Generative AI in Marketing: Beyond Texts, the Impact on Images, Videos, and Interactive Experiences
Artificial Intelligence (AI) is no longer a future promise, it’s a present reality in marketing routines. While AI was once primarily associated with task automation or data analysis, the landscape has changed. The leading force behind this transformation is Generative AI, which is already redefining how brands create visual, audiovisual, and digital experience content.
What is Generative AI?
Simply put, Generative AI is a type of artificial intelligence capable of creating new content from existing data.
This includes not only text but also images, videos, sounds, and even interactive environments.
Tools like ChatGPT, Midjourney, Runway, Sora, and DALL·E are just a few examples of platforms that have popularized this concept in recent years.
The Impact of Generative AI on Advertising Image Production
AI-generated images have opened up a new universe of possibilities for marketing. Today, it’s possible to create hyper-realistic scenarios, characters, simulated products, and even campaign mockups without the need for a photoshoot or studio setup.
Some key benefits include:
Production Speed: Visuals that previously took days to produce can now be created in minutes.
Cost Reduction: Lower investment in photography, location rental, and casting.
Unlimited Customization: Ability to test variations in scenarios, colors, angles, and styles until finding the perfect combination.
AI-Generated Videos: From Animation to Full Campaign Creation
AI has also made a strong entrance into the audiovisual world. Tools like Runway, Pika, and the recent Sora by OpenAI already allow video creation from text prompts, combining scenes, camera movements, and even cinematic effects.
What does this mean in practice?
Product Video Production: Create virtual demos of products not yet launched.
Social Media Animations: Generate reels, stories, and short videos with professional aesthetics in minutes.
Quick Campaign Adaptation: Produce different versions of the same video for various audiences or A/B testing.
Interactive Experiences Powered by AI
Another growing field is the creation of interactive digital experiences. Generative AI has been used for:
Personalized avatar generation for engagement campaigns
Augmented Reality (AR) and Virtual Reality (VR) experiences with dynamic environments
Increasingly humanized natural language chatbots
Creation of interactive filters and effects for Instagram, TikTok, and other platforms
The goal is not just to deliver a message but to offer an immersive experience, connecting the audience with the brand on an emotional level.
AI + Human Creativity: The Match That Makes the Difference
Despite all these advancements, it’s essential to emphasize: AI does not replace human creativity. The real differentiator lies in knowing how to use AI as an extension of the creative team, enhancing ideas and executing projects with more agility and impact.
At Mark, we believe the future of advertising lies precisely in this combination: human intelligence + artificial intelligence, each doing what it does best.
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Giovanna Marques
Graduated in Literature. She has experience in translation, text editing, and content creation. Currently, she is a copywriter at Mark Publicidade and strives for clear and didactic communication in her texts. She values versatility and creativity.