The news: A new Teads Connected TV (CTV) study shows that artificial intelligence has quickly moved from buzzword to common practice in video advertising.

• 60% of marketers are already applying generative AI to create scripts, voiceovers, and visual assets.
• Beyond content creation, 43% use AI or machine learning to analyze creative performance, while 42% apply it for audience insights.
• AI tools are also shaping optimization: 40% use AI for spend allocation, 36% for dynamic creative adjustments, and 33% for personalization. Predictive pretesting remains less common at 19%, but adoption is rising.

Why it matters: Marketers are under pressure to stretch budgets further. Automation that trims production costs and speeds up workflows can free teams to focus on bigger-picture goals.

• The breadth of adoption shows AI is becoming a foundational element of how video gets made and measured.
• Per Teads, the applications span the full campaign lifecycle, from ideation and production through distribution and optimization. That shift gives advertisers more flexibility to test creative variations and refine campaigns in real time.
• These efficiencies matter most in fast-moving channels like CTV and short-form video, where trends shift rapidly and relevance requires constant adaptation.

While AI is unlocking scale, it also brings risk. Over-reliance on automation could lead to generic creative that blurs together, rather than building distinct brand identity.

Our take: The Teads findings confirm that AI in video marketing has crossed into the mainstream. The fact that six in ten marketers are already generating creative assets with AI shows adoption is no longer experimental.

• For advertisers, the key opportunity lies in pairing AI’s speed and efficiency with human creativity and oversight. Machines can scale production and testing, but humans remain essential for shaping distinctive ideas and ensuring relevance.
• Looking ahead, the lagging adoption of predictive pretesting (just 19%) signals untapped potential. Brands that invest here could gain a measurable edge by knowing which creative is likely to perform before it goes live.
• AI is not replacing the fundamentals of advertising; it’s reshaping the execution. The winners will be those who use it to accelerate workflows while doubling down on originality and storytelling.