At this point in 2024 it is impossible not to have heard about Artificial Intelligence and the implication that its development will have on our daily lives. AI is having a positive impact on all sectors, particularly in terms of advertising campaigns and creativity, it is being a real revolution when it comes to work. In which areas is it having the greatest impact?
Greater personalisation of campaigns
The world of advertising has traditionally been based on generic ads, seeking to capture the attention of the widest possible audience. With the advent of digital technology and cookies, this gave way to personalisation and measurement, allowing ads to be tailored to users’ specific interests. Today, Artificial Intelligence takes this personalisation to a new level.
Thanks to its ability to process large volumes of data at high speed, AI allows brands to analyse not only data collected by third-party cookies, but also their own data generated by user interactions. This results in fully personalised campaigns that are tailored to the tastes and preferences of each user profile, significantly increasing the relevance and effectiveness of ads.
With the progressive disappearance of third-party cookies and the rise of new privacy policies, such as those promoted by Google, brands are opting for strategies based on their own data and machine learning, in order to continue personalising their campaigns without compromising users’ privacy.
A/B Testing and the role of Artificial Intelligence
So far, to analyse the different variables within the same campaign, we have worked with the so-called A/B test, which helps us to analyse the best performance between two options. One of the main handicaps of this method is the management of time and resources, as this A/B testing takes several days of active campaigns to know the results.
This is where AI offers a competitive advantage. AI-powered platforms can analyse multiple variables and options in real time, eliminating the need for lengthy testing. Moreover, AI does not simply select the best option between two alternatives, but dynamically adjusts campaigns based on user behaviour, delivering content that matches their tastes in real time. Thanks to this tool, it saves considerable time and resources, optimising both the process and the results.
Faster and more informed decisions
It is not only in terms of campaign configuration that AI helps us to streamline. The processing systems used allow us to analyse risks and optimise processes, which makes the time spent on that analysis more efficient and helps us to understand all options and assumptions in a more agile way.
This not only optimises campaign performance, but also reduces the risks associated with human decision-making. By removing the subjective component and relying on data analysis, AI allows decisions to be based on solid facts, increasing efficiency and accuracy at all stages of a campaign.
Content creation – Generative AI
One of the most innovative areas where AI is making a big difference is content creation. Generative AI tools can produce not only text, but also images, videos and even music, generating pieces that are in many cases indistinguishable from those created by humans.
For creative and communications teams, this means significant time savings, especially in the early stages of creation. AI can generate multiple versions of the same concept in a matter of minutes, adjusting to different tones or styles, allowing them to focus on refining the message and strategy.
However, while these tools offer valuable support, they do not replace human creativity. AI is only as good as the instructions it receives, which means that clear and detailed guidance is essential for optimal results. In this sense, AI acts as a powerful complement, accelerating the creative process, but without supplanting the human approach.
And where are we heading?
It’s clear that AI has transformed the way we conceive and execute advertising campaigns. From personalisation to content creation, its applications are redefining the boundaries of what is possible in digital marketing. But the journey has only just begun. As these technologies continue to evolve, the possibilities for advertisers will continue to expand, allowing for greater optimisation and creativity at every step.
The real question is: how far will AI go in optimising and creating campaigns? Only time will tell, but what is certain is that AI is no longer an optional tool, but a key component, an extension of any media agency.