AI tools speed up ad testing and production for CPG brands

Coca-Cola and Svedka are among the consumer-packaged-goods companies using AI to accelerate both creative work and the strategic steps behind it. Teams are turning to the technology for idea generation, concept testing, and faster asset creation, which is shortening timelines for campaigns and social spots.

Mondelēz says a process that once took up to 10 weeks to produce a six- to eight-second social video can now begin with an AI prompt and generate a rough video in under five minutes; human review still stretches the workflow to days. CPG marketers are finding the biggest gains in high-volume work—copy, headlines, social content, and lifestyle imagery—while warning that low-quality “AI slop” can turn off consumers if humans aren’t in the loop.

Agencies also use AI for testing. One firm builds digital twins of target consumers to run early creative ideas past synthetic audiences, and another produces animated “boardomatic” spots with voiceover and motion to gauge reactions before spending on production.

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