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The hybrid formula: The essential role of human creativity in AI-generated advertising
Journal of Brand Strategy,
14
(1),
30-42
(2025)
Abstract
In an era where artificial intelligence (AI) integration into marketing strategies is becoming increasingly prevalent, this study examines the efficacy of AI-generated advertising copy against human-written copy. Focusing on a diverse range of businesses, including podcast promotion, dental marketing, restaurant advertising, real estate investment, SaaS tool promotion and sports team engagement, the research employs rigorous A/B testing methodologies. Metrics for comparison included click-through rates (CTRs) and cost per result across ad campaigns optimised for web traffic and engagement on the Meta platform. Different AI models, such as GPT-4, Custom GPT for Meta Ads and Meta’s own AI suggestions, were tested alongside human copywriters. The findings reveal that while AI can efficiently generate ad copy that competes closely with human efforts, human copywriters consistently achieved higher CTRs and lower costs per result in the majority of tested scenarios. Human-generated copies outperformed AI in 9 out of 12 cases for cost-effectiveness and in 5 out of 12 cases for CTR effectiveness. These results underscore the nuanced understanding and creative capabilities that human marketers bring to ad copywriting, which are crucial in crafting compelling marketing messages that resonate with target audiences. This paper recommends a hybrid approach, leveraging AI’s ability to generate initial ad copy drafts and utilising human expertise for final edits and enhancements. This approach harnesses the speed and scalability of AI while ensuring the emotional and contextual relevance that only human creativity can provide, thus optimising both engagement and economic efficiency in digital advertising campaigns.
Keywords: AI in advertising; human versus AI copywriting; digital marketing strategies; A/B testing in marketing; content personalisation; hybrid content creation
The full article is available to subscribers to the journal.
Author's Biography
Jason Hunt is a professor at the George Brown College and the Co-Founder of Merged Media, a Toronto-based digital marketing agency that integrates search engine optimisation (SEO), paid advertising, social media and artificial intelligence (AI)-driven advertising solutions to serve clients locally and internationally. With a career spanning over a decade, Jason first entered the world of digital marketing in 2007, using MySpace to build a following for his Japanese rock band, which sparked his passion for online engagement. In 2019, Jason merged his social media agency with a leading SEO company to form Merged Media, now acting as the outsourced Chief Marketing Officer (CMO) for numerous brands. An innovator at heart, Jason has founded multiple digital businesses and partnered with companies in diverse industries, including real estate, franchising and travel. Jason’s expertise in digital marketing has led him to speak at top industry events, such as Ad World, The Digital Marketing International Expo and The Affiliate Summit. His deep understanding of social media advertising and AI integration has positioned him as a trusted voice in marketing innovation, continually exploring the latest strategies to drive growth for brands across the globe.
Dave Kerr has over a decade of experience in marketing and is a Senior Digital Strategist at Merged Media, best known for creating conversion-focused advertising campaigns built on modern digital business infrastructure. Dave has designed and managed more than a thousand unique campaigns for B2C and B2B businesses worldwide, spanning from local mom-and-pop shops to internationally recognised brands. Today, Dave is at the forefront of developing new technology platforms in emerging artificial intelligence (AI) spaces, pushing the boundaries of what is possible in digital advertising and customer engagement. On most days, he leads and educates the next generation of marketers and advertisers, guiding businesses and agencies through the ever-evolving digital marketing landscape.
