A senior leader could be forgiven for seeing generative AI as the answer to one of marketing’s most stubborn problems: creative work is expensive, slow, and hard to scale. With the right prompts, a team can now generate concepts, scripts, images, and even video spots in a fraction of the time it once took. The output often looks polished, on-brand, and real. But even looking real enough to make consumers believe they’re seeing human-designed ads is not the same as working well.

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