Artificial Intelligence (AI) has broken down all barriers, revolutionizing all types of businesses and the world of advertising and marketing was not going to be the exception. As early as 2023, brands like Coca-Cola began experimenting with generative AI.
This advance demonstrated that AI has enormous potential to transform the sector, which led agencies to get to work, innovating and integrating this technology. In fact, many of the advertising campaigns we have seen this year were already developed with the help of AI. A clear example is the Cruzcampo beer advertisement, created by Ogilvy under the title “With a lot of accent”. Thanks to this technology, the campaign managed to bring back Lola Flores, better known as “the Faraona.”
In Spain there are large agencies that have carved out a niche for themselves and are powerful in terms of martech and comtechsuch as LLYC or Gestazión, among others. Thus, in the words of Julio Alonso, executive creative director of LLYC, “Today, AI is already a valuable resource. It allows teams to generate multiple versions of copy or designs in seconds, do faster A/B testing, personalize messages for specific audiences, and even propose new creative approaches based on trends.”
However, Not all advertising agencies are moving in lockstep and there are still some that are stuck in traditional methods.which are no longer capable of supplying the current pace of demand in such a competitive and constantly expanding market. In fact, Alonso refers to this, “resistance to change is not new. If we look back, brands that did not adopt the Internet or social networks in the beginning were left behind. With AI, something similar will happen: adapting will not be an option, but a necessity. That does not mean embracing technology without judgment, but understanding how to integrate it into your culture and processes to remain relevant. And AI makes it possible to satisfy all needs and create efficient and personalized advertising experiences.
In relation to this, and according to the 2025 Survey Report: AI in Creative Production, prepared by different agencies such as Omnicom, Oglivy, Havas or Mindshare, among others, and the consulting firm King Street Ventures, four out of ten respondents consider that technology is efficient in the creation of content because “automates and optimizes laborious processes such as image recognition, video editing and content selection.”
Less routine, more creativity
In this way, technology has changed the world of advertising and marketing. Thanks to its data management, it allows you to track consumers to get to know them better and know what type of campaigns to design for each audience and when they should be launched. This way, agencies can optimize their budgets and maximize the impact their campaigns will have. According to the study, ““Seven out of ten of those surveyed say that AI has allowed them to personalize campaigns more effectively”. In fact, as the executive creative director of LLYC points out, “AI has immense potential and this will allow us to design hyper-personalized campaigns, analyze data in real time with precision and experiment with concepts in a much more agile way.”
However, all that glitters is not gold and, as with other tools, this technology must be used responsibly and ethically, as it is not yet regulated and can lead to abuses such as manipulation, misinformation or replacement. indiscriminate of jobs. “With AI, we must foster a collaboration model: humans and technology working togetherwhere human creativity is enhanced thanks to the technical support of technology,” highlights Alonso. And he adds that beyond the ethical, “if it is abused, there is a danger that the campaigns will lose authenticity and that human touch that makes them special. Furthermore, relying too much on AI can lead us to neglect human judgment and intuition, which are essential in the creative process.”
Tools and profiles
In terms of production, on the other handthere are more and more tools that facilitate the creation of more modern content. An example is Midjourney or Sora, there is also the Google platform (Performance Max) and companies like Meta and Adobe, which have focused on automated campaigns. In this context, the profile of analytical professionals will be increasingly relevant, not to manage data, because that is what AI already takes care of, but to interpret it and guide decisions when developing advertising campaigns. Thus, these professionals must have a more strategic vision and less focused on operational tasks.
In the same way, other roles in this sector that will be affected by the arrival of new technologies They are marketing managers, market research analysts, graphic designers and marketing specialists.
However, far from destroying jobs, AI invites the development of new jobs. Some of these new profiles will be “specialists in creative AI, professionals who know how to take advantage of these tools to enhance ideas and advertising concepts or ethical AI designers, responsible for guaranteeing ethical and responsible use of this technology” and points out Alonso, who adds that “data storytellers will be key to translating insights complexes into clear and persuasive stories, while creative optimization experts by AI will combine programming skills and creativity to customize algorithms that drive idea generation.”
Generally speaking, technology is helping to improve campaign ideation and iteration, as agencies’ creative teams are freed from more routine tasks. On the other hand, the study also highlights that “82% of participants claim that the content generated by AI is so advanced that it is practically indistinguishable from the work done by humans”; However, workers in the advertising sector, far from fearing that this technology will replace their work, argue that it is “just another collaborative tool”, as it allows for more relevant advertising to be offered and increases audience participation. In addition, The role of the creative will always be relevant and necessary.
Reaffirming this idea, the executive creative director of LLYC expresses that “human creativity is born from our ability to connect emotions, experiences and culture in unique ways. AI has no emotions, intentions, or the ability to dream or imagine from a human perspective.. You can generate ideas based on patterns, but the most brilliant campaigns are those that strike deep chords, and only a human can do that.”
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