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Marketers are keen to use generative AI in ad campaigns, but hidden costs lurk

Digiday · Sam Bradley · last updated

Marketers hope that using AI technology will cut down on time spent producing creative assets, allowing them to cut costs — or scale up their operations. In the campaign to cut weeks into hours, however, hidden costs remain.

Top talent is scarce; human oversight and meddling eats into newly gained margins; and realizing meaningful economies of scale can mean investing considerable cash and time upfront in order to build a working creative assembly line.

Though difficult to assign a dollar value against, each of them represent an underwater rock that might hole an AI-assisted creative team below the waterline.

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