Observed Signal · Sep 9, 2026 · Market Signal · Source: Extreme Reach, Inc. · Impact: 3.5/5
88% of US advertisers now use AI in creative production, led by VFX, motion graphics creation and script writing
New XR press release added to newsroom: '88% of US advertisers now use AI in creative production, led by VFX, motion graphics creation and script writing' (dated 09 Sep 2026).
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Operational gridlock holding ad campaigns back
New research from XR of brands and agencies in the US and UK finds advertising production has surged while operational workflows lag, leaving creative assets unused and campaigns delayed. Key findings include 81% of marketers saying content production increased over the past year, only 30% believing resources match demand, 98% reporting late campaign launches, and 30–40% of produced creative never being used. Budget approvals, creative concepting and asset versioning are cited as major bottlenecks. Most marketers (88%) use AI in production workflows, but AI also increases operational complexity. XR is positioning a newly announced platform, XR One, as an AI-powered advertising operations solution that combines production planning, cost management, asset and rights tracking, versioning and cross-platform delivery to provide unified visibility across the advertising lifecycle.
New XR Data Uncovers Insights Into Where Ads Are Filmed & What States Are Gaining Ground
XR released new data on where ads are filmed and which states are gaining ground, along with other press releases on AI in creative production and budget fights over creative.
XR Launches XR ONE Advertising Operations Platform
XR (Extreme Reach) launched XR ONE, an AI-powered advertising operations platform that centralizes production planning, cost management, rights, and delivery for brands and agencies. XR ONE includes four connected applications — XR Costs, XR Assets, XR Rights and XR Delivery — and is designed to provide end-to-end production project tracking, centralized cost visibility, audit-ready financial trails with ERP integrations, and delivery/ROI visibility across channels including linear TV, CTV, digital and social. XR says AI capabilities in the platform recommend ad formats, uncover vendor production savings and predict creative impacts on budgets and audience performance. The announcement cites XR research showing widespread increases in content production, common budget overruns, internal approval bottlenecks causing late launches, and significant unused creative assets.
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