Artificial intelligence (AI) has
helped social-media companies to provide marketers with faster and more seamless ways to target consumers, develop creative, and forge partnerships.
However, brands feeding their real-time
community insights into AI systems are seeing a creative advantage, according to a new
report from WARC, Lions Advisory, and TikTok.
Consisting of survey data collected from 400 marketers across the U.K., the U.S., Australia, and
Brazil in May of this year, the report suggests that in the current technological age, brand creative success on social-media platforms depends on which
inputs they use to brief AI.
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According to WARC’s findings, almost 60% of marketers surveyed agreed
that traditional demographic labels such as age, gender and location are ineffective, yet they are what most brands currently use to inform their AI tools.
“AI adoption has made creative workflows more dynamic, but many of the inputs shaping creative remain
static,” the report states, adding that instead of “siloed workflows,” marketers should focus on “integrating media, audience, and creative intelligence into unified, adaptive
systems.”
“Participatory media environments are giving us something far richer: real-time signals from people who search, comment, share, remix,
create and buy,” says Lexi Wolf, head of thought leadership at Lions.
By combining these signals,
marketers may have a better chance to quickly understand which creative output is most successful due to real-time AI-delivered insights, ultimately developing what the report deems “the
intelligence loop” -- a cycle in which community participation and AI creative reinforce each other over time.
More than 85% of marketers who took part in the survey agreed thaaudience behavior and community signals will influence creative development more in the next three years.
“The brands winning today are not the ones using AI to generate the most content,” says Andy Yang, global
head of creative and brand ads at TikTok, adding: “They are the ones learning the fastest from the people they serve. We call it cultural intelligence.”