Generative AI is the latest revolution in creative testing and performance. It promises to be an invaluable resource for small businesses with limited design resources, who can now quickly and easily create brand-appropriate ads that follow the formats and design abilities of social media platforms. However, the limitation of generative AI is the ‘why’ – it is unable to understand the underlying context of creative performance, which is especially important for large brands who value their brand identity.
Deloitte research shows that over half of consumers are more loyal to brands that commit to diversity, something AI can’t calculate without context. Ultimately, AI can assist in manual processes, inspiration, insights, and optimization, but the ‘why’ must come from versatile experts that possess the contextual expertise. Global brands must understand the value of both short and long-term goals, and have the data to back it up. That is something AI can’t provide on its own.
The success of generative AI depends on the capacity to be trained and provide contextual value. The more it is trained, the more it can be useful. Providing AI with the found data from studies on brand loyalty, commitment to diversity, and the like can enable it to find balanced solutions that back up why one strategy works better than the other. This is the key to unlocking the full potential of generative AI.
Meta is one such platform offering AI-based Advantage+ campaigns as a tool to eliminate manual steps of ad creation. On July 11-12, top executives in San Francisco will have an opportunity to hear how leaders are integrating and optimizing AI investments for success. Generative AI is the basis of the next era of creative testing and performance, and attendance at such events is critical for anyone who wants to make the most of their AI investments. With the proper training and context, AI can be an invaluable tool for businesses of all sizes.
