Make It. Review It. Approve It. Ship It. That’s how advertising’s worked for a very long time, even in the age of digital. Marketers know what their brand messaging is going to look like before it makes its way out the door, but that approach isn’t going to make it in the age of dynamic creative. AI will soon determine what a final message will look like based on the consumer that will see it and the context in which it will be experienced at the moment it’s seen.
The age of giving final sign-off on creative is coming to an end.
Speak to Me
Personalization is key in customer experience. People want to work with brands that get them and show it. The fastest way to show appreciation for a consumer is making that first impression as relevant as possible. On a case-by-case basis, that seems simple enough, but mass personalization is a challenge, if not an impossibility.
Dynamic advertising allows marketers to deliver their messages in ways that speak directly to consumers, by letting AI parse data and situations to generate the most relevant, meaningful message possible at scale.
Create the Toolbox, Not the Structure
This shift makes the creative process a little different. Instead of creating the final asset, marketers create ecosystem those final assets can be generated from by developing text, visual and sound pieces that can be pulled from to dynamically generate ads based on the person seeing the ad and the context its being viewed in.
It’s not about creating the final asset. It’s about creating the rules and the toolbox those final assets will come from. The goal is to create a system that has the right tools that AI can use to generate compelling work. It’s no longer just about creating something that will appeal to the masses. AI can use data to create ads that appeal to the individuals at mass scale.
Dynamic Creative is Part Of but Not the Future
It’s easy to let the hype around AI let you get carried away, whether you fall on the side of thinking dynamic creative would be the best thing ever or you believe it would be a disaster for all things that are good in this world. The bottom line is the opportunity to get more targeted and more relevant messaging to consumers is here. It’s not perfect, but the ability for advertisers to deliver messaging that speaks to consumers will soon be the expectation.
That being said, AI can’t do it all. There will still be a place for mass appeal, branding work that puts a brand in the hearts and minds of consumers. Brands need to grow, which means bringing in new customers and creating a big tent that will bring other people in. That, paired with dynamic creative that speaks to consumers on an individual level, is a powerful combination of both elevating a brand people want to be a part of and then showing that the brand gets its customers on the individual level with dynamic assets.
AI isn’t going creative better, but it is can help make that creative more relevant than ever before in partnership with marketers who provide it with assets worthy of consumer time and attention.