"Generative AI tools crept closer to the uncanny valley this year as tools like OpenAI's Sora or Google's Nano Banana, have flooded the market. Marketers have higher expectations than ever for AI to streamline marketing processes and save dollars. The novelty of generative AI has worn off and marketers want controllable, consistent tools that can be easily integrated into the creative ecosystem."
"This year has brought winners, losers and middleground contenders based on their integration capabilities, user interface and of course, final output. To get a better sense of how these tools performed this year, Digiday pulled together a 2025 agency generative AI report card ranking based on output, user experience and capabilities. This list is by no means exhaustive as generative AI tools continue to flood the market."
"As with most things Google touches, its generative AI tools have become the gold standard, according to marketers. Google brought Nano Banana Pro, its image generation and editing tool built on its Gemini LLM, to market in November. At least two agency execs say Nano Banana Pro is the go-to starting point for creative workflows, who largely complimented the image generation tool for its higher precision than competitors, like Midjourney, Canva or Adobe Firefly."
Generative AI tools moved closer to the uncanny valley as many new models entered the market. Marketers expect AI to streamline processes, reduce costs, and fit smoothly into creative workflows. Efficiency gains are lost when automation requires transferring files across numerous separate software platforms. Market outcomes divided into winners, losers, and middleground contenders based on integration capabilities, user interface, and final output quality. Google and OpenAI defended the creative potential of their tools, while Midjourney did not respond. Google’s Nano Banana Pro received praise for precise, consistent, hyper-realistic image generation with reduced visible 'AI sheen'.
Read at Digiday
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