We surveyed marketing professionals to get opinions from those managing three hot topics: Media Measurement, Commerce Media, and Creative AI.
In this installment, we focus specifically on Creative and the use of AI in developing Performance Creative. The respondents were primarily based in the U.S., but the findings will likely apply to other markets as universal subjects.
We are in an era of balancing agility and scalability. Content must be created faster, personalized at scale, and optimized for multiple platforms. AI is becoming essential to that equation, helping teams keep up with demand.
Allita Crasto
Global Head of Creative, M+C Saatchi Performance
Key Takeaways
- Google (70%) remains the most dominant digital channel marketers are developing creative for, followed by Meta (47%).
- 58% leverage AI for creatives, with the leading use cases still being image-based (51%) and copywriting (47%).
- ChatGPT (37.97%) and Canva (28.2%) are by far the most widely used for AI content development.
- Currently, marketers are using, on average, two different Generative AI platforms, which means that no one platform offers the best output for all formats.
- Advertisers must clearly understand their specific creative needs and map tools to ensure they approach the area strategically.
Creatives
Highlights
55.83% of respondents are using AI tools to generate or support creative development. 61% plan to use AI in the next 12 months.
The data shows the rapid adoption of AI tools. It is easy to become overwhelmed with the speed of change in the industry.
Creative teams must stay on top of development or risk falling behind and losing their competitive advantage.
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