Managing creativity and AI

Azeem Ahmad: Ads have to be 10 out of 10 for them to succeed.

Anu Adegbola: You don’t have time to be not creative and not really grab the attention, because someone else will.

Carrie Rose: Creativity is the No. 1 skill we need in this industry.

Kenny Skelton: I felt like if I was the boss of the AI, then you would always have a job. However, having experienced it much more recently, it’s actually about collaborating with it.

Adegbola: It’s really important for the paid manager, paid search manager to really bring that creativity to AI, and that’s where you see the better result.

Ahmad: Nobody who wants trainers, for example, will see an ad that says buy these trainers and then end up buying them. You want to be sold the story, you want to be sold the benefits of it.

Rose: The only way you can stand out now on the feed is through really good storytelling and that’s how you’re gonna be able to convert a customer.

Adegbola: People are searching in a very different way than they were before.

Rose: They see something in the street, they can use Google Lens to find out where it’s from. So, I actually think we as marketers and search marketers need to not only be understanding how to facilitate search demand, how do we drive it in the first place? How do we influence people in the street? How do we influence people in stores?

Skelton: Drifting away from just harvesting demand to suddenly being able to create demand.

Adegbola: Keeping up with the pace of the consumers is by providing personalized ads.

Adegbola: People don’t necessarily read a full ad copy, so you really need to grab their attention in the headline and make sure that when they then click through, they found what they were looking for on the landing page.

Ahmad: What matters is what your audience is typing into that search bar. The richest source of data is literally right there, so understanding the data that’s literally given to you, a total gold mine, will help you create stronger copy, stronger ads.

Skelton: It has to be able to get me from looking at it to purchasing at a light speed.