Summary:
1. Large companies are turning to AI to support digital advertising processes, focusing on volume, speed, and consistency.
2. L’Oréal is using AI-generated tools to assist with creating and adapting visual content for digital channels without replacing human teams.
3. The adoption of AI in creative functions emphasizes the importance of speed, control, and efficiency in scaling content production.
Article:
In the realm of digital advertising on a global scale, the landscape has shifted from a focus on standout campaigns to the demands of volume, speed, and consistency. For consumer brands operating in numerous markets, the challenge lies not just in creativity but in maintaining a continuous flow of content without repeating costly production cycles. This pressure has led many large companies to explore the integration of AI into their everyday marketing practices.
At L’Oréal, AI-generated tools are being utilized to support various aspects of the digital advertising process, particularly in the creation of video and visual content. The objective is not to replace human teams entirely but to streamline a system that requires constant content refresh. This shift provides valuable insight into how enterprise AI adoption is evolving within creative functions, highlighting the significance of speed and control alongside originality.
One of the key challenges faced by global beauty groups is the need for continuous content creation across multiple digital platforms, regional campaigns, and ecommerce sites. Traditional production models struggle to keep up with this demand, as each new asset typically involves a time-consuming process of planning, filming, editing, and approvals. AI-generated images and video elements offer a solution by enabling the reuse of existing content and its extension into new formats without starting from scratch each time.
L’Oréal’s approach to utilizing AI in creative work emphasizes the importance of maintaining tight control over the creative process to mitigate brand risk. Visual identity, tone, and messaging are closely regulated, making it crucial to incorporate AI as a supportive layer rather than as a decision-making entity. By integrating AI into existing workflows, companies can enhance efficiency while upholding accountability with internal teams and external agencies.
The adoption of AI in marketing functions underscores the significance of cost, speed, and repeatability in digital advertising. With budgets under pressure and audience expectations for constant updates, AI offers a means to reduce the marginal cost of producing additional assets by reusing footage and applying AI-based enhancements. This incremental approach to cost savings shapes how marketing teams plan campaigns and allocate expenditures over time.
L’Oréal’s strategic use of AI-generated creative work highlights a shift towards operational fit rather than experimentation. By focusing on predictable output, measurable quality, and error prevention, AI is integrated into workflows where it can reliably assist without introducing new risks. This aligns with a broader trend in enterprise AI adoption, where tools are applied to specific tasks within established processes rather than reshaping decision-making frameworks.
In conclusion, the adoption of AI in creative functions signals a shift towards incorporating AI as a supporting element in content production rather than a disruptive force. As marketing teams face increasing demands for more content, more frequently, and with tighter budgets, AI tools offer a way to manage this demand efficiently. However, clear governance structures are essential to ensure that efficiency gains are not overshadowed by potential risks. L’Oréal’s approach serves as a model for integrating AI into large organizations with established processes while quietly revolutionizing the economics of content production, one asset at a time.
