Marketers Are Using More AI More Often

Snapshot
Marketers are rapidly expanding the role of AI in their content pipelines, not just to generate assets, but also to manage quality control and compliance. Financial services firms such as Prudential are deploying AI-generated web content personalized to individual users, while still requiring human review when content appears under an executive’s name.

Consumer health company Opella runs an “AI content factory” producing thousands of assets weekly—from webpages to social posts—while embedding regulatory advisors into the workflow to catch errors.

While AI has not yet fully taken over ad creation, brands like Puma are experimenting with AI-generated prototypes, then refining them with human oversight. This shift promises efficiency and scale, but raises new challenges: ensuring accuracy, maintaining brand tone, and delivering emotionally resonant storytelling.

Companies have realized that while AI can help personalize and produce content at scale, it struggles with nuance, especially in regulated categories. Experts warn against using AI to evaluate ad effectiveness alone, citing its limits in interpreting human emotion and cultural context. Marketers are moving toward a hybrid model where AI augments human teams, allowing creatives and compliance experts to focus on higher-level tasks.

As the technology matures, the industry is confronting a new reality: effective marketing means knowing when to automate—and when not to.

Full story: WSJ