Marketing
Make more campaign assets, keep the brand consistent, and cut the time from brief to first draft.
Updated 4 days ago · 10 sources
Who already did it
- Enterprise
L'Oréal
L'Oréal needed far more marketing assets per launch without paying agency rates for every one.
Production costs down 40%, and 50,000 marketing assets made.
How they did it
It built CreAItech, an in-house system that pipes many AI models into one marketing workflow. The chief executive told analysts on the full-year earnings call what it had produced.
- Enterprise
Svedka
Svedka wanted a Super Bowl spot that would get talked about for how it was made.
How they did it
It made what it calls the first mainly AI-generated national Super Bowl ad, working with the studio Silverside. Rebuilding its robot character and teaching the models to move it took about four months.
Tool used Silverside
- Enterprise
Booking Holdings
Booking wanted its brand to show up in the answers AI assistants give travellers.
How they did it
Its chief communications officer, Leslie Cafferty, said the company is adding much more detail to its websites. That means moving past the short, punchy language that works on social media.
- Learn from thisEnterprise
McDonald's Netherlands
McDonald's Netherlands wanted a Christmas ad that stood out on social media.
Pulled; 65% of US consumers are uncomfortable with AI ads.
So: Show AI-made ads to a sample of your own customers before launch, and agree up front who can decide to pull one.
How they did it
It posted an AI-generated ad to its Dutch YouTube channel. Online backlash followed and the company removed it, calling the episode an important learning about using AI.
- Learn from thisEnterprise
Coca-Cola
Coca-Cola had already taken criticism for an AI Christmas ad the year before.
So: Track public reaction as its own metric next to ad test scores, and set the level of backlash that changes your plan.
How they did it
It ran an AI-made version again. The ad drew fresh backlash. Coca-Cola's global vice president for creative strategy, Islam ElDessouky, said it was one of the company's top-tested ads ever.
What to use, who to call
Jasper
Writes campaign copy from a brief and holds your brand voice (how your writing should sound) in every draft.
from $59 per seat, billed annuallyUnder a weekSeparate software to buyIT sign-offIs this your first move?
What it fixes. Ten people write in ten voices, and someone senior rewrites all of it every week.
Good fit when. You ship a lot of channel copy and brand consistency keeps failing at the edges.
Skip it if. You need one big idea, not volume. Jasper is a production tool, and the blank page is still yours.
Start with. Paste your last ten approved emails into a brand voice profile, then ask it to write the eleventh.
Take 7 questions to the call
Why call them. You produce a high volume of channel copy and brand consistency is your recurring complaint.
What they fix. Ten writers, ten voices, and a senior marketer rewriting everything before it ships.
Also used by. Ulta Beauty, Prudential, Hilton and Sanofi, per the logos on its own site
- Who owns the copy Jasper produces, and does that change between the Pro plan and Business?
- How many approved samples do you need before the brand voice stops sounding generic?
- Are my brand guidelines, product data and customer copy used to train anything you sell to others?
- Show me a customer in a regulated category and how their legal team signs off on Jasper output.
- At $59 a seat, what does full rollout cost once every marketer needs a login?
- Which features are Business-only, and which of the ones you just demoed are on that list?
- Which customers left last year, and was it price, output quality, or the voice going off-brand?
Adobe
Makes images and video from a text prompt, with more than thirty models inside one creative studio.
bundled into Creative Cloud plansUnder a weekAlready in software you ownIs this your first move?
What it fixes. Waiting three weeks and paying studio rates for a product shot you need in fourteen sizes.
Good fit when. Your team already lives in Photoshop and you need many sizes of the same asset.
Skip it if. Hero work with real people. Faces and hands are where AI imagery still gets caught in public.
Start with. Pick one product and remake last quarter's best ad in six sizes. Compare it with the original.
Take 6 questions to the call
Why call them. Your legal team will not approve image generation until someone stands behind the training data.
What they fix. You need one product shot in forty sizes and the studio quotes three weeks.
- Which plan includes IP indemnification (they pay the lawyers if we get sued), and what voids it?
- What were these models trained on, and will you put that answer in the contract?
- Can I generate a recognisable human face for a paid ad, and would you defend that?
- How do I stop a junior designer publishing an AI image that nobody reviewed?
- What does this cost on top of the Creative Cloud seats I already pay for?
- How do generation limits work, and what happens in a month when we run a big campaign?
HubSpot
An assistant and set of agents inside HubSpot that draft content, research prospects, and answer questions from your data.
billed per credit, not per seatUnder a weekAlready in software you ownIT sign-offIs this your first move?
What it fixes. Your customer data sits in HubSpot and your AI tools sit somewhere else, so nothing connects.
Good fit when. HubSpot is already your CRM (the system that holds your customer records) and you want the short path.
Skip it if. You want the strongest writing tool on the market. This one wins on convenience, not on output quality.
Start with. Ask your HubSpot rep what a month of agent credits — the units each AI action bills against — costs at your volume.
Take 6 questions to the call
Why call them. You want AI working on your own contact data next week, not after a six-month build.
What they fix. Your customer data is in one system and your AI tools are in another.
- How do credits (prepaid units an agent spends each time it works) convert into real spend for me?
- What does an agent do with a contact record that is wrong or years out of date?
- Which agents are marketing agents, and which ones are really sales or support tools?
- Is anything I generate here used to improve models that other customers benefit from?
- If I stop paying, do I keep the content and the data the agents produced?
- What is the cheapest tier where the marketing AI features are actually included?
Persado
Generates and scores marketing language, then checks it against the rules that govern regulated ads before you send.
enterprise, quotedMonthsSeparate software to buyIT sign-offIs this your first move?
What it fixes. Every email and offer waits weeks in compliance review, and half come back marked up.
Good fit when. You market a bank, insurer, or health product, and legal review is your real bottleneck.
Skip it if. Small budgets and low send volume. The scoring needs a lot of traffic before it earns its price.
Start with. Count how many days your last ten campaigns spent in compliance review. That number is the business case.
Take 7 questions to the call
Why call them. You market a regulated product and your slowest step is the approval queue, not the writing.
What they fix. Legal review adds weeks to every campaign, and half your copy comes back rewritten.
Also used by. Large US banks and insurers, per the customer logos on its own site
- Which regulatory frameworks do you check against, and who keeps that list current?
- If your copy passes your compliance check and my regulator disagrees, who carries that?
- How much send volume do I need before your scoring beats a plain A/B test?
- Does the language you generate sound like my brand, or like every bank you serve?
- Show me the control group behind one lift number in your published case studies.
- What is the first-year cost including setup, and what does my team have to staff?
- Which customers did not renew, and what did they say was missing?
What everyone is asking
- NewJul 2026
Will AI actually cut my content production costs?
L'Oréal told analysts its in-house AI system cut production costs 40% across 50,000 assets. Svedka's Super Bowl ad still took about four months to make.
The short answer
The savings show up in repeat work, like resizing and localising. One-off flagship work still takes months.
Also worth a look. Volume content production, One-off hero campaigns
- NewJul 2026
Does AI content hurt your search rankings?
Google says how content was made is not the issue. Its scaled content abuse rule — aimed at mass pages built to game search — is what thin AI pages published in bulk break.
The short answer
Google updated this guidance in December 2025. The penalty targets thin pages made in bulk, not the tool.
Also worth a look. Publishing AI drafts with real editing, Publishing AI pages at volume
- NewJul 2026
Do customers mind if an ad was made with AI?
Enough of them do. eMarketer reported 65% of US consumers are uncomfortable with AI-generated ads. McDonald's pulled a Dutch Christmas ad after backlash.
The short answer
Coca-Cola took the same criticism and ran the ad anyway, saying it tested better than almost anything before it.
Also worth a look. McDonald's Netherlands, Coca-Cola
- NewJul 2026
How do I get my brand into ChatGPT answers?
Write pages with enough detail to be quoted. Booking Holdings is adding depth to its sites. Vendors call this generative engine optimisation — getting cited by AI assistants.
The short answer
Track mentions and citations, not clicks. Digiday reported the median company appears in 16% of relevant AI answers.
Also worth a look. Rewriting site content for depth, Tracking mentions and citations
- NewJul 2026
Where does AI pay off if I am not making ads?
Quieter jobs pay first. JPMorgan Chase uses AI to read tone and slang in online conversation. Nestlé builds digital copies of products to make e-commerce images.
The short answer
Neither company published a number. Both built the capability in-house rather than buying a finished product.
Also worth a look. Consumer insight and listening, Product imagery for e-commerce
Try this today
Turn one brief into six drafts
20 minSix subject lines and three ad drafts that follow your own voice rules, not generic AI copy.
Copy the prompt
You are a senior copywriter. I will give you our campaign brief and three pieces of copy we have already published. Step one: read the three examples and write five specific rules about how we write — sentence length, whether we ask questions, words we never use. Step two: using those rules, write six email subject lines and three 40-word ad versions. Use only claims that appear in the brief. If you wanted to add a claim that is not in the brief, list it separately under "claims I did not use". Brief: [PASTE YOUR BRIEF] Examples: [PASTE THREE PIECES OF PUBLISHED COPY]
One check first. Check every claim against the brief and your approved wording. The five rules are the model's guess, so a senior writer signs those off.
Find the words your customers use
15 minThe main themes in your own review data, plus the exact phrases customers repeat back.
Copy the prompt
You are a customer researcher. Below are customer reviews, survey answers, or support messages. Do four things. One: group them into no more than eight themes and say how many comments sit in each. Two: for each theme, quote three real lines word for word. Three: list the phrases customers use for our product, and separately the phrases they use for the problem it solves. Four: name anything they complain about that our current marketing does not answer. Do not rewrite them in marketing language. Use their words. Comments: [PASTE THE COMMENTS]
One check first. Strip names and emails before you paste. The counts only cover what you pasted, so check them against a full export.
Prep the questions your CFO will ask
25 minYou walk into the budget meeting already holding answers to the ten hardest questions.
Copy the prompt
You are a sceptical chief financial officer reviewing a marketing budget request. Below is my campaign plan. Ask me the ten hardest questions you would ask in the meeting, hardest first. For each one, say what evidence would answer it and where a marketing team usually finds that evidence. Then mark every number in my plan you would not accept without a source. Do not invent benchmarks or industry averages. If you do not know a figure, say that instead. Plan: [PASTE YOUR CAMPAIGN PLAN OR BUDGET REQUEST]
One check first. The model does not know your finance team or last year's results. Treat the list as a rehearsal and bring your own numbers.
Worth following
Paul Roetzer — Marketing AI Institute
Founder of Marketing AI Institute and co-host of a weekly AI news podcast for marketers.
weekly · podcast and newsletter
Why them
Weekly news plus courses, written for marketers rather than engineers.
Marketing Brew
Weekday marketing news briefing from Morning Brew, written for people who run marketing.
weekdays · newsletter
Why them
Short, readable, and it quotes named marketers at named companies about what they built.
Rand Fishkin — SparkToro
Founder of SparkToro and Moz, writing about audience research and how search behaviour shifts.
monthly · blog
Why them
He publishes the underlying click and search data rather than summarising someone else's.
Marketing Dive
Daily marketing trade news from Informa TechTarget, covering campaigns, agencies and ad technology.
daily · publication
Why them
Original reporting on named brands, with the numbers companies actually disclosed.
Digiday
Trade publication covering media, agencies, and where advertising money is moving.
daily · publication
Why them
It gets marketers on the record about AI spending and results before the case studies exist.
Ann Handley
Marketing writer, co-founder of MarketingProfs, and author of books on business writing.
fortnightly · newsletter
Why them
Her fortnightly letter is about writing well, which is what AI drafts still need.