Ford Leans Into AI for Creative Efficiency, Vows Authenticity

Ford's CMO Says AI Is A Creative Tool-And A Practical One

Ford isn't ruling out AI in its creative process. Chief Marketing Officer Lisa Materazzo says AI now touches planning, execution, asset creation, and targeting across the marketing workflow.

The company just launched its first global brand campaign in more than 15 years with Wieden+Kennedy. The current work was shot live, but future executions may blend live action with AI-driven elements where it saves time and keeps quality high.

How Ford Plans To Use AI (Without Losing The Plot)

Materazzo points to "digital twins" of vehicles for global markets: create the core asset once, then adapt small details-like a grille-so the product is accurate for each region. The priority is truth in the product and authenticity in the story.

While some brands have taken heat for AI-generated images, Ford's stance is clear: anchor everything in reality, use AI to speed adaptation and delivery, and protect consumer trust through accuracy.

What This Means For Creatives

• Build a single source of truth: a high-fidelity master asset that can be adapted by market or model variant.
• Use AI for versioning at scale: lighting tweaks, locale swaps, and minor product details that don't change the core story.
• Keep a "real" baseline: shoot hero assets live; let AI handle the repeatable edits and localization.
• Tighten targeting: pair creative versions with precise audience segments and moments. Right message, right time, right person.
• Protect trust: ensure every AI edit reflects the actual product specs for that market.
• Set disclosure rules: decide when and how you label AI-assisted imagery, then apply it consistently.
• QA like a hawk: visual checks, product team approvals, and market-level reviews before anything ships.

Guardrails That Keep Brand Trust Intact

Start with real footage or photography, then extend with AI where it improves speed or reach. Lock product accuracy and legal approvals before creative variations go live.

Document your AI workflow: who prompts, who reviews, what tools are approved, and what gets archived. Treat prompts and versions as production assets.

Practical Next Steps For Your Team

• Run a pilot: one hero asset, three market variations, clear KPIs for speed, cost, and engagement.
• Create an asset map: define which elements are fixed (must be live) and which can be AI-adapted.
• Establish a review ladder: product, legal, brand, and market leads sign off on AI-assisted outputs.
• Build a prompt library: reusable prompts for lighting, locale, copy tone, and product detail changes.
• Upskill your creatives: teach them how to think in systems-assets, versions, and distribution.

If you're exploring digital twins, this primer explains the concept well: What is a digital twin?

Want structured training built for marketing teams? Check out this certification: AI Certification for Marketing Specialists

Bottom line: Ford's model is simple-use AI to scale what's repeatable, keep humans on story and truth, and ship creative that's accurate, fast, and fit for each market.