by Damiano Antonelli, Chief Creative Officier

In the rapidly evolving landscape of digital marketing, Artificial Intelligence (AI) continues to emerge as a disruptive force, reshaping the way we conceptualize and execute creative content. For those leading creative teams, exploring AI’s potential is no longer optional—it is a necessity for enhancing marketing strategies, streamlining processes, and forging authentic connections with audiences.

AI and Creativity: Beyond Debate, Towards a New Paradigm
The fusion of creativity and AI is ushering in a new era in digital marketing. AI tools not only analyze vast amounts of data to predict trends and consumer behaviors but are also beginning to generate unprecedented solutions, transitioning from analytical support to intuitive partners.

This synergy between human intuition and predictive capabilities is set to redefine the rules of the game. Despite the heated debate surrounding AI’s role in creativity—seen as a utopia by some, a threat by others—one thing is certain: the revolution is in motion and irreversible. Many agencies have already adopted AI in their daily workflows, and there’s no turning back.

At Intarget, AI doesn’t replace creative thinking—it amplifies it. Our BAIS (Brand Artificial Intelligence Share) platform embodies this vision: advanced mapping that measures brand presence and perception within leading large language models (LLMs). Beyond providing competitive benchmarks, we are working to make BAIS a source of inspiration for creative ideas and emerging trends.

The Democratization of Content Creation
AI is making content creation more accessible and efficient. On the flip side, audiences are becoming increasingly accustomed to content that feels plausible rather than obsessively authentic—a shift marketers must acknowledge.

Today, automated tools can handle time-consuming tasks like keyword research or content scheduling, giving creative teams more freedom to focus on what truly matters: the big idea.

A revolutionary aspect of AI is its ability to personalize content at scale. By analyzing user data, AI crafts targeted messages that resonate with specific audience segments with surgical precision, meeting ever-growing expectations. We’re collaborating with partners developing innovative tools in this domain, experimenting with new approaches to personalization and interaction.

Measuring for Improvement: The Tangible Impact of AI
Measuring results has never been more dynamic. With AI, marketers can track real-time metrics such as engagement, conversions, and reach, making immediate improvements to campaigns. But the future holds even more promise: predictive technologies and advanced analytics that not only measure impact but help envision new scenarios.

Looking Ahead: Quality as the Main Challenge
The applications of generative AI are already demonstrating extraordinary potential, from content creation to extreme personalization. Yet a crucial question arises: how much creative control remains in human hands? The art of refining a prompt or directing a generative process is still evolving. The real challenge will be balancing efficiency with quality, avoiding the risk of homogenized ideas and execution.

Or perhaps the real challenge will lie in guiding clients with solid creative and business consulting, where crafting takes on a new dimension that we can hardly imagine today.

Conclusion: AI as an Opportunity, Not a Shortcut
AI represents one of the greatest opportunities for creative marketing, but it also comes with responsibility. While it simplifies production and opens new horizons, it risks overly democratizing creativity, leading to standardized solutions. The difference, as always, will be made by people, organizations, and their ability to leverage AI as a tool to amplify strategic thinking and human talent.

At Intarget, we are committed to integrating AI ethically and ambitiously, supporting brands with solutions that combine in-depth analysis, advanced personalization, and uncompromising creative quality. With AI, we don’t just want to follow the future—we aim to shape it.