Ad's up Consulting: Structuring AI Beyond Marketing Gadgets

AI in Marketing: An Underutilized Potential

In the landscape of digital marketing, artificial intelligence is ubiquitous. Companies are using AI to generate visuals, write briefs, and automate reports, often leveraging free tools. However, a study from MIT Sloan reveals that 95% of AI projects in businesses never progress beyond the pilot stage. This issue is not technological but organizational: the uses of AI remain scattered, undocumented, and not integrated into daily business workflows.

Ad's up Consulting: A Structured Response

In light of this observation, Ad's up Consulting has decided to structure the use of AI in marketing. On the occasion of its 15th anniversary, the firm appointed Saad Haddi as Head of Innovation & AI. His mission is to train internal teams on the latest AI developments, integrating them directly into marketing processes. Meanwhile, Campus, Ad's up's training entity, has launched a tailored AI training program to help teams effectively automate their tasks. The AI division of Ad’s up Consulting has highlighted internally that the adoption of tools poses no problem; it is the collective structuring of uses that still needs to be built.

The Impact of AI in Paid Media

In the paid media sector, AI has quickly established itself. Professionals are using Performance Max on Google Ads to generate ads and Smart Bidding to manage bids. LLMs are being utilized to write creative briefs for Meta campaigns. However, these initiatives often remain isolated, lacking an overarching logic, which limits their structural impact on the company. The result translates into occasional productivity gains but does not lead to any structural scaling for the business. If the SEA expert saves thirty minutes on writing ad extensions and the traffic manager automates their weekly reports, the two still do not share a common language, unified workflow, or usage reference.

The Need for Tailored AI Training

The AI training market suffers from an overwhelming supply that is often disconnected from real-world realities. Marketing teams need concrete solutions, such as building prompts for creative briefs or integrating automation into multi-channel reports. Campus has therefore developed an AI training program based on the experience of its 160 experts in paid, SEO, data, and creative fields. An acquisition team does not need to theorize about how a language model works but seeks concrete answers: how to build a prompt to generate an immediately usable creative brief, how to integrate an automation step into multi-channel reporting, or how to articulate AI and human validation to maintain a smooth production cadence.

Towards a Collective Practice of AI

Campus's approach is based on integrating AI into existing processes by creating hybrid workflows that combine AI and human input. This includes structuring libraries of prompts by profession and identifying high-impact automatable tasks, such as content production, performance analysis, or campaign reporting. This approach allows for a shift from individual use to a collective, documented, and reproducible practice, thus transforming the adoption of AI into a sustainable competitive advantage. The real challenge for advertisers, therefore, lies not in adopting AI but in capitalizing on its uses. Structuring these practices through rigorous support makes all the difference between a simple catalog update and an agency that, with its 15 years of experience, applies the same process rigor to artificial intelligence that it has always dedicated to acquisition strategies.