"With AI-generated content flooding every corner of the internet, the challenge for marketers like Bayer is producing ads that actually feel human. Which is why the pharmaceutical company is leaning on CreativeX, a creative data and automation platform that helps brands measure and standardize output across every market, platform - and now creator partnerships. The two companies have worked together for more than five years,"
"The approach might sound rigid, but it's working. Bayer has increased its creative quality coverage from roughly 20% to 70% of its digital assets in about a year, according to the company. Its marketers also use dashboards to track where ad dollars are being wasted - flagging instances where lower-quality creative receives heavy spend. In quarterly reviews, Bayer's regional leads and CMOs analyze that data to adjust both creative and media investments."
Bayer partnered with CreativeX to create a precision creative system that evaluates, scores, and standardizes creative output across markets, platforms, and creator partnerships. The system enforces an 80% best-practice threshold for assets and shares scores with agencies to meet benchmarks before campaigns go live. Creative quality coverage rose from about 20% to 70% of digital assets in a year. Dashboards reveal where ad dollars fund lower-quality creative, enabling regional leads and CMOs to reallocate creative and media investments. The model shifted from basic compliance checks to using data-driven effectiveness levers for messaging and audience engagement.
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