September 18, 2025 | SIGN UP
Jim Cooper
DIGIDAY, EDITOR-IN-CHIEF
As the almost daily advances and developments around AI in its various forms wash over digital marketing, brands continue to remain highly cautious about deploying it in the last step before touching consumers — their final campaign assets.
As we reported this week, while AI (generative and, increasingly, agentic) has been used to create everything from pitch decks to campaign assets, creative and legal concerns are preventing full adoption. Brand safety is at the core of that caution. What if the AI hallucinates and the creative and expensively planned messaging goes sideways with consumers? Well, brand execs, trying to do more with less - and already highly risk averse – are slowing the AI roll.
Some of their agency partners on the other hand, desperate to keep clients, are turning to AI as a cost cutting tool in service of the more with less mantra. As we also reported this week, S4 Capital was really the first to say the quiet part out loud about AI. They won’t be the last.
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