How AI and Creative Analytics Are Reshaping Advertising in 2025

What do Dove’s viral campaign and new U.S. legislation have in common?

They both point to a future where artificial intelligence (AI) plays a bigger role in how we create, share, and measure advertising. But with more AI in the mix comes a new need for transparency, smarter tools, and a more thoughtful approach to creative.

Let’s break down what’s happening, and what it means for marketers right now.

Can AI Really Help Ads Go Viral?

In short: yes. And Dove just proved it.

Earlier this year, Dove (owned by Unilever) launched a campaign for a Crumbl cookie-scented body wash. Sounds quirky, but it worked. According to a recent report in The Wall Street Journal, Dove used generative AI and digital twins to produce over 1,000 branded images every single week.

Instead of relying on a single shoot, they used AI to:

• Remix influencer videos across platforms like TikTok, Instagram, and YouTube
• Customize visuals for different formats and audiences
• Scale their content creation without adding production time

What were the results?

• 3.5 billion impressions
• 52% of buyers had never purchased Dove before
• 100+ influencer clips adapted with AI into new formats

Unilever called this an “exponential” leap in creative output. But the real insight? AI helped them reach new audiences in smarter ways, not just faster ones.

What’s Going on With AI Advertising Laws?

While Dove was pushing the boundaries of what’s possible, lawmakers in Washington were busy shaping what’s allowed.

Congress just passed the One Big Beautiful Bill Act, and one key piece of it affects anyone using AI in advertising.

Here’s what marketers need to know:

• States can now regulate AI on their own terms. There’s no national rulebook yet, so states like California and Colorado are moving forward with AI-related regulations.‍
• Synthetic media and AI-generated content could face labeling requirements. Future laws may require advertisers to clearly state when content is AI-generated.‍
• Transparency standards are rising. Brands might need to show how AI was used in content creation and targeting, and prove it.

So while there’s no sweeping federal rule yet, the direction is clear: AI-powered marketing will need to be more accountable moving forward.

Why Creative Analytics Matters More Than Ever

AI is helping brands move faster. Regulation is pushing them to be more transparent.

In the middle of all this is a tool that helps marketers strike the right balance: creative analytics.

Unlike traditional performance tools that rely on tracking users or using personal data, creative analytics looks at what’s inside the ad itself:

• What objects, colors, and messages are used?
• What’s the emotional tone of the ad?
• Which creative elements drive engagement and which don’t?

This kind of insight helps brands:

• Optimize ad creative before launching a campaign
• Understand which messages work across different audiences and platforms
• Stay compliant with emerging privacy laws and AI regulations

Most importantly, it gives marketers the power to create campaigns that are both effective and explainable, something regulators, customers, and media platforms are starting to demand.

So, What Does This Mean for You?

If you’re a brand, agency, or performance marketer, the takeaway is simple:

• AI can boost creative output
• Smart analytics help you understand what works
• Transparency is no longer optional, it’s the future

The best marketers in 2025 won’t just generate content quickly. They’ll be the ones who understand their creative, who it resonates with, and why it performs, without relying on personal data.

Welcome to the age of smart, scalable, and responsible advertising.