Meta's holiday marketing guide encourages advertisers to use its generative AI creative features within its Advantage+ ad platform to change backgrounds on images, expand ad image sizes to fit different aspect ratios or generate different versions of ad text to see what works best with shoppers. A Google Ads newsletter by Jyotika Prasad, Google's senior director of retail ads, recommends brands use similar features to generate new holiday lifestyle imagery, create new image variations or automatically change headlines and descriptions within campaigns.
Despite the push from these major platforms, Calla Murphy, svp of digital strategy and integrated marketing at Belardi Wong, said every brand has its own level of comfort around AI tools, and that the agency continues to have conversations with them around their level of creative resources and whether they would give up some control over their brand in exchange for efficiency.
I would not say that we're seeing a lot of our clients hand over creative keys to generative AI this holiday. Larger brands are more hesitant to go deep into generative AI than smaller brands, she added.
But for small businesses, the ability to reach audiences without a media buyer or agency is a selling point of AI creative tools. Brands producing more ads over the holiday season that don't have the design or creative resources to create them may turn to generative AI content.
Collection
[
|
...
]