Your brand value is key to better AI ads

The acceleration of artificial intelligence in advertising is changing the way ads are produced. AI tools now allow businesses to generate creative assets at unprecedented speed and scale, leading to significant increases in efficiency and lowering cost. But amidst the high-volume creative output there's one major issue - ads that's not strategically guided quickly lead to market noise. Quick ads that don't engage can waste your media budget hence it's not just about production speed, but the depth and clarity of your brand value.

How are businesses and marketers using AI?

The integration of AI into creative workflows is now a central business strategy for most companies. Reports from PwC suggest that 73% of company executives are using GenAI in their marketing, customer services and other parts of their business model. Surveys show that high percentages of marketers are using AI tools in their daily tasks, with around 93% reporting they use AI to generate content faster across various platforms. This move to AI assisted ad creation allows teams to create images and videos at lower cost, more variation and reduce time spent on repetitive execution.

However, focusing only on efficiency risks overlooking the subtle, yet critical, components of effective communication.

The age of AI slop

AI models excel at identifying patterns and replicating what has worked in the past. When given a basic prompt—such as "Create a video ad for a sustainable coffee"—the resulting AI ads are often visually polished and professional. The problem is that they are frequently interchangeable.

This influx of algorithmically "correct" but creatively sterile content is costly. When consumers are faced with a feed full of identical visual styles, similar messaging, and predictable calls-to-action, ad fatigue sets in. The audience may see the ad, but they don't differentiate the brand. This leads to diminishing returns on ad spend and erodes consumer trust because the communication lacks genuine personality and emotional depth. In the age of AI, the worst thing a brand can be is generic.

Why Creating AI Ads Requires a Human Strategist

The solution is not less AI, but more human strategy. AI should function as a co-pilot, not the commander-in-chief. For any business creating AI ads, a human creative strategist must act as the essential bridge between the machine’s efficiency and the brand’s authentic identity.

AI processes data; the human processes purpose. The strategist’s job is to provide the "why" behind the ad that an algorithm cannot invent. They need to understand the competitive landscape and articulate the brand’s unique position, ensuring the output stands apart, rather than blends in.

This oversight guarantees that the AI’s output is not merely functional, but deeply aligned with the brand’s long-term promise and values.

It starts with brand values

Effective AI output starts with an immovably clear set of brand values. These values serve as the creative guardrails that determine the direction of the ad campaign.

An ad shouldn't just be about product features or prices - it should include the emotional value that often is derived from the brand ethos.

When brand values are codified and input directly into the creative briefing process, they prevent the AI from defaulting to the bland middle ground. This shifts the marketer's role from content creator to values curator, ensuring every automated asset carries the brand's unique DNA.

Example of NZ brands using AI in their campaigns, done well

Romano's Pizza by MintHC

The “Everyday Masterpieces” campaign imagines iconic Italian artwork into casual kiwi Summer moments. AI enabled the creative vision but at a more affordable price point, allowing what might have been unattainable now achievable.

Bremworth Wool

Bremworth's ‘Crafted Feels Different’ campaign brought to life an abstract rendering of their creative vision and told the story behind their carpet products, helping consumers visualise how it could look in their home.

Sources

PwC. (2025). 2025 AI Business Predictions. PwC. https://www.pwc.com/us/en/tech-effect/ai-analytics/ai-predictions.html

SEO.com. (2025). 50+ AI Marketing Statistics in 2025: AI Marketing Trends & Insights. SEO.com. https://www.seo.com/ai/marketing-statistics/