Artificial Intelligence is no longer just a buzzword in our industry. Whether it's helping optimise media spend, generating content on the fly, or offering deep audience insights, AI is becoming an everyday tool across agencies. But as the Institute of Practitioners in Advertising (IPA) rightly points out in its latest guidance, while the potential is huge, using AI in advertising demands thoughtful application and a healthy degree of caution.
Let’s start with the good stuff. AI can analyse massive amounts of data at incredible speed. Google, Meta and other major digital platforms increasingly use AI to offer more precise targeting, real-time campaign optimisation, and ultimately, better use of media budgets. Ads can now be delivered to the right people at the right time across the most effective platforms—with fewer wasted impressions. It also allows agencies to shift focus from manual tasks to higher-value strategy and planning.
Creatively, AI is opening doors too. Generative tools can produce additional versions of copy, visuals, even short videos in seconds. For brands juggling multiple audience segments, this is game-changing. Imagine a travel company creating tailored ads for family holidays, couples’ breaks, and solo getaways—all dynamically generated and tested at scale.
But AI isn’t flawless—and this is where caution should be urged. One of the biggest risks is bias. If the data fed into AI models is skewed or incomplete, the output can be too. That could mean mis-targeted campaigns or worse, excluding certain demographics entirely. AI isn’t a ‘set and forget’ solution—it still needs people to guide and check it.
Privacy is another area where the UK advertising industry needs to tread carefully. AI depends on access to user data, but with GDPR in full effect and third-party cookies becoming less reliable, advertisers need to make sure their use of AI complies with regulations and respects consumer boundaries. “Responsible AI” means being transparent with users and handling data with integrity—something UK audiences are increasingly demanding.
There’s also the creative question. While AI can help speed up production, it lacks cultural nuance, emotional intelligence, and the kind of originality that makes a campaign genuinely stand out. British humour, local references, and tone of voice are things that AI often gets wrong—or misses entirely. This is where agencies should see AI as a “co-pilot” for creativity, not a replacement for human insight.
Looking ahead, there’s no doubt AI will continue to shape the future of advertising. But success will depend on how responsibly we use it. That means putting clear principles in place, continuing to invest in human talent, and being transparent with clients and audiences alike.
At the end of the day, AI is a tool—one that’s already making media buying smarter and more agile. But it works best when paired with human creativity, ethical thinking, and strategic oversight; in other words, the value of real versus artificial intelligence should not be ignored. And before you ask, that started with not just relying on ChatGPT to write this article!
