6 Core Functions As Marketing Moves To Artificial “Creative Intelligence”
6 Core Functions As Marketing Moves To Artificial “Creative Intelligence”
Publish Date: 2026-02-03 08:38:00
Source Domain: thenonprofittimes.com
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Artificial intelligence (AI) has become a catchall phrase for automating both mundane, repetitive tasks as well as machine-generated insights from enormous data sets. But AI is increasingly moving into the creative sphere as programmable systems influence marketing’s creative functions.
The result is what marketing, advertising, technology, data and analytics consultancy Winterberry Group has deemed “creative intelligence.” Creative intelligence encompasses data-driven insights into creative choices within advertising and how those choices boost marketing’s effectiveness. These insights form a triad with media intelligence (the where, when, and how of interactions with marketing material) and audience intelligence (the behavioral, preference, and motivational data that guides targeting, prospect/customer activation, and optimalization).
“Creative intelligence enables marketers to mix and match awareness, consideration, and performance objectives while measuring impact with fewer human capital resources,” according to authors of Creative Intelligence: Adopting & Operationalizing Creative Intelligence, a new report from Winterberry Group. In doing so, creative intelligence allows marketers to add measurability and return on investment calculations to many individual aspects of the creative process.
“CI takes creative — often labeled as ‘non-working’ media — and translates it to ‘working’ media because important engagement metrics are derived from their deployment and analysis,” Michael Harrison, CEO of Winterberry Group, said via a statement accompanying the report. “These metrics may include ad-level performance metrics, sentiment analysis, and increasingly audience reaction and attention-based metrics.”
Per Winterberry, creative intelligence solutions encompass, automate or enhance six core functions:
* Creative asset ingestion and normalization: This takes in and standardizes creative mediums such as…
