Why AI ad testing needs a human perspective

Successful advertisements are built on humanity — and that’s the one thing AI can’t offer. But that doesn’t mean AI won’t reshape the creative process, says Ipsos’ Rachel Rodgers.

07.31.23

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It’s getting only easier to imagine a world where artificial intelligence is used to churn out thousands of advertising assets for marketers each year. AI tools also have the potential to speed up some evaluation tasks.

But what AI offers in efficiency, it lacks in human empathy, understanding and originality. These factors make all the difference for in-market effectiveness, says Rachel Rodgers, a senior vice president in Ipsos’ Creative Excellence team.

“Context, culture and creativity, which drive advertising relevance, can only be identified by real people — and likely will be for some time.”

But that doesn’t mean AI won’t help ads get to market faster. By using AI tools to automate some creative and measurement tasks, marketers can streamline their workflow — leaving more time and focus for the human creativity that drives breakthrough campaigns.

What Al misses that humans don't in creative assessment