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Artificial Intelligence in Advertising Brought to you by the American Communications and Advertising Association (ACA) and ACA’s Future Industries* Group, a think tank established to respond to the coming wave of change.
Image by Terry Levin @Bizcommunity.com. Artificial Intelligence in Advertising is brought to you by the Communications and Advertising Association. It explores artificial intelligence and how it is changing the industry
Artificial intelligence is about to change everything we do and every way we do it. This extends far beyond the advertising industry, but certainly includes it. We cannot overestimate the scale of the impact these clever and complex algorithms will have on our work and our ability to earn money.
While AI is not the only challenge facing our industry’s future, in many ways it is the most pressing.
That’s why we’re launching this monthly bulletin, which highlights recent developments in the field of AI, ideas for how institutions should engage with AI, and noteworthy work being done by institutions at the forefront.
As an organization, we believe in the power of creativity and marketing to drive business results.
We start from the belief that AI is an enabler. It allows us to work faster, more responsive, and more accurately. It optimizes workflows so the adage of “time, money, quality — choose one or the other” is no longer a constraint. It allows us to create things that were previously either only dreamed of, or outright unaffordable.
And it offers a viable way to combat the burnout caused by declining budgets and profits.
Industry collaboration needed
But unlocking these advantages requires industry collaboration.
We need to understand what this technology can do and how to incorporate it into our business.
We need to bargain collectively with our procurement teams and consultants so that we don’t become victims of these new efficiencies.
We need to retrain our staff so that we are ready to embrace these new tools.
The scale of the challenge is beyond the capacity of any single institution. If we turn the AI conversation into an arms race and pit one another against another in the marketplace, the only winners will be those who want to use AI to further erode our values.
Artificial Intelligence in Advertising
Winning with AI
AI Failure
Artificial Intelligence vs. Artificial Intelligence
AinA – Artificial Intelligence in Advertising
ACA’s role is to elevate the industry as a whole so that the advertising and communications sector continues to be a vital partner in our clients’ businesses. We must stay human.
We must support ourselves and our employees because they are an essential part of the marketing industry.
Three years ago, this sounded obvious. Today, it requires considered action. AI has the potential to replace 80% of jobs in our businesses, and some even believe it’s inevitable.
But if the early adoption of these tools taught us anything, it’s that it won’t work the same way tomorrow.
Currently, these systems require training and onboarding, and our customers need our help to transform the way they work in this new world.
AinA (Artificial Intelligence in Advertising) is ACA’s contribution to providing insight, support and collectivism so that we can all emerge stronger than before.
Winning with AI
- Mars Pet food brand Pedigree created Can be usedIt’s a generative AI platform that uses simple source images of dogs available for adoption paired with AI tools to create high-quality images that are then placed in the media targeting potential dog owners.
Why we like it: This clever application of AI solves a real problem of fluctuating photo quality that would take humans hundreds of hours to solve. Plus, it all involves dogs, so, ahem, it’s cute.
learn more here (From Matthew Arnold).
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night market is a new embedded AI tool that measures retail media in real time.
According to a press release, the platform is designed to “provide marketers with a single platform to plan, measure and optimize retail media investments.”
AI works in the background, recommending retail media investments and crunching results data for various retail stores. (It’s worth noting that many media planning platforms now use AI in the same way.)
Why we like it: This is a great example of AI working in the background to make sense of huge data sets so that marketers and planners can focus on strategic goals.
For more information: here (From Musa Kalenga).
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Show Max (part of MultiChoice) worked with Broadbrand, Birthmark and Newsroom AI to promote Showmax. The team used AI to automate ad creation and test ad creative.
Showmax says its success is due to “AI’s amazing ability to reduce production time by 70 percent.
This reduction enables creative teams to redirect their efforts toward higher-value activities, such as refining narratives and exploring innovative ideas.
Using AI to generate ads based on pre-approved creative and copy significantly simplifies the quality assurance process, reducing the resources typically required while maintaining high standards.”
Why we like it:This is a real-world example of how AI is transforming advertising operations and workflows, with the goal of achieving better results for marketers without destroying creativity. Bravo MultiChoice.
AI Failure
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Toys R Us Recently launched an ad created entirely using OpenAI’s Sora video generation platform.
While some praised the bold use of emerging technology, others, like X-user Todd Morey, disagreed. “As someone who has been following and working in advertising for a long time, this is a crime scene. This is brand murder,” Morey said.
What we don’t like: This is a classic case of letting technology overwhelm creativity. As a technology case study, it’s impressive. As an ad, it’s just pretty scary and creepy.
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Google The Olympics ad promoting its Gemini AI has been criticised for suggesting a young girl needs Gemini’s help writing a letter to her sports hero. The campaign has been called many things, but you be the judge.
What we don’t like: Artificial intelligence cannot replace humans, and asking it to perform tasks that require emotion and authenticity may not be the best choice.
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A bit off topic, but this article about using A.I. Investment Banking Provides a useful overview of the limitations of seeking investment advice via ChatGPT.
What we don’t like: People who use GPT for stock recommendations are probably not smart enough. Stay away from the keyboard.
learn more here.
Artificial Intelligence vs. Artificial Intelligence
The following work was generated by Antonio Petra of VML using a custom GPT setup
Tip: What should agency CEOs focus on in terms of AI in the coming years?
Strategic imperative for agency CEOs: Persist in AI adoption
As AI continues to reshape industries, agency CEOs must take a strategic, long-term perspective. Renowned business thinker Scott Galloway emphasizes that true market leaders are often those who stick with emerging trends even after the initial hype fades. This was demonstrated in the mobile-first era, where companies that invested in mobile strategies during uncertain times ultimately dominated the market.
The trajectory of AI today is much the same. There is initial enthusiasm, followed by periods of disillusionment as challenges emerge, whether technical, ethical or regulatory. However, it is during these periods that perseverance can reap the greatest rewards.”
AI-driven customer engagement and operational efficiency
AI offers unparalleled opportunities for enhanced customer engagement through hyper-personalization and seamless omnichannel integration. Even as enthusiasm cools, organizations that continue to invest in AI-driven customer insights will build a competitive advantage. In addition, AI’s ability to automate routine tasks and provide advanced data analytics can significantly improve operational efficiency, allowing teams to focus on strategic and creative work.
Addressing ethical and regulatory challenges
As AI becomes more prevalent, ethical considerations such as bias, fairness, and transparency become critical. Organization CEOs must mitigate these risks by establishing clear guidelines and practices. It is also critical to stay ahead of evolving AI regulations and ensure compliance with data privacy laws such as GDPR and CCPA.
Building a workforce for the future
Investing in talent and skills development is critical. By upskilling your team and attracting AI experts, your organization can stay ahead of the curve. However, resistance to new technologies like AI is common, and employees often fall into different adoption categories, from eager innovators to hesitant laggards.
This resistance can slow down AI implementation and lead to its potential not being fully utilized. To overcome these challenges, a culture of continuous learning and open communication needs to be fostered.
Clearly communicate how AI will enhance roles, provide customized training, and involve employees in the AI integration process to build confidence and reduce fear.
That way, your agency will be better positioned to thrive even during times of market uncertainty.
The way forward: strategic persistence
In my opinion, the most strategic course of action for your company is to commit to a long-term AI strategy. By overcoming challenges and continuing to innovate, your company will be ahead of the curve when AI becomes a core pillar of the industry. This persistence will ensure that your company is not only a participant in the AI revolution, but also a pioneer.
About ACA
We are the official industry body for advertising agencies and professionals in South Africa and most major advertising agencies are members.
Learn more Trans fatty acids
*ACA Future Industries Committee members include Jarred Cinman, Vincent Maher, Musa Kalenga, Haydn Townsend, Matthew Arnold and Antonio Petra.
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