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Digital Watch Observatory
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Home | Updates | AI tools fuel smarter and faster marketing decisions
AI enables swift A/B testing and asset variation, empowering teams to shift focus from repetition to strategic creativity.
Nearly half of UK marketers surveyed already harness AI for essential tasks such as market research, campaign optimisation, creative asset testing, and budget allocation.
Specifically, 46 % use AI for research, 44 % generate multiple asset variants, 43.7 % optimise mid‑campaign content, and over 41 % apply machine learning to audience targeting and media planning.
These tools enable faster ideation, real‑time asset iteration, and smarter spend decisions. Campaigns can now be A/B tested in moments rather than days, freeing teams to focus on higher‑level strategic and creative work.
Industry leaders emphasise that AI serves best as a ‘co‑pilot‘, enhancing productivity and insight, not replacing human creativity.
Responsible deployment requires careful prompt design, ongoing ethical review, and maintaining a clear brand identity in increasingly automated processes.
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The Digital Watch is an initiative of the Geneva Internet Platform, supported by the Swiss Confederation and the Republic and Canton of Geneva. The GIP is operated by DiploFoundation.
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