The Aperiam Podcast Creatively Creative
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Apr 16, 2025 The discussion kicks off with the overlooked importance of creativity in digital advertising. The shift towards AI and automation in creative production is highlighted, revealing how brands are adapting strategies for personalized content. Influencer marketing evolves as athletes leverage social media for endorsements. The impact of AI tools reshapes creative processes, while the economic climate challenges marketers to innovate strategically. Overall, the interplay between creativity and technology is pivotal in modern marketing.
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Creative Historically Overlooked
- Creative has historically been the least automated and overlooked area in ad tech.
- The rise of AI and automation marks the beginning of a new era for creative technology.
Creative's Role in Human Experience
- The industry focused heavily on media and audience, neglecting creative's role in human experience.
- Marketers now recognize creative personalization is key to engagement and performance.
DTC Brands' Creative Evolution
- DTC brands start with guerrilla creative but evolve into producing high-quality video commercials.
- AI then repurposes these commercials into digestible chunks for different social platforms.