"AI has reimagined the whole advertising ecosystem, a big part of that being creative. As AI develops, more options present themselves: we've now reached a point where it's possible to let AI execute the majority of the processes involved in carrying out an ad campaign, with just minimal human intervention here and there. And the requirement for any human interaction is diminishing."
"The craft of digital creation is fundamentally shifting from production to orchestration. In 2026, creative excellence will be defined not by what AI generates, but by how strategically humans direct it. The new craft lies in prompt engineering as a creative discipline - knowing which AI to use when, how to layer outputs, and crucially, how to inject the strategic thinking and cultural nuance that separates functional from transformative."
"With good reason, many ad tech leaders were critical of the plans. A wide range of problems can be foreseen from letting AI come up with ad concepts: potential biases being reinforced, lack of cultural nuance, or the risk of recreating copyrighted work, among others. While giving AI the reins to come up with a campaign concept is likely not a wise move, creative optimisation is something AI can do very well. AI has been helping advertisers optimise campaigns for a long while now."
AI has reimagined advertising, enabling automation of most campaign processes and reducing the need for human interaction. Meta plans to offer advertisers an option to automate the entire advertising process on its platforms by the end of 2026. Concerns include reinforced biases, lack of cultural nuance, and risks of recreating copyrighted work. AI excels at creative optimisation and long-standing campaign optimisation tasks, but human input and oversight remain critical. The craft of digital creation is shifting from production to orchestration, elevating prompt engineering as a creative discipline and creating new roles such as creative strategists or creative orchestrators.
Read at Exchangewire
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