AI is reshaping creative operations, with marketers moving from content volume to structured, scalable personalisation. Tools like LLMs and performance feedback systems are enabling real-time optimisation.
Brands such as Unilever, Kimberly-Clark, and Yum! are integrating AI to boost creative output, quality, and campaign effectiveness. The focus is now on data-driven systems, not just ideas.
While adoption remains patchy, the shift is accelerating. Creative’s value, not just cost, is becoming central, prompting questions about pricing models and agency roles. Success will depend on how well marketers structure, activate, and learn from their data.