Imaging
Many advertising agencies use AI to generate images, create interesting content, generate ideas or optimize costs and reduce workload. For example, Canadian retailer Rethink used the AI DALL-E 2 text-to-image tool to create ketchup images as part of an upcoming iteration of its Heinz Draw ketchup campaign earlier this year. Stores use Midjourney and Stable Distribution, among other AI tools. Of course, applying AI to image generation is not without its problems, including copyright and ownership issues.
Read more: How agencies are using AI image generators
Direct the copy of the invention
Marketers are also using AI to write creative copy. Earlier this fall, MasterCard's director of marketing and communications, Raja Rajamannar, spoke at the Association of National Advertisers' annual Marketing Masters conference about the payments company's payment engine being used for digital marketing. Developed by MasterCard, this program uses AI to provide data-driven insights into current trends in cultural behavior. It can take up to three days. AI then helps Mastercard develop creative and buy media. It takes "minutes, not months," according to a video the brand created to promote the show. Pernod Ricard is also investing more in dynamic creative optimization, which personalizes ads based on automatically generated data.
Accelerate return on investment
In October, Adobe introduced a new service that uses AI to quickly determine ROI as part of a suite of marketing tools. Powered by Adobe's Sensai AI engine, the tool, available as part of Adobe Experience Cloud, provides marketers with feedback data within weeks. Small and medium-sized providers may be best placed to use the service, as they are unlikely to employ large data scientists. AAA Northeast was one of the first users of the Adobe tool.
