The Future of Advertising Production: AI, Integration, and Authenticity

The current production environment is exhilarating but demanding, according to Rhiannon Lewis, head of production at GATE+. While adopting new innovation tools can enhance workflows, it’s essential to ensure their use is guided by a clear sense of purpose. “We’re navigating a mix of traditional campaigns while responding to innovative formats like TikTok,” she said. “Production today demands us to work faster, smarter, and often with tighter budgets. Collaboration across all levels is key, as is ensuring everyone understands the 'why' behind what we’re creating.”

AI is revolutionising the industry, agreed Alex Haywood, senior director of international product marketing at Adobe. “Over the last 24 months, we’ve seen organisations with grand aspirations begin to focus on achievable, incremental steps,” he said. “It’s an exciting time of experimentation and refinement.”

This development in technology has only highlighted the ongoing evolution of production roles, said Matt Cooper, founder and CEO of Little Black Book: “The lines between roles are blurring, but this collaboration ultimately leads to better, more sustainable results.”

A recurring theme throughout the discussion was the importance of integrating production into the creative process. According to Rhiannon, GATE+ adopts a hybrid model that streamlines projects and services for clients and agencies. “Our team ensures campaigns are feasible within budgets and timelines. Collaboration is at the heart of this model, breaking down silos and removing egos,” she explained.

Matt added, “Production needs to be part of the process from the outset, ensuring assets are aligned with creative goals. The more collaboration, the better the outcome, especially in today’s fragmented media landscape.”

This integrated approach also has significant implications for sustainability with Rhiannon sharing how GATE+ minimises production needs by reusing and repurposing existing assets. “Small steps, like reducing on-set waste and leveraging virtual production add up,” she said. “It’s about finding creative ways to make the process more sustainable.”

Discussions on AI ranged from how to optimise asset creation to the importance of cultivating emotional authenticity. AI can help organisations localise and personalise their assets and reduce excessive production, while delivering tailored experiences. However, Alex stressed the need for brands to be transparent about their AI use, saying: “We should tell customers if a campaign is AI-driven, but how do we do that effectively?”

AI may have the ability to connect with audiences though sometimes technology can miss the mark, something Rhiannon highlighted with the rise of AI influencers. “There’s an AI influencer I’ve been seeing who talks about body dysmorphia while embodying an entirely unrealistic and frankly, quite harmful physically-perfect image. So her message comes across as completely tone-deaf,” she argued. “The advertising I love connects with me emotionally, like with Pixar’s films. But AI isn’t there yet emotionally.”

Appearing authentic is one way technology can resonate with audiences. Alex cited a study where 74% of consumers appreciated campaigns that felt realistic where assets and accompanying messages were personalised, but he revealed that 68% of consumers would disengage if campaigns felt insincere, only highlighting the importance of striking the right balance. He said: “Authenticity and personalisation are high-stakes areas – you get it right, and it's incredible, but get it wrong, and the backlash can be severe."

Matt agreed and highlighted Guinness’ adaptiveness during the covid-19 pandemic as exemplary. The drinks brand repurposed unsold pub kegs into kits for at-home pours, becoming a firm favourite with home drinkers and redistributing supplies when pubs were shut. “Guinness had to evolve and pivot their offering to meet the changing needs of their audience. So, their campaigns began reflecting those personal, local connections rather than relying solely on grand branding,” he said. And it worked, positioning them favourably and front of mind with consumers when they were experiencing lockdown at home.

Naturally, as technology continues to develop at pace, there are many challenges and opportunities that lie ahead. Matt highlighted the importance of planning to make best use of AI in production. He said: “From day one, the big idea should be flexible enough to work across all formats and platforms. It’s about thinking ahead – before the shoot even starts.”

For Alex, the ultimate goal is to leverage data for end-to-end integration. “If brands can better analyse content performance and supply chains in real time, they can deliver more authentic and sustainable customer experiences,” he explained.

While technology, particularly AI, is reshaping production, the consensus among the panellists was clear: the human touch remains irreplaceable. As Rhiannon aptly put it, “AI won’t replace creativity – it’s a tool to amplify it. The human touch will always be at the heart of what we do.”

This dynamic fusion of technology, creativity, and collaboration sets the stage for a future where advertising production continues to evolve, crafting campaigns that are not only innovative but also authentic and impactful.