"As generative AI alters the algebra around advertising creative, more CMOs hope to lean on science, rather than art, to judge the value of campaign assets and drive media efficiency. British health and beauty retailer Boots has been working with creative data platform CreativeX to pool results from different third-party creative measurement tools and better monitor the value its ads are generating."
"The aim is to eliminate poorly performing creative assets before they go out, and boost high performing ones in ongoing campaigns, said Peter Grant, head of media effectiveness, Boots U.K. "The proliferation of digital content continues at pace. We need these sorts of tools to be able to be in a place, to be able to do the right things with them," he said."
"Brand investment in the data layer of creative operations has risen this year, buoying companies like EDO, iSpot and System1; the latter's ad testing revenue rose 38% between 2024 and 2025, according to its most recent annual results. Most of their scaled solutions are, in some way, reliant on generative AI tools. Why the rise? CMOs, media buyers and creative directors know that the biggest variable in making an effective advert is its creative content -"
Generative AI and creative-measurement platforms are shifting advertising evaluation from subjective judgment to data-driven assessment. Boots uses CreativeX to combine third-party measurement outputs, aiming to remove underperforming creative before launch and amplify high-performing assets during campaigns. Brand investment in creative-data infrastructure has increased, supporting vendors such as EDO, iSpot and System1, with System1 reporting a 38% rise in ad testing revenue between 2024 and 2025. Many scaled solutions leverage generative AI for production and measurement. CMOs, media buyers and creative directors identify creative quality as the primary driver of ad effectiveness and a major source of wasted spend.
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