Big Tech sees the creative potential of generative AI

Generative AI is more than just a tool for research, composition, and measurement

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Big Tech sees the creative potential of generative AI


The Future. Generative AI is more than just a tool for research, composition, and measurement — it allows people to make their imagination real. Major tech companies understand its power on multiple levels, from planning marketing campaigns to tweaking ad copy to building virtual worlds. As Big Tech stretches generative AI beyond its current abilities, it’ll also expand its offerings beyond search engines and social media — which might soon feel as outdated as hard-copy encyclopedias or magazines.

Pandora’s box
AdAge outlines how tech companies are unlocking the full potential of generative AI in their products and services.

  • Google uses AI to help marketers pick the right creative, set campaign goals, and target consumers on the Internet. After unveiling Bard earlier this week, the company will air a Super Bowl commercial for the Pixel 7 (whose camera leverages AI editing) this weekend.
  • Meta employs AI to offer content recommendations to users on Facebook and Instagram. It also uses AI-enabled campaigns to look for the best audiences and AI-generated text services to send products and offers to consumers with its “click to message” ads.
  • Snap uses AI to help build 3D models for its augmented reality program. The company is developing a mixed reality device that could make AR features available anywhere, through glasses.

Optimistic visions
Beyond the 2D assets that we can already create with generative AI, it’s fun to think about the 3D avatars, images, and videos that we might be able to whip up with the tools one day.

“Imagine playing around with your kids wearing AR glasses and pointing, ‘Oh my gosh, there’s a pirate ship and a big monster,’ and we can bring those to life using generative AI,” mused Snap CEO Evan Spiegel in AdAge.

We can’t wait.

Kait Cunniff

Kait is a Chicago-raised, LA-based writer and NYU film grad. She created an anthology TV series for Refinery29 and worked as a development executive for John Wells Productions, Jon M. Chu, and Paramount Pictures. Her favorite color is orange.


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