Marketing at the Crossroads: Where Creativity and AI Intersect

AI is transforming the way brands connect with audiences. As this powerful technology merges with human creativity, marketers are unlocking new opportunities for growth and meaningful impact.

Recently in London, Smartly and Google came together to explore how the intersection of creativity and AI is shaping the future of marketing. Featuring insights from Google’s Debbie Weinstein and Smartly’s Laura Desmond, the conversation highlighted how AI can empower creativity, enhance storytelling, and deepen audience connections. Erica Probst from Google, Toby Horry from TUI, Noah Levinson from Noom, and Andrew Mason from Digitas UK, then explored the balance of art and science of modern marketing and the role Google's Demand Gen is playing to unlock new growth opportunities and enhance engagement. 

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AI's Role in Powering Advertising for Good: Unlocking Economic Growth & Powering Creativity

Shift the conversation

AI is not just about reducing costs—it’s about fueling growth. “You are not competing with the AI, you are competing with someone who is using the AI better than you,” noted Weinstein. 
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Advertising for Good

Today’s consumers value brands that do good. In fact, two-thirds of adults feel advertising should play a role in fostering societal change. “Advertising for Good is about connecting the power of advertising with the broader values of society, powering campaigns that reflect and address the issues that matter most to people today,” mentioned Smartly CEO Laura Desmond. “AI can be used to advance the industry into a new era of brand love, business growth, and social impact.” 
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Emphasis on Creative

Data and AI are helping us put the creative back at the heart of advertising, making ads more engaging, personal, and effective. Today’s consumers expect more—71% of them say personalized and authentic creative influences their purchase decisions. “The next era of campaign excellence is powered by Intelligent Creative: agile, AI-powered creativity that scales human imagination,” noted Desmond.
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Evolving the Funnel

With Google’s Demand Gen tools, there’s a noticeable shift in how brands approach demand generation. Enhanced video and creative have become essential as the traditional marketing funnel collapses. Partnering with companies like Smartly and Google is key to navigating these changes and engaging audiences in new, impactful ways.
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Convergence of Social, Entertainment, and AI: Unlocking Growth with Google’s Demand Gen

Critical role of AI in Strategy

AI plays a pivotal role in modern marketing. It helps identify audiences and behaviors, uncover insights, and match data-driven findings with impactful creative strategies. As technology advances, AI will continue to grow as an essential tool for marketers. “AI is instrumental in everything we do as an agency,” mentioned Andrew Mason.

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Improve Creative and Media Collaboration
To foster collaboration between creative and media teams, it is critical to establish cross-functional working groups that include members from both performance and brand channels. This ensures a unified strategy that leverages AI insights across the full funnel.

The conversation underscored a pivotal moment for the industry: AI is no longer just a tool—it’s a counterpart that can help drive innovation, strengthen audience connections and fuel growth. By leveraging AI, ethically and responsibly, brands can not only achieve their business goals but make a positive societal impact. 

Discover how Smartly can help you enhance your advertising strategy, by unlocking the full potential of AI and creativity.