Marketers embrace AI for media buying but remain cautious about brand-building creative
By
Kimeko McCoy
Master baker tier. Every paragraph earns its place on the tray.
Summary
Marketers are increasingly using AI for media buying, campaign brainstorming, and creative scaling, but remain cautious about using AI for consumer-facing creative and brand voice. The article explores the paradox where marketers trust AI for operational efficiency and media spend optimization, yet draw the line at letting AI shape how brands communicate with shoppers. There is no clear consensus on where human touch remains essential, with different executives drawing different boundaries around AI's role in brand-building versus media activation.
Key quotes
· 4 pulledMarketers are handing more of their workflows over to AI — testing media activation agents, making creative and scaling it.
Some executives are wary of AI-generated creative ideas while using automated tools to brainstorm campaigns.
Others insist AI's role in how brands talk to shoppers should be limited, while relying on it to scale assets consumers see.
What marketers can agree on: they trust AI to help them spend
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