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Trends and Insight in association withSynapse Virtual Production
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Why Your Next Campaign’s Creative Will Be Designed by AI

05/05/2022
Media Agency
London, UK
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For the start of a new series based on the launch of whitepaper 'Ahead 2022: The Return to Why', dentsu X experts sit down to share views and insights from around the globe

dentsu X has recently launched 'Ahead 2022: The Return to Why' – a short exploration into the motivation and rationale behind some of the key societal and media topics of the moment. Little Black Book is diving into this content to unearth new views and insights from dentsu X experts from around the globe, starting with a thought starter on intelligent creativity out of France…

Quentin Delamotte, senior strategy planner, dentsu X France kicks off the series to discuss why your next campaign's creative will be designed in AI.

For as long as we can remember, creative decision-making has been a matter of subjectivity. Over the last decade, however, this has begun to change. As artificial intelligence (AI) continues to transform more industries, this is an especially interesting area of innovation for creativity. Already, AI has helped write pop songs, mimicked the styles of great painters, contributed to the design of buildings, and informed creative decisions in filmmaking.  

Therefore, unsurprisingly, AI has started to appear in creative and brand content advertising, whether tagging content with the most relevant keywords or helping the copywriting process itself thanks to automated tools such as CopyAI, Wordtune, and Copysmith.   

Today, machine learning can help optimise digital ads at scale not only for display ads, but now also for OTT video ads by analysing what features and combinations of features are the highest performing in ad visuals. And this is just a first step.  

Without a doubt, 2022 will be the year of rising AI creativity optimisation. It will show how powerful creative data can be in shaping the close future of ad creativity. 

With Apple’s end to the IDFA (ID for Advertising) announced last July and Google phasing out third-party cookies in early 2022, it will be more difficult for brands to figure out which micro-targets are responding to different display ads as they apply the traditional strategy right content, to the right people, at the right moment. 

2022 will be the year when AI will go beyond traditional A/B testing and DCO to make predictions about how creative will perform even before the campaign goes live. When AI will act as a co-creator that can produce many ideas or concepts, which a creative person can use to inspire their own creative process. It is this marriage, of people and AI that will allow us to unearth the most genuine human intent, one that mirrors the emotion and passion of humans and the consumers we market to, with the scale, speed, and precision that AI can offer. It will be those brands that lean into this powerful shift, that will feel the greatest impact on their creativity.  

The use of artificial intelligence for building more effective ads is still emerging, but one thing is clear: AI is already impacting everyone who does marketing and communication across the world. Possibilities are innumerable. And being ahead of this disruption is essential.  

To uncover more thought starters and to explore some of the other views within Ahead 2022: The Return to Why, visit and download the free whitepaper from dxglobal.com

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