The impact of generative AI on digital marketing: how brands are reinventing content and media.

The beginning of a new era: productivity, creativity, and precision.

In just four days, the debate about the impact of generative AI on digital marketing reached its global peak. From startups to retail giants, the sector has been witnessing a veritable race for efficiency and personalization. AI-powered tools, such as ChatGPT and DALL-E, are at the heart of decisions ranging from text to ad design[1][3]. Major brands report significant gains: according to McKinsey, 90% of marketing leaders report increased operational efficiency after adopting generative AI[1]. Mass personalization – once theory, now routine – redefines the dialogue with the consumer, making each contact more relevant and contextualized in real time[3][4].

Recent case studies and viral campaigns: AI as an agent of transformation.

Among the widely discussed cases in recent days, the viral spread of campaigns using AI to create unique and interactive narratives stands out. A global retail chain managed to increase paid media engagement by 35% by targeting ads with hypergranular data, adjusting content according to behavior and local context[4]. Small businesses also benefit: published research highlights how SMEs increase conversion rates and lead generation through AI-generated texts and images, democratizing access to strategies previously exclusive to corporations[2]. The use of generative AI allows for the analysis of large volumes of data, anticipating consumer needs and adjusting campaigns in seconds – a fact evidenced in recent digital marketing and martech events, where automation has become the main competitive advantage.

Trends, risks and next steps: survival, ethics and regulation.

At the forefront of industry discussions is the accelerated use of AI in paid media and automated content production. The scalability of global campaigns already depends on the integration of generative AI, which offers unprecedented creativity, precision, and adaptability[4][5]. At the same time, concerns are growing regarding privacy, data governance, and potential algorithmic biases. The most discussed challenges involve: ethical management, regulatory compliance, and ensuring authentic experiences. According to recent research, 88% of digital marketing professionals already rely on AI for everyday tasks[7]. In the coming months, greater sophistication of tools, expansion of personalization in DOOH (digital outdoor advertising) based on real-time data, and intensified debates on limits and potential abuses are expected. The path is set: the brands that combine technology, creativity, and responsibility will survive.

References

• Kuno Digital: The Generative AI Revolution in Marketing Strategies[1]
• Technology Rain: Generative AI in content marketing for SMEs[2]
• Cesar Cancino: Hyperpersonalization and automation in digital marketing 2025[3]
• El País: AI trends, personalization and interaction in networks and paid media[4]
• Hitss: Optimizing digital marketing and generating value with generative AI[5]
• SEO.com: Statistics on AI usage in digital marketing in 2025[7]