Marketing departments have faced a persistent challenge: the evolving role of AI in transforming campaign production. Crafting campaigns tailored for various markets is essential, yet the process of modifying creative materials can significantly delay timelines. Adapting each version for different languages, cultures, or platforms increases both time and expenses.

To address these obstacles, brands are beginning to incorporate automation into their creative workflows. Airlines, in particular, are among the early adopters exploring the full potential of this strategy as they manage campaigns across different regions simultaneously.

A pertinent case is Malaysia Airlines. As highlighted by MARKETECH APAC, the airline has assigned Kingdom Digital as its creative automation partner following a retainer bid, cementing a partnership that originated from project-based work in July 2024. The objective is to minimize manual involvement and expedite the adaptation of campaigns across varied markets.

Shifting from Manual Processes

Historically, campaign production has depended on teams generating multiple iterations of the same asset. A single campaign might necessitate numerous adjustments for different regions, formats, and target audiences.

The introduction of automation changes this dynamic. Instead of starting fresh for each version, systems can produce variations using templates and data inputs. According to MARKETECH APAC, Kingdom Digital’s Digital Creative Automation approach can reduce production lead times by up to 80%, all while ensuring human oversight through a “human-in-the-loop” model.

This setup merges automation with human review, enabling teams to modify messages, pricing, and formats across channels while retaining creative oversight. This can significantly diminish delays when campaigns require swift updates.

Scaling Localisation Efforts

Messages that resonate in one market may not be as effective in another. This challenges not only language but also visuals, tone, and cultural sensitivity.

Automation addresses this issue by facilitating the creation of more variations without a proportionate increase in workload. It also simplifies the process of maintaining consistency across markets while allowing for necessary content adaptations.

Airlines deal with this challenge more directly. Travel routes, marketing promotions, and customer behaviour can vary significant across regions. Campaigns aimed at domestic customers will differ from those targeted at international travelers. The report notes that Malaysia Airlines’ collaboration with Kingdom Digital encompasses campaigns spanning over 20 countries, including the development of multilingual creative materials in static, HTML5, and video formats.

AI’s Role in Campaign Operations

While AI in marketing isn’t a recent concept, its function is evolving from experimentation to regular operational processes.

The partnership with Malaysia Airlines exemplifies how automation is transitioning into the production workflow, rather than being seen solely as an ancillary tool. Instead of just being employed for optimization, it is increasingly integrated into how campaigns are constructed and updated.

According to the report, the aim of automation is to allow marketing teams to dedicate more time to strategic planning and brand development rather than cumbersome production tasks.

Nevertheless, automation doesn’t eliminate the necessity for human involvement. Teams are still required to define core messages, establish guidelines, and assess outputs. This is where the “human-in-the-loop” methodology becomes essential.

Integrating Systems and Data

As automation technology advances, it is becoming increasingly interconnected with marketing systems. Data flows seamlessly between systems to influence how content is developed and delivered, impacting both the audience for an advertisement and the version they encounter.

Airlines are uniquely positioned to leverage this transition due to their extensive collection of customer data through booking systems, loyalty programs, and online interactions. These data points can enhance the targeting of campaign variations when effectively linked to creative systems.

AI in Campaign Implementation

The shift towards AI-enhanced campaign production is still progressing, yet it indicates a significant transformation in marketing practices. Rather than focusing on a limited number of assets, teams may prioritize developing systems that produce a multitude of variations.

This doesn’t imply that every campaign will become fully automated. High-profile branding campaigns will still require personalized attention. However, in the realm of continuous digital marketing, automation is poised to play a more prominent role.

Currently, companies such as Malaysia Airlines are exploring how to balance efficiency and control. The goal is to support creative teams with tools that manage repetitive tasks rather than replace them.

As Ryan Ong, CEO of Kingdom Digital, stated in the MARKETECH APAC report: “At Kingdom Digital, we believe technology should empower people, not replace them. This collaboration with Malaysia Airlines allows us to address real operational challenges while unlocking new avenues for creativity.”

(Image credit: Peaky_82)

See also: DMWF Spotlight: Did you know that 88% of marketers now use AI

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