The news: Media consultancy AI Digital became the latest company to join the rush of AI creative tools with the launch of AI Creative Studio on Wednesday, a full-service production unit that leverages AI-powered capabilities to scale creative production.

AI Digital is boasting its ability to produce and scale original content across channels and formats like social, “TV-grade” video, and audio—with human oversight.

The trend: The announcement positions AI Creative Studio as a way for brands to use generative AI and human expertise to develop, adapt, and scale campaign creative from a brief—but AI Digital isn’t the first company to frame genAI as a powerful tool to scale advertising.

Meta’s Advantage suite offers dynamic image-to-video generation to automate the campaign process; meanwhile, Amazon is pushing its own Creative Agent solution to offer brands tools for AI-powered advertising, and Google offers AI image generation capabilities and a conversational interface for hands-free campaign optimization. All offer marketers ways to quickly create new ad material and alter existing assets in the hope that smaller, performance-oriented marketers will spend with them.

Consumer sentiment remains an issue: Even as platforms court advertisers with AI solutions, consumers remain mixed on how they feel about AI’s use in advertising—and marketers are nervous about results.

• Only 12% of US adults say that AI use in ads would make them more likely to choose a brand, per CivicScience. Thirty-one percent say it would make them less likely to.

• Ad executives recognize broad consumer concerns: 41% cite “consumer perception” as a main worry about using AI for ad creation, per Interactive Advertising Bureau and Sonata Insights.

That negative perception isn’t limited to visibly AI-generated content. Even as advertisers use AI for streamlining campaigns, generating material, and automating data collection, the majority (61%) of advertisers have not seen meaningful results from AI, per FreeWheel. That suggests that caution remains for both consumers and industry professionals even when AI is operating exclusively behind the scenes.

Implications for marketers: AI is becoming table stakes for scaling campaign creative, but marketers still need to account for consumer skepticism and the gap between AI experimentation and proven performance.

Until overall sentiment improves, marketers are best advised to use AI cautiously as a creative accelerator, not a replacement for strategy, quality control, or consumer understanding.

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