How AI will shape content and advertising in 2025

Despite its technical achievements, AI-generated material has attracted both enthusiastic devotees and harsh criticism. Depending on who you ask, this category is either a powerful form of creativity or a “AI slop” that’s underwhelming. The question is which of these perspectives will stick.

In coming years, these tools, as well as others from companies such TikTok Meta and Amazon, could see more adoption by users, influencers, and advertisers. AI-generated content could be a boon for both users and businesses, thanks to better results and lower costs. It’s not clear how copyright-related regulations and litigation will impact innovation, adoption, and creation in 2025.

Pika, a startup that recently released its AI video Pika 2, has received praise. Lindsay Brillson is Pika’s Head of Brand and Content. She said that Pika has seen more brands use it for organic social media content and sometimes even for their ads. Brillson said, “It is fun and it grabs people’s attention. It feels native to the area.”

She said, “There’s an ocean change in being able to control the building blocks of a scene and not leave it to chance.” “Now we know people want to have control over the characters, background, wardrobe, objects, props, and products.”

Platforms such as Pinterest, Meta, and Snap spent the last year developing new ways for advertisers create AI-generated advertisements while also rolling out features for users. Kevan Yalowitz is the global industry leader for software & platform at Accenture. He said that content creation tools are blending together to help drive adoption. He is also excited about the benefits of more dynamic and personalized ads on social media platforms and elsewhere.

Yalowitz stated that for the first time, advertisers can create ads that are tailored to the user and the query. “That idea became a reality on most platforms in this year.”

SMBs are continuing to adopt AI content and ad-tools from social platforms. Jon Morgenstern is the evp at VaynerMedia and head of investment. He cited TikTok Symphony Creative Studio, which allows users to paste a URL in the tool and create AI-generated contents. Due to concerns over data privacy, copyright violations and intellectual property, larger brands are reluctant to adopt certain AI-based tools. This could give smaller brands the edge. Morgenstern said that the long-tail was using these [tools] right away. It’s almost disproportionately leveling the field, where challenger brands can fly under radar and not be sued for doing certain things compared to the big brands. He believes AI can help with predictive analytics, synthetic audiences and other areas. However, he thinks AI benefits in personalization and scale may be overstated and detract quality outputs. This could change as costs and outputs decrease.

We compared the emotions between Coca-Cola’s AI-made and human-made ads,” Worfolk-Smith stated. “Warmth was about a third less [in the AI ad]which is a standard Christmas emotion. We attributed this to the uncanny Valley.

While platforms provide new AI tools to creators, some wonder how content creators are compensated if they use their content to train AI models which others then turn into content. Gartner analyst Andrew Frank cited efforts by companies such as Bria, Getty images and Adobe to pay contributors in accordance with their impact on AI generated outputs. Frank said that the general mood is one of anxiety. This is not just because of politics but also because things are changing so rapidly. “I think that there is still a great deal of future shock due to many of the developments this year, such as AI developments and other technological developments… People feel like things are moving too quickly and are out of control.” There’s no doubt that the envelope tech providers will continue to find new ways to develop and test AI-powered creative.

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