Yieldmo, a leading advertising platform helping brands improve digital ad experiences through creative tech and AI, released new research in partnership with Ascendant Network, identifying how executives from leading agencies and brand advertisers apply AI for creative generation and campaign optimization.
The research, which leveraged executive interviews and desk research, provides critical insights into the levels of comfort displayed by marketers when using AI for various tasks related to the creative process. Notably, nearly two-thirds (62%) of the interviewed executives felt comfortable allowing AI to test a limited number of pre-approved creative assets and optimize for creative and media performance.
Unsurprisingly, given their role as brand stewards, marketers still stress the need for human oversight. The need for human oversight and involvement remains paramount, as none of the executives were willing to let AI achieve proactive autonomy and carry out these functions in real-time – echoing a need to ensure creative and control are still in the mix.
According to those surveyed, 72% felt knowledgeable about the latest AI advancements and the opportunities the technology can provide. Yieldmo is committed to further elevating this knowledge across the industry, developing a framework that introduces Six Steps Optimal Steps for Creative Generation and Performance Optimization, which include:
- Upskill your personal AI knowledge – walk the walk
- Identify near-term creative use cases and apply AI to specific marketing needs
- Set goals for increased output and efficiency to make it easier to demonstrate progress
- Benchmark AI creative against non-AI creative, focusing on metrics like time spent developing creative, staffing or resourcing needed to produce the creative, the performance of the creative, and the ROI.
- Bridge brand safety concerns and keep a human in the loop to establish guardrails from the start
- Make internal education a top priority with frequent team-building events and leadership committees.
The research suggests that agency and brand advertising executives see the most potential for generative AI to increase efficiency, speed up time-to-market, automate creative testing, and personalize experience at scale. These features have real-time benefits, including lowered costs, improved creative ideation, and better optimization across campaign performance.
“The media landscape has become fundamentally altered as the rise of machine learning and generative AI have made its presence felt across our industry. So many people I meet with feel like they are rapidly getting up to speed on these new technologies but are too uncertain of the ramifications to push forward,” said Lisa Bradner, Chief Strategy Officer at Yieldmo. “The findings within this report make it clear that AI’s potential is highly intoxicating and too important to ignore, but getting to an operating model that understands its limitations and strengths will allow marketers to operationalize it across their businesses.”
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