Brands use generative AI to react fast to celebrity viral moments

In short: More brands and agencies are using generative AI to quickly make social posts and ads during viral celebrity moments, then pushing them to the right audiences.

What's going on

When a celebrity moment suddenly takes over the internet, many marketing teams now turn to generative AI. Generative AI is software that can create text, images, or video from a prompt (like giving instructions to a very fast assistant). The goal is to publish a timely post while people are still paying attention.

One common tactic is AI-made “reactive” social content. Teams use tools to draft captions, memes, and short threads within minutes, and to create on-brand images or short videos tied to the moment. A HubSpot survey cited in reporting found 42% of marketers use generative AI for social media copy, and 39% use it for social media image creation.

The second tactic is fast, highly timed digital advertising. Brands use AI to create many versions of an ad at once, then test which one works best. They also use AI to choose who sees the ad and when, similar to placing a billboard only in the neighborhoods where people are already talking about the event. Meta’s AI Sandbox, for example, can generate text variations and resize images for different placements across Facebook and Instagram.

What to watch

As this becomes more common, expect more discussion about trust and disclosure. Business groups recommend treating AI output as a first draft, then having humans check facts, tone, and legal risks like using someone’s likeness. People are also getting better at spotting AI-made posts, so brands may need clearer labeling and more careful editing to avoid coming off as fake or insensitive.

Source: NYTimes