Trends Report

AI Is A New Kind Of Creative Partner

Data Promises To Enhance Creative Capability And Capacity

December 20th, 2019
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
Keith Johnston , Jay Pattisall , Joanna O'Connell , Ryan Skinner , Nick Monroe , Alex Sobchuk , Lexie Lawhon , Madison Bakalar

Summary

Brands and agencies have always placed creativity at the heart of advertising. But as digital channels proliferate, the cost, complexity, and demand for media's measurability have driven the emphasis to marketing technology. For those reasons, CMOs have primarily applied AI to digital media buying, campaign automation, or marketing mix optimization. This report explores AI as a partner in the creative process to help scale creative capability and capacity within data-driven marketing approaches.

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