AI Marketing Outlook in the Ads Space
As an agency specializing in advertising, we've experienced losing our fair share of smaller prospective clients to AI solutions within the ad space. During 2022 and 2023, when AI was all the rage, as an agency owner, I became quite worried about the long-term viability of my business with all these technological competitors entering the space. It's amusing to look back now and realize how premature those worries were!
Fast forward to Q2 2024, and my team and I routinely assess AI developments every quarter to gauge how the landscape has evolved. Have current vendors delivered on the promised new functionalities? Are there AI solutions that outperform humans in strategy, optimization, and content creation?
The short answer is no.
However, we have discovered AI solutions that complement the work we do in-house at our agency. These include tools such as scripts for streamlining ad copy, generating creative briefs, creating initial drafts of ad units, and devising optimization strategies. Simply put, nothing is considered ready to be shipped to a client or pushed live without a thorough review by a team member.
Some of our favorite tools thus far include:
Ad copy prompts (developed in-house) using GPT. Here’s a link to our template.
Foreplaywww.foreplay.co/ for generating creative briefs
BestEverwww.bestever.ai/ for ad design (and creative briefs)
Cactivate for media buying recommendations
As we continue to navigate the ever-evolving landscape of advertising technology, one thing remains clear: while AI offers promising capabilities, it has not yet surpassed human expertise in our marketing strategy. Instead, it serves as a supportive tool to augment our efforts, allowing us to streamline certain tasks and enhance efficiency.
As we look ahead, we remain committed to staying at the forefront of innovation, leveraging AI tools to improve our processes while preserving the human touch that sets us apart. Our journey with AI has been one of exploration and adaptation, and we are excited to see how it will continue to shape the future of advertising.
In the end, it's not about whether AI exceeds our expectations or falls short—it's about how we harness its potential to deliver exceptional results for our clients. And with each new development and discovery, we are reminded that the true power of advertising lies in the synergy between human creativity and technological advancement.