Recently, Mark Zuckerberg announced Meta’s new AI ad product, being dubbed as “infinite creative,” which promises to automatically generate and optimize ad content across social platforms like Facebook and Instagram. This means less human input, more AI-led iterations, and campaigns that build themselves.
Creative without context isn’t creative—it’s just more noise in an already crowded conversation.
At The Partnership, we embrace innovation—including AI—when it enhances our ability to think smarter, challenge our creativity and act faster. But when it comes to marketing that builds momentum, there’s no substitute for strategic thinking and human insight – a collaboration that only true partnership can deliver.
It will challenge how we approach our partners’ campaigns, but Meta’s “infinite creative” isn’t the end of agencies like ours.
Authenticity Isn’t Algorithmic
AI can remix assets. It can adjust copy. It can even suggest a new CTA. But what it can’t do is infuse a brand with truth, purpose, and cultural relevance.
As Creative Director Greg Grantham puts it:
"Zuck all but promises infinite payout for brands and businesses, saying ‘Read the results we spit out.’ But other than infinite spit, what’s left—if there’s no payoff in brand strategy, identity, or real story for us to even buy into?"
AI generated ad
Strategy driven ad
Take the Georgia Fruit and Vegetable Growers Association’s Homegrown Guys campaign. It’s a great example of what AI can’t do—yet. The campaign tapped into UGA fanaticism, a love for supporting local, and a splash of humor to harvest real results for Georgia-grown produce. It worked because it felt authentic to the audience—rooted in emotional connection.
The gen AI version? Probably something like breakdancing carrots in Georgia jerseys or CGI Dawgs scarfing Vidalia onions. But it would have missed the tone, the charm, and the strategic alignment that only comes from real cultural insight and human-led storytelling.
Creative that resonates isn’t the result of automation. It’s the result of alignment.
Strategy Still Wins
Meta’s new tool assumes the input is already on strategy. From our experience, that’s a big assumption to make. Sure, Ai can help generate some creative ideas, but there’s so much that goes into making sure it has a consistent thru line.
As an integrated agency, we start upstream—with data, research, positioning, and messaging—long before the media mix is locked in. Infinite iterations won’t help if you’re solving the wrong problem. And “good enough” creative doesn’t get you goosebumps—or results.
Marketing doesn’t need more automation. It needs more intention.
The Power of We Still Matters
Marketing isn’t just about campaigns. It’s about relationships—between brands and customers, certainly—but also between clients and the teams who guide them.
We believe the best work happens when strategy and creativity are co-created. When we bring deep listening, shared ambition, and diverse perspectives to the table, we unlock smarter, bolder, and more effective solutions. AI may increase speed and efficiency, but it can’t replicate the creative instinct, nuanced judgment, or accountability that human teams bring to the table. We see AI not as a replacement, but as an augmentation—a tool that can enhance ideas. The real differentiator isn’t how many assets can be generated, but how meaningfully they connect to a brand’s identity, purpose, and audience.
Integration, collaboration, and clarity. That’s the power of we.
Ideas Need Ownership
Another concern? When AI generates your ad creative—who owns it? How do you ensure consistency across touchpoints when changes are made by Meta?
And what happens when the same platform is not only distributing your content—but also creating and optimizing it?
As our SVP of Integrated Media, Charlie Legg, puts it:
“By positioning itself as not just the distributor but also the creator and optimizer, Meta gains control across the entire advertising pipeline—while advertisers lose visibility. This leads to accountability and trust shifting into the hands of the platform as stewards of client’s business creating ambiguity when it comes to sharing results and informing campaign strategies.”
At The Partnership, we not only protect your brand—we grow it. Every visual, message, and experience is crafted to align with your goals, resonate with your audience, and elevate your voice—not drown it in a sea of sameness. When everyone’s using the same tool, standing out requires more than output. It requires ownership.
The Bottom Line
Meta’s “infinite creative” underscores the rapid acceleration of ai generated content in digital advertising. But while automation may enhance production efficiency, it cannot replace the strategic depth, brand alignment, and storytelling that true integration delivers.
At The Partnership, we don’t just produce content—we uncover insights, define purpose, and connect creativity to measurable business outcomes. Our integrated model, powered by tools like Partnership360, ensures every campaign is intentional, strategic, and human-centered.
