Human external agencies must produce all marketing images and campaign translations.
Marketing · Global
Executive brief
The operating-model shift, in one view.
Generative AI allows scaling marketing output while drastically reducing external agency dependencies.
AI value · External marketing supplier spend
Verified
-25%
Company-reported run-rate projection.
Before
Produce images and translate campaign collateral
After
Generate marketing images and translate copy → Review for brand consistency, image quality, and legal compliance
Human boundary
Human retains final approval for brand consistency and legal compliance.
Why it matters
Human external agencies must produce all marketing images and campaign translations.
How the work changed
Before
How the work ran before the change.
Step 1 of 1
External Agency
Produce images and translate campaign collateral
What changed
Human external agencies must produce all marketing images and campaign translations.
Decision rightHuman moves from creator to judge
After
How the same work runs now.
Step 1 of 2
AI System (Midjourney, DALL-E)
Generate marketing images and translate copy
Step 2 of 2
Internal Marketing
Review for brand consistency, image quality, and legal compliance
ControlHuman gate for legal and brand compliance
Process model built from the published workflow evidence for Klarna. Every step, actor, and control appears in full below.Every step, actor, and control
Exception path
Images failing quality checks are regenerated or adjusted manually.
Work removed
Waiting for external agency deliverables
Managing external supplier contracts for routine images
Decision authority
Human retains final approval for brand consistency and legal compliance.
Before
01
External Agency
Produce images and translate campaign collateral
Control: Not published.
After
01
AI System (Midjourney, DALL-E)
Generate marketing images and translate copy
Control: Not published.
02
Internal Marketing
Review for brand consistency, image quality, and legal compliance
Control: Human gate for legal and brand compliance
Work that left the path
Waiting for external agency deliverables
Managing external supplier contracts for routine images
Human role before
Brief external agencies, wait for delivery, and review.
Human role after
Prompt AI tools for images/copy and act as compliance reviewer.
AI roleGenerate images and handle marketing translation/production tasks.
Outcomes
External marketing supplier spend
Verified
0%→-25%
Q1 2024 · Run-rate projection ($4M)
Company-reported run-rate projection.
Image development cycle
Verified
6 weeks→7 days
Q1 2024 · 1,000+ images generated
No additional attribution caveat published.
Overall sales and marketing spend
Verified
0%→-11%
Q1 2024 · Entire function
Only 37% of this reduction is attributed to AI.
What leaders can reuse
Anti-pattern
Automating without a final human compliance check.
Questions
01What percentage of agency spend could be brought in-house with GenAI tools?
Portability conditions
High volume visual production
Robust internal brand/compliance review
Reputation risk
low
Evidence and authority
What the public record supports.
Current · updated
1 primary; publication outcomes are verified.
Bundle 1.0.0 · reviewed 2026-08-23 · stable ID ca3ba6408161589e
