Meta VP Champions AI as Advertising‘s Catalyst, Not Replacement
A key shift is underway in teh advertising landscape, driven by the integration of Artificial Intelligence. According to a recent commentary, the impact of AI extends far beyond simple performance improvements and productivity gains, fundamentally unlocking creative potential.For too long, creative development has been a limiting factor in scaling advertising campaigns, a challenge AI tools are now addressing.
Currently, three in ten advertisers are leveraging Generative AI (Gen AI) creative tools to automate traditionally laborious tasks. These include automatically adjusting images, ad copy, and layouts for various ad placements – a process now achievable in seconds. This automation frees up valuable human time, allowing marketers to focus on shaping creative ideas and making strategic decisions regarding audience engagement.
The benefits are already being realized. For example, adquadrant experienced a significant elevation in creative output through the integration of AI branding tools, enabling faster ad experimentation and consistently impactful campaigns.
Beyond campaign scaling, AI promises to revolutionize customer engagement. The ability to deploy AI chatbots that accurately reflect a company’s brand ethos and tone offers a game-changing level of responsiveness to customer inquiries. The author believes that, ultimately, AI will become integral to how all businesses help customers discover products and complete purchases.
The core principles of triumphant business – strategy, efficiency, originality, and storytelling - remain paramount. The future, however, isn’t about choosing between human creativity and machine intelligence, but rather harnessing their combined power.
A central argument made is that AI is not intended to replace marketers. Rather,it’s designed to enhance their capabilities by providing “superintelligence” that accelerates experimentation,reveals actionable insights,and ultimately,unleashes human creativity. The author emphasizes that successful AI implementation hinges on building systems grounded in human values and intelligence.
Businesses that effectively collaborate with AI, utilizing it to amplify their vision, empower their workforce, and execute with greater efficiency, will be best positioned for success. By streamlining execution and removing the burden of manual tasks, AI returns a critical resource to marketers: time. This reclaimed time can then be reinvested in groundbreaking ideas, strategic thinking, and fostering a more human-centric and innovative approach to advertising.
(The opinions expressed in the original commentary are solely those of the author and do not necessarily reflect the views of Fortune.)
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