Media Insights

Implementing Generative AI in a Paid Social Program

Generative artificial intelligence (GenAI) is ever-changing, with recent breakthroughs having the potential to heavily impact the way media companies and brands approach content creation. It sounds like a magic bullet—but is it right for your brand? 

Generative AI can be loosely defined as algorithms (including tools like ChatGPT) that can be used to create new text or image-based content from user prompts. This technology holds particularly interesting implications for the paid social realm.  

As AI continues to evolve, it will impact marketers and brands through content creation, audience segmentation, and automation opportunities. Brands should take a test-and-learn approach with these evolving tools to determine the most efficient applications for their unique scenarios. Read on for a look at some of the ways marketers are already implementing GenAI in their paid social strategy.

4 Ways to Use Generative AI for Paid Social 

Here are some of the most promising applications of generative AI we’re watching unfold—and testing with our own clients.

High-Volume Content Ideas 

In a world of decreased attention spans, engaging content is key. Brands can get a head start on a high-volume content stream by developing AI-generated content through copy, songs, imagery, and videos, with the ability to target users by relevancy and potentially increase efficiency of ads delivered to consumers. AI-generated content opens up automation opportunities to tailor ads to specific users through PDP imagery to adjust colors, sizes, and variations of products. Text-based tools such as ChatGPT have the ability to use AI to generate creative briefs, copy iterations, and content ideas with just a few curated key words.  

We’re also seeing social media companies implement this technology into their apps on the frontend for users and the backend for advertisers.   

  • Meta has announced a product rolling out soon that can develop creative iterations using generative AI right within the platform, including photo editing and copy generation.  
  • Snapchat is already using GenAI—the social media company released a chatbot called “My AI” to all users in April 2023 which suggests lenses and can have a text-based conversation. It is important to note, however, that Snapchat’s “My AI” did encounter criticism due to unsafe and inappropriate suggestions.  

As with all new technology, brands should exercise caution and stay alert to regulation updates and consumer criticism.

Creative Storytelling  

Generative AI can also be used to develop content ideas, graphics, and trending content and deliver multiple high-quality variations thanks to the algorithm’s pattern-identifying ability. In terms of platforms like TikTok and Pinterest that rely heavily on strong visuals, AI can help advertisers quickly populate new content based on current trends.  

Generative AI comes to life on many social platforms, but the most popular technology is used on TikTok with their trendy, ever-evolving filters. These customized filters utilize deep machine learning and pixel regeneration to transform reality in real time. Social media trends move quickly, and the use of AI in the creation of these filters allows them to keep up.

Enhanced Personalization 

Given AI’s ability to identify patterns by ingesting large amounts of data, it follows that this powerful tech can be used to better tailor content to individual preferences based on relevancy and interests. AI algorithms are already in use on platforms like Meta and Google to help determine efficient marketing spend toward audiences and will likely continue to evolve to include creative optimization.  

Future opportunity with GenAI lies in producing creative targeted to specific audience demographics and interests while minimizing manual processes. AI has the potential to shape the consumer experience by identifying where consumers want brands in their media and everyday life.

Efficient Influencer Sourcing  

Another key area GenAI can help streamline is influencer marketing. Generative AI has the power to simplify the influencer sourcing process by detecting audience authentication rates, calculating campaign ROI, and aiding in the casting process. Sourcing influencers can be time-consuming, and AI can be used to drive more efficient timelines and aid in the planning process. The end result? An optimized influencer marketing program that can be constantly tweaked and improved with less hassle.

Ready to Start Leveraging AI? 

As GenAI continues to grow, brands should take a test-and-learn approach with every new tool under consideration. We also highly recommend monitoring ongoing regulation in the space to understand any changes to how this technology can be used. And while marketers are beginning to leverage AI on several social platforms, we can expect AI opportunities to continue to develop as the technology evolves. 

Whether you’ve already incorporated GenAI into your paid social strategy or you want to learn more about how it might affect your workflow and overall program, we can help. Our paid social experts keep a finger on the pulse of AI, helping our clients thoughtfully evaluate this powerful technology. Reach out to learn more about how we can help your brand utilize generative AI. 

Molly Reeves

Sr. Analyst, Paid Social

About the Author

Molly is a Sr. Analyst on the Paid Social team at Ovative.

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