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Building AI‑Enhanced Marketing Campaigns That Connect

Summary:

How leading CMOs at Cannes Lions 2025 are integrating AI tools—from segmentation to storytelling—while grappling with ROI challenges.

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In mid‑June at the Cannes Lions 2025 festival, a report from Business Insider revealed that 71% of CMOs plan to invest over $10 million annually in AI, yet many are still struggling to define clear returns.


This trend is echoed in the escalation of agency and brand spending—WPP committed €318 million and Havas €400 million to tap into AI’s creative and analytical capabilities.



A shift toward data-driven creativity


AI is no longer confined to back-end analytics—it’s actively shaping real-time optimization, content creation, media buying, and consumer segmentation.


Companies like Omneky launched Smart Ads in April 2025—deploying generative ad creatives across platforms like Meta, TikTok, and YouTube—while ensuring full automation and brand safety.



Gartner forecasted AI would handle 85% of customer service interactions by 2020. Meanwhile, Adobe reports that 3 in 4 companies using AI tools saw a 10% or greater increase in sales.


Balancing creativity with compliance


At a Business Insider panel in Cannes, CMOs admitted that while enthusiasm for AI is high, many still lack systems for accurately measuring ROI. Ethical concerns also came to the fore—particularly after Cannes revoked several DM9 awards over undisclosed AI-generated submissions.


Forrester estimates that 32,000 U.S. agency jobs could be displaced by automation by 2030—roughly 7.5% of the industry workforce.


Campaign anatomy: From insight to execution


Building effective AI-driven campaigns involves a structured workflow:


  1. Audience segmentation using AI to filter behavioral and demographic data.

  2. Creative ideation using tools like Adobe Firefly and Omneky Smart Ads.

  3. Media automation for real-time ad placement and budget optimization.

  4. Performance analytics integrated into feedback loops to improve outcomes mid-campaign.


AI fluency is no longer optional


Keynote speaker Dara Treseder, CMO of Autodesk, stated, “AI fluency is a must-have. It’s becoming a requirement for marketing leaders.” According to Zappi, the demand for AI-related job roles has surged by 640% since 2022, including creative-side titles like “AI Artisan.”


A recent Latimes report confirms that while over 80% of marketers use AI, fewer than 30% of small businesses report substantial investment—highlighting a major opportunity gap.

Modern marketing is shifting toward AI-enhanced campaigns that blend creativity with measurable data. Whether you're refining audience targeting, scaling copy production, or automating your ad buys, the most sustainable strategies combine technical execution with ethical intent. For teams of any size, staying competitive now requires a firm grasp on tools that were once optional—now they’re essential.




Just launched your new business and need resources to ace direct marketing at lower costs with higher ROI?

Check out Salesfully’s course, Mastering Sales Fundamentals for Long-Term Success, designed to help you attract new customers efficiently and affordably.


Don't stop there! Create your free Salesfully account today and gain instant access to premium sales data and essential resources to fuel your startup journey.



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