Why generative AI can’t seem to help marketers build their brands

The promise of generative AI was to make marketing faster and cheaper, optimizing everything from media operations to creative. But in Silicon Valley’s push to give marketers a one-stop-shop with AI, marketers say AI has not given them solutions for brand building.

The industry might still be a ways off from fulfilling Mark Zuckerberg’s vision of fully automated ads by next year.

AI and automated tools, like Google PMax or Meta Advantage+ have largely been relegated to performance marketing campaigns, according to six marketers Digiday spoke with for this story. That’s in part because there’s enough hard data and attribution in a performance marketing campaign to train the automated tools. Meanwhile the media buying and marketing automated tools available for CTV, digital video and other brand marketing campaigns (a la The Trade Desk’s Kokai platform) hasn’t exactly wooed marketers.

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