The supplement explains that AI is now deeply embedded in paid social advertising, transforming how campaigns are built, targeted, and optimized. Instead of submitting finished ads, marketers now supply modular creative assets (headlines, images, video) that AI dynamically assembles and tests in real time across placements, requiring a larger volume of creative variations to prevent rapid fatigue. Targeting has shifted from manual audience lists to predictive intent models that infer who is likely to engage or convert, though human insight is still needed to steer subtle nuances. Opportunities include uncovering micro-segments, scaling creative versioning, automated multivariate testing, and deeper performance insights, while challenges include faster creative burnout, loss of precise control, opaque optimization, and immature AI tools. To succeed, brands should define strong conversion signals, maintain a steady flow of creative, structure content for discoverability, balance AI automation with human oversight, test multiple targeting approaches, and critically evaluate default AI features to safeguard performance and brand equity.

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