MARKETING
Creativity is fully human, scaling though…
Digital advertising at global scale is no longer about standout campaigns. It is about producing large volumes of content quickly and consistently across markets.
That pressure is pushing major brands to introduce AI into everyday marketing workflows.
At L’Oréal, AI tools are being used to support parts of digital advertising production, particularly visual and video assets.
The aim is not to replace creative teams, but to speed up production and reduce repeat costs.
AI allows existing footage to be adapted into multiple formats for different platforms, regions, and use cases.
Human teams still control creative direction and approvals, while AI helps shorten the time between idea and delivery.
Crucially, AI is kept under tight control. Outputs are reviewed through existing workflows to protect brand consistency and limit risk.
In short:
AI is being used to scale content production, not redefine creativity
Brand control remains with human teams
The biggest impact comes from gradual efficiency gains, not dramatic change
AI does the grunt work
This reflects a broader enterprise trend: AI is added where it fits established processes, rather than changing how creative decisions are made.
Over time, the value comes from efficiency.
Small time and cost savings across hundreds of assets begin to reshape how marketing teams plan campaigns and manage budgets.
I was not expecting L’Oréal to be the AI trendsetter. - MV