AdExchanger AI In Ads – And Ads In AI
Aug 5, 2025
Paul Longo, GM for AI in Ads at Microsoft Advertising, shares insights into the transformative role of AI in advertising. He discusses integrating ads into conversational experiences and the impact of AI tools on creativity in advertising and screenwriting. The conversation highlights the rapid evolution of AI-generated ads, exemplified by a recent NBA finals campaign, and the balance between efficiency and potential job displacement. Longo also outlines Microsoft's future vision for AI-driven digital interactions and the innovative Co-Pilot technology enhancing user engagement.
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AI Enlarges Creative Capacity
- AI-generated creative currently enables efficiency and versioning but rarely replaces human-led strategy and craft.
- Fully AI-created campaigns still often look obviously AI-made and need human direction to reach top creative quality.
Reskill For An AI-Driven Workforce
- Prepare for job evolution by reskilling and creating new roles that leverage AI rather than denying change.
- Look for new opportunities like consulting on GEO and agentic optimization as AI reshapes advertiser skillsets.
Betting On An Agentic Future
- Microsoft is consolidating programmatic buying into the Microsoft Advertising platform to position for an agentic, UI-less future.
- They view brand agents and consumer assistants as the next channels where demand will come through AI conversations.
