Meta VP: AI is the best thing in advertising – if we use it correctly

The advertising industry, in which I worked for two decades, is a convincing microcosm of this broader change, and my recent experience in Cannes Lions stressed it. Each marketing and brand actively explored how to associate and invest in AI in the right way and discuss its transformer potential for industry.

It is therefore not surprising that more than 90% of companies intend to invest in generative AI tools over the next three years. Having advised companies in Europe, the Middle East and Africa, and in countless industries, I recognize a real inflection point when I see one. That’s it. AI is already fundamentally changing business for the best.

Level the rules of the game, a prompt both

Our own investments in AI in the last decade have gone from theoretical exploration to practical implementation, providing tangible results for businesses. When used correctly, AI is essential to maximize campaign performance, customization of customer engagement and, in the end, growth, regardless of a business size.

In particular, for small and medium -sized enterprises, access to the same powerful tools helps create optimized and rich in data campaigns which were once exclusive to the biggest brands in the world. It levels the playground and allows brilliant ideas to win, whether the budget is large or small.

Companies focus tirelessly on the construction and implementation of AI products that ignite performance and do more with less. Take Freshscarfs, a start-up based in Istanbul who wanted to promote its range of hijabs and modern accessories. Using AI, the effectiveness of the advertising campaign has soamed, while the two women entrepreneurs have managed the time better and simplify complex optimization decisions.

Unlock creativity and revolutionize commitment

The impact extends beyond performance measures and productivity gains; It is a question of unlocking creativity. For too long, creative development was a bottleneck that limits the ability to effectively evolve campaigns. AI’s tools change this.

Already, three out of 10 advertisers use creative tools Gen AI for ticking laborious tasks, such as automatically adjusting images, copying and arrangements for different ads in seconds. This releases invaluable human time to shape creative ideas and make strategic decisions about where the public is most likely to commit. For Adquadrant, the integration of brand tools of AI has considerably raised creative production, by allowing faster advertising experimentation and by allowing the team to constantly deliver impactful campaigns.

And it is not only in scaling campaigns where companies can harvest the awards. Nowhere is the potential of AI is no longer obvious than in the way companies can better engage customers. The possibility of setting up AI chatbots which represent ethics and the tone of a company change the situation, offering useful and useful answers to customer questions. I believe in the long term, each company in the world will be based on AI to help customers discover products and make purchases.

Prepare for tomorrow, today

The foundation of business has always been rooted in strategy, efficiency, originality and narration. The future is not to choose between human ingenuity and machine intelligence; This is their powerful combination.

This brings me to the myth that I am most passionate about rupture: the idea that AI is there to replace marketing specialists. Nothing could be further from the truth. AI is not there to do their job; It is here to improve them with a superintendent that evolves experimentation, surfaces usable ideas and triggers human creativity.

We are undoubtedly at a tilting point where leaders can train AI systems, but only with human values ​​and intelligence as a foundation on which AI is built, it will really succeed.

The most prosperous companies will be those who will learn to collaborate with AI, using it as a powerful tool to amplify their vision, improve their workforce and execute with implacable efficiency. And by removing the friction of manual tasks and rationalizing the execution, AI allows people to recover their most precious asset: time.

It is time that can be reinvested in revolutionary ideas. It is time that can unlock strategic thinking and considerably increase productivity. And it is time that allows human centricity and innovation to really flourish.

The opinions expressed in the Fortune.com comments are only the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.

Global Forum fortune returns on October 26 to 27, 2025 in Riyadh. CEOs and world leaders will meet for a dynamic event only invitation that shapes the future of business. Request an invitation.