Everyone is jumping aboard AI, but is everyone using it right? It’s been steering the way in performance marketing for good reason. But before you set sail, here are a few elements I recommend you keep in mind.
First, have a conversation with your agency partner. They know your brand and the market well and can tell you if AI aligns with your goals. Not working with an agency? Reach out to us to see if AI is right for you.
Second, make sure your brand identity and key assets are rock solid. The more detailed you can be about your business, your audience, and your platforms, the more AI will turn around better branded content.
With that in mind, I think the true magic starts when you link AI to your performance metrics. It can version, optimize, and iterate assets—🤯
Some of my favorite AI tools include Meta’s Advantage+, TikTok’s AI helper, and Instagram’s new AI Studio.
The Force of Meta AI
Advertising has come a long way in the last ten years. With Meta AI, you can improve targeting and personalization, making ads more relevant to users. Even then, it’s important to note that AI is a tool that complements human creativity, not replaces it.
AI is still relatively new, and consumers may spot the difference—there is value in true human connection. Plus, ethical considerations and transparency in AI creative are key. I always take the time to review and edit AIs’ work to meet brand guidelines, audience expectations, and goals.
This is what makes Meta’s Advantage+ suite so exciting. It integrates curation, optimization, and iteration into one platform. AI’s ability to quickly version and sharpen creative assets is impressive, but it’s still in its early stages, and human oversight is needed.
High Tides of AI Creative
AI is reshaping, not replacing, the creative process. These tools are made to free up creative teams so they can focus on strategic and creative directions rather than getting bogged down in technical tasks.
It allows my team to produce more personalized and effective content that’s also data-driven and informed, that way we get to be creative and our clients see results.
Sailing Forward
AI is here to stay and only getting better. So, I always stay up to date with the latest advancements to use it effectively. Knowing how to use AI correctly will one day be as crucial as learning how to use email or video, and those who don’t embrace it may find themselves at a disadvantage.
In all, why not? AI offers a pretty powerful tool for optimizing ads. Sure, it requires careful planning and strategic use, but with the right approach, brands can better navigate creativity and targeting for results.