LinkedIn wants to help businesses (especially small and medium-sized enterprises) design, test, and scale ads quickly without losing their brand identity. To this end, it has just announced a suite of new AI-powered creative tools integrated into Campaign Manager, LinkedIn's official advertising platform. These new features are designed to help businesses throughout the entire creative process, from generating a first draft to personalizing ads for specific audiences, managing the brand, and scaling what's already working. Brand Kit When scaling creative production, especially when using AI, it's easy for the results to stray from your brand identity. To address this issue and facilitate increased creative production while maintaining brand consistency, LinkedIn has developed the "Brand Kit." The "Brand Kit" is a tool that allows you to definitively define key aspects such as: - Visual identity: color palette, typography, and logos. - - Brand voice: You can describe the tone of your communication, your brand's key messages, and define guidelines for what to say and what not to say. In addition, thanks to its intelligent setup, when you launch your Brand Kit for the first time, LinkedIn analyzes your presence on the platform (your page, your posts, etc.) and automatically configures your brand's tone of voice, which you can then edit manually. AI Drafts Facing a blank page can be a real nightmare. To prevent you from despairing over a lack of inspiration, LinkedIn now offers Drafts with AI, a tool for generating copy and creative content from scratch for single-image ads. “Based on your brand guidelines, we use AI to help you write your ads, generating ad copy based on your actual business needs. You only need the URL of what you're advertising, your campaign objectives, and any other context you can provide, such as examples of past successful campaigns. The ads aren't generic templates; they reflect your specific needs, so you spend less time writing from scratch and more time perfecting them,” explains LinkedIn. Ad Personalization The most effective B2B campaigns on LinkedIn are achieved through personalization and a variety of ad variations. This is confirmed by platform data, which indicates that advertisers using five or more ad variations achieve click-through rates 20% higher than those using only one ad. LinkedIn's new Personalized Ads tool allows the ad message to dynamically change depending on the person viewing it, based on the professional data in their LinkedIn profile (job title, company, and industry). This way, the impact is more effective and you get better results. AI-Powered Ad Variations To find out what works in advertising, you have to run tests (A/B tests). The AI-powered ad variants tool takes an existing ad from your brand and generates multiple versions with new headlines and introductory copy. This allows you to test different approaches without having to create each ad from scratch, improving performance while freeing up resources for other tasks. Flexible Ad Creation This feature lets you generate and test more creative options from a single campaign setup. You upload a "package" of individual assets (images, videos, and different text options), and LinkedIn's algorithm automatically combines them. Furthermore, as it identifies which assets perform best, it redirects your budget toward the winning combinations.