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  • Issue #36: Huge UK AI investment as gen AI creative stacks accelerate

Issue #36: Huge UK AI investment as gen AI creative stacks accelerate

The fastest way for digital marketing pros to look smart in the weekly stand-up

September 18, 2025 • Estimated Reading Time: 4 minutes

☕ Hello there media masterminds

Pop the kettle on and dive into the need to know stories from the week so far.

🗞️ Top Stories

  1. Microsoft and Google invest in UK AI infrastructure
    Microsoft committed £22 billion over 3 years and Google pledged £5 billion across 2 years to expand UK AI data centres. The Guardian

  2. Magnite becomes third SSP to sue Google
    Magnite filed an antitrust suit alleging Google locks publishers into it’s ad stack and preferences AdX, joining recent suits by OpenX and PubMatic. ADWEEK

  3. New IPA guide aims to improve public-sector agency procurement
    The IPA’s free guide sets out 10 practical steps for better briefs, fairer shortlists and realistic timelines when hiring ad agencies. IPA

  4. Best Buy Ads dives deeper into programmatic

    Best Buy’s retail media arm rolled out new partnerships including DSP modelled audiences as it expands beyond it’s on-site retail media ads. AdExchanger

  5. YouTube adds dynamic ad slots and AI tools for creators
    At “Made On YouTube” the platform previewed swappable sponsorship segments, AI product tagging and links in Shorts and other new tools. The Verge

  6. Amazon debuts AI creative partner inside Ads console
    The new Creative Studio agent, currently in beta, helps brands research, concept and auto-produce video and display ads for Amazon properties. Marketing Dive

💭 60-Second Take – Gen AI creative is moving from shiny toy to baked-in tool

In recent weeks, Amazon added an AI “creative partner” to Ads Console, Google rolled out new AI creation features, and Magnite bought Streamr to bring AI generated CTV ads to SMEs.

Creative has long slowed campaign launch and performance but now it’s being embedded into the pipes buyers already use to remove that bottleneck.

  • Who’s leading right now? Platforms with distribution, data and AI will lead. Google’s AI video in Shorts, the expanded Asset Studio and its latest generative models put it in front today.

  • Who will fast-follow Google? TikTok’s Symphony Creative Studio, Meta’s Advantage+ Creative, Amazon’s new beta, and Magnite’s Streamr are all helping set the direction for built-in creative.

  • What’s the upside for brands and agencies? Faster variants and lower production costs, especially for video, open CTV to more mid-market advertisers who perhaps haven’t run video campaigns before.

  • Will there be trade-offs? Likely further consolidation around walled gardens such as Google, Meta and Amazon. Brand guidelines, regulation, IP and bias remain key concerns so brands should keep human QA in the loop.

It’s increasingly inevitable that agentic workflows will be native in ad platforms. CTV templates will enable continuous testing, creative asset controls will mature across ad stacks. From a performance perspective, “creative lift” will sit alongside reach, CPA and brand measures.

To capitalise, brands and agencies can prioritise early testing, choose partners thoughtfully and keep tight oversight of outputs, quality and brand safety.

Got feedback, suggestions or interested in partnerships? Hit reply and let us know.

See you next time,

Access Adtech