Marketers are keen to use generative AI in ad campaigns, but hidden costs lurk

Digiday's report on marketers' enthusiasm for generative AI in ad campaigns highlights the potential for increased efficiency in creative production. The article notes that marketers are eager to leverage AI to reduce the time spent on ad creation, but warns of hidden costs that may arise from this approach. For website owners, this means that the influx of AI-generated ad content may lead to an increase in AI bot traffic on their sites. As marketers turn to generative AI to produce ads, website owners may see a surge in bot activity, which can impact site performance and analytics. Additionally, the use of AI-generated content may raise concerns about content quality and authenticity, potentially affecting user experience and engagement. To prepare for this shift, website owners can take several steps: (1) closely monitor their site's traffic and analytics to identify potential AI bot activity, (2) review and update their llms.txt files to ensure that AI bots are properly tracked and managed, and (3) consider implementing content quality controls to mitigate the risks associated with AI-generated ad content.