Sign in with Google It used to be said that a picture is worth a thousand words. In this AI era, however, it can be worth much more.
When marketers tap AI to reimagine the power of ad creatives, they’re able to supercharge business results.
Already, forward-thinking businesses are using AI to build effective creatives at speed and scale efficiently. And here’s what those creatives are worth: more conversions and higher profits.
How can AI-powered marketing creatives help drive business growth?
Marketers are using AI in three ways to drive innovation and business performance with creatives:
These three ways have helped marketers at quick-commerce company Zepto, fashion brand Ajio, and video streaming service Zee5 grow their business impact.
Here’s how they turned ad creatives into a powerful part of their performance engine by using Google AI.
1. Turn product photos into dynamic videos: How Zepto drives app installs with AI
In India, videos play a critical role in influencing shoppers: 87% of consumers watch YouTube or YouTube Shorts in their shopping journey.1 So Zepto’s marketing strategy was to turn its product images into videos with music and captions, in mere minutes, and move viewers to take action.
Zepto’s business challenge: Scale up its marketing swiftly and efficiently to meet the growing consumer interest in quick grocery deliveries.
How Zepto used Google AI to drive business growth: Zepto partnered with Google to build a custom video generation solution that integrates the Google AI-powered video generation model, Veo.
The custom solution uses product images to generate — in minutes — compelling videos, with music, motion, and captions, inspiring consumers to install Zepto’s quick commerce app.
The result: Zepto doubled its app install volumes with high-quality AI-powered video ads while being 11% more efficient.
2. Create immersive product carousels in videos: How Ajio uses AI to cross-sell
For fashion and lifestyle brand Ajio, which has a catalogue of products spanning 2.5 million styles, the ability to cross-sell and upsell products drives better return on ad spend (ROAS).
Ajio’s business challenge: Having immersive, high-performing ad creatives that show off its wide range of products and optimise its cross-selling and upselling at scale.
How Ajio used Google AI to drive business growth: Ajio partnered with Google to develop a custom video generation solution that is able to create, in an hour, more than 100 social-friendly videos with voiceovers and product carousels.
The AI-powered solution uses Ajio’s trove of product images and titles in Google Merchant Centre to feed the carousels and showcase its extensive range of fashion items.
The solution also integrated the Google AI-powered model, Gemini, which has text-to-speech capabilities, to create natural-sounding and engaging voiceovers.
The result: Ajio’s immersive, social-friendly video assets, which ran on YouTube Shorts and in-stream ads, made cross-selling and upselling possible at 1.8X scale, and it drove 20% incremental conversions.
3. Develop videos that keep inspiring audiences: How Zee5 upped user experience with AI
Creative fatigue among audiences is a common challenge marketers face. That applied to Zee5’s marketers too, until recently.
Zee5’s business challenge: The video streaming company has a wealth of content for marketing. To level-up its marketing with a variety of fresh creatives at scale, however, it needed to reduce the time and labour it took to cut trailers.
How Zee5 used Google AI to drive impact: Zee5 partnered with Google to create a video editing and creation tool, powered by Gemini, and integrated with Zee5’s Google Cloud Platform.
With simple training, marketers at Zee5 could prompt the Gemini-powered video tool to generate a wide range of trailers that were immediately usable and scalable.
What once took 16 hours to create now takes under an hour to generate. Furthermore, the trailer comes in multiple versions, of various durations and for delivery across different screens.
Zee5’s AI-generated creatives included short videos that depicted everything from high-octane moments and storytelling arcs to character-based trailers.
An A/B test further confirmed that Zee5’s AI-generated video creatives performed on par with its manually cut videos.
The result: The remarkable 16-fold reduction in turnaround time made it possible for Zee5 to cut time to market and editing costs, and add three times as many videos to its campaigns without compromising on quality.
The path forward for your business: Move beyond the limitations of traditional marketing creative processes. Use AI to unlock new levels of efficiency, scale, and speed.
Tap Google AI to supercharge your creatives and fuel your performance engine to drive more conversions and profit.
Contributors: Archit Sureka, Industry Manager, Tech-Media-Telco; Aditya Wadhwani, Account Manager, Tech-Media-Telco; Abhaya Panigrahi, Industry Manager, e-Commerce; Poorva Bhatikar, Industry Manager, Conglomerates; Ankur Rohilla, Industry Manager, Gaming and e-Services; Dharmesh Mahamwal, Account Manager, e-Commerce
