LAS VEGAS – As marketers seek to put the best products and solutions in front of increasingly diverse shoppers, a big grocery chain is turning to generative AI.
Albertsons Media Collective is tapping the tech to enhance its creative process and deliver personalized advertising at scale.
In this video interview with Beet.TV, Evan Hovorka, VP Product & Innovation, Albertsons Media Collective, said the company has partnered with Cap Gemini to leverage the full potential of generative AI.
Generative AI is transforming the creative landscape
Hovorka said that Albertsons is using generative AI to extend its creative process and creative versioning into a modern retail media offering for CPG brands.
The partnership allows Albertsons to create more targeted and engaging campaigns that resonate with individual consumers.
It is all about using technology to improve the creative process, while still maintaining human oversight, Hovorka said. “Generative AI is playing a role in the creative process … it’s done right, in a controlled environment where humans are still overseeing some of the output.”
The importance of creative intelligence
Hovorka stressed the importance of creative intelligence in developing successful campaigns. “Creative intelligence, via AI or otherwise…has a critical role and that is test and learn quickly. (We) cegin with an idea, we don’t have to have 13 creatives out of the box. If we can great, but we can start with a few, test and learn from there.”
The insights gleaned from these tests can then be used to refine the campaigns and create even more targeted messaging. By leveraging creative intelligence, brands can ensure that their campaigns are always optimized for maximum impact.
Ultimately, this approach creates a continuous feedback loop that allows brands to adapt and improve their messaging over time, Hovorka explained.
Prioritizing representation in advertising
Hovorka also described the growing importance of representation in advertising. “It’s increasingly important for brands to prioritize representation because we have an increasingly diverse community of shoppers and consumers looking for a wide range of different products and solutions.”
By representing the diversity of their customer base, brands aim to connect with a wider audience and build stronger relationships.
“The great news, though, is when we think about personalization, that is diversity in action with our ads, our products, our solutions. As a marketer we also want to put the best thing in front of our shopper, in front of our consumer.”
You’re watching “The Impact Era: Harmonizing Technology and Humanity in Advertising”, a Beet.TV Leadership Series at CES 2025, presented by XR Extreme Reach. For more videos from this series, please visit this page. You can view all of our CES 2025 content here.