AI is revolutionizing the advertising industry in multiple ways. While AI has played a limited role in advertising in the past, recent advancements in AI technology have increased its potential and expanded its involvement in the creative process. By combining AI with human intelligence, creatives and ad agencies are able to generate valuable insights that result in faster and more cost-effective ad production.

For instance, in early 2023, Kraft Heinz utilized OpenAI’s Dall-E to generate non-branded prompts and create diverse images of ketchup bottles with different shapes and labels compared to the original Heinz bottle. Through a vibrant and attention-grabbing campaign, it became evident that the classic Heinz condiment was preferred. The key message conveyed was that the original Heinz ketchup is always superior, emphasizing the slogan “It has to be HEINZ.”

Another example is Nestle’s yogurt and dessert brand, La Laitiere, which embraced Dall-E’s outpainting feature to generate visuals that expanded on Vermeer’s painting “The Milkmaid” and introduced the brand’s new tagline: “C’est si bon de prendre le temps,” meaning “It’s so pleasurable to take the time.”

Nike has also harnessed the power of AI in its NikeFit technology. By analyzing foot measurements, this technology helps customers find the perfect pair of shoes by matching them with models that offer a more precise fit. The result is a personalized and optimized experience for each customer.

In the financial services sector, Vanguard utilized AI to personalize their messaging and resonate with their target market. Considering the strict regulations surrounding what can be said in the industry, Vanguard turned to Persado, an AI company that delivers personalized language faster than human efforts alone. Their resulting campaign now emphasizes the message: “At Vanguard, you’re more than just an investor, you’re an owner.” This sets Vanguard apart by highlighting that it is owned by the individuals who invest in their funds.

In the fast-paced world of marketing, where efficiency is paramount, AI algorithms can analyze vast amounts of data, identify patterns, and gain deeper insights into customers’ decision-making processes. This enables marketers to design more effective strategies that resonate with customers’ needs and values. Additionally, AI can spark innovative perspectives and offer creative ideas for content creation.

Unlike previous automation instances that focused on replacing human skills, generative AI represents a turning point where AI enhances human creativity. It fosters a collaborative relationship between human creativity and AI’s analytical capabilities, resulting in innovative designs and personalized experiences, defined as “intelligent creativity.” (Reference: Forbes, June 2023)