In digital marketing, it is no longer enough to simply publish content. Customers expect a personalised approach, creative impulses and a genuine brand experience - and this is precisely where generative advertising comes in. With the help of artificial intelligence, customised content, campaigns and advertising messages can be created that cater to the individual needs of the target group more than ever before.
Generative advertising is a key trend because it expands the familiar boundaries between man and machine. It enables brands to communicate dynamically, efficiently and in a highly personalised way without losing the human touch. Many companies that come to us for iROI coaching are looking for ways in which they can use the potential of generative advertising to revolutionise their brand message.
How does generative advertising work in modern marketing?
Generative advertising is based on algorithms and neural networks that can analyse large amounts of data and generate new, unique content from it - be it text, images, videos or even music[1][7]. Tools such as ChatGPT, DALL-E or Brain Pod AI help marketers to produce creative assets automatically and at high frequency.
The strength of these approaches lies in personalisation: instead of running the same advertising campaigns for everyone, individual messages are created that respond to consumer behaviour, the time of year, the weather or even current trends[5]. This not only makes advertising messages more relevant, but also enables them to reach their target groups in a more targeted and sustainable way.
Examples of generative advertising in practice
A look at successful campaigns shows how versatile the possible applications are:
BEST PRACTICE with a customer (name hidden due to NDA contract): In iROI coaching, we worked with a large consumer goods company to set up a generative AI platform that generates hundreds of social media variations for different target groups every day. The platform not only analyses feedback from the community, but also adapts advertising messages in real time. As a result, the interaction rate and turnover increased significantly, while at the same time the productivity of the marketing team was relieved.
This shows: Generative advertising is not a future scenario, but has long been a reality. Another example is Heinz's campaign, which uses image generators such as DALL-E to share imaginative ketchup motifs created by AI on social media. These images encouraged the community to participate because they were surprising, bizarre and entertaining - and quickly went viral[3].
Nike's "By You" campaign is also successful: customers can create their own shoe designs online, guided by AI algorithms based on colour preferences, trends and past purchases. The personalised products create a strong emotional connection and generate new sales[3].
Spotify, on the other hand, relies on AI to generate customised playlists for each user - and markets these specifically as a brand experience. The algorithms analyse listening behaviour, recognise patterns and recommend suitable songs or playlists that increase customer loyalty[2].
Impulses for more success with generative advertising
To rethink your brand message, we recommend a step-by-step introduction of generative approaches in iROI coaching. Check at which touchpoints AI-supported content can have the greatest impact - for example in email marketing, social media or in your online shop.
Start with small, measurable projects, such as automated A/B tests for adverts that are controlled by generative algorithms. This allows you to quickly gain insights and flexibly adapt your strategy[5].
Use tools that combine text, images and video because your target group prefers multimedia content. This creates variety and increases attention.
And let your community participate: Involve your followers by inviting them to AI-generated challenges, as Heinz has done[3]. This creates awareness, strengthens brand loyalty and provides valuable insights for future campaigns.
Generative advertising as a success factor for your brand strategy
Generative advertising is not a sure-fire success, but it sets new standards for efficiency, creativity and personalisation in marketing. It gives your brand a clear competitive advantage because you can create customised experiences, control costs and use your resources intelligently.
In our iROI coaching, we support companies in integrating generative approaches into their communication strategy - from target group analysis and the introduction of AI tools to the continuous optimisation of campaigns.
Time and again, we hear from clients who have been able to tap into new groups of buyers, improve their conversion rates and reduce the workload of their employees thanks to generative advertising. Most of them benefit in particular from the fact that AI not only generates content quickly, but also accurately and on a large scale - and that it takes the respective brand tone and values of the brand into account.
BEST PRACTICE with a customer (name hidden due to NDA contract): As part of our coaching, a renowned car manufacturer developed an AI-supported platform that generates automated advertising videos for various models and target groups. The videos were created based on customer data and customised for each distribution channel. This led to a measurable increase in click rates and shorter production times for new campaigns.
A third example comes from the fashion industry: an international clothing manufacturer uses generative content to send personalised newsletters for each customer. The AI analyses previous shopping behaviour, preferred colours and styles and uses this to generate tailored recommendations, which have led to a demonstrable increase in opening and dwell times.
Challenges and success factors
Generative advertising brings with it many opportunities, but also new challenges. Quality assurance remains important because AI-generated content is not automatically perfect. A clearly defined brand framework, regular reviews and close collaboration between creative teams and AI experts help to ensure consistent and valuable content.
Legal aspects must also be kept in mind, such as the protection of personal data and copyright. In their own interest, companies should communicate transparently when and how AI is used in order to create trust.
Success comes to those who remain open to new technologies but do not lose sight of human control. The interaction between man and machine is what makes generative advertising really strong.
My analysis
Generative advertising is a key driver of innovation for digital marketing. It opens up new opportunities for companies to communicate their brand message, increase customer loyalty and organise processes more efficiently. Examples from the consumer goods, fashion and automotive industries show the impact generative approaches can have when they are strategically introduced and put into practice in everyday life.
In iROI coaching, we support companies in making sensible use of generative tools, overcoming hurdles and utilising the full potential of AI-supported advertising. We emphasise practical relevance, measurable results and long-term development.
Further links from the text above:
Hanseranking: Possible applications & examples of generative AI in marketing
Brain Pod AI: How generative AI advertising is revolutionising marketing strategies
OMF: The 6 best AI-generated advertising campaigns from well-known brands
LexisNexis: What is generative AI? Definition and advantages
AKOOL: The 10 best examples of generative AI 2025
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