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AI advertising services are revolutionizing the way brands create and manage their ad campaigns. While this technology offers great potential, it also comes with certain risks and challenges. At the “BrXnd: Marketing X AI” conference in New York City, experts shared their insights and predictions about the future of AI in advertising. Here are six key takeaways:
Generative AI will have advertising limitations
According to Rob May, founder and CEO of Nova AI, AI is already proficient in creating customer emails, landing pages, search and social ads, and ebooks. In the near future, it will also be capable of generating video ads. However, there are limitations to what AI can achieve in terms of brand safety and consistency. Generative AI opens the door for copycat ads that imitate well-known brands, posing a risk to brand identity. Additionally, while AI can produce content quickly and efficiently, it lacks the ability for quality assurance at scale.
Mass personalization is on the way
Generative AI holds the promise of delivering highly personalized ads that can adapt to consumer context and identity. However, the challenge lies in ensuring the quality and accuracy of these personalized ads on a large scale. Currently, it is nearly impossible to review and edit such ads manually. Moreover, the collection of consumer data necessary for creating personalized ads faces obstacles due to privacy regulations and limitations imposed by technologies like AppTrackingTransparency and cookie deprecation.
Brands will collaborate more than ever
The fusion of AI and branding presents exciting opportunities for collaboration between brands. AI can facilitate the creation of unique and innovative brand partnerships, resulting in remarkable products like Coca-Cola Crocs. However, as brands explore these collaborations, it becomes increasingly important for them to establish and maintain a strong brand identity. In a world where AI tools simplify execution and operational tasks, the essence of a brand becomes even more crucial.
The new brand style guide will be machine-readable
Current style guides are not easily understandable or adaptable by AI models like ChatGPT. In the future, we can expect to see style guides that are specifically designed to be machine-readable. This means that instructions and guidelines within style guides will be tailored to suit generative AI prompts. This development can be seen as the next step in prompt engineering, enabling AI models to better comprehend and adhere to brand-specific guidelines.
Brands will create their own AI models
As AI technology continues to evolve, brands will likely take a more proactive approach by developing their own AI models. For instance, Bloomberg has already introduced BloombergGPT, and it is anticipated that other brands will follow suit. This approach allows brands to train AI models using their own data, ensuring a more customized and tailored experience for their advertising needs. In the future, we may witness the emergence of foundation models associated with specific brands, such as the Koch foundation model or the Disney foundation model.
Young people approach AI with apprehension
While AI holds immense potential, younger generations, such as Gen Alphas, often express concerns and apprehension about its impact on their lives. They fear being replaced by AI or living in a world devoid of human warmth and creativity. However, this perception can change if young individuals view AI as a tool to enhance their creative abilities rather than a substitute for them. By reframing the narrative, AI can be seen as a means to overcome creative blocks and unleash new possibilities.
In conclusion, AI advertising services are transforming the ad creation landscape, offering both opportunities and challenges for brands. While there are limitations and risks associated with generative AI, brands that can navigate issues like copycat ads, quality assurance, and consumer apprehension stand to strengthen their position in the market. As AI continues to advance, it is crucial for brands to adapt, collaborate, and establish a strong brand identity to thrive in this AI-driven era.
