AI can scale ads, but great creatives drive brand impact
Martech
JUNE 27, 2025
Ads with strong creative deliver roughly 30% higher ROI than average, per The State of Creative Effectiveness report (registration required) from Zappa and VaynerMedia. Some add polish without moving the needle, while others meaningfully improve recall and ROI. Consumers split neatly into: A third who respond well to AI-assisted ads.
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