Should you use auto-generated assets in campaigns?

My personal view is that you should use AI as much as possible, which includes doing all the auto assets and using AI. One pushback I see from people is that it's about the brand, and if the words aren't on brand, the client doesn't like it.

The truth about brand in 2025.

In the digital age, branding isn’t king.
Being the default is.

Marketers still treat branding like it's 1995, when reviews were rare, advertising was expensive, and buying the wrong thing meant getting burned.

“Go for a Sony. They’re a good brand.”

That made sense in the past. But today?

People don’t read ads.
They scan for keywords.
They click the first result that looks relevant.

That usually means the first result.

The Old Branding Era: When Brands Were Signals

Before the internet:

• Reviews were scarce.
• Product comparisons were hard.
• Word-of-mouth was slow.

Branding acted as a proxy for trust.
It was a signal of quality in a low-information world.

That world no longer exists. It hasn't been around for a while, but all habits die hard, and business schools still teach it.

The Digital Reality: Defaults Win

Today, branding doesn't drive performance. Visibility does.

What actually wins now is being first, being fast, and being frictionless.

Examples:

• Google pays Apple over $20 billion a year to stay the default search engine.
• Amazon’s “Choice” badge converts better than most brand names.
• TikTok ads succeed by being native, not narrative.

People don't care about brands nowadays; it's whoever's there in front of them. If the mighty Google has to pay to be the default, do you think your ‘small company' needs branding or the default?

People Don't Read Ads, they Glance and Click.

Especially in search and shopping.

Users don't read your beautifully crafted brand copy.

They skim for what they searched for: keywords, price, availability, trust signals.

Auto-generated assets win here because they speak the machine’s language:

• Match intent.
• Align to query.
• Move fast.

That’s it.

Most marketers object to auto-generated ads because they “don’t follow brand guidelines.” But the reality is: most people never notice.

And if the assets convert better, why are you fighting the machine?

My KPIs Are ROAS and nCAC

That’s what matters.

If auto-generated headlines and descriptions lower CAC and boost ROAS, I’m using them.

No one cares how it was written if it performs.

Clients don’t complain about tone when the revenue graph is up and to the right.

When Branding Still Matters

There are edge cases where branding is still a real performance lever:

• Luxury products where status and emotion drive purchase
• Top-of-funnel campaigns focused on story, not conversion
• Regulated industries that require precise messaging

But for the majority of PPC?
Branding is background noise.

Pinning Headlines

Pinning headlines for legal reasons is acceptable, but for branding, it just restricts the machine. Why not just get the click rather than buying somebody's self-importance? It's just absolutely crazy in 2025 that people are still pinning headlines without good reason.

My Opinion Summerised

Brand voice is irrelevant if no one sees the ad.

The click happens when:

• The keyword matches
• The price looks right
• The layout is clean
• The result loads fast

You don’t need to win an award.
You just need to be the ad that gets clicked.

Auto-generated assets don’t care about brand or ego. They care about outcomes. If they get people to click, then use it. AI Max is the future, and using brands as an excuse not to use it is just crippling yourself and your clients.

Ben

Ben Luong is a technical marketing consultant who operates where AI falls short. In a world flooded with cheap, mediocre code and automated strategies, he provides the expert integration, verification, and strategic accountability required to make modern marketing stacks profitable. He specialises in architecting Google Ads, SEO, and GA4 into a single, high-performance system that is accountable to the bottom line.