Marketers Are Learning That AI Is Only As Skillful As The Humans Prompting It | AdExchanger

"While much of the world is wringing its hands over how AI might replace people, one startup wants to prove that the real opportunity lies in bringing the two together. Launched earlier this year, Kartel is a creative marketplace that helps brands and agencies create campaigns by matching them with freelance artists who specialize in AI. That vision is already playing out for Laser Eye Center, a Los Angeles-based company specializing in Lasik that started experimenting with Kartel to generate creative for broadcast television."

"A brand starts by uploading a brief to Kartel's platform, which analyzes the content to identify the key themes. From there, Kartel suggests artists in its system whose work aligns with the brand's creative vision, and the brand makes its selection. Most of the artists in Kartel's marketplace come from the "traditional creative space," said Kusin, including editors, producers and directors who previously worked in ad agencies and have taught themselves how to use AI tools."

"Laser Eye Center had struggled for years with the high cost and slow pace of working directly with networks to create ads, Jenifer Abi Hamad, the brand's chief strategy officer, told AdExchanger. The ads generated by Kartel outperformed Laser Eye's traditional ad spots by 1.5x to 2x, she said. Abi Hamad wasn't specifically looking for AI as a solution, but she knew Laser Eye needed a new strategy for content generation."

Kartel is a creative marketplace that pairs brands and agencies with freelance artists who specialize in AI to produce advertising campaigns. Brands upload briefs to Kartel's platform, which analyzes themes and recommends artists whose work aligns with the creative vision. Most artists come from traditional creative backgrounds—editors, producers, and directors—who have learned AI tools. Kartel aims to democratize advertising by enabling cheaper campaigns that retain a human voice. A Lasik provider, Laser Eye Center, used Kartel for broadcast creative and saw new ads outperform traditional network spots by 1.5x to 2x while reducing cost and production time.

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