The new AI playbook: The rules brands are setting around customer-facing content

When and how to use AI in advertising imagery is proving to be one of the biggest questions facing marketers this year.

For some brands, AI platforms and services are proving to be game-changing for their ability to speed along creative processes, and save money. Companies like personal care brand Goodwipes are using it not only to create content but also to optimize past photo shoots, while others like Hilton are using AI tools to fuel more ad campaigns without extra shoots. Conglomerates like Unilever are using editing and visualization tools to quickly jump on viral trends, while companies like beverage brand Koia are using it as the basis for entire campaigns that aim to go beyond the bounds of reality.

Canva’s State of Marketing report found that 97% of marketing leaders use AI in their daily creative work, and 99% planned to increase AI investment this year.

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