Advertisers are increasingly broadening their use of artificial intelligence (AI) tools in marketing campaigns beyond traditional data analysis, according to a recent report by DoubleVerify. This report highlights a growing trend among marketers to embed AI more deeply into various facets of campaign planning, execution, and optimization, reflecting the transformative impact of AI on the marketing landscape. Looking ahead to 2025, nearly half of advertisers—46%—plan to employ AI for crafting media strategies. This marks a slight rise from 2024 figures, indicating a steady upward trend in adopting AI for strategic planning. Along with media strategy development, an equal proportion of marketers aim to leverage AI for bidding optimization and mid-flight plan adjustments, emphasizing AI’s importance in real-time campaign refinement and investment decisions. Interestingly, reliance on AI for data analysis shows a modest decline, with 40% of marketers intending to utilize it for this purpose in 2025, down from 43% in 2024. This suggests that although data analysis remains critical, marketers are expanding AI’s role into more dynamic and creative applications. Marketers are increasingly adopting AI for dynamic creative optimization, with 40% planning to use AI tools to tailor and enhance ad creatives responsively based on consumer behavior. Campaign activation also sees notable AI use; 41% of marketers employ AI to initiate and manage campaigns efficiently. Additionally, 31% utilize AI to summarize media briefs, enabling faster understanding and execution of campaign directives. AI adoption is transforming content creation within marketing teams. Over 57% of marketers anticipate a significant impact from AI on content creation, especially in drafting material and generating multiple ad variations.

This facilitates faster production cycles and more agile adjustments to market feedback, boosting the creative aspects of advertising. Audience targeting and segmentation benefit substantially from AI assistance. About 41% of marketers use AI to more precisely identify and segment audiences, allowing for highly personalized content that resonates with specific consumer groups. This personalization enhances engagement rates and maximizes advertising effectiveness. Beyond content and targeting, AI also improves internal efficiencies within marketing departments. Around 21% of marketers use AI tools to streamline workflows and processes, resulting in cost savings and quicker campaign execution. By automating routine tasks and optimizing operations, AI elevates overall productivity and frees marketers to focus on strategic and creative efforts. The expanding application of AI in marketing marks a fundamental shift in how advertisers manage campaigns. Integrating AI-driven tools across functions—from strategic planning and bidding to creative optimization and workflow management—demonstrates AI’s versatility and growing significance. As AI technology evolves further, its role in marketing is expected to grow, enabling marketers to innovate, optimize, and personalize campaigns more effectively than ever. This trend highlights the need for marketing professionals to adapt and harness AI capabilities to sustain competitive advantage in an increasingly digital, data-driven advertising environment. Source: emarketer. com