{"id":17350,"date":"2026-01-12T10:30:00","date_gmt":"2026-01-12T09:30:00","guid":{"rendered":"https:\/\/sayagency.com\/?p=17350"},"modified":"2025-10-27T14:28:53","modified_gmt":"2025-10-27T13:28:53","slug":"ai-and-advertising-the-future-of-creativity-and-campaign-optimisation","status":"publish","type":"post","link":"https:\/\/sayagency.com\/en\/magazine\/news\/ai-and-advertising-the-future-of-creativity-and-campaign-optimisation\/","title":{"rendered":"AI and Advertising: the future of creativity and campaign optimisation"},"content":{"rendered":"\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-1999ca3b585b396a51c17702d7adab44\"><em>of <a href=\"https:\/\/sayagency.com\/en\/people\/adv-team\/alberto-narenti\/\">Alberto Narenti<\/a><\/em><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-aa5aad2669270b552fa4f255f45cbd27\">In the new digital advertising landscape, dominated by machine learning, privacy-first and automation, a new role for advertisers is emerging: less executors, more strategists. In this article, we explore how Artificial Intelligence is changing the work of advertisers, between liquid creativity, predictive optimisation and new attribution models such as Marketing Mix Modelling. A journey inspired by Patrick Gilbert&#8217;s Join or Die, an essential book for anyone who wants to survive (and succeed) in modern advertising.<\/p>\n\n\n\n<section class=\"toc-service-section vertical-padded\" id=\"toc-service-section-841b93a19ef4671a34de5b99ec92927d\">\n    <div class=\"container\">\n        <div class=\"toc-wrapper\">\n            <div class=\"col\">\n                                    <div class=\"toc-title title\"><p>What we will cover in this article:<\/p>\n<\/div>\n                            <\/div>\n            <div class=\"col\">\n                                    <div class=\"toc-content text typography\"><ul>\n<li><a href=\"#benvenuti\">Welcome to the age of algorithms<\/a><\/li>\n<li><a href=\"#automazione\">The automation of automation: the AlphaZero case<\/a><\/li>\n<li style=\"text-align: left;\"><a href=\"#CPC\">From manual CPC to strategic guidance<\/a><\/li>\n<li><a href=\"#liquidity\">Liquidity and Micro-Moments: when AI really works<\/a><\/li>\n<li><a href=\"#confidence\">Confidence vs Accuracy: avoiding illusions<\/a><\/li>\n<li><a href=\"#attribution\">Attribution: all models are wrong (but some are useful)<\/a><\/li>\n<li><a href=\"#MMM\">MMM and AI: allies, not alternatives<\/a><\/li>\n<li><a href=\"#vero\">True human value: creativity, strategy, critical thinking<\/a><\/li>\n<li><a href=\"#join\">Join or Die<\/a><\/li>\n<\/ul>\n<\/div>\n                            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color has-x-large-font-size wp-elements-bd86ec793e0aa667164751cf88528110\" id=\"benvenuti\" style=\"color:#659a8b\">Welcome to the age of algorithms<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-232b7c45f91897d0f4f0d36396f68b81\">Once upon a time, the advertiser&#8217;s job was a craft. Campaigns were built piece by piece, CPC was optimised manually, and ad groups were segmented like a chessboard.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-443605086e23f0b0e31e90c12ff0183e\">Today, however, we have entered a new era: that of \u201c<strong>Automation of Automation<\/strong>\u201d.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-5a2fa08e0c2f9e5891dd4d5896a1b95b\">As Patrick Gilbert explains in Join or Die, the advertiser&#8217;s role is no longer that of someone who manually operates levers. The modern advertiser is an <strong>algorithm tamer<\/strong>, a strategic coach who works to create the ideal conditions for artificial intelligence to learn, explore and optimise.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-text-align-center has-black-color has-text-color has-link-color has-medium-font-size wp-elements-3b382e10869f540bc05d0071bed2cde7\"><em>\u201cIt&#8217;s not about who has the best data anymore. It&#8217;s about how you use that data.\u201d<\/em><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color has-x-large-font-size wp-elements-04a83e09587da029a4f30ff85e038dde\" id=\"automazione\" style=\"color:#659a8b\">The automation of automation: the AlphaZero case<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-66a90d092cbef90fb6333a2a2bf11d06\">In 2017,<em> AlphaZero<\/em> became the symbol of machine learning. In just four hours, it learned to play chess from scratch and defeated <em>Stockfish 8<\/em>, the most powerful chess engine in existence at the time.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-73ff7024051d7bc71527fbb4b196cdd4\">How?<strong> By playing against itself<\/strong>, without anyone teaching it the rules.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-acaf5d93eff3317204ec9fe10d1a3ace\">This paradigm is now also applicable to advertising: it is no longer necessary to tell the algorithm what to do, but where and how to learn. Our role becomes that of <strong>building the right environment and feeding the model<\/strong> with meaningful data.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color has-x-large-font-size wp-elements-e66797a56b3d7fc5f26f5504e686e578\" id=\"CPC\" style=\"color:#659a8b\">From manual CPC to strategic guidance<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-79d103579aa14489961408eeeca5cffa\">In the book, Gilbert describes two profiles:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-background has-link-color has-medium-font-size wp-elements-15a713d1c8adc8defd63aec974f0d717\" style=\"background-color:#f9f9f9\"><strong>Traditional advertiser<\/strong><br>Prefers manual control<br>Relies on granular structures, rigid targeting and split testing<br>Measures success based on \u201cvanity\u201d metrics and thinks in silos<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-text-align-left has-black-color has-text-color has-background has-link-color has-medium-font-size wp-elements-0d9d26d128eb30073e8b939a5b6c7733\" style=\"background-color:#f9f9f9\"><strong>Modern advertiser<\/strong><br>Trusts the algorithm<br>Builds fluid, flexible environments<br>Focuses on broad audiences, dynamic creativity, predictive models<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-b22a460a02bc6429723b5a93c4bf4cdd\">The future is obviously the latter. Effective advertisers are those who create the conditions for the most promising patterns to emerge, <strong>leaving room for AI to explore<\/strong>.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-202b192addcacdca35ca77fb2f2fee70\">But be careful: <strong>trusting the algorithm does not mean abandoning strategy. On the contrary, modern advertisers must develop an even deeper understanding of the context in which their campaigns operate<\/strong>. This includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-medium-font-size\">Understanding direct and indirect competitors<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Analysing the value proposition of their brand in relation to the market<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Monitoring economic trends and cultural changes<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Reading emerging needs and weak signals in user behaviour<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-432cc6930b1557cc1427d9beaf83a24d\">Only those who know the playing field well can guide the algorithm in making effective decisions. Because, like any good coach, the advertiser does not play in place of the machine, but <strong>maximises its potential<\/strong> with vision, context and strategic direction.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color has-x-large-font-size wp-elements-9a7244e23cd3a8bde3162e6b60028058\" id=\"liquidity\" style=\"color:#659a8b\">Liquidity and Micro-Moments: when AI really works<\/h2>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-27659055b44417cdc2c97b882018723a\">The concept of liquidity is central. It means removing unnecessary constraints and letting budgets flow towards the most valuable impressions.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-68c3e406d8c501c1b8f0d50d8a8d1d00\"><strong>The four forms of liquidity:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9d71a8f2136afe12a9337f4569b7f965\"><strong>Placement liquidity<\/strong>: this means abandoning the logic of fixed or preferential placements, allowing the platform to independently identify the most effective placements based on real-time performance. This includes display, video, search and cross-device environments.<\/li>\n\n\n\n<li class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-6f9cf37b8fe238c74dbb3df2b302d5be\"><strong>Audience liquidity<\/strong>: avoid forcing the platform into overly narrow or predefined segments. It is better to provide strong signals (e.g. conversions, qualified leads) and let the algorithm automatically expand similar audiences.<\/li>\n\n\n\n<li class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-ed86f4d90a6ff48c8a10d299a0630110\"><strong>Budget liquidity<\/strong>: instead of fragmenting your budget across multiple campaigns or assets, it is more effective to aggregate it into a few smart containers. This allows the platform to dynamically allocate resources where it has the most margin for return.<\/li>\n\n\n\n<li class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-413a12063903eb54a42152dc88e90aaa\"><strong>Creative liquidity<\/strong>: provide a varied set of assets (images, headlines, videos, formats) so that the platform can independently test, combine and optimise creatives based on context.\u00a0<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-161b94d779a55e54dfdbc718a6754bc2\">This \u201ccontrolled fluidity\u201d allows you to make the most of <strong>micro-moments<\/strong>, those key moments when the user is mentally ready to act: \u2018I want to know,\u2019 \u2018I want to go,\u2019 \u2018I want to do,\u2019 \u2018I want to buy.\u2019 But for the platform to truly capture these moments, it is essential that advertisers understand the context in which they operate: who their competitors are, what unique value proposition they can offer, how purchasing habits are evolving, and what economic trends may influence spending behaviour.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-8ef841d2d41df4615601ec953212a543\">Only by combining this awareness with the potential of automation can a truly responsive, fluid and high-performing ecosystem be built.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color has-x-large-font-size wp-elements-b03d820127972d6201199854a5201a24\" id=\"confidence\" style=\"color:#659a8b\">Confidence vs Accuracy: avoiding illusions<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-e30ff36eca7662a9c61e4d187ce289fe\">One of the most enlightening passages in the book concerns the difference between:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-medium-font-size\"><strong>Confidence<\/strong>: how sure the algorithm is of a prediction.<\/li>\n\n\n\n<li class=\"has-medium-font-size\"><strong>Accuracy<\/strong>: how correct that prediction really is.<\/li>\n<\/ul>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-382f3a3c17b488eacaedb192469abfef\">Too many campaigns are optimised on <strong>incorrect but very confident data<\/strong> (see: spurious conversions, non-causal post-click events). This dissonance often stems from blind reliance on surface-level signals that do not reflect a real impact on sales or business.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-929cbd40d966d8ea88a2502dbb6417a9\">To solve this problem, robust models are needed that can distinguish between correlation and causation. This is where two major families of statistical approaches come into play: <strong>frequentist<\/strong> and <strong>Bayesian<\/strong>.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-text-align-left has-black-color has-text-color has-background has-link-color has-medium-font-size wp-elements-cc2b4fd6d1c0889728f8b6f1fe483a83\" style=\"background-color:#f9f9f9\">The <strong>frequentist method<\/strong> is based on the analysis of representative samples and validation through hypothesis testing. It is useful for obtaining reliable results when large volumes of stable data are available over time.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-text-align-left has-black-color has-text-color has-background has-link-color has-medium-font-size wp-elements-842caff913b544cb247c6fda7e6e79d4\" style=\"background-color:#f9f9f9\">The <strong>Bayesian method<\/strong>, on the other hand, continuously updates probabilities based on new evidence. This makes it extremely effective in dynamic environments such as advertising, where data changes rapidly and adaptability is an advantage.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-bea7a87eda5960415e96f8ba0d8e81a0\">In both cases, the key point is to be willing to<strong> reset the model<\/strong>, remove incorrect assumptions and put the algorithm <strong>back into learning mode<\/strong>. Not out of weakness, but out of strength: the strength of those who accept that every prediction is a hypothesis to be validated, not an absolute truth. A\/B testing on Google and Meta is a true act of algorithmic humility and, at the same time, professional awareness.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-8a0210e34c3522dd0306984e5fc1fd20\">In this regard, it is also essential to learn how to critically read the results of A\/B tests conducted on platforms such as Google and Meta. Recent academic studies have highlighted how the way these platforms divide users between control and test groups can generate<strong> skewed delivery<\/strong>, i.e. a distorted distribution that compromises the reliability of the experiment itself (Ali et al., 2023).<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-c584b8929c59400a228f7942b19d166e\">Furthermore, algorithms often tend to optimise too early based on initial signals, leading to an overestimation of the campaign&#8217;s effectiveness. This phenomenon, combined with<strong> incorrect statistical interpretation<\/strong>, can lead marketers to draw hasty or even misleading conclusions.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-37db88bbc067c208ab2546abcfac8dfc\">For this reason, it is important <strong>not to be afraid to retrain the algorithm<\/strong>, especially after tests that show ambiguous or inconsistent results. Machine learning only works if it is continuously fed with valid feedback. This requires a more rigorous culture of experimentation, less influenced by the pressure to find \u201cwinning results\u201d at all costs.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color has-x-large-font-size wp-elements-94a576eb99b9feb5425da9fdf98aa0b4\" id=\"attribution\" style=\"color:#659a8b\">Attribution: all models are wrong (but some are useful)<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-a15e7bd3296cf0ba246cb5f7741f8d62\">Gilbert makes it clear: perfect attribution does not exist.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-49dda8ea02477281140198ffd2673ee7\">Google&#8217;s data-driven model has great potential, but it is <strong>opaque<\/strong>. We do not know what really matters. We only know that it is <strong>based on patterns within your data<\/strong>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-dcec3af5eba2538f56ecc165dd32cf20\">This is why alternative tools such as <strong>Marketing Mix Modelling (MMM) <\/strong>are making a comeback. Because they offer:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-07c94aaae8b62a25eef5482f82c7abef\">A <strong>holistic view<\/strong> of channels, not just digital ones<\/li>\n\n\n\n<li class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-a7d24065e464d0351a20af7b5aab13c0\">The ability to distinguish between <strong>causality and correlation<\/strong><\/li>\n\n\n\n<li class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-408f01d97e2b3374737b52068c3a83ca\">The integration of <strong>exogenous factors<\/strong> (seasonality, macro trends, competition)<\/li>\n<\/ul>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color has-x-large-font-size wp-elements-a204d74a95d5051b8b434b8d41f4b5dc\" id=\"MMM\" style=\"color:#659a8b\">MMM and AI: allies, not alternatives<\/h2>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-5ac1e806752d7501ae20959b87b020aa\">MMM is often seen as an old-school method. In reality, it is increasingly based on <strong>machine learning models.<\/strong><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-171a4b98c482726b8b1ed7865f7b8eb5\">As illustrated in the document \u201cThe Privacy-First Mobile Measurement Method\u201d, a good MMM model today:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-medium-font-size\">Uses Bayesian and\/or frequentist techniques, including linear and non-linear regression<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Takes into account <strong>adstock and saturation<\/strong><\/li>\n\n\n\n<li class=\"has-medium-font-size\">Is fed with aggregated, <strong>privacy-compliant data<\/strong><\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-26f6a1d2346c90bfb1dc16d1a01dabc0\">In a world where user tracking data is disappearing (see: ATT, Privacy Sandbox), MMM becomes an alternative compass for continuing to optimise advertising spend with reliable models.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color has-x-large-font-size wp-elements-20baf5cacb1351d20d30da3cab2dfeb2\" id=\"vero\" style=\"color:#659a8b\">True human value: creativity, strategy, critical thinking<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-942b8c1de6593b0ad04425748bb05bf2\">No artificial intelligence, however advanced, can replace the human ability to read between the lines, connect the dots and build strategic visions in uncertain contexts.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-a7a077c7cd89a113b16bdc782ad30f62\">In the chaos of KPIs, formats and platforms, what really sets an effective advertiser apart is the ability to clearly define the <strong>campaign&#8217;s objective<\/strong>: to generate demand? To consolidate brand equity? To encourage trial? It is a choice that requires a deep understanding of the business context, the stages of the customer journey and the available attention signals (e.g. Share of Search, SoV, etc.).<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-bb1223d50725d5dcbd2c19e9077de1a2\">Algorithms can help scale a message, but <strong>they cannot create meaning<\/strong>. Only humans can define a relevant, distinctive value proposition that is consistent with the positioning and expectations of an ever-changing market. As evidence from the IPA SoS ThinkTank also shows, brands with an eSoS (excess Share of Search) higher than their market share tend to grow faster.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-26aa232dfe4aa7f1cefae8d27822c4de\">A good advertiser does not just look at their own data, but interprets weak signals in consumer behaviour, competitor movements, and cultural or technological paradigm shifts. Knowing how to anticipate change is essential for effectively guiding AI. Continuous analysis of the context and market, including through indicators such as Share of Voice, Share of Search and media attention, allows for the development of more intelligent strategies.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-33e8a15f3638861eec90a71d8af63247\">Access to data is not a competitive advantage. It only becomes one when you are able to truly read it, going beyond appearances. It means knowing how to identify hidden patterns, distinguishing between what works superficially and what generates value in depth, linking numbers to psychological, cultural and economic dynamics. <strong>Insight does not come from raw data, but from the combination of analytical skills and strategic intuition.<\/strong> This is what guides decisions in the long term.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-77327cbc3cdc8a2638a68483894c9be4\">That is why no artificial intelligence will ever be able to completely replace human thought. Only a conscious mind can lucidly choose the most suitable goal for a given context, formulate a value proposition that is truly relevant to the public, read and interpret a constantly evolving market, and generate insights capable of driving innovation.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-e54e1ffcc7e5197b4b69fb79f35d1046\">As Gilbert reminds us, our work is not finished. It is only changing. Human value is shifting upwards: <strong>we leave the execution to automation, but we remain the true architects of strategy.<\/strong><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color has-x-large-font-size wp-elements-25dc0c25c64a316366a8295ecb5b0c22\" id=\"join\" style=\"color:#659a8b\">Join or Die<\/h2>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-e8dc435630c01b8a4d6aa29f78c3a957\">The message is as simple as it is powerful: either you evolve, or you fall behind.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-af2093f343449616a6127349505e2f57\">But it&#8217;s not just a technical issue. It&#8217;s a <strong>cultural revolution<\/strong>: a change of mindset.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-c351bf27c4eda05b8dfddeb5a517b931\">Let go of obsessive control. Accept uncertainty. Develop new skills. Build ecosystems, not campaigns. Train AI with human intelligence.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-479c89b09174e0f94d4666501fb37c7a\">Only then can we truly combine <strong>creativity and performance<\/strong>, becoming the advertisers of the future.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-link-color has-x-large-font-size wp-elements-ae1c8c7e0ccbf15da9f6080be21bfd97\">What SAY can do<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-bb11395398964ccf2eeb039ad862fe3a\">At SAY, we believe that AI is a lever, not a substitute.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-e6a41a042b57847ad0bef9ec63e78669\">Here&#8217;s how we help our clients:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-be6b14278144cf76704f6ca876f8fabb\"><strong>Liquid and smart campaign architectures<\/strong>, without bottlenecks<\/li>\n\n\n\n<li class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-905a2b6da42401c55b334c25a9161813\"><strong>AI-friendly setup<\/strong>: dynamic creativity, shared budgets, broad audiences<\/li>\n\n\n\n<li class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-43ee4b71d7ac2694584bbce15af13d9c\"><strong>Incremental testing<\/strong> to validate algorithm learning<\/li>\n\n\n\n<li class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-efce302b5de0ce9f59acbf22ff9759fd\"><strong>Marketing mix modelling<\/strong> to read the big picture and optimise ROI<\/li>\n\n\n\n<li class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-a7a4d9ad1dfeeb9b9a1df47905b307bf\"><strong>Critical reading dashboards<\/strong> to decode system signals and gain a holistic, unbiased view<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-4afa3284cfa63278e9ee57e15977c4bc\">Want to take your advertising strategy into a new era? Contact SAY S.P.A. for a personalised consultation: we can help you build an intelligent, creative, fluid media ecosystem.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<section class=\"content-section content vertical-padded\"\n         id=\"content-section-2027144570\"\n         style=\"background-color: #FFFFFF\">\n    <div class=\"container\">\n        <div class=\"content-section__inner centered text-primary\">\n            <div class=\"col\">\n                                            <\/div>\n\n            <div class=\"col\">\n                                    <div class=\"text typography fade-in\"><p><span style=\"font-weight: 400;\">AI or no AI: what will you choose?<\/span><\/p>\n<\/div>\n                \n                                    <div class=\"cta-box\">\n                                                    <div class=\"cta-button\">\n                                <a class=\"btn-primary\"\n                                   href=\"https:\/\/sayagency.com\/en\/contact-us\/\"\n                                   title=\"Join\">\n                                    <span data-title=\"Join\">Join<\/span><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\"\n                              d=\"M7 7C7 6.44772 7.44772 6 8 6H17C17.5523 6 18 6.44772 18 7V16C18 16.5523 17.5523 17 17 17C16.4477 17 16 16.5523 16 16V9.41421L7.70711 17.7071C7.31658 18.0976 6.68342 18.0976 6.29289 17.7071C5.90237 17.3166 5.90237 16.6834 6.29289 16.2929L14.5858 8H8C7.44772 8 7 7.55228 7 7Z\"\n                              fill=\"\"><\/path>\n                        <\/svg>                                <\/a>\n                            <\/div>\n                                                    <div class=\"cta-button\">\n                                <a class=\"btn-primary\"\n                                   href=\"https:\/\/sayagency.com\/en\/magazine\/news\/ai-and-advertising-the-future-of-creativity-and-campaign-optimisation\/\"\n                                   title=\"Die\">\n                                    <span data-title=\"Die\">Die<\/span><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\"\n                              d=\"M7 7C7 6.44772 7.44772 6 8 6H17C17.5523 6 18 6.44772 18 7V16C18 16.5523 17.5523 17 17 17C16.4477 17 16 16.5523 16 16V9.41421L7.70711 17.7071C7.31658 18.0976 6.68342 18.0976 6.29289 17.7071C5.90237 17.3166 5.90237 16.6834 6.29289 16.2929L14.5858 8H8C7.44772 8 7 7.55228 7 7Z\"\n                              fill=\"\"><\/path>\n                        <\/svg>                                <\/a>\n                            <\/div>\n                                            <\/div>\n                            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color has-link-color has-medium-font-size wp-elements-b1bbbe2df87e65eef5b318daf237987c\">Sources and further reading<\/h3>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-1 wp-block-group-is-layout-flex\">\n<p class=\"has-small-font-size\"><em>Marketing Mix Modelling: A path towards awareness<\/em> &#8211; SAY<\/p>\n\n\n\n<p class=\"has-small-font-size\"><em>The Privacy-First Mobile Measurement Method<\/em><\/p>\n\n\n\n<p class=\"has-small-font-size\">Yuval Noah Harari, <em>21 Lessons for the 21st Century<\/em><\/p>\n\n\n\n<p class=\"has-small-font-size\">Pedro Domingos, <em>The Master Algorithm<\/em><\/p>\n\n\n\n<p class=\"has-small-font-size\">Ali et al. (2023) \u2013 <em>Where A\/B Testing Goes Wrong<\/em> (ResearchGate)<\/p>\n\n\n\n<p class=\"has-small-font-size\">Bart et al. (2024) \u2013 <em>On the Persistent Mischaracterization of Google and Facebook A\/B Tests<\/em> (Erasmus University)<\/p>\n\n\n\n<p class=\"has-small-font-size\">Mandel et al. (2024) \u2013 <em>When Test Results Mislead: Cognitive Bias in Experiment Interpretation<\/em> (Journal of Consumer Research)<\/p>\n\n\n\n<p class=\"has-small-font-size\">Mela et al. (2024) \u2013 <em>How Divergence Affects Learning in Advertising Experiments<\/em> (Journal of Marketing Research)<\/p>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>of Alberto Narenti In the new digital advertising landscape, dominated by machine learning, privacy-first and automation, a new role for advertisers is emerging: less executors, more strategists. In this article, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":17335,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[171],"tags":[],"class_list":["post-17350","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AI and Advertising: the future of creativity and campaign optimisation<\/title>\n<meta name=\"description\" content=\"of Alberto Narenti In the new digital advertising landscape, dominated by machine learning, privacy-first and automation, a new role for advertisers is\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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