Company News, High Impact Creatives
Incorporating generative AI tools is about more than creating high-impact ad creatives: It will also drive more efficient time and resource management. But how can creative teams move from testing these tools to actually building them into everyday processes?
In the recently released report, Performance-Driven Ad Trends 2024, SparkLabs, the in-house creative agency at AppLovin, offered some insights into the process they followed to integrate AI into their workflows. In 2023, they saw an incredible 170% increase in the use of generative AI across all creatives. This resulted in a 118% jump in wins for creatives that used generated speech alone, showcasing the tremendous potential of AI in building high-impact creatives.
SparkLabs acknowledges that 2023 was a tale of two halves: H1 was dedicated to testing and exploring the influx of new AI tools on the market, while H2 saw the beginning of true AI adoption in the team’s creative processes. Here’s a look at what they learned over that year.
SparkLabs emphasizes the importance of embracing, rather than dreading, AI’s ever-evolving nature. Don’t be discouraged by the constant emergence of new tools and features. Instead, focus on actively exploring AI’s potential, both present and future. This exploration fosters a deeper understanding of how you can use AI to enhance your workflows and your creatives.
Many creative teams tend to get stuck after the initial excitement of AI experimentation wears off. These challenges, which frequently result in a plateau, include:
This plateau can be tough to surpass, but the SparkLabs team recommends these steps to continue team-wide innovation and improvement:
This collaborative approach tackles what SparkLabs identifies as the greatest challenge of AI adoption: mindset. While user-friendliness is increasing, the true value lies in understanding how AI can revolutionize workflows, not just enhance aesthetics. Don’t limit expectations of these new tools to the outcomes; think of the broader impact on efficiency and productivity, as well as on creativity. The SparkLabs team was able to save over 1600 hours by applying AI tools to mundane tasks like removing backgrounds from images and motion tracking. Where can your team apply generative AI to save time and boost efficiency?
If your creative team is testing AI tools, here are some tips from a team that’s already walked that road:
SparkLabs’ insights allow us to see a clear picture of the future: AI is a powerful tool for driving efficiencies and enhancing creative output. Their focus is on encouraging and empowering their team to explore and adopt AI, fostering a culture of continuous learning that prioritizes long-term gains over short-term quick fixes. This approach can be adopted by other creative teams to unlock the potential of generative AI to improve their own workflows and creative processes.
Want to learn more about how SparkLabs drove productivity with generative AI – and see examples of how it was used in their winning creatives? Go take a look at Performance-Driven Ad Trends 2024!
