Viator, a travel experience company owned by TripAdvisor, has employed artificial intelligence (AI) to improve its brand marketing campaign. Working together with the Fig Agency, Viator used an AI-driven analysis tool called Story Data to create ads that would resonate with their target audience. The tool examined visual, audio, and textual elements, including ads and social media posts, to classify the sorts of stories being told. With the aid of AI, Viator discovered how to differentiate its brand and launched a successful campaign in 2023. The positive initial outcome led to further analysis and the evolution of messaging for a new campaign set to launch in 2024. AI's role in advertising expands beyond immediate performance ads, as it can help with brand campaigns by providing creative accountability and measuring campaign effectiveness through data analysis. The AI-driven retrospective analysis offered by the Fig Agency allowed Viator to identify effective messages for their brand campaign while condensing the campaign development process into a shorter timeframe. The results from the first campaign were

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