Innovid launches AI tools to automate creative labeling and real-time optimization

Innovid announced on August 25, 2025, the launch of comprehensive AI-powered advertising tools aimed at automating repetitive creative tasks and optimizing campaign performance in real-time. The new features, unveiled as part of the company's monthly Feature Beat series, focus on intelligent creative labeling, automated background generation, neural-network optimization, and personalized content creation.

The announcement represents the latest development in advertising technology automation, where platforms increasingly leverage artificial intelligence to reduce manual workloads while improving campaign effectiveness. According to Anthony Yam, Executive Vice President of Product at Innovid, the tools eliminate repetitive work and surface insights faster, allowing marketers to focus on strategic creative development.

Automated Creative Classification Reduces Manual Tagging

The Auto Classification feature uses image recognition technology to automatically label creative assets without human intervention. This capability addresses a persistent challenge in digital advertising where manual tagging of creative elements consumes substantial time and resources. The automated tags feed directly into a new Insights Dashboard, which surfaces real-time performance data without requiring manual analysis.

Traditional creative labeling processes typically involve marketing teams manually categorizing thousands of creative assets across multiple campaigns and channels. The automation eliminates this bottleneck by using computer vision algorithms to identify and classify visual elements, product types, color schemes, and other creative characteristics. These classifications enable more sophisticated performance analysis and optimization strategies.

The system generates standardized taxonomies that ensure consistency across campaigns and teams. This standardization proves particularly valuable for enterprise-level advertisers managing hundreds of creative variations across multiple markets and channels. The automated approach also reduces human error in classification systems while maintaining scalability as creative volumes increase.

Smart Framing Adapts Creative Assets Across Formats

Innovid's Smart Framing capabilities automatically adjust background images to fit different ad formats and aspect ratios without manual intervention. The technology addresses the growing complexity of multi-format advertising campaigns where creative assets must appear correctly across connected television, mobile, desktop, and social media placements.

The feature includes Background Image Generation functionality specifically designed for retail media and product-focused campaigns. This tool enables marketers to swap, edit, or enhance product visuals in bulk while maintaining brand consistency across large-scale campaigns. The automation eliminates the time-intensive process of manually cropping and adjusting assets for different platform requirements.

Smart Framing technology uses advanced algorithms to identify focal points within images and automatically reposition elements based on format requirements. For video content, the system maintains optimal composition while adapting to various aspect ratios. This capability becomes increasingly important as connected TV advertising continues expanding, requiring precise formatting across diverse viewing environments.

Neural-Network Optimization Powers Real-Time Decisioning

The Auto Optimization feature represents a significant advancement in programmatic advertising automation. The system uses neural-network-powered decisioning algorithms to identify and serve the best-performing creative for each impression across the open web. Unlike traditional optimization approaches that rely on static test groups, this technology continuously learns and improves performance without manual intervention.

The neural-network architecture processes multiple signal types including engagement metrics, conversion data, and contextual information to make real-time creative selection decisions. This approach enables more sophisticated optimization strategies compared to rules-based systems that require manual configuration and ongoing management. The system adapts to changing audience preferences and market conditions automatically, improving campaign effectiveness over time.

Performance data indicates that neural-network optimization systems can achieve superior results compared to traditional A/B testing methodologies. The continuous learning approach eliminates the lag time associated with static test periods while providing more statistically significant results across diverse audience segments. This capability aligns with broader industry trends toward AI-driven automation in programmatic advertising.

Version Generation Enables Rapid Creative Personalization

The Version Generation tool allows marketers to create new copy and imagery variations using custom prompts and advertiser metadata. This capability significantly reduces the time required to develop personalized creative content for different audience segments or product launches. The system maintains brand consistency while enabling rapid scaling of personalized messaging across multiple campaigns.

Text-to-Speech functionality complements Version Generation by automatically creating voiceovers from written copy. This feature accelerates video production timelines and enables regional variations without requiring additional recording sessions. The automation proves particularly valuable for global campaigns requiring localized content across multiple languages and markets.

The personalization capabilities address growing advertiser demand for relevant, targeted creative content. Industry analysis indicates that 86% of buyers plan to use AI for video advertisement creation, with projections suggesting AI will account for 40% of all advertisements by 2026. Version Generation positions Innovid's platform to meet this expanding demand while maintaining creative quality standards.

Industry Context Shows Growing AI Adoption

The timing of Innovid's announcement coincides with significant industry momentum toward AI-powered creative automation. Major platforms including Meta and Google have announced comprehensive AI strategies aimed at automating traditional creative development processes. Meta's CEO Mark Zuckerberg has outlined plans to eliminate the need for creative agencies entirely through AI automation.

Amazon recently unveiled its AI Creative Studio platform, combining multiple generative AI tools into a single application. The company reported that brands using its Image Generator achieved an average 5% increase in sales performance between October 2023 and June 2024. These results demonstrate the measurable business impact of AI-powered creative tools.

The advertising technology sector has experienced substantial consolidation around AI capabilities. Innovid's merger with Flashtalking under Mediaocean created a comprehensive platform spanning ad delivery, creative personalization, and measurement capabilities. This integration enables the new AI features to operate across multiple advertising channels while maintaining consistent performance metrics.

Technical Implementation Addresses Industry Challenges

The new AI features address several technical challenges identified by advertising industry analysts. Walled garden limitations from major technology platforms have created demand for independent solutions that provide transparent measurement and optimization capabilities. Innovid's approach offers cross-channel orchestration while maintaining advertiser control over campaign parameters and performance metrics.

The automation tools operate within Innovid's global infrastructure, which delivers over 1.3 billion advertisements daily across connected television, digital, and social channels. This scale enables the AI systems to process substantial data volumes while maintaining real-time performance optimization. The platform's integration with major demand-side platforms and supply-side platforms ensures compatibility with existing programmatic advertising workflows.

Data privacy considerations influence the technical architecture of these AI tools. The systems operate on aggregated performance data rather than individual user-level information, maintaining compliance with privacy regulations while enabling sophisticated optimization algorithms. This approach addresses growing advertiser concerns about data usage and regulatory compliance in AI-powered advertising systems.

Platform Evolution Reflects Market Demands

Innovid's AI feature development follows a systematic approach to addressing advertiser pain points. Previous Feature Beat announcements introduced retail media network tools and pixel-free purchase attribution capabilities. The cumulative effect creates a comprehensive platform for managing complex, multi-channel advertising campaigns through automated systems.

The company's strategic positioning as an independent advertising technology provider becomes increasingly relevant as advertisers express concerns about reduced campaign control on major platforms. The AI features provide automation benefits while maintaining transparency and control over optimization parameters. This balance addresses market demands for both efficiency and accountability in advertising technology solutions.

Industry research indicates that marketing organizations must balance automation efficiency with human creativity and strategic oversight. Innovid's approach focuses on automating operational tasks while preserving human control over strategic decisions and creative direction. This philosophy aligns with broader industry discussions about the appropriate role of AI in advertising operations.

Implementation Timeline and Availability

The new AI-powered features are available immediately to Innovid platform users across global markets. The company has not disclosed specific rollout schedules or geographical restrictions for the automation tools. Integration with existing Innovid infrastructure enables rapid deployment without requiring significant technical changes to current campaign management workflows.

Training and support resources for the new features remain under development according to industry sources. The complexity of AI-powered optimization systems typically requires enhanced documentation and user guidance to ensure effective implementation. Innovid's approach to user education and platform adoption will influence the success of these automation tools in competitive advertising technology markets.

The company's financial performance and market positioning support continued investment in AI capabilities. As part of the Mediaocean ecosystem, Innovid operates with substantial resources for research and development activities. The platform's integration with industry infrastructure provides distribution advantages for new features and capabilities.

Timeline

• August 25, 2025: Innovid announces AI-powered automation tools including Auto Classification, Smart Framing, Auto Optimization, and Version Generation capabilities
• July 8, 2025: Innovid releases retail media network features targeting onsite and offsite campaigns with new platform integration and analytics tools
• June 11, 2025: Innovid launches pixel-free purchase attribution within InnovidXP platform, connecting TV advertising to sales outcomes
• March 6, 2025: Innovid releases inaugural Feature Beat with creative optimization tools for cross-channel performance measurement
• Early 2025: Innovid and Flashtalking merger completed under Mediaocean, creating comprehensive advertising technology platform
• November 21, 2024: Mediaocean announces $500M acquisition of Innovid to merge with Flashtalking and challenge Google's ad tech dominance

PPC Land explains

AI-powered automation: Artificial intelligence systems that perform tasks traditionally requiring human intervention, such as creative labeling, format optimization, and performance analysis. In advertising technology, AI-powered automation enables platforms to process vast amounts of data and make real-time decisions about creative selection, audience targeting, and campaign optimization without manual oversight. These systems use machine learning algorithms to continuously improve performance based on historical data and real-time feedback.

Creative optimization: The process of improving advertising creative elements to maximize campaign performance through systematic testing and refinement. Modern creative optimization leverages artificial intelligence to automatically test multiple creative variations, analyze performance metrics, and identify the most effective combinations of visual elements, messaging, and formats. This approach eliminates the need for manual A/B testing while providing more statistically significant results across diverse audience segments.

Neural-network optimization: Advanced machine learning systems that mimic human brain processing to make complex decisions about advertising performance. These networks analyze multiple data signals simultaneously, including engagement rates, conversion metrics, and contextual information, to determine the optimal creative for each advertising impression. Neural-network optimization represents a significant advancement over traditional rules-based systems, enabling continuous learning and adaptation without manual configuration.

Connected television (CTV): Digital streaming platforms that deliver video content through internet-connected devices, including smart TVs, streaming boxes, and mobile applications. CTV advertising has become increasingly important as viewing habits shift from traditional linear television to on-demand streaming services. The format requires specialized technical capabilities for ad insertion, measurement, and optimization across diverse viewing environments and device types.

Programmatic advertising: Automated buying and selling of advertising inventory through technology platforms that use algorithms to match advertisers with relevant audience segments in real-time. This approach enables more efficient media purchasing while providing granular targeting and performance measurement capabilities. Programmatic advertising has evolved to include sophisticated AI-driven optimization systems that automatically adjust bidding strategies and creative selection based on performance data.

Real-time optimization: Dynamic adjustment of advertising campaigns based on immediate performance feedback and market conditions. Unlike traditional optimization approaches that rely on periodic analysis and manual adjustments, real-time optimization systems make continuous modifications to improve campaign effectiveness. This capability becomes increasingly important in fast-moving digital advertising environments where audience preferences and market conditions change rapidly.

Cross-channel advertising: Marketing strategies that coordinate messaging and creative elements across multiple advertising platforms and formats simultaneously. This approach ensures consistent brand communication while optimizing performance for each channel's unique characteristics and audience behaviors. Cross-channel advertising requires sophisticated technology platforms capable of managing creative assets, measurement systems, and optimization algorithms across diverse media environments.

Creative personalization: The practice of tailoring advertising content to specific audience segments or individual preferences based on data insights and behavioral patterns. Modern creative personalization uses artificial intelligence to automatically generate relevant messaging, imagery, and format variations that resonate with different demographic groups or market segments. This approach improves advertising effectiveness while reducing the time and resources required for manual creative development.

Performance measurement: Systems and methodologies for tracking and analyzing advertising campaign effectiveness across multiple metrics and channels. Advanced performance measurement platforms integrate data from various sources to provide comprehensive insights into campaign impact, including brand awareness, engagement rates, conversion metrics, and return on investment. These systems increasingly use AI to identify patterns and provide actionable recommendations for campaign improvement.

Advertising technology (ad tech): The comprehensive ecosystem of software platforms, data systems, and automated tools that enable digital advertising operations. Ad tech encompasses demand-side platforms for media buying, supply-side platforms for inventory management, creative optimization tools, measurement systems, and data management platforms. The sector continues evolving toward greater automation and artificial intelligence integration to improve efficiency and effectiveness across the advertising value chain.

Summary

Who: Innovid, an independent advertising technology platform that merged with Flashtalking under Mediaocean, announced new AI-powered automation tools. Anthony Yam, Executive Vice President of Product, provided key quotes about the features' strategic importance.

What: Four comprehensive AI capabilities including Auto Classification for automated creative labeling, Smart Framing for format adaptation, Auto Optimization using neural-network decisioning, and Version Generation for personalized content creation and text-to-speech functionality.

When: The announcement was made on August 25, 2025, as part of Innovid's monthly Feature Beat series, following previous releases focused on retail media networks and creative optimization tools.

Where: The features are available globally through Innovid's advertising platform, which delivers over 1.3 billion ads daily across connected television, digital, and social channels, serving brands and agencies worldwide.

Why: The AI tools address growing industry demand for automation that reduces manual tasks while improving campaign performance, responding to advertiser needs for efficiency and scalability in increasingly complex multi-channel advertising environments where 86% of buyers plan to use AI for video ads by 2026.