On social media you can no longer ignore AI advertisements and also on television the first steps are taken with advertisements made with artificial intelligence. But are advertisements with people who don’t really exist with the public?
About half of the AI advertising agencies use internationally, research by SurveyMonkey showed. This happens less on Dutch television. About 1 in 250 commercials came about with AI, according to a sample of AI detection platform Duckduckgoose and BNR.
There seem to be good reasons for that, because people find AI advertisements less reliable, according to research by professor of advertising studies Hilde Voorveld, affiliated with the University of Amsterdam. “In the first instance, the advertising itself is less credible. But also the brand that makes the advertisement gets less confidence from the viewer of advertising,” explains the professor.
“AI must match the image that your company wants to radiate. Most banks want to come across as solid and traditional, so it is much more risky to use AI in an advertisement.”
According to Voorveld, the advertising industry is currently at a tilting point. “First, there was great fear in the industry that all jobs in the advertising world were on loose screws. But now you see more and more start-ups that focus exclusively on AI marketing.”
In addition, Voorveld emphasizes that transparency is important. “You can largely recover the distrust of viewers by clearly stating in your advertising that you are using AI.”
Ai Can’t Generate The Christmas Spirit
Also, AI advertisements do not always succeed in coming over naturally. Professor Voorveld and advertising maker Marcel Nanning call the Christmas advertisement of Coca-Cola as an example of how it should not be done. In the advertisement you get to see Christmas villages and ai-generated people who stare at the camera smiling.
“The Commercial Misses the Mark, because Creating The Christmas Feeling is Crucial Duration This Period. And That Feeling Primarily Includes Coziness and Connection Between People,” Says Nanning. In this video you see the ai commercial from the soft drink brand.
That some people don’t get hot from an ai-generated santa claus does not stop advertising makers from using artificial intelligence in other ways. Creative Director Auke van Rossum from Trojan Monkeys also does that.
“I have trained my ai agent sparky to come up with creative ideas, based on information I give him.” Accordance to Van Rossum, Sparky’s Ideas are at the Level of a Starting Professional, which makes his work Easier.
Voorveld also sees that cost savings are by far the biggest advantage. “If you wanted to make a car commercial in the past, you first had to travel with a whole team plus car to a beautiful mountain landscape. You save a lot if ai can make such such a video.”
As a small company, you can also save money if you start working with ai yourself. Nanning: “Small Entrepreneurs do not necessarily have to go to go to an exensive advertising agency, if they can also make an advertisement with the ai tool or online drawing programs.”
Artificial Intelligence also Saves a Lot of Time
Working with ai not only saves a lot of money, but also time. Accordance to Van Rossum, he spent a week on an advertisement for the board game party & co , which would take about a month without ai. Hey also Saves Money and Time because he does not have to rent a studio and Doessn’tn’tn’tn’tn’tn To Set Up A Casting Process For A Model.
Despite his optimism about ai, from rossum also notices that not everyone is enthusiastic. “Earlier this year, my company launched an ai influencer on Behalf of Tui.” She “Travels the World” and Answers Questions from Travelers, It Says on the TUI website. Van Rossum: “We recedived a lot of reactions from people who thought people’s jobs.”
He thinks that group is justified. “For Example, if I get an assignment to make an advertisement for cheap sunglasses. In that case, it is Much Easier and Faster to have a generate a photo model than to hire a photographer and a human model.”
‘Only People Can Truly Move Each Other’
For some advertising agencies, The Human Addition in Advertisements is more important than Saving Costs. “We believe in the art of touching. At the moment, people experience a feeling of distance when they see ai advertisements,” Says Britt Kenter from Advertising Agency we agency.
“I don’t think ai can ever -stand all the subtleties that people feel with a brand or how certain slogans can come ino their own. For that you have to have feelings and stand with both feet in society.”
That could be different in a while, Kenter Thinks. “Maybe ai can generate fully realistic images in the future, but I still firmly believe in the human touch. Maybe this idea is naive, but only people can truly move each other.”
Van Rossum Partly AGREES With Kenter. “Or Course, You Shouldn’t Use Purely Chatgpt for Large, National Campaigns That The Whole Of The Netherlands Is Talking About. But for Small Advertisements It Is Simply Much More Efficient.”