TripleLift finds advertisers use AI for optimization, not creative
TripleLift's global research report reveals that most ad professionals utilize AI for optimization purposes in campaign workflows but not for the creation of advertising content. The findings indicate a split in AI adoption for different stages of the advertising process.
Key Takeaways
- TripleLift published a global research report this month on AI use across campaign workflows.
- Most advertising professionals use AI for optimization in campaign workflows.
- The report finds advertisers are not broadly using AI to create advertising content.
- AI adoption appears split between campaign optimization and creative production stages.
Why It Matters
The immediate signal is that AI is already embedded in advertising operations, but mainly in optimization rather than creative production. That split matters for streaming ad stacks because it shows where adoption is happening first inside campaign workflows. TripleLift’s report frames the divide across specific workflow stages rather than as a blanket AI rollout. The next concrete signal to watch is whether future TripleLift research shows a measurable increase in AI use for ad content creation versus optimization.
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