AI in ad production - Hype, hurdles and human touch - Andre Kempe (Admiral Media)

Apptivate: App Marketing Explained

Andre Kempe is the CEO of Admiral Media, a performance marketing agency based in Europe. He returns to Apptivate to discuss the role of AI in creative development for mobile app marketing campaigns. Find out what types of apps can leverage AI in their ads, where the human touch still outperforms the machine, and where AI makes the biggest impact from a mobile marketing standpoint.

Questions Andre answered in this episode:

• Tell us about what Admiral Media does and who you serve.
• As you’re integrating AI into the creative development process for clients, what were some of the surprising challenges your team encountered?
• How do you decide when to use a particular AI tool versus a person?
• What quality and branding assurances do you have in place when developing creatives with AI for clients?
• Can you quantify how much faster the production of creative variation has become by integrating AI into your workflow?
• Are there any changes to your process that have had a meaningful impact on ad campaign performance?
• What types of developments in AI are you most eagerly anticipating when it comes to creative development?

Timestamp:

• 1:20 About Admiral Media
• 5:36 Challenges working with AI in creative ad development
• 7:43 Quality control when working with AI tools
• 11:30 How much faster is creative production with AI, really?
• 14:00 The greatest AI advantage
• 15:15 Where AI needs progress in ad production

Quotes:

(9:58-10:04) “AI, from my perspective and what I’ve seen so far, is really not where it should be for big brands.”

(13:19-13:35) “The time saved with AI is good for sure, but it’s not that much that it’s replacing people easily, because having a human touch to a creative, from what we see so far, is still outperforming on the channels.”

Mentioned in this episode:

• Andre Kempe’s LinkedIn
• Admiral Media