By Jonathan Baker and Rich DeSimone, EGC’s VP, Creative Director (Contributor: Sydney Donovan, EGC’s Director of PR) Artificial intelligence (AI) is rapidly transforming the way brands approach ad creation. From generating visual content to streamlining video production, AI’s capabilities are expanding—and so is its adoption. In fact, spotting AI-generated ads has become a growing pastime among consumers. But while some audiences are skeptical or even critical of AI-created campaigns, many brands continue to explore its potential. Why? The Tangible Benefits: Time, Cost, and Creative Flexibility One of the primary reasons brands are turning to AI is because of its ability to produce advertising content faster and at a lower cost than traditional methods. As highlighted in Marketing Brew, economic pressures are pushing companies to reduce spend, especially on content production. A recent Gartner survey revealed that shoot budgets have decreased throughout the industry. AI tools offer a cost-effective alternative, allowing brands and agencies to generate high-quality images and video assets without the expense of traditional shoots. Beyond budget and speed, AI also introduces new creative possibilities. Brands can make real-time adjustments, test multiple variations, and even simulate visuals that might be too expensive or complex to capture from a traditional shoot. These capabilities can elevate the overall impact of a campaign. EGC Speaks from Experience Rich DeSimone, VP, Creative Director at EGC, cited two examples where use of AI in ad generation not only streamlined the process but proved a point for one client. Vaughn College For Vaughn College—which specializes in aviation and engineering—Midjourney was applied to create eye-catching images of students in a variety of settings that aligned with where their “futureproof” education could take them. These images would not have been possible to create through traditional photo shoots, and run-of-the-mill stock footage would likely have been needed. Taking the application of this AI tool further, the plan was to included a disclaimer that read “Image created using Midjourney.” The purpose of this was to let Vaughn students—who already lean toward interests of all things new—would know that the latest technology to create collateral that promoted the school. Additionally, students were encouraged to write prompts of where they wanted to work. KISS Another example of practical utilization of AI is demonstrated this video for KISS. EGC created AI environments based on client needs. As with the newer collateral for Vaughn College, it would not have been possible to create the video in a timely and cost-effective process had it been shot at multiple locations, such as a nightclub or brunch setting. In short, AI brings three major advantages to the table: Efficiency in production timelines Cost savings in creative development Enhanced flexibility in creative execution But AI Won’t Replace Traditional Production While the benefits are real, there’s still a strong case—and a continued demand—for traditional photo and video production. Many agency leaders, as cited in Marketing Brew, view AI as a complementary tool, not a full replacement. Consumers often value authenticity, especially when it comes to storytelling and brand representation. Over-reliance on AI-generated content risks alienating audiences who want to see real people and genuine moments. Hollywood provides a cautionary tale with the recent rise (and exposure) of Tilly Norwood, an AI-generated “actress” profiled by VICE Magazine. The industry response? Uncertainty, if not outright concern. These examples reinforce that while AI is a powerful tool, it’s not the be-all-and-end-all solution. Authentic human creativity, emotion, and presence remain essential in connecting with audiences—especially in brand storytelling. The Future is a Blend The smartest path forward lies in balance. Brands that harness the efficiency of AI while still investing in the human touch of traditional production have the edge to adapt to evolving audience expectations. At EGC Group, we’re staying on the cutting edge of both AI-driven and traditional content creation. Whether you’re exploring how AI can enhance your next campaign, or you’re sticking with the trusted power of live-action shoots, we’re here to help craft the right approach for your brand. Let’s connect—and create something impactful.
