The slightly longer answer is: "as long as it makes sense for the communication and the brand."
Where generative AI is right now in the creative landscape is incredibly exciting. Everyone wants to use it, but few know for what and how. But we're confident that it's here to stay.
Some would argue that it can only be used in an idea phase at most, and others that AI can produce 100% finished ads for publishing.
At XO, we are quite far along with our customers in our experience of using AI for brand execution.
As cool and fun as AI is in its untamed version, we believe it can be just as "dangerous" for the brand . As a company, you have to consider whether the generated materials end up being one with the brand both visually and in expression.
While it's easy to get your logo drawn over the New York skyline by a bucket of unicorns , it's not necessarily a good idea. Even though data shows that it gets a lot of clicks!
But used with care and assisted by basic creativity and experience, you can usually create both original and beautiful content "on brand". Both as a law firm and a joke shop!
We call it "Assisted Creative AI" and always start with a "why" before a promt can begin. No AI is better than the promt it gets! Almost every creative output from an AI needs to be post-processed, graded, adjusted and cropped. Texts, logos, etc. need to be made. Maybe the result is only a small part of a creative - maybe it's all key-arts.
In this way, you ensure that you are continuously "on brand", recognizable and deliver what your customers expect.