Six impacts of artificial intelligence on advertising in 2025

In recent years, the marketing and advertising industry has experienced a major transformation.In addition to AI, which continues to drive innovation, strategies focused on creativity are also reshaping brand priorities and how they engage with their audiences.Amid these changes, marketers face increasing pressure to deliver efficiency and effectiveness in a fast-paced, content-saturated world.

According to the Influencer Marketing Hub platform, 34,1% of marketers report significant improvements with the use of AI, but 17,5% count that they still have some form of backsliding.

In a scenario where competition is fierce and consumers more demanding, strategic adoption of AI can be a differentiator between success and stagnation.Thinking about it, Vidmob, a leading global AI-based creative performance platform, listed the six main impacts of AI on advertising in 2025.

1- Creativity as the catalyst for growth and ROI

High-quality creativity is essential to drive growth and ROI in modern marketing. While audience optimization has stagnated, audience optimization creativity stands out as the key to capturing attention, increasing engagement and achieving meaningful results.Nielsen, a global company in audience measurement, data and analytics, states that creative quality accounts for 70% of campaign success and 56% of ROI in sales, underscoring its importance.

Generative AI is changing the way brands approach creativity, enabling personalized and accurate campaigns. But to be effective, AI needs primary creative data (first-party creative data). This combination allows you to create content that speaks to the audience and is aligned with brand objectives, making creativity a strategic advantage.

2 Primary creative data: unlocking affectivity with GenAI

By 2025, primary creative data will become essential for brands and agencies looking to excel in a highly personalized, AI-powered world.This data delivers valuable insights by combining creative elements such as visuals and messaging with audience behavior and preferences, going beyond traditional optimization.

The main advantage of this data is its ability to improve models of generative AI. By including creative signals, these models can produce content that is both attractive and aligned with audience expectations and brand objectives. This change offers a unique opportunity to create effective and engaging content, highlighting the importance of creative data quality in the age of AI in marketing.

3 3 Brand identity with AI supervision

A strong brand identity is essential to increase recognition, growth and revenue. However, with the increase in the volume of content on various platforms, maintaining brand identity and message has not become a simple task.Generative AI, although innovative, can create variations that weaken or contradict brand standards, bringing challenges to marketers.

The solution is to use AI supervision to preserve brand identity at scale. By adjusting generative AI models to follow brand guidelines, marketers ensure that each content is in tune with key elements, highlighting and generating more impact.

4 'Turning media strategies with first-hand creative data and APIs

In the fast-paced world of media, success also depends on the ability to align creative strategies with the performance of these channels. Challenges such as fragmented insights, misaligned campaigns, and difficulty measuring ROI often get in the way.

Generative AI, powered by first-hand creative data and API integrations, is transforming the way media teams bridge the gap between creativity and effectiveness.

5 '' Real-time insights eliminating fragmentation

Generative AI, powered by first-hand creative data, eliminates data fragmentation by linking specific elements like visuals, messages, and formats to performance metrics like click-through rates, conversions, and engagement. 

According to a study by Google and Econsultancy, a global digital marketing training and development company, 92% of leading marketers believe that using first-hand data to understand consumer preferences is indispensable for growth. Through APIs, this data can be integrated into existing workflows, providing media teams with actionable, real-time insights into what draws the attention of the public.

6 'Increasing media effectiveness through accuracy

By using AI-generated content along with first-hand data, media teams can fine-tune campaigns and improve results. AI identifies creative elements that perform well and replicates them across multiple platforms, while maintaining brand strategy.

“The use of AI has changed how marketers create content, allowing them to reach a new level of interaction.Using primary creative data (first-party creative data), CMOs can unlock the full potential of the tool to be more efficient and effective. The true power of AI in marketing is not about creating faster, but about creating with purpose. The use of creative data allows you to create stories that resonate and generate results, which turns AI into a powerful competitive advantage and positions the brand at the forefront of technology, in the new era of creative management”, says Miguel Caeiro, head Latam at Vidmob.