Creative Trends in CGI

As AI reshapes and challenges the marketing landscape, what rises to the top in an ocean of noise is quality, original ideation, diversification and authentic content.

The Anti-AI resurgence

With the advent of generative AI models offering text, images and video in more and more accessible means, the marketing landscape has been challenged by a high volume of lower-quality, unpolished content. In response to this, consumers have become weary of noticeably AI generated content regardless of quality in particular for UGC/live action, as we’ve discussed previously. We are seeing a slight reduction in AI generated growth as creative needs are focusing less on AI for its visuals, and reverting back to authentic production or hybrid creatives to keep LTV and CVR metrics strong. So how do we get that balance when some production timelines for non-AI content can be long, while AI cuts corners?

Leaning into the noise

On the other hand, leaning into the ability of generative AI to produce high volume creative and scale production while lowering production costs definitely has an added benefit. The result is a massive influx of content that isn’t always polished, but allows you to diversify your creative testing and learn what works/doesn’t work more efficiently. However, for certain execution types like CGI or UGC this might not always get the best results. So how can you maximize your performance with AI?

Artstash Creative’s expert analysis on CGI

We spoke to our in-house expert for his thoughts on where CGI was headed, and these were his thoughts:

Right now CGI in advertising is being used primarily for cinematics and big releases. Things like launch trailers, major game updates, or significant character releases, etc. With the current state of social media and the influx of UGC and AI-generated content, I’m not seeing as much CGI content in UA ads lately. But this is certainly dependent on the brand/IP – Bigger brands definitely use CGI to separate themselves and make them feel premium, but the smaller, more independent games and brands aren’t experimenting with it as much. (Likely due to cost and time to create.)

If companies are using CGI to create cinematics for things like launch trailers, we recommend repurposing those clips and scenes by chopping them into UA ads. Then, diversify the content by mixing them in with UGC and gameplay clips to elevate the ads and make them feel premium to target an array of audiences

Conclusion: Finding the balance

There is a balance to be found when it comes to using AI for your creative. While it has certainly become a polarizing topic among consumers, the reality is less black and white. CGI produced by AI may not be of the same quality as that of human production, but it is available at a fraction of the cost and time. And that alone is a massive help for smaller teams who don’t have large budgets looking to get their game or app noticed. Furthermore, regardless of team size, the speed at which it produces CGI allows for rapid testing of concepts to see what works, allowing you to spend resources developing and polishing what has already been confirmed to perform.

At Artstash Creative, we believe that AI is not replacing CGI. Rather, they are amplifying each other and creating more opportunities for smaller games and apps to experiment with more diverse creative executions. It allows us to experiment and A/B test the success of concepts before scaling with higher polished, production-intense performing ads. Our focus still remains with the quality of the idea, which is driven by our team of Creative Strategists and Creative Director with a combination of market insights and industry experience.