How are marketers using AI for ad creative without hurting performance?

Joshua Spanier

Vice President · Google

real‑time performance monitoring

Joshua Spanier says AI lets marketers see what their creative is doing in real time and how that impacts outcomes and business performance overall.

The answer starts at 11:06.

AJ Wilcox

Founder B2Linked - The LinkedIn Advertising Agency · B2linked | Linkedin Ads Performance Agency

limit to 2‑4 creatives

AJ Wilcox recommends limiting to two creatives per ad set, or up to four, because having more lets LinkedIn show ads more often and raises auction prices, and LinkedIn already gives most impressions to the top one or two.

The answer starts at 41:53.

Paul Roehrig

Chief Strategy and Marketing Officer · Ascendion

Iterate faster

Paul Roehrig says AI helps marketers iterate faster on storytelling and content, because nobody gets it right all the time and AI helps correct the story.

Ryan Gavin

Chief Marketing Officer · Slack

grade AI output

Ryan Gavin says his team uses AI to grade its own content before sending it to him for review, prompting an LLM with the audience, intent and goals to score the work against best-in-class pieces.

Nicola Mendelsohn CBE

Head of Global Business Group · Meta

generative AI creative tools

Nicola Mendelsohn CBE says marketers are using generative AI creative tools, with 8 million advertisers now utilizing them to get more messages to the customers and consumers that matter to them.

Amanda Cole

Chief Marketing Officer · Bloomreach

by generating and testing with data

Amanda Cole says marketers can use AI to generate creative artifacts and connect to their data to see if an idea will succeed, arguing creativity does not trump delivering performance.

Rachel Thornton

CMO, Enterprise · Adobe

AI that enforces brand guidelines

Rachel Thornton says marketers can use AI like Adobe Brand Intelligence to enforce brand guidelines, helping ensure every asset—even at scale—stays on brand and doesn't morph over time.

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Kim Reedy

Sr Manager, Consumer CRM | US Marketing · Ford Motor Company

personalizing at scale

Kim Reedy says AI helps deliver personalization by giving each customer their own experience, since manually creating thousands of creative assets is impossible.

Jonathan Kerr (JK)

Chief Growth Officer · Auto & General Australia

for ideation

Jonathan Kerr says AI's opportunity in marketing is ideation and democratizing the idea factory, letting many employees brief in half-formed ideas, because creating actual creative with AI is still behind the promise and gimmicks probably don't do well.