Survey shows benefits from AI in ad production
Most advertising in-house agency teams are either experimenting with (65%) or partially implementing (71%) artificial intelligence. 93% plan to invest further in AI in the next 12-24 months to some level, according to a survey made by World Federation of Advertisers. 40% report faster content production and increased efficiency (33%) with AI. “With just 12% of respondents already at the stage of fully integrating AI (although 24% have enterprise-level integrations such as dashboards to support), there’s still a long way to go.”
While AI feels immediately useful to practitioners, scaling across the organisation requires alignment on systems used, governance and strategy. Seamless workflow and enterprise integration are often lagging, creating bottlenecks for scale.
The truth is – as 36% of our survey respondents reported – integrating AI into corporate systems in an effective and efficient manner while addressing the many concerns about the technology is difficult.
Nevertheless, it’s clear that the work is progressing and opportunities for further innovation and efficiency remain
“Though 65%of participants currently have a creative in-house agency, their resourcing models vary widely – from fully internal to almost entirely external. Such diversity in team size, scale, and available resources means adoption likely won’t look the same and each will need to implement a bespoke approach that best suits their business needs”, WFA says in a summary.
“Like many other parts of the marketing ecosystem, there are challenges. Many of these will be familiar to anyone involved in AI implementation: they include ethical concerns such as authenticity and AI bias (64%), data privacy concerns (57%), and integration with existing tools and brand IP/copyright (50%).”
“Leading in-house marketers are trying to address such concerns by proactively embedding AI governance into their operations, establishing dedicated AI governance teams and mechanisms from the outset.”
The report says many use pilot programmes as a way to create a safe, controlled environment to experiment and explore potential benefits of AI use without committing to full-scale adoption.
“That cautious approach is understandable: we also discovered that ROI on generative AI appears inconsistent. Nevertheless, the report highlights opportunities for future AI application in areas such as personalisation, strategic decision making, and data-driven insights.”
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