创意智能：采纳与运营创意智能

ACKNOWLEDGMENTS This report would not have been possible without the significant contributionsof the hundreds of marketing industry leaders who contributed their time and Additionally,we recognize the support and contributions of those companieswhose sponsorship made this research possible,including: PREMIER SPONSORS SUPPORTING SPONSOR FOUNDATIONAL SPONSORS NOTICEThis report contains brief, selected information and analysis pertaining to the advertising, marketing and technology industries and has been prepared by Winterberry Group. It does not purport to be all-inclusive or to contain all of the information that a prospective manager, investor or lender may require. Projections and opinionsin this report have been prepared based on information provided by third parties. Neither Winterberry Group nor its respective sponsors make any representations orassurances that this information is complete or completely accurate, as it relies on self-reported data from industry leaders—including advertisers, marketing serviceproviders, technology developers and agencies. Nor shall any of the foregoing (or their respective officers or controlling persons) have any liability resulting from the This white paper builds on the foundational Winterberry Group "CreativeIntelligence" paper published in June 2025,and examines the practical This research draws on a survey of over 120 creative and media agencies acrossthe US and UK,complemented by in-depth interviews with marketers,agencies,and technology providers.The result is an evidence-based view of how creative WINTERBERRY GROUP AUTHORS TABLEOF CONTENTS TABLESAND CHARTS 9Figure 3.US Creative Intelligence-Powered CreativeSpend is Expected to Grow at a ~23% CAGRThrough 2028 EXECUTIVE SUMMARY As global markets continue to undergo an AI-led transformation,the trillion-dollaradvertising ecosystem is experiencing accelerated and increasingly structural change.Against a persistent mandate to “do more with existing budgets—whether more,thesame,or less,” marketers are confronting new pressures to optimize spend,compress Over the past 15 years, the industry has pulled the “marketingdata” lever aggressively—driven by digital data proliferation, pro-grammatic buying, and omnichannel media adoption. That phaseof evolution is now reaching maturity. Increasingly, attentionis shifting to the creative dimension of advertising as the nextcritical lever of performance. Over the last 24 months in particu-lar, the market has seen rapid adoption of solutions grounded increative data and analytics. These solutions enable marketers to In our initial paper, we definedCreative Intelligence (CI)asthe ability to understand why consumers engage. Specifically, CIencompasses the collection and analysis of creative effectivenessdata, contextualized by audience and media, and the applicationof those insights to measure and continuously optimize assets for Media intelligence, which focuses on where, when, andhow interactions occur; and Audience intelligence, which centers on who the messageis for, incorporating behavioral, preference, and motivational Together, these three dimensions form a more complete operatingframework. Importantly, creative intelligence enables marketersto mix and match awareness, consideration, and performanceobjectives while measuring impact with fewer human capitalresources. In doing so, it begins to erode the artificial distinctionbetween “working” and “non-working” media—shifting theemphasis toward measurable contribution across all spend.Creative Intelligence transforms creative from a fixed cost into This study examines the evolving Creative Intelligence landscape,including the core capabilities that define creative intelligencesolutions, where adoption is occurring across industries andorganization types, the primary use cases driving demand,and the outlook for future growth. The analysis draws on a CREATIVE INTELLIGENCE SOLUTIONS ACTIVATION & OPTIMIZATION Operationalize creative intelligenceinsights through omnichannelactivation platforms to enable either Survey findings indicate that demand for creative intelligenceis being driven by multiple, complementary use cases. Dynamiccreative optimization represents the leading driver at 31%, insights gathered during the first half of 2025, earlyadoption has been led by CPG/FMCG and Retail—sectorscharacterized by large product catalogs, high asset volumes,and substantial digital media investment. In the U.K., Notably, the survey revealed minimal variation between U.S. andU.K. respondents, suggesting that creative intelligence use cases A deeper examination of adoption by vertical highlightsmeaningful differences by industry segment. Consistent with The net effect of these adoption dynamics is material marketexpansion. In the U.S., creative intelligence-powered creativespend is expected to grow at a compound annual growth rate As with other AI-driven capabilities, regulated industries arelagging relative