The future of AI and creativity

 

The future of AI and creativity

TLDR: Creative experts are unleashing creativity using Google AI Generative AI enables brands to strengthen their creative approach by rapidly analyzing vast quantities of information and uncovering complex patterns, novel insights, and emerging trends To increase effectiveness, marketers are leaning into Google AI to deliver hyper-personalized creatives at scale As the industry increasingly adopts AI, the strategic role of the marketer will become more foundational in helping brands win with viewers

T H E   I N S I G H T S Meet your newest creative partner, Google AI

Effective storytelling has never been more important. According to NCS, creative is the most critical driver of ad effectiveness, influencing nearly half of incremental sales.1 Yet as the video landscape continues to evolve, knowing what truly breaks through with audiences has become more complex. To keep up with people’s viewing preferences, brands are leveraging the power of Google AI to supercharge their strategy at every stage of the creative process – let’s explore how.

AI as an insights driver: Building audience-first strategies that break through To win with today’s viewers, brands should be audience-first, which means having a deep understanding of what people are watching, how they’re watching, and so much more. To achieve that level of familiarity and expertise, marketers have to synthesize a lot of information, and Google's most capable AI model, Gemini, makes it easier. Bringing information together is the foundation of AI, so by leveraging Gemini at the beginning stages of the creative journey, brands can gather rich insights to inform their video strategy. Best of all it’s natively multimodal, which allows teams to examine creative inputs beyond text.

AI as an expert thought partner: Refining your big idea One of the most important parts of landing an effective creative concept is ensuring that the messaging resonates with viewers. Creative teams already excel at this but imagine if they could achieve hyper-personalization at scale. Creative agency Tombras set out to do just that by creating a real-time out-of-home campaign – a feat they consider “impossible” without the help of Gemini. After uncovering the insight that PODS containers served as the company’s original billboard, Tombras leveraged Gemini to create a custom model that served as a content strategist for their “World’s Greatest Billboard” campaign. They trained the model on audience personas, brand guidelines, and past campaigns so that on the day of the activation, Gemini could write real-time copy on POD’s digitized containers while traveling to every New York City neighborhood. After crafting over 6,000 tailored messages in one day, POD’s NYC requests for quotes (primary KPI) was up 33%, representing the biggest year-over-year lift for the brand in years.

AI as creative enabler: Bringing stories to life in ways never imagined Imagine the impact marketers could have if they delivered stories that offered viewers exactly what they wanted, when they wanted. Brands have been limited to engaging with audiences in this way via text, but Google AI is ushering in new possibilities with video. Take Google Pixel – after noticing that fans on social media were suggesting new ways to bring the “Best Phones Forever” campaign to life, the creative team used the Gemini model combined with other tools to craft 300 fan-inspired episodes in one day. Not only did this campaign put fans in the driver's seat but it also allowed Pixel to build an authentic community where people felt a deep connection with Pixel’s story. Using Gemini to delight fans and offer new ways to engage enabled the US Pixel team to achieve one of their highest-performing social campaigns of all time.

Looking ahead While generative AI has demonstrated the ability to unlock enormous creative potential for brands, marketers are still essential to the creative process. As the industry increasingly adopts these tools, authentic creativity and ingenuity will make the difference. From the stories told to the connections with viewers, the role of marketers will become even more foundational to the success of today’s brands.