In digital marketing, everyone is “doing AI”. We generate visuals, we write briefs, we automate reports. The tools are there, accessible, often free. And yet, according to MIT Sloan, 95% of corporate AI projects never get beyond the pilot stage.
The problem is not technological. It is organizational. Uses remain atomized, undocumented, non-transmissible simply carried by individuals, never by teams. What organizations are struggling to do is move from dispersed experimentation to structured practice, integrated into daily business workflows.
It is precisely this project that Ad’s up Consulting has chosen to tackle head on. At the dawn of its 15th anniversary, the firm is strengthening its offering thanks to the appointment of Saad Haddi as Head of Innovation & AI, dedicated to training internal teams in new AI developments as close as possible to field realities. In the process, Campus, the training entity of the consulting firm, is introducing tailor-made AI training that dives directly into the processes of marketing teams to help them automate better.
What AI has really changed in the daily lives of digital acquisition teams
In paid media, AI has quickly established itself in everyday uses, driven by the platforms: we generate ads with Performance Max on Google Ads, we let Smart Bidding manage the auctions and we ask LLMs to write creative briefs for their Meta campaigns. However, these initiatives often remain isolated, carried out separately without any real overall logic.
The result translates into occasional productivity gains, but does not generate any structural increase in power for the company. If the SEA expert saves thirty minutes on writing his ad extensions and the traffic manager automates his weekly reports, the two do not yet share a common language, unified workflow or usage framework. This is precisely what the AI division of Ad’s up Consulting has highlighted internally: the adoption of tools poses no problem, it is the collective structuring of uses that remains to be built.
Why general AI training is no longer enough
The training market today suffers from the same syndrome as that of tools: it is plethoric, uneven and too often disconnected from realities on the ground. We sometimes train marketing teams in AI as we introduced them to digital in 2010: superficially, in the form of discovery, without direct anchoring in business use cases.
However, an acquisition team does not need to theorize how a language model works. She is looking for concrete answers: how to build a prompt to generate an immediately usable creative brief, how to integrate an automation step into multi-lever reporting, or how to combine AI and human validation to maintain a smooth production rate. It is on this purely operational ground that Campus has built its training program. AI training : drawing directly on the concrete experience of our 160 paid, SEO, data and creative experts.
What AI Campus training really brings to the table
Their approach is based on a simple principle: we do not learn AI for the sake of theory, we integrate it directly into existing processes so that each employee can use it the next day.
The goal is to design hybrid workflows that combine AI and humans without disrupting current working methods. This results in the structuring of prompt libraries by profession and the identification of high-impact automatable tasks, such as content production, performance analysis or campaign reports. Above all, this approach makes it possible to move from individual use to collective, documented and perfectly reproducible practice.
The real challenge for advertisers therefore does not lie in the adoption of AI, but in capitalizing on its uses. Structuring these practices through rigorous support makes all the difference between a simple catalog update and an agency which, with its 15 years of experience, applies to artificial intelligence the same process requirements that it has always dedicated to acquisition strategies.
