AI in Advertising 2025: 3 Principles Every Marketer Needs to Know
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How AI in Advertising Is Evolving in 2025, and What Marketers Should Focus On
AI is no longer a novelty in advertising. It’s part of the day-to-day work. But as its role grows, so do the questions around how it should be used.
In 2025, the conversation is shifting. Marketers are moving beyond broad enthusiasm for generative AI and looking for tools that fit into how creative work actually happens. What’s useful? What’s sustainable? And most importantly, what still needs a human touch?
At AdSkate, we think about these questions often. In fact, they shape how we build. Earlier this year, our co-founder was quoted in a piece by AdExchanger that explored these very ideas. We also shared our take in a LinkedIn post outlining three principles that guide how we approach AI.
This article walks through those principles and why they matter, not just for us, but for the future of creative work in advertising.
Authenticity Still Matters in a Machine-Led World
AI is playing a larger role in advertising. That’s clear. But how we use it will shape the kind of work we create.
Some tools can write copy or generate visuals, but they can’t tell if something feels off. They don’t know when a message lacks depth or misses the tone. That’s where people still matter. Human input brings clarity and context.
At AdSkate, we believe that the human voice is central to good advertising. We use AI to help teams understand what resonates, why it works, and where it can be improved. But we don’t rely on AI to define what makes something real.
Why this matters:
- Generic content stands out in the wrong way
- Audiences connect more with creative that feels grounded
- Authentic work builds lasting trust
In a recent AdExchanger article, our co-founder Akaash Ramakrishnan said some AI tools may fade as marketers push for authenticity. We agree. Creative teams should lead. AI should help them go further, not take their place.
AI Should Reduce Busywork, Not Creativity
AI can speed things up. But that’s not the only reason to use it.
The best tools don’t replace ideas. They remove the clutter around them. AI can group content, tag assets, and surface what’s working. This frees up time for the deeper parts of creative work, like strategy, writing, and iteration.
At AdSkate, we build tools that give creative teams room to think. Our goal isn’t to automate the creative process. It’s to support it with clarity, insight, and time.
What AI should be doing:
- Cut out repetitive manual tasks
- Bring forward what’s working in your content
- Give teams more space to focus on creative decisions
Used the right way, AI helps teams stay focused. It supports creativity by making the day-to-day simpler.
Practical Integration Is Crucial
AI is most useful when it becomes part of how teams plan and evaluate their work.
In many cases, AI tools sit outside the creative process. They provide data, but only after the fact. Or they require teams to adapt their workflow to fit the tool. That limits their value.
At AdSkate, we take a different approach. We focus on embedding AI where it naturally fits, during creative planning, asset analysis, and content development. Our tools are designed to align with how marketers already think about campaigns.
Teams use AdSkate to break down what’s in their creative assets, compare performance across different formats, and identify what’s working based on the content itself, not just the channel or the spend.
What practical integration looks like:
- AI that fits within the creative review process
- Insights based on what’s in the ad, not just where it runs
- Tools that help teams make better choices without disrupting their flow
When AI integrates this way, it becomes a natural extension of the work, not a separate task. That’s where it makes the most difference.
Choosing the Right Role for AI in Advertising
AI will continue to shape advertising in 2025. But how we choose to use it will define its impact.
At AdSkate, we focus on three guiding principles:
- Keep authenticity at the center
- Use AI to remove friction, not creativity
- Build tools that fit into the work, not around it
These ideas help us stay focused on what matters. AI is powerful, but it’s not a replacement for human thinking. The best results come when people lead, and technology supports.
As the industry moves toward more practical uses of AI, we’re encouraged to see others asking the same questions we ask:
What resonates? Why does it work? How can it be improved?
We’re proud to be part of that conversation, and grateful to be featured in AdExchanger’s recent piece, which explores how these changes are taking shape.
Frequently Asked Questions
What is the role of AI in advertising today?
AI supports advertising teams by handling repetitive tasks, surfacing creative insights, and helping brands understand what resonates with audiences. It’s a tool, not a replacement for human creativity.
Will AI replace creatives in advertising?
It’s hard to say. While AI can generate content and automate production, it can’t replace the human understanding behind strong messaging, design, and strategy. The best results come when AI supports the creative process, not leads it.
How can advertisers use AI without losing authenticity?
By using AI to analyze content and performance, not just to write or design in a vacuum. When creative teams stay involved, brands can scale smarter while keeping their voice intact.
More Resources on AI in Advertising
How AI is Revolutionizing Digital Advertising in 2024 - Forbes
From under the hood to front and center—how AI is changing the ad experience - Amazon
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