Proof Of Concept: Beyond Just Data, Marketers Increasingly Using GenAI For Shaping Concepts
Earlier this week on the Magazine Manager blog, I spotlighted the changes in where advertisers and marketers were putting their media investments, from the latest MediaOcean advertising report.
The 2026 H1 Advertising Outlook report put a similar compare-and-contrast on where marketers were using genAI, showing its continued strong use for data analysis and market research — though both saw relative declines from May 2025’s report — as well as renewed focus on creative development (33%) and campaign optimization (31%).
(Source: MediaOcean)
“Beyond these foundational uses, adoption is expanding into creative and activation-focused areas,” the report says of the creative uses “gaining traction.”
“This shift signals that AI is no longer limited to back-end intelligence,” the report says. “It is increasingly shaping how concepts are built, iterated, and delivered across platforms.”
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