Brand Marketing AI Moves Upstream: Research and Testing Before Production
Ad Age asked marketing chiefs at Mars, Southwest, Volkswagen, the Cavaliers, Blizzard and OnePay how AI changed their teams. AI went first into research, testing, creative variation and fan sales, not ad production. The report adds implications for Korean TV ad sales.
Six brand CMOs at Advertising Week New York
Ad Age asked marketing leaders at Mars, Southwest Airlines, Volkswagen of America, the Cleveland Cavaliers, Blizzard Entertainment and OnePay what they changed in their teams to use AI. This report compares their answers. The changes show up in four workflows: research, validation, creative variation and fan sales. The report also looks at what they mean for Korean broadcast ad sales.
What’s inside
- Comparison table of how the six brands changed their workflows and teams
- Cases in four workflows: consumer research and measurement, pre-launch prototyping, creative variation, and fan service and sales automation
- Team changes: Southwest’s new enablement team, Mars’ creative councils and OnePay’s AI social media coordinator
- The gap between gen AI adoption (87%) and proven ROI (41%), from Salesforce and Jasper surveys
- Implications for Korean broadcasters’ ad sales, and an outlook
Format
- Korean and English PDFs, 5 pages each
- One comparison table and one color chart
- Full source list
For
- Ad sales and marketing teams at broadcasters and media companies
- Brand marketers
- Entertainment tech planners