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# Mid-size advertisers scale up AI creative, not just Unilever and L’Oréal
- URL: https://www.medianexis.com/mid-size-advertisers-scale-up-ai-creative-not-just-unilever-and-loreal/
- Published: 2026-10-05T13:47:16.000Z
- Updated: 2026-10-05T13:47:16.000Z
- Description: Digiday’s Sam Bradley reports that mid-sized advertisers like Wyndham Hotels, Opella and BetMGM are now building in-house teams to mass-produce AI creative, a practice once limited to giants like Unilever and L’Oréal.
- Author: The Signals Desk
- Tags: Agencies, AI, Sam Bradley, Marketers' upper-middle tier embraces AI creative production

**Why it matters.** Agencies that once owned high-volume asset production now compete with platforms like Pencil and Adora, as clients reserve agency briefs for large-scale campaigns only.

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Sam Bradley*](https://www.medianexis.com/tag/by-sam-bradley/) *·* [*read the original*](https://digiday.com/marketing/marketings-upper-middle-embraces-ai-creative-production/?ref=medianexis.com)*.*