The new dictatorship of the algorithm rewrites the processes of creativity
10% of the media budget is allocated to experimentation to cover all platforms simultaneously
Far from clear and transparent. A tap from which turbid water flows becomes a metaphor for the contemporary world polluted byfake news in a time dominated by artificial intelligence. It is an apocalyptic vision that of the Reuters agency, which after 175 years - and for the first time in its history - decides to launch its first advertising campaign. It combines film production techniques with generative artificial intelligence and comes at a time when news organisations are facing increasing challenges over information polluted by synthetic artefacts. Thus in the campaign, AI is used to distort and obfuscate images that are then contrasted with the sharp ones in the reports. For the Reuters Institute Digital News Report 2025 more than half of the sample surveyed globally said they are concerned about whether the news they read online is true or false. The difficulty is high in America, where 73% of the sample shared these concerns.
enlarged perimeter
The elephant is in the glassware, analysts summarise. "Artificial intelligence expands what marketing can measure and create, if designed with experimental rigour". This was reported by theHarvard Business Review, in a piece with the evocative title: 'How AI is transforming the market'. What emerges is a new strategic and operational perimeter. "Over the next decade, AI will influence howmarketers interact and communicate with customers with new products and services," argue the researchers in the Journal of the academy of marketing science. Because new channels, innovative formats and relational formulas emerge that turn the tables on the past. Thus for brands, AI acts as a driver of creativity.
This is highlighted by the new survey conducted by the X.ITE research centre of Luiss University for Digital Angels and previewed in Sole24Ore. Technology, the market and organisations are transforming the ecosystem and supply chain. Conducted on a sample of 100 business leaders and 400 consumers, it highlights how AI is changing the design and redefining the parameters of advertising content production. A paradigm shift that affects campaigns, but also human capital and processes. "AI is driving the future of communication, with a greater impact than that generated so far by influencers and immersive formats, and is a fundamental support in the creation of personalised content, also useful for increasing the precision of targeting and optimising campaign planning. It actually helps management by combining automation, generative creativity and predictive targeting for the development of real-time optimised campaigns,' says Marco Francesco Mazzù, Director X.ITE Research Centre and professor of marketing at Luiss Business School.
New Increased Relationship
What is defined is an increased relationship between brands, agencies and connected audiences. "A new balance emerges: less interruption, more relevance. The fragmentation of the media has reduced attention and imposed more targeted communication. Predictive technologies make it possible to personalise messages and moments, but it takes vision and responsibility to use them well. Artificial intelligence has made results accessible that were once reserved for expert teams, but it has also levelled out quality: that is why it is increasingly important to interpret objectives, to lead with one's head and to know how to really make a difference,' says Piermario Tedeschi, managing director of Digital Angels and professor of digital marketing at Luiss University.
It thus emerges that up to 10% of the average budget is allocated toexperimentation. This propensity is higher among realities that adopt data-driven strategies. "Over the last few years we have seen a strong fragmentation of channels: the offline media have partly digitised, while the online ecosystem has been enriched with new platforms alongside the large traditional hubs. TikTok for social e-commerce, Amazon in retail media, Spotify for audio advertising, influencer marketing and programmematic are growing rapidly. Digital investments provide more immediate returns, but offline remains central in terms of coverage and frequency. It is the balance between the two that maximises the result," says Tedeschi.
