In recent years, the marketing and advertising industry has undergone a major transformation. Besides AI, that continues to drive innovation, creativity-focused strategies are also reshaping brands' priorities and how they engage with their audiences. Amid these changes, marketing professionals face increasing pressure to deliver efficiency and effectiveness in a fast-paced and content-saturated world
According to the Influencer Marketing Hub platform, 34,1% of marketing professionals report significant improvements with the use of AI, but 17,5% report that they still have some form of regression. This marked division reinforces the importance of strategic implementation
In a scenario where competition is fierce and consumers are more demanding, the strategic adoption of AI can be a differentiator between success and stagnation. Thinking about it, a Vidmob, global leader in creative performance based on AI, listed the six main impacts of AI on advertising in 2025
1- Criatividade como o catalisador para crescimento e ROI
High-quality creativity is essential for driving growth and ROI in modern marketing. While audience optimization has stagnated, audience optimization creativity stands out as the key to capturing attention, increase engagement and achieve meaningful results. A Nielsen, global company in audience measurement, data and analysis, claims that creative quality is responsible for 70% of a campaign's success and 56% of ROI in sales, highlighting its importance
Generative AI is changing the way brands approach creativity, allowing personalized and precise campaigns. But, to be effective, AI needs first-party creative data, in English. This combination allows for the creation of content that engages with the audience and aligns with the brand's objectives, making creativity a strategic advantage
2 – Primary creative data: unlocking affectivity with GenAI
In 2025, primary creative data will become essential for brands and agencies looking to stand out in a highly personalized and AI-driven world. These data provide valuable insights by combining creative elements, as visuals and messages, with the behavior and preferences of the audience, going beyond traditional optimization
The main advantage of this data is its ability to improve generative AI models. By including creative signs, these models can produce content that is both attractive and aligned with the audience's expectations and the brand's objectives. This change offers a unique opportunity to create effective and engaging content, highlighting the importance of the quality of creative data in the AI era in marketing
3 – Brand identity with AI supervision
A strong brand identity is essential for increasing recognition, growth and revenue. However, with the increase in the volume of content on various platforms, maintaining the brand's identity and message has not become a simple task. Generative AI, despite being innovative, can create variations that weaken or contradict the brand standards, bringing challenges for marketing professionals
The solution is to use AI supervision to preserve brand identity at scale. Adjusting generative AI models to follow brand guidelines, marketing professionals ensure that each piece of content is in tune with the key elements, highlighting and generating more impact. This not only makes content creation easier, but also protects brand trust and recognition
4 – Transforming media strategies with first-hand creative data and APIs
In the fast-paced world of media, success also depends on the ability to align creative strategies with the performance of these channels. Challenges like fragmented insights, misaligned campaigns and difficulty in measuring ROI often hinder
Generative AI, fed by first-hand creative data and API integrations, is transforming the way media teams bridge the gap between creativity and effectiveness
5 – Real-time insights eliminating fragmentation
Generative AI, fed by first-hand creative data, elimina a fragmentação dos dados ao vincular elementos específicos — como visuais, mensagens e formatos — com métricas de desempenho como taxas de clique, conversions and engagement.
According to a study by Google and Econsultancy, global company for training and development in digital marketing, 92% of leading marketing professionals believe that using first-party data to understand consumer preferences is essential for growth. Through APIs, this data can be integrated into existing workflows, providing media teams with actionable, real-time insights on what captures the audience's attention. This allows for data-driven decision-making in real time and ensures that campaigns remain agile and focused on the audience that brands want to reach
6 –Increasing media effectiveness through precision
When using AI-generated content along with first-hand data, media teams can adjust campaigns and improve results. The AI identifies creative elements that perform well and replicates them across various platforms, maintaining the brand strategy. This improves effectiveness across different channels and harnesses the full potential of data to ensure a measurable outcome
The use of AI has changed how marketing professionals create content, allowing to reach a new level of interaction. Using primary creative data(first-party creative data), CMOs can unlock the full potential of the tool to be more efficient and effective. The true power of AI in marketing is not about creating faster, but about creating with purpose. The use of creative data allows for the creation of stories that resonate and generate results, what transforms AI into a powerful competitive advantage and positions the brand at the forefront of technology, in the new era of creative management, says Miguel Caeiro, head Latam of Vidmob
