How three advertisers are organising AI creative production
Sam Bradley reports how Wyndham uses AI to produce variants of Instagram assets and feeds performance data into later creative decisions. Opella describes rules for depicting medical professionals and disclosing AI use, while BetMGM keeps some regulated content in human production. The examples help paid social teams think through the production, approval and measurement work that remains when asset volume grows. The reported output and site-visit figures are company accounts, not evidence that AI production caused better advertising results.
Digiday · Published
Why make time for it?
A practical comparison of how different advertisers set boundaries around scaled campaign creative.
What to look for
- Decide which performance signals should inform the next creative iteration.
- Define human review and restricted content before increasing production volume.
Keep in mind
The article describes company practices and self-reported outcomes, not a controlled test of AI creative effectiveness.
Take this question into the article
Which assets would your team keep in human production even if AI could generate them?
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Read the full articleReading notes reviewed 16 Oct 2026. The publication date above belongs to the original source.