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

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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