Generative AI is optimizing performance marketing but remains ineffective for brand-building tasks. Automated tools excel when specific data-driven targets are provided. Performance marketing campaigns utilize AI for measurable outcomes. However, challenges arise with brand marketing due to longer feedback loops and less quantifiable metrics, such as brand affinity and awareness. Marketers report that performance tools effectively target audience segments for sales but find brand awareness targeting more complex. The vision of fully automated ads remains distant, as current solutions do not meet brand marketers' needs.
"Generally, it seems like AI is useful when you can tell it exactly what you want to get and then feed a bunch of data into it to make it happen."
"With the upper funnel channels, telling AI to get you a click or view or an impression is not helpful because those metrics are not really driving business value in any way."
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