Progressive Insurance collaborated with Claritas to leverage generative AI, revolutionizing their advertising process. By automating scriptwriting, voice creation, and music production, they successfully generated 96 distinct audio ads within 14 days, leading to a 31% increase in quote starts. This experiment not only showcased the speed and efficiency of AI-driven marketing but also raised important considerations regarding the limits of automation and the necessity of retaining a human touch in advertising strategy.
We were the first to apply GenAI to write the scripts, create the voices and the music beds - all of it," says England, who leads strategy, research and analytics at Progressive. "We normally produce a handful of audio ads over seven weeks. This time, we had 96 made and approved in 14 days.
This case study was a glimpse into a live experiment - one that produced 96 audio ad variants in just two weeks, increased quote starts by 31%.
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