AI Joins the Team

Hey!

Advertising isn’t what it used to be—and that’s a good thing.

With AI entering the chat, our industry is evolving faster than ever. Consider this: in their latest financial report, Publicis Groupe announced they boosted their operational profit margin from 11% to 17% in just one year—a jump that includes staff salaries. Translation? They’re using AI to save time and money.

Guesswork is out; algorithms and automation are in. The future is here, and ignoring it isn’t an option. Let’s unpack how AI is reshaping the game, from campaigns to tools you should be using today.

Campaigns That Make Headlines

AI isn’t just crunching data; it’s rewriting the rules of creativity. Coca-Cola’s “The Holiday Magic is Coming” campaign proves it—an entire Christmas ad generated by AI.

From blank slate to finished product, it’s faster, cheaper, and a shareholder’s dream. Critics will complain, sure. But here’s the reality: most people won’t even notice, let alone care, if it’s AI or human-made. The world is blurring the lines between real and fake, and the smart move isn’t to resist—it’s to adapt and get ahead.

Then there’s Heinz’s “Draw Ketchup.” Ask AI to imagine ketchup, and it sketches Heinz. It’s not about cost-cutting; it’s about using AI as a creative partner, just like a new social media platform—a tool to connect and engage in unexpected ways.

This is the new frontier: campaigns that merge brand and consumer, driven by AI’s ability to create, adapt, and redefine what’s possible in real time.

How I’m Using AI: Practical Wins in Everyday Work

The real game-changer with AI? The practicality. Here’s how it’s transforming my workflow:

• Streamlined Writing with ChatGPT: I feed it my scattered notes, and it turns them into clear, cohesive text. Priceless for justifications and proposals—quick edits, and you’re done.

• Comedic Consumer Personas: Asking ChatGPT to write personas like a stand-up comedian adds a fresh layer. It sharpens the tension in audience insights.

• AI for Storyboards and References: Forget FreePik. AI-generated visuals make storyboarding faster, more creative, and tailored to your ideas.

• Voiceovers with ElevenVoices: We’re creating voiceovers for ads and case studies to test length and flow. It’s a game-changer for timing.

• Quality Control with Claude and ChatGPT: I use these tools as a second pair of eyes to critique my work. They catch issues no one else notices.

AI isn’t just hype—it’s utility.

Where Do We Go From Here?

The question isn’t whether AI will take over advertising; it’s how you’ll use it to stay ahead. AI can’t replace strategy or the human touch—yet—but it can amplify what we do best. It’s not about man vs. machine; it’s about how we collaborate with the tools to create smarter, sharper campaigns.

Stay curious, stay adaptable. The future is here, and AI is only just getting started.

Do you use AI yourself?
Drop a comment and let me know.

Also, share this article with that AI-skeptical marketing or ad pro in your circle—they might just change their mind.

Best,
Marti