From Hero to Halo

The future of advertising operations and production is here, where hero campaigns meet the halo effect of scalable, AI-powered workflows, says Head of Creative Operations, Julia Arenson

For decades, advertising has revolved around the hero – the bold, iconic campaign. But today, AI-powered strategies are being adopted to create more, adapt faster, and scale smarter. With AI, we’re unlocking the halo effect:

What’s Changing?
• High-volume content automation with tools like Adobe Express and emerging AI platforms
• Dynamic guidelines and templates that foster creativity instead of restricting it
• Localised and personalised assets created in real-time, ensuring global consistency with local relevance

The Point of Release Has Shifted
Campaigns are no longer the endgame. Success now starts with:
• Firm & Flexible playbooks (well-defined swim lanes for creativity to thrive)
• AI at the brief stage, optimising workflows from ideation to execution to delivery and optimisation
• Infinite iterations powered by AI without losing brand integrity

What’s the Big Shift?
It’s about trusting AI systems to amplify human creativity. Tools like Adobe Express are already transforming workflows, while brands are experimenting with generative AI campaigns, unlocking infinite possibilities for content personalisation and storytelling. Defining how and where AI will support your teams will be crucial.

As teams and AI continue to evolve, the focus will more overtly shift toward human-AI collaboration. This year isn’t just about the tools—it’s about redefining what good looks like and how we get to industry-defining impactful work.

In 2025 and beyond, the brands that embrace the halo effect will lead the way.