AI Automation Advances Across Marketing Today’s AI Stories and Takeaways for Marketers-Fri Apr 11

AI Automation Advances Across Marketing

As artificial intelligence continues to reshape digital marketing, today’s news highlights critical advancements from Meta, evolving practices in digital advertising, and powerful use cases in content personalisation, connected TV, and media. From scalable AI ad targeting models to shoppable streaming ads, the big picture is clear: marketers must integrate smarter automation while maintaining strategic oversight.

Here’s what you need to know from today’s developments.

Meta Launches GEM: AI-Driven Ad Optimisation at Scale

Meta has introduced GEM (Generative Ads Recommendation Model), a breakthrough AI model built to optimise ad delivery through more efficient scale-up of recommendation systems. GEM reportedly doubles training efficiency and increases ad conversions by 5%, marking a significant leap in personalisation. Meta plans to extend this AI model beyond advertising, hinting at broader applications across its platforms.

AI Automation Advances Across Marketing Functions

Major platforms including Google, Meta and Adobe are integrating AI more deeply into their ecosystems. Key uses include:

– Automated content generation for personalised messaging
– Real-time audience segmentation
– Hyper-personalised recommendation engines for products and content
– Strategic dashboards for marketers offering predictive insights

Collectively, these tools are increasing agility and driving ROI through data-informed creativity.

AI’s Growing Role in Media and Broadcasting

Media organisations are using AI for localised content curation, automated internal comms, and quick access to archives. At NAB Show 2025, discussions highlighted AI’s potential to improve operational efficiency. However, experts caution against over-reliance, citing risks around content authenticity and quality dilution without human oversight.

CTV and Generative Ads Dominate Adtech Innovation

AI is now central to digital advertising innovation. Highlights include:

– Brands like American Express are using AI to dynamically generate creative based on behaviour signals.
– Generative AI is seen as a cornerstone for improving customer experience and scaling bespoke messaging.
– In the financial sector, Connected TV (CTV) continues to grow—with addressable ads, shoppable formats (like SoFi’s QR-code-driven engagements), and static-to-dynamic creative becoming standard.

Social and New Ad Formats Capture Attention

Emerging platforms and ad formats are proving effective:

– TikTok’s ad recall performance continues to outperform traditional digital channels, largely due to its algorithmic personalisation and community-centric tone.
– New inventory formats like DoubleDash banners report strong results in attracting new-to-brand audiences.
– Interest in AR and VR for immersive brand storytelling is increasing, particularly in sectors like retail and automotive.

What This Means for Marketers

– Incorporate AI at every stage—from planning to creative—to drive personalisation and performance.
– Explore CTV and streaming platforms for more intentional, demographically targeted campaigns.
– Test new ad formats (e.g., QR shoppable ads or rich banners) to boost engagement and conversion in high-intent environments.
– Balance automation with brand integrity by applying editorial and creative judgment to AI-generated content.
– Prioritise rapid experimentation—generative media’s flexibility allows for fast learning cycles at lower production cost.

Stay ahead by harnessing what AI does best: pattern detection and scale. But don’t forget the marketer’s edge—creativity, empathy, and strategy.