Marketers warm to AI, but creative challenges and legal risks still loom

No doubt, generative AI tools have optimized the creative process, edging marketers closer to personalized content at scale. But not all marketers are sold on AI for final campaign assets, especially ones with human likeness.

While generative AI has been used by the industry at large to produce everything from pitch decks to campaign assets, creative and legal challenges are preventing full adoption, agency execs say — and not to mention the risk to brand reputation if shoppers feel the creative is false advertising.

“That missing layer of authenticity can create dissonance, which is a risk we don’t believe is worth taking for our clients or their audiences,” said Kate Wolff, founder and CEO of Lupine Creative agency, which has no plans to use AI-generated human likeness in final ad spots for clients, which have included Spotify, LG and Colgate-Palmolive.

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