlighting and creating greater 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 fast-paced media world, success also depends on the ability to align creative strategies with the performance of these channels. Challenges such as fragmented insights, misaligned campaigns, and difficulty measuring ROI often get in the way.
Generative AI, powered by first-hand creative data and API integrations, is transforming the way media teams bridge the gap between creativity and effectiveness.
5 – Real-time insights eliminating fragmentation
Generative AI, powered by first-hand creative data, eliminates data fragmentation by linking specific elements — such as visuals, messages, and formats — with performance metrics like click-through rates, conversions, and engagement.
According to a study by Google and Econsultancy, a global training and development company in digital marketing, 92% of leading marketing professionals believe that using first-party data to understand consumer preferences is essential for growth. Through APIs, this data can be integrated into existing workflows, providing media teams with actionable, real-time insights into what captures the audience's attention. This enables data-driven decision-making in real time and ensures that campaigns remain agile and focused on the audience that brands want to reach.
6 – Increasing media effectiveness through precision
By using AI-generated content alongside first-party data, media teams can adjust campaigns and improve results. AI identifies creative elements that perform well and replicates them across various platforms, maintaining the brand's strategy. This improves effectiveness across different channels and leverages the full potential of data to ensure a measurable result.
The use of AI has changed how marketing professionals create content, allowing for a new level of engagement. Using primary creative data(first-party creative data)CMOs can unlock 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 allows for the creation of stories that resonate and generate results, transforming AI into a powerful competitive advantage and positioning the brand at the forefront of technology in the new era of creative management," says Miguel Caeiro, Latam head of Vidmob.
