Sponsored By Nexxen * 6 March 2025 *
Gabriela Maestre is vp of global creative solutions at Nexxen.
In the marketing world, last year, the buzz was all about generative AI, emotional creative analysis and a lot more. Since then, both tools are indispensable for optimizing performance, increasing output and advertisers and publishers use them to enhance audience interaction, personalize content and drive conversions.
The question of how to best harness these tools – individually or in combination – has been a topic of debate within the industry for months.
When creating impactful advertising, both AI and emotion creative analysis offer distinct benefits. Together, they can elevate a brand’s marketing content to new heights.
AI and emotional creative analyses uncover marketing insights together
AI excels in processing vast amounts data and identifying patterns with lightning speed. This empowers brands to make data-driven, informed decisions that optimize their creativity strategy. Emotional creative analyses, on the contrary, tap into real human reactions. This provides valuable insights into how audiences feel about different creative elements.
For example, take last year’s viral “Assume that I Can” adfor World Down Syndrome Day. It was a unique tone and approach that challenged societal perceptions, championed inclusion and evoked a sense joy and empowerment in viewers. While AI can help brands identify trends and audience preferences; emotional analysis of end-consumers captures those subtle nuanced emotions that resonate on a more meaningful, human level. This ensures content not only grabs attention, but also connects with the audience emotionally.
However, the real magic is when marketers combine both. AI is good at crunching data, spotting patterns and predicting outcomes using past data. But it’s emotional analysis that gives the AI a human touch. It’s important to understand why something works, not just what works. AI may flag ads that feature pets or humor as performing well, but emotional analyses can help dig deeper into why these elements evoke strong reactions. This extra context can transform a campaign strategy and make it more nuanced, engaging, and ultimately more effective.
Finding the right balance between AI and human analyses for campaigns that resonate.
Ofcourse, relying too heavily on either tool can be risky. Too much AI without human touch can result in cookie-cutter content which is repetitive or lacks emotional appeal. AI can also produce similar ideas because it uses existing data. This could lead to a lack originality and reinforce biases. Human analysis can also be time-consuming, and biases can creep in. It can be difficult to process large datasets manually, and without AI, it is possible that key opportunities for timely changes could slip through.
The goal is to find a balance, to use both AI and human analysis to their full potential. AI can be used to improve efficiency, such as gathering and cleaning data, which highlights potential trends and patterns. Human analysis, on the other hand, can and should provide emotional context and validate creative content, ensuring it resonates at a more personal level. This convergence allows brands create data-driven campaigns that are also authentic and emotionally compelling, ultimately driving engagement.
Sponsored by Nexxen
https://digiday.com/?p=570369
