The AI marketing revolution is well underway, with CMOs prioritizing scale and efficiency over creating original content. Shapermint, a direct-to-consumer fashion brand, has implemented generative AI to expand its influencer program. By developing an AI agent named "Altair, " the company can generate scripts and storyboards for TikTok and Instagram Reels, ultimately reducing the production time for influencer content by approximately 70%. Altair's outputs are utilized in 70% to 75% of Shapermint's creator content. While the brand's AI tool has increased efficiency, it has not yet been used for video asset generation due to quality concerns.

Shapermint has utilized the time saved to diversify platforms, create localized content, and increase the budget allocated to influencer activity by 20%. These AI projects are becoming more prevalent, particularly as marketing budgets have decreased in recent years. Gartner reports that CMOs are often asked to achieve more with less, and AI offers the potential to meet these demands. Other agencies, such as DDB, are also focusing on using AI for scale and efficiency, with tools like "Gut Check" combining social listening data and search engines to understand market attitudes towards products or brands.