How to Spark Creativity with AI

In an era where technology and creativity intersect more dynamically than ever, the advertising industry stands at the forefront of a significant evolution. Today, the interplay of human creativity and artificial intelligence (AI) is reshaping the landscape of creative ad production, paving the way for groundbreaking advancements. 

The New Frontier of AI in Advertising

According to research from the World Federation of Advertisers (WFA): 

• Nearly two-thirds (63%) of brands are already incorporating generative AI into their marketing strategies. 
• However, 80% express concerns about how agencies use AI, emphasizing the need for strong governance and ethical considerations in creative processes.

The WFA also points out that while AI is being used for content creation and ideation by a majority of marketers, there is still a cautious approach to fully implementing AI, especially in sensitive areas such as representing real people's likenesses.

The Power of AI in Creative Processes

AI tools like Midjourney, ChatGPT, and Copilot are not just augmenting but transforming ad production. Noam Eshel of Photomyne highlighted, during an App Growth Summit San Francisco panel hosted by Nancy Roberts of CRAFTSMAN+, that generative AI has profoundly impacted their marketing efforts and in-app video content creation by enabling rapid prototyping. 

According to the Singular’s 2024 "Winning with Creative" guide, 83% of marketers regularly use AI for image and text generation and creative ideation in ads. 

Source: Singular

The integration of generative AI (Gen AI) into creative ad production is transforming the industry through various innovative applications. Here are some key areas where AI is adding value:

Gen AI for Creative Ideation

Doug Manson, Chief Creative Officer at CRAFTSMAN+, highlights the utility of AI in creative ideation: "AI is a great source of inspiration and ideation, as well as roughing out copy. Our copywriters then finesse and take it to the next level." 

As noted by Manson, Generative AI can serve as a foundational tool in the creative ideation process. By rapidly generating diverse ideas, AI allows creative teams to explore a wider range of ideas quickly. For example, a marketing team could use AI to produce several campaign themes and narratives based on current trends and data insights. This not only accelerates the brainstorming phase but also provides a broad base from which creatives can refine and enhance the ideas, ensuring that the final concepts are both innovative and strategically aligned with the brand's goals.

The ability of Gen AI to continuously generate new and diverse advertising concepts can also significantly mitigate ad fatigue. By consistently introducing fresh and unique creative elements into campaigns, brands can maintain consumer interest and engagement over extended periods. This is particularly valuable for high-volume campaigns or advertisers who need to keep their messaging dynamic across various platforms and markets.

Gen AI for Image and Text Generation

AI is transforming how brands create visual and written content, offering efficiencies and new creative possibilities. Rather than generating completely original product images from scratch, AI is being used to enhance existing assets—placing them in dynamic, tailored environments that resonate with specific audiences.

For instance, an e-commerce brand could leverage AI to take high-quality product shots and integrate them into different settings, adjusting backgrounds, lighting, and contextual elements to better align with a campaign’s aesthetic. This allows for rapid creative testing without the need for expensive, time-intensive reshoots.

Similarly, AI-powered copywriting tools can generate product descriptions optimized for SEO, conversion, and personalization. These AI-generated text assets can then be refined by human marketers to ensure accuracy, tone, and brand alignment—creating compelling ad copy that feels both data-driven and authentic.

By leveraging AI to refine, enhance, and personalize creative assets, brands can scale content production while ensuring their visuals and messaging remain impactful, contextually relevant, and true to their identity.

Gen AI for Localization

The ability of Gen AI to adapt content for different cultural and linguistic contexts is crucial for global brands. AI can localize marketing materials not just by translating the language but also by adjusting the content to reflect local cultural nuances, regulatory requirements, and consumer behaviors. For example, a beauty brand could use AI to adjust its advertising images and messages to align with the beauty standards and preferences of various regions, ensuring that the campaigns are relevant and resonant with local audiences.

The Importance of Human Oversight 

While AI provides tools that enhance creativity and efficiency, the irreplaceable value of human oversight cannot be overstated. Human creativity and strategic insight ensure AI-generated content aligns with brand values, cultural nuances, and ethical standards, safeguarding against potential missteps that could arise from autonomous AI operations.

Strategies for Balancing AI and Human Input

1. Set Clear Guidelines: Establish parameters for AI use to ensure that outputs align with brand identity.
2. Maintain Human Decision-Making: Use AI as a tool to supplement, not replace, the human decision-making process, especially in final content approvals.
3. Regularly Review AI Output: Implement a routine review process where human creatives assess and refine AI-generated content, ensuring it meets quality standards and retains a personal touch.
   
   

Embracing the Future of Advertising Together 

The integration of AI in creative ad production represents a powerful shift towards more dynamic, personalized, and efficient advertising. However, the balance between leveraging cutting-edge technology and maintaining the invaluable human element is crucial. At CRAFTSMAN+, we’re excited to guide brands through the complexities of AI integration in our software while emphasizing the irreplaceable role of human creativity. Richard Stephens, VP of Product at CRAFTSMAN+, proposes how AI can be used within our Craftsman Play product: “With AI-driven automation, customers can create more ad variations faster than ever, taking the effort out of iteration and experimentation. The goal is to have our technology rapidly generate data-backed variations that maximize engagement and conversion”.

Join Us in Redefining Creativity 

As we navigate this exciting time, the partnership between human ingenuity and AI opens up unprecedented opportunities for innovation in ad production. Contact CRAFTSMAN+ today to explore how we can help you harness the full potential of AI-enhanced advertising while maintaining the authenticity and impact that only human creativity can provide.