7 Examples of Generative AI in AdTech
Natalia Figas
Content Marketer
The AdTech industry is constantly evolving thanks to introducing new processes and technologies.
One of the most transformative technologies shaping the future of this ecosystem is generative AI (genAI, GAI).
Keep reading to learn about:
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examples of generative AI solutions utilised in AdTech;
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use cases of genAI for AdTech companies;
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benefits of using genAI for advertisers, ad agencies, and creators of advertising technologies.
Key Points
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Generative AI excels at designing new concepts, especially in the advertising business.
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GenAI simplifies advertising processes for advertisers, brands, and AdTech companies.
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AdTech companies can leverage GAI to maximise the speed of content creation and improve ad campaign performance.
7 Use Cases of Generative AI in Advertising
When it comes to GAI, we usually associate it with creating fresh images or texts, like in ChatGPT and Midjourney. Yet, the AdTech industry has discovered various other ways to use generative models.
By applying this tech to aspects such as personalised creatives, ad campaign management, or strategy recommendations, AdTech companies introduce a new level of quality and make it easier to navigate the dynamic ecosystem.
Below, we list seven examples of how AdTech companies use generative AI.
1. Content and Concept Creation
Many AdTech companies, such as ad agencies, create a lot of advertising assets: texts, images, videos, and audio ads. However, creating ads can take time and effort in terms of human resources.
To solve that issue, advertising teams can support themselves by utilising generative AI solutions. Their productivity can increase significantly with tools combining generative models with other types of artificial intelligence.
With proper software, advertising specialists can:
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run ad assets analysis and spot trends faster,
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generate a variety of fresh ad ideas tailored to different stages of the sales funnel,
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create advertisements more effectively.
2. Content Repurposing
Generative AI models are specifically designed and trained to deliver new content. They excel at creation. Any genAI solution needs input data to generate a new idea or content. For example, producing new headlines for Google ads requires submitting keywords. However, the input doesn't have to be unique every time — genAI solutions will also exploit the old content.
Based on writing samples or whole pieces of content, ad agencies, advertisers, and AdTech companies can generate new formats in seconds: article to an advertisement, image to an infographic, or presentation to a sales email.
3. Advertisement Personalisation
Advertisers using genAI solutions can easily target audience groups with personalised content. Using proper solutions, advertisers can adjust messages, images, and videos to their prospective customers’ preferences, interests, and needs. This can be applied to various advertising formats, including traditional ads, product recommendations, customised emails, etc.
4. Ad Copy Improvements
Another way how AdTech companies can use generative AI is by introducing ad copy improvements. GenAI-powered solutions use natural language processing (NLP) to analyse and suggest improvements to created texts’ quality, effectiveness, correctness, etc.
5. Advertising Strategies Recommendations
Solutions utilising AI and generative AI models can analyse insights from previous ad campaigns and prepare proposals for new, improved advertising strategies. The recommendations could include both general ideas and specific steps to follow.
GenAI solutions can produce advertising recommendations in terms of:
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ways how marketers can use content;
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types of content to prepare, such as video ads and audio ads;
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campaign modifications, like recommendations for enhancing personalisation in ad creatives.
6. Advertising Processes Simplification
As more advertisers use the trending technology of GAI, there are now platforms offering services to help create and push creatives into popular social media or ad networks. These solutions can also manage ad budgets for different campaigns.
An example of how re:nable’s AI marketing platform, Aimée, takes different elements to create and publish a social media ad.
7. Advertising Campaign Management
Manual campaign management is coming to an end with genAI. Operations such as ad campaign creation, ad copy optimisation, and communication flow setups can be done with generative AI solutions, allowing advertisers and ad agencies to deliver more impactful campaigns in a shorter time.
To create a marketing campaign with Accelerate, a marketer must provide a URL for the product they want to promote, and the system will do the rest.
How Can AdTech Companies Leverage Generative AI?
By adopting or building their genAI-based advertising solutions from scratch, AdTech companies can offer their customers innovative products and services, and revolutionise how they work.
Increasing Productivity
Generative AI streamlines and accelerates various aspects of the advertising process. AdTech businesses can employ generative models to create ad creatives swiftly, reducing the manual workload and significantly boosting productivity.
Testing Against Customer Sentiment
Generative AI can be instrumental in testing and gauging customer sentiment. AdTech companies can leverage this technology to analyse user responses to ad creatives, headlines, or messaging variations. By understanding customer preferences and sentiment, AdTech businesses can refine their advertising strategies, ensuring that campaigns resonate with the target audience effectively.
Scaling Personalisation
Generative AI facilitates personalised content creation at scale, enabling AdTech companies to tailor advertisements to their target audience’s individual preferences and behaviours. By leveraging generative models, advertisers can dynamically adjust messages, images, and videos, delivering hyper-personalised content across various advertising formats.
Summary of GenAI in AdTech
Generative AI has become an essential part of AdTech solutions.
The advertising ecosystem will surely continue to evolve thanks to the new technology, while companies will keep delivering more relevant, engaging, and effective advertising campaigns, ultimately driving business growth and customer satisfaction.