Well, this is not the case for surrogate or social service marketing. It’s about intelligence that is artificial, fake, and yet efficient. It’s about the coming together of humans to deliver superlative performance and use technology (read as intelligence) to build efficiency around anticipation and delivery.
In the rapidly evolving world of advertising, brands and agencies are constantly seeking innovative ways to captivate audiences and deliver compelling messages. The advent of Artificial Intelligence (AI) has opened new doors, providing marketers with a multiplier effect and limitless creative possibilities. But is there a flipside?
Here are a few considerations, potential perils, best use cases, and the need for mindful implementation of AI in Marketing, basis a few silver bullets and having been on a silver streak often.
Curating an Imaginative Genetic Pool: The Statutory Bit
With the integration of AI, brands have access to a vast array of visuals, both human and abstract. These images are carefully curated from a genetic pool of multiple options. While one will leverage it to the hilt, brands need to qualify and acknowledge that these visuals are not real and provide a disclaimer upfront. Just like categories with known collateral impact, brands should be transparent about the AI-driven aspects of their campaigns.
Creative Efficiency vs. Perils of Overuse: Striking the Right Balance
AI enables brands to operate as content factories, generating a high volume of creative output. However, caution must be exercised to avoid overuse. It can become a self-failing omen rather than a prophecy that gets fulfilled. Brands must learn from past experiences, such as the negative repercussions of overplayed Tele-calling and spam emails. While AI enhances the efficiency of the creative supply chain, authenticity and integrity must not be compromised.
Every fake will get unmasked by smarter and more diligent audiences. While it will play out as good as it lasts, the unravelling will bring the value of the brand down to unsurmountable levels. Brands need to acknowledge that the smarts in the campaign are marinated out of Artificial Intelligence and say it explicitly, particularly visuals that have an immediate and greater impact as compared to the ‘syntaxed’ word. Explicit acknowledgement of the involvement of AI and the usage of visuals will leave an immediate and lasting impact on audiences.
Leveraging AI for Descriptive Copy and Beyond
The true potential of AI in marketing lies in its ability to handle long descriptive copy, newsletters, reports, and case studies. AI can significantly streamline the production process, allowing agencies to deploy and scale their creative output efficiently. However, it remains crucial for human agency professionals to monitor and certify the output to ensure that it aligns with the values and standards of the brand before releasing it to the general public for consumption.
Balancing Creativity and Ethical Boundaries
The best use cases for AI in marketing involve refraining from cloning real humans or celebrities, including their features, voice, and mannerisms. By avoiding such practices, brands can maintain authenticity and ethical boundaries. On the other hand, the worst use cases occur when AI replicates real individuals, leading to identity theft and unethical practices reminiscent of stealing someone’s mind in a Potteresque-Voldemort manner.
AI can power brands into occupying more mind spaces. However, if you don’t have a great proposition or franchise, it will come a cropper. Weak businesses, malnourished product propositions and tacky service can’t be seconded by human effort or artificial intelligence. The best ones have no mediocrity.
While AI presents tremendous opportunities for brands and agencies in the realm of advertising, its implementation requires careful consideration and ethical practices. The best use cases harness AI to enhance creativity and streamline processes while maintaining authenticity and transparency. By acknowledging the role of AI explicitly, and striking the right balance between human and AI-driven efforts, brands can unleash the true power of AI in advertising, captivating audiences and occupying mind spaces with compelling campaigns that reflect the brand’s values and aspirations.
AI is a powerful tool, but it is the combination of human ingenuity and technological innovation that truly creates marketing magic.