Unlocking the power of generative AI to improve paid social media strategies

"A/B testing limitations: A/B testing is wildly popular - with 77% of companies reporting running A/B tests on their homepages. But it's less common to see robust A/B testing in digital advertising - with ads missing from the list of most common A/B testing domains (website, landing page, email, and search). That's because ads are significantly more resource-intensive, as they require tens-if not hundreds-of alternative video and image assets to properly test everything from calls-to-action and headlines to product displays and vfx overlays."

"Ad fatigue: The dropoff in performance (and the related increase in cost per result) when your audience has been overexposed to the same creative. This is primarily driven by a shortage of fresh campaign creative. (Meta's guidance on combating ad fatigue: "Create a new ad with a new video or image that is materially different from the original creative.")"

"Personalization challenges: Every digital marketer dreams about delivering perfectly tailored ads based on everything from the local weather to a user's next-best action. But it can be time-consuming and impractical to create multiple versions of a creative asset for each granular audience segment. So, you're under the gun to deliver ROAS and can't magically multiply your creative team."

Digital marketers frequently lack timely, scalable video and image assets for platforms like Facebook, Instagram, Snapchat, and TikTok, causing ad fatigue, constrained A/B testing, and limits on personalization. Ad fatigue results from audience overexposure and a shortage of fresh campaign creative. Robust A/B testing for ads is rare because generating the tens or hundreds of asset variants required is resource-intensive. Personalization ambitions are hindered by the impracticality of producing many tailored asset versions for granular segments. Generative AI can accelerate asset production but often fails on brand consistency and quality. Creative automation, templates, human review, and governance bridge the gap.

Read at The Drum