Shortly after ChatGPT hit the market last year and instantly captured headlines for its ability to appear human in answering user queries, digital marketing veteran Shane Rasnak began experimenting.
As someone who had built a career in creating online ad campaigns for clients, Rasnak saw how generative artificial intelligence could transform his industry. Whether it was coming up with headlines for Facebook ads or short blurbs of ad copy, Rasnak said, jobs that would have taken him 30 minutes to an hour are now 15-minute projects.
And that’s just the beginning.
Rasnak is also playing with generative AI tools such as Midjourney, which turns text-based prompts into images, as he tries to dream up compelling visuals to accompany Facebook ads. The software is particularly handy for someone without a graphic design background, Rasnak said, and can help alongside popular graphic-editing tools from Canva and Adobe’s Photoshop.
While it’s all still brand new, Rasnak said generative AI is “like the advent of social media” in terms of its impact on the digital ad industry. Facebook and Twitter made it possible for advertisers to target consumers based on their likes, friends and interests, and generative AI now gives them the ability to create tailored messaging and visuals in building and polishing campaigns.
“In terms of how we market our work, the output, the quality and the volume that they’re able to put out, and how personalized you can get as a result of that, that just completely changes everything,” Rasnak said.
Rasnak is far from alone on the hype train.
Meta, Alphabet and Amazon, the leaders in online advertising, are all betting generative AI will eventually be core to their businesses. They’ve each recentlydebuted products or announced plans to develop various tools to help companies more easily create messages, images and even videos for their respective platforms.
Their products are mostly still in trial phases and, in some cases, have been criticized for being rushed to market, but ad experts told CNBC that, taken as a whole, generative AI represents the next logical step in targeted online advertising.
“This is going to have a seismic impact on digital advertising,” said Cristina Lawrence, executive vice president of consumer and content experience at Razorfish, a digital marketing agency that’s part of the ad giant Publicis Groupe.
In May, Meta announced its AI Sandbox testing suite for companies to more easily use generative AI software to create background images and experiment with different advertising copy. The company also introduced updates to its Meta Advantage service, which uses machine learning to improve the efficiency of ads running on its various social apps.
Meta has been pitching the Advantage suite as a way for companies to get better performance from their campaigns after Apple’s 2021 iOS privacy update limited their ability to track users across the internet.
‘Personalization at scale’
As these new offerings improve over time, a bicycle company, for example, could theoretically target Facebook users in Utah by showing AI-generated graphics of people cycling through desert canyons, while users in San Francisco could be shown cyclists cruising over the Golden Gate Bridge, ad experts predict. The text of the ad could be tailored based on the person’s age and interests.
“You can be using it for that sort of personalization at scale,” Lawrence said.
Meta’s Advantage service has been gaining traction with retailers using it for automated shopping ads, according to data shared with CNBC by online marketing firm Varos.
In May 2023, roughly 2,100 companies spent $47 million, or about 27.5% of their combined total monthly Meta advertising budgets on Advantage+, the Varos data showed. A month earlier, those companies directed 26.6% of their budget, or $44.9 million, to Advantage+.
Last August, when Meta formally debuted its Advantage+ automated shopping ads, companies put less than 1% of their Meta ad spend into the offering.
Meta Platforms CEO Mark Zuckerberg speaks at Georgetown University in Washington, Oct. 17, 2019.
Andrew Caballero-Reynolds | AFP | Getty Images
Varos CEO Yarden Shaked said the increase shows Facebook is having some success in persuading advertisers to rely on its automated ad technology. However, Shaked said he’s “not sold on the creative piece yet,” regarding Meta’s nascent foray into providing generative AI tools for advertisers.
Similarly, Rasnak said Midjourney’s tool isn’t “quite there yet” when it comes to producing realistic imagery that could be incorporated into an online ad, but is effective at generating “cartoony designs” that resonate with some smaller clients.
Jay Pattisall, an analyst at Forrester, said several major hurdles prevent generative AI from having a major immediate impact on the online ad industry.
One is brand safety. Companies are uncomfortable outsourcing campaigns to generative AI, which can generate visuals and phrases that reflect certain biases or are otherwise offensive and can be inaccurate.
Earlier this year, Bloomberg News found that AI-created imagery from the popular Stable Diffusion tool produced visuals that reflected a number of stereotypes, generating images of people with darker skin tones when fed prompts such as “fast-food worker” or “social worker” and associating lighter skin tones with high-paying jobs.
There are also potential legal issues when it comes to using generative AI powered by models trained on data that’s “scraped from the internet,” Pattisall said. Reddit, Twitter and Stack Overflow have said they will charge AI companies for use of the mounds of data on their platforms.
Scott McKelvey, a longtime marketing writer and consultant, cited other limitations surrounding the quality of the output. Based on his limited experience with ChatGPT, the AI chatbot created by OpenAI, McKelvey said the technology fails to produce the kind of long-form content that companies could find useful as promotional copy.
“It can provide fairly generic content, pulling from information that’s already out there,” McKelvey said. “But there’s no distinctive voice or point of view, and while some tools claim to be able to learn your brand voice based on your prompts and your inputs, I haven’t seen that yet.”
An OpenAI spokesperson declined to comment.
A spokesperson for Meta said in an email that the company has done extensive research to try to mitigate bias in its AI systems. Additionally, the company said it has brand-safety tools intended to give advertisers more control over where their ads appear online and it will remove any AI-generated content that’s in violation of its rules.
“We are actively monitoring any new trends in AI-generated content,” the email said. “If the substance of the content, regardless of its creation mechanism, violates our Community Standards or Ads Standards, we remove the content. We are in the process of reviewing our public-facing policies to ensure that this standard is clear.”
The Meta spokesperson added that as new chatbots and other automated tools come to market, “the industry will need to find ways to meet novel challenges for responsible deployment of AI in production” and “Meta intends to remain at the forefront of that work.”
Stacy Reed, an online advertising and Facebook ads consultant, is currently incorporating generative AI into her daily work. She’s using the software to come up with variations of Facebook advertising headlines and short copy, and said it’s been helpful in a world where it’s more difficult to track users online.
Reed described generative AI as a good “starting point,” but said companies and marketers still need to hone their own brand messaging strategy and not rely on generic content. Generative AI doesn’t “think” like a human strategist when producing content and often relies on a series of prompts to refine the text, she explained.
Thus, companies shouldn’t simply rely on the technology to do the big picture thinking of knowing what themes resonate with different audiences or how to execute major campaigns across multiple platforms.
“I’m dealing with large brands that are struggling, because they’ve been so disconnected from the average customer that they’re no longer speaking their language,” Reed said.
For now, major ad agencies and big companies are using generative AI mostly for pilot projects while waiting for the technology to develop, industry experts said.
Earlier this year, Mint Mobile aired an ad featuring actor and co-owner Ryan Reynolds reading a script that he said was generated from ChatGPT. He asked the program to write the ad in his voice and use a joke, a curse word and to let the audience know that the promotion is still going.
After reading the AI-created text, Reynolds said, “That is mildly terrifying, but compelling.”
The Walt Disney Company on Thursday announced it will make a $1 billion equity investment in OpenAI and will allow users to make videos with its copyrighted characters on its Sora app.
OpenAI launched Sora in September, and it allows users to create short videos by simply typing in a prompt.
As part of the startup’s new three-year licensing agreement with Disney, Sora users will be able make content with more than 200 characters across Disney, Marvel, Pixar and Star Wars starting next year.
“The rapid advancement of artificial intelligence marks an important moment for our industry, and through this collaboration with OpenAI we will thoughtfully and responsibly extend the reach of our storytelling through generative AI, while respecting and protecting creators and their works,” Disney CEO Bob Iger said in a statement.
Tune in at 10:30 a.m. ET as Disney CEO Bob Iger and OpenAI CEO Sam Altman joins CNBC TV to discuss the media giant’s investment. Watch in real time on CNBC+ or the CNBC Pro stream.
As part of the agreement, Disney said it will receive warrants to purchase additional equity and will become a major OpenAI customer.
Disney is deploying OpenAI’s chatbot ChatGPT to its employees and will work with its technology to build new tools and experiences, according to a release.
When Sora launched this fall, the app rocketed to the top of Apple’s App Store and generated a storm of controversy as users flooded the platform with videos of popular brands and characters.
The Motion Picture Association said in October that OpenAI needed to take “immediate and decisive action” to prevent copyright infringement on Sora.
OpenAI CEO Sam Altman said more “granular control” over character generation was coming, according to a blog post following the launch.
As AI startups have rapidly changed the way that people can interact with content online, media companies, including Disney, have kicked off a series of fresh legal battles to try and protect their intellectual property.
Disney sent a cease and desist letter to Google late on Wednesday alleging the company infringed its copyrights on a “massive scale.” In the letter, which was viewed by CNBC, Disney said Google has been using its copyrighted works to train models and distributing copies of its protected content without authorization.
Universal and Disney have sued the AI image creator Midjourney, alleging that the company improperly used and distributed AI-generated characters from their movies. Disney also sent a cease and desist letter to Character.AI in September, warning the startup to stop using its copyrighted characters without authorization.
Disney’s deal with OpenAI suggests the company isn’t ruling out AI platforms entirely.
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The companies said they have affirmed a commitment to the use of AI that “protects user safety and the rights of creators” and “respects the creative industries,” according to the release.
OpenAI has also agreed to maintain “robust controls” to prevent illegal or harmful content from being generated on its platforms.
Some of the characters available through the deal include Mickey Mouse, Ariel, Cinderella, Iron Man and Darth Vader. Disney and OpenAI said the agreement does not include any talent likeness or voices.
Users will also be able to draw from the same intellectual property while using ChatGPT Images, where they can use natural language prompts to create images.
“Disney is the global gold standard for storytelling, and we’re excited to partner to allow Sora and ChatGPT Images to expand the way people create and experience great content,” Altman said in a statement.
Curated selections of Sora videos will also be available to watch on Disney’s streaming platform Disney+.
Jyoti Bansal, co-founder and CEO of Harness, speaks at the company’s Unscripted conference in London on Sept. 25, 2025.
Harness
Almost nine years ago, Jyoti Bansal sold AppDynamics to Cisco for $3.7 billion just as the software startup was set to go public.
Bansal’s latest venture, Harness, is now worth substantially more than that, after raking in $200 million in fresh capital at a $5.5 billion valuation in a funding round led by Goldman Sachs.
Harness’ technology helps companies manage and monitor code that’s produced with the help of artificial intelligence, making sure it doesn’t break, create security vulnerabilities or trigger cost overruns. It’s a compliment to the so-called vibe coding trend that’s taken off with the boom in generative AI.
In recent months, venture capitalists have poured money into startups such as Cursor, Lovable and most recently Kilo Code that sell subscriptions for tools for directing AI models to write and update software. Harness’ software draws on models from Anthropic and OpenAI.
Earlier this year, Bansal bolstered Harness’ cybersecurity chops by merging the startup with Traceable, another company he co-founded. The combined company, based in San Francisco, has a total of about 1,300 employees.
Harness is on track to exceed its goal of more than $250 million in annualized revenue, growing more than 50% year over year, Bansal said. That makes it larger than AppDynamics at the time it was acquired by Cisco.
Bansal is aiming for a different outcome this time.
“I’m a believer that at the right market timing, we want to operate as a public company, so we can build for the long term,” Bansal said.
In addition to the funding round, Harness is also planning a $40 million tender offer to provide some liquidity to long-standing employees.
Esusu, a fintech platform that helps renters build credit scores, has raised $50 million in a Series C funding round at a $1.2 billion valuation.
Renters have remained largely excluded from the traditional credit system, with an estimated $1.4 trillion paid to landlords every year in the U.S., but only 20% of those landlords choosing to report the rent paid. As a result, millions of reliable renters remain in a category referred to as the “credit invisible.”
“110 million people in America rent … and less than 10% of that data shows up on their credit score,” said Esusu co-founder and CEO Wemimo Abbey in an interview on CNBC’s “Worldwide Exchange” on Thursday. “When people pay rent, we make sure it shows up in their credit score,” he said.
While on-time mortgage payments are known to increase one’s credit score, many renters don’t have any history of credit. Esusu reports on time rent payments to credit bureaus so renters can build their scores. Over 50 million Americans lack a credit history with the three major credit bureaus: Experian, Equifax and TransUnion.
The company says $30 billion in mortgages has already been accessed by renters who use its system.
“Esusu is fundamentally reshaping how the financial system can work for everyone,” Sean Mendy, partner at Westbound Equity Partners and a lead investor in the deal, said in a statement. “When people are given the tools to rise, they do.”
Esusu partners with 65% of the largest commercial real estate owners and property managers in the U.S., as well as with banks. Since its launch in 2016, its platform has grown to support more than five million rental units nationwide, reaching about 12 million renters and processing nearly $100 billion in annual lease volume. Landlords that use its technology include Bell Partners, BH Management, Blackstone, Cortland, Invitation Homes, Jonathan Rose Companies, Kayne Anderson, Morgan Properties, Nuveen Real Estate, Pretium, Related Companies, TruAmerica, and WinnCompanies.
The fintech company plans to use the new funding to expand three initiatives. It will broaden distribution of its rent reporting API through what it calls “rent reporting as a service.” Among recent partners for this initiative, Esusu technology now reaches 228 million monthly active users through real estate platform Zillow. The company also plans to launch Esusu Pay in 2026, which will allow renters to split monthly rent into installments.
Esusu will also focus on the opportunity to make rental data a more prominent feature in mortgage underwriting. The Federal Housing Finance Agency has formalized the inclusion of rental data in mortgage underwriting, which will required verified rental and identity data. Esusu acquired identity verification firm Celeri early this year. Esusu already has partnerships with Fannie Mae and Freddie Mac to increase the number of units nationally that report rent as part of credit.
Esusu founders Abbey and Samir Goel grew up watching their families struggle financially as immigrants from Lagos, Nigeria, and New Delhi, India, respectively, which was a founding motivation for Esusu. “When we came here, we didn’t have a credit score. We went to one of the biggest financial institutions to borrow money; we were turned away and had to go borrow from a predatory lender who wanted to lend at over 400% interest rate,” Abbey told CNBC in a June 2025 interview. “My mother sold my dad’s wedding ring. We borrowed money from church members and that’s how we got started.”