A video for GetDirty wipes was created using the deepfake ads platform Arcads, which has prompted discussions around the use of AI-generated ads, including the fact that the influencer is a real person and controversy has brought in more work for her. "Gen AI is really useful in ads, but right now most of the use cases for us are helping automate or fine tune a certain aspect of the ad, rather than helping us generate entire ads from scratch," said Lauren Sudworth of AI editing tool Photoroom, which has worked with Arcads.

WPP is partnering with Google to integrate its Gemini AI capabilities into the holding company's Open AI model, accelerating the use of generative AI in advertising content for its clients. "With Gemini models, we're not only able to enhance traditional marketing tasks but also to integrate the end-to-end marketing process for continuous, adaptive optimization," said Stephan Pretorius, chief technology officer at WPP.

YouTube introduced a shopping feature to assist creators in marketing products from multiple brands and increase earnings by allowing them to display product information based on theme within the video description, Store tab or a product list. YouTube also unveiled Affiliate Hub, designed to make it easier for creators to find brand partners, compare commission rates and other details.

As the average consumer becomes increasingly aware of AI and its capabilities, distrust has been sown with a study from the University of Waterloo showing 39% of participants could not tell the difference between real and AI-generated humans. Marketing experts and brands should tread carefully when using AI, but it can be done with a light touch when it's used authentically and true-to-brand, and companies should embrace an approach that inspires creativity.

Creatives at FCB New York talk about making the award-winning "McEnroe v McEnroe" for Michelob Ultra, from coming up with the idea to blend physical and virtual to working with the tennis legend. "AI for the sake of AI is nothing at the end of the day; you need a powerful idea," says Alexandre Abrantes, executive creative director.

Dove is marking 20 years of its "Real Beauty" campaign by promising that it will never use AI to depict or alter humans in advertising and released a set of "Real Beauty Prompt Guidelines" that will ensure realistic results for those using the technology. A two-minute spot from Soko, "The Code," spotlights the difference in AI-generated beauty images when using its guidelines -- from images of young thin white women to diverse women of all ages, shapes and sizes.

Companies are increasingly looking for a "full-stack" CMO, which means a person not only well-versed in communications but also across demand generation, product marketing and technology -- a chief marketing orchestrator -- writes Shashi Kiran, a marketing and technology executive. "Having experience in big company corporate environments, as well as startups, is considered a bonus, as it allows them to see around corners. Strategy alone is not sufficient, as execution is prized and prioritized," writes Kiran.