This supplement explains how AI is fundamentally changing paid social: platforms now assemble ads dynamically from components (copy, images, video, CTAs), use predictive, behavior-based targeting rather than rigid audience lists, and optimize in near real time—accelerating creative fatigue and shortening refresh cycles. It outlines major platform AI tools (e.g., Meta Advantage+, Google PMAX, TikTok Smart+) and argues success now depends less on “hero” ads and more on supplying high-volume creative variations plus strong conversion signals (purchases, RFIs, form fills) that teach algorithms what outcomes matter. Opportunities include discovering micro-segments, faster creative versioning, automated multivariate testing across placements, and pattern-finding in historical data; risks include reduced targeting control, brand-unsafe or low-quality AI creative, opaque “black box” decisions, and premature default features. It recommends guiding AI with clear goals, continuous asset pipelines, discovery-oriented metadata, parallel testing, human oversight, and disciplined governance—services Orange 142 positions itself to provide.

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