{"id":184076,"date":"2026-02-03T08:38:00","date_gmt":"2026-02-03T13:38:00","guid":{"rendered":"https:\/\/testing.news-you-need.com\/index.php\/2026\/02\/03\/6-core-functions-as-marketing-moves-to-artificial-creative-intelligence\/"},"modified":"2026-02-03T08:50:10","modified_gmt":"2026-02-03T13:50:10","slug":"6-core-functions-as-marketing-moves-to-artificial-creative-intelligence","status":"publish","type":"post","link":"https:\/\/testing.news-you-need.com\/index.php\/2026\/02\/03\/6-core-functions-as-marketing-moves-to-artificial-creative-intelligence\/","title":{"rendered":"6 Core Functions As Marketing Moves To Artificial \u201cCreative Intelligence\u201d"},"content":{"rendered":"<p><a href=\"https:\/\/thenonprofittimes.com\/npt_articles\/6-core-functions-as-marketing-moves-to-artificial-creative-intelligence\/\">6 Core Functions As Marketing Moves To Artificial \u201cCreative Intelligence\u201d<\/a><\/p>\n<p><a href=\"https:\/\/thenonprofittimes.com\/npt_articles\/6-core-functions-as-marketing-moves-to-artificial-creative-intelligence\/\">https:\/\/thenonprofittimes.com\/npt_articles\/6-core-functions-as-marketing-moves-to-artificial-creative-intelligence\/<\/a><\/p>\n<p>Publish Date: <a href=\"publish_date]\">2026-02-03 08:38:00<\/a><\/p>\n<p>Source Domain: <a href=\"thenonprofittimes.com\">thenonprofittimes.com<\/a><\/p>\n<ul>\n<li>\n<p><strong>Emergence of Creative Intelligence<\/strong>: Artificial intelligence is increasingly impacting creative functions in marketing, leading to the concept of &#8220;creative intelligence&#8221; as identified by the Winterberry Group. This involves data-driven insights enhancing advertising creative effectiveness.<\/p>\n<\/li>\n<li>\n<p><strong>Definition and Components<\/strong>: Creative intelligence combines media intelligence and audience intelligence to inform, optimize and measure creative choices in marketing. It converts engagement metrics from creative deployments into actionable insights.<\/p>\n<\/li>\n<li>\n<p><strong>Core Functions<\/strong>: The Winterberry Group report identifies six core functions of creative intelligence: creative asset ingestion and normalization, creative data conversion, pre-test, creative performance analytics, activation and optimization, and measurement.<\/p>\n<\/li>\n<li>\n<p><strong>Industry Adoption<\/strong>: The consumer packaged goods, retail, and automotive sectors lead in adopting creative intelligence, while regulated sectors adopt more cautiously, emphasizing testing and compliance assurance.<\/p>\n<\/li>\n<li>\n<p><strong>Top Priorities for Media Agencies<\/strong>: Creative optimization tops the list, with a notable focus on personalization and measurement, which are crucial for marketing effectiveness.<\/p>\n<\/li>\n<li>\n<p><strong>Data Sources for Creative Intelligence<\/strong>: There&#8217;s no clear consensus on which creative data will be most useful. Options cited include creative performance data, attention metrics, social engagement metrics, and conversion data, among others.<\/p>\n<\/li>\n<li>\n<p><strong>Research Basis<\/strong>: The report rests on a survey of over 120 creative and media agencies in the US and UK, supplemented by interviews with marketers and technology providers.<\/p>\n<\/li>\n<\/ul>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>6 Core Functions As Marketing Moves To Artificial \u201cCreative Intelligence\u201d https:\/\/thenonprofittimes.com\/npt_articles\/6-core-functions-as-marketing-moves-to-artificial-creative-intelligence\/ Publish Date: 2026-02-03 08:38:00&#8230;<\/p>\n","protected":false},"author":1,"featured_media":184077,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/thenonprofittimes.com\/wp-content\/uploads\/2026\/02\/6-Core-Functions-.jpg","fifu_image_alt":"","footnotes":""},"categories":[14],"tags":[20],"class_list":["post-184076","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artificial-intelligence","tag-artificial-intelligence"],"_links":{"self":[{"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts\/184076"}],"collection":[{"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/comments?post=184076"}],"version-history":[{"count":1,"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts\/184076\/revisions"}],"predecessor-version":[{"id":184078,"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts\/184076\/revisions\/184078"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/media\/184077"}],"wp:attachment":[{"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/media?parent=184076"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/categories?post=184076"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/tags?post=184076"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}