01 Aug AI Is Powerful—But It’s Not Your Strategist
AI is fantastic at speed, pattern-spotting and scale. It’s not fantastic at judgment, nuance or living your brand’s values. Use it—wisely.
Where AI belongs in advertising
- Audience insights & segmentation: find patterns in first‑party data and inform media mixes (with human review). Industry groups note the shift toward first‑party data and AI-assisted planning as signal loss accelerates. (IAB)
- Creative iteration & testing: draft variants, resize assets and generate starter concepts for A/B tests—then let humans refine and make them better with a spark of soul.
- Ops & QA: automate trafficking checks, naming conventions, and performance alerts so teams focus on strategy.
Where AI should not fly solo
- Claims & compliance: Regulators have been clear: don’t overpromise what “AI” can do; back up performance claims. (Yes, the FTC is watching.) (Federal Trade Commission)
- Sensitive content & politics: Platforms now require disclosures when ads use synthetic media in election contexts. If you’re anywhere near political or policy storytelling, expect stricter transparency rules. (Reuters, AP News)
- Brand voice & values: AI can mimic tone, but it can’t own your reputation. Final creative, targeting choices, and budget tradeoffs need experienced humans—especially in senior living, where trust is everything.
The 3rd3rd take
AI is a force multiplier, not a replacement for strategic teams. We combine AI-enabled workflows with human judgment, compliance rigor, and category expertise to protect your brand and your budget. That means human sign‑off on claims, context and creative—and clear documentation of what’s AI‑assisted vs. human-made (because transparency builds trust). (Federal Trade Commission)
