More than clear and transparent. The tap that flows murky water becomes a metaphor for today’s polluted world fake news in a time dominated by artificial intelligence. The vision of this institution is apocalyptic Reuterswhich after 175 years – and for the first time in its history – decided to launch its first advertising campaign. This film combines film production techniques withgenerative artificial intelligence and comes at a time when news organizations face increasing challenges of information tainted by synthetic artifacts. Therefore, in campaigns, AI is used to distort and blur images which are then contrasted with clearly visible images in reports. For Reuters Institute Digital News Report 2025 more than half of the sample interviewed globally said they were concerned about whether the news they read online was true or false. The highest level of difficulty occurs in America, where 73% of the sample has the same concerns.
Perimeter expanded
The elephant is in the glass, analysts summarize. “AI expands what marketing can measure and create, if designed with experimental rigor.” This is what L reported‘Harvard Business Reviewin an article with the evocative title: «How AI is changing the market». What is emerging are new strategic and operational frontiers. “Over the next decade, AI will influence the way professionals work marketing they will interact and communicate with customers through new products and services,” argue the researchers Journal of the Academy of Marketing Science. Because new channels, innovative formats and relational formulas are emerging that are changing things compared to the past. Therefore, for brands, AI acts as a driver of creativity.
This is highlighted by a new survey conducted by Luiss University’s X.ITE research center for Digital Angels and presented in preview at Single24Ore. Technologymarkets and organizations are changing ecosystems and supply chains. Conducted on a sample of 100 business leaders and 400 consumers, the research highlights how AI is changing design and redefining the parameters of advertising content production. A paradigm shift that not only impacts campaigns, but also human resources and processes. “AI is driving the future of communications, with a greater impact than AI has had so far influencers and immersive formats and represent fundamental support in the creation of personalized content, also useful for increasing targeting precision and optimizing campaign planning. In fact, it helps management by combining automation, generative creativity and predictive targeting for the development of optimized campaigns in real-time”, says Marco Francesco Mazzù, Director of the X.ITE Research Center and professor of marketing at Luiss Business School.
New expanded relationships
What is defined is one connection is increasing among brands, agencies and connected audiences. «A new balance is emerging: fewer interruptions, more relevance. Fragmentation of facilities has reduced attention and requires more targeted communication. Predictive technology allows you to personalize messages and moments, but you need vision and responsibility to use it well. Artificial intelligence has made results previously reserved for teams of experts accessible, but also increased their quality: therefore, it is increasingly important to interpret objectives, lead with your head and really know how to make a difference”, says Piermario Tedeschi, managing director of Digital Angels and professor of digital marketing at Luiss University.
Thus, it is seen that up to 10% of the media budget is allocated for this test. A higher tendency occurs in companies that adopt data-driven strategies. “In recent years we have seen a strong fragmentation of channels: some offline media has gone digital, while the online ecosystem has been enriched with new platforms in addition to the big traditional media. TikTok for social e-commerce, Amazon in retail media, Spotify for audio advertising, influencer marketing, and programmatic are growing rapidly. Digital investments guarantee faster profits, howeveroffline remains important in terms of coverage and frequency. It is the balance between the two that maximizes results,” says Tedeschi.
