{
  "id": 11352106,
  "title": "Marketing’s upper middle embraces AI creative production",
  "url": "https://urgent.news/2026/10/02/marketings-upper-middle-embraces-ai-creative-production",
  "topic": "ai",
  "section": "AI",
  "published": "2026-10-02T04:01:00.000Z",
  "source": {
    "name": "Digiday",
    "slug": "digiday",
    "url": "https://digiday.com/marketing/marketings-upper-middle-embraces-ai-creative-production/"
  },
  "original_language": "en",
  "account": "Companies such as Wyndham Hotels & Resorts, Opella, and BetMGM may seem unrelated at first glance, but they share a common need for producing a significant amount of digital creative assets to promote their various products. To address this challenge, these brands are establishing in-house creative teams equipped with the skills to utilize AI technology for mass production of digital content, while also leveraging performance data to guide future campaigns and iterations. This trend marks the growing integration of AI-driven creative production within the marketing industry's upper middle tier advertisers. Although pioneering companies like Unilever, Coca-Cola, and L'Oréal were among the first to adopt and scale AI production efforts, a growing number of advertisers outside their ranks are now actively developing comparable capabilities. For further insights into this evolving marketing landscape, continue reading the full article on digiday.com and consider signing up for Digiday newsletters to stay updated on the latest developments in media, marketing, and the future of television.",
  "summary": "Scaled AI creative production is becoming ordinary among CMOS outside the billion dollar club.",
  "key_points": [
    "Wyndham Hotels, Opella, and BetMGM use AI for digital creative asset production.",
    "In-house teams skilled in AI help brands create large volumes of content.",
    "AI-driven production spreads beyond Unilever, Coca-Cola, and L'Oréal."
  ],
  "editors_take": "More marketers are bringing creative production in-house to leverage AI for mass-producing digital content, a trend that expands AI-driven capabilities beyond large pioneering companies to a wider range of advertisers.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}