The Next-Gen Brand Lab
Meta, Google and channel choice
Should developers use AI-generated ad creatives?
Last updated 2026-09-09
Yes for the concepting, layout and volume that testing requires, and no for anything that depicts the actual property. AI generation makes it economic to run enough distinct concepts to find a winner and to refresh on fatigue rather than on budget cycles. But an AI-generated image of a building you are selling is a misrepresentation risk under RERA and a straightforward trust problem with buyers, so photography and approved renders remain the only honest source for the asset itself.
Where the economics actually change
The binding constraint on creative testing has always been cost per asset. At studio rates, running six concepts through three refresh cycles is a budget line that most launches simply refuse, so campaigns run tired creative and blame the audience.
Bringing the marginal cost of a static concept near zero changes which tests are worth running. That is the real advantage, and it is an operational one — it shows up as more shots on goal, not as better art.
The line we do not cross
No AI-generated imagery of the project, the elevation, the amenities or the view. Layout, typography, background treatment, lifestyle context and copy — yes. The building — never. Under RERA the developer carries the liability for what the advertisement depicts, and "the tool generated it" is not a defence anyone has successfully run.
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