As AI lowers entry barriers, competitive advantages from performance advertising fade. Authenticity and strong consumer relationships define lasting brands. Brands must integrate technology, creativity, and media for substantial impact. eBay emphasizes transparent leadership and employee upskilling in AI workflows to maintain brand integrity. Sainsbury's leverages a custom AI system to streamline campaign asset review, drastically reducing approval times while preserving brand nuances. This advancement allows marketing teams to focus more on strategy and creativity, indicating the essential balance of human involvement and technology in AI applications.
With the use of AI agents, we've managed to reduce the time it takes to review and approve campaign assets for brand compliance from four days to just ten seconds.
We're really focused on making sure we have hygiene in all of our brand foundations. The opportunity... is to take the friction out of things like production or execution... and focus more on the big creative, strategic moments.
AI is 90% humans, 10% technology. With time, we can achieve much more by enhancing the human element within artificial intelligence.
Durable brands weather disruption and maintain loyalty, optimizing around the intersection of technology, creativity, and media to achieve outsized impact.
#brand-authenticity #ai-integration #performance-advertising #consumer-relationships #marketing-strategy
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