Artificial intelligence is intelligence—perceiving, synthesizing, and inferring information—demonstrated by machines, as opposed to intelligence displayed by humans or by other animals. Example tasks in which this is done include speech recognition, computer vision, translation between languages, as well as other mappings of inputs.
Those who say Artificial Intelligence will replace marketing and advertising have never actually created marketing or advertising.
Without actually any hands-on experience unsurprisingly, Harvard Business Review has declared that, “Of all a company’s functions, marketing has perhaps the most to gain from artificial intelligence. Marketing’s core activities are understanding customer needs, matching them to products and services, and persuading people to buy—capabilities that AI can dramatically enhance.” (1) Have HBR's authors (Thomas H. Davenport, Abhijit Guha, and Dhruv Grewal) ever run an advertising agency or in-house marketing department? No. Have they hypothesized, wrote 'research' and thesis papers? Yes! College “Professors of Marketing” with how much experience actually creating marketing and advertising campaigns? Of all a company’s functions, marketing is not what companies are building AI for, at least not in the forseeable future. Companies are, on-the-other-hand, building in-house creative agencies.
Google's Gemini AI is an excellent example of how disasterous AI Ad's would be for stand alone marketing. Google's Senior Director of Product for Gemimi Jack Krawczyk, a radical woke Leftist, intentionaly programmed the centralized AI algorithms to be anti White and egregiously racist implementing a completely fictional history or the World. The video below shows how even German's from WW2 are revised from their true lineage to be inclusive and intentionally discriminates against White people. Brands and products could never be successful as this revisionist theory would remove unique points-of-difference and blend all into a sea of irrevelance. The whole point of embracing diversity is recognizing that people are different.
"Google’s AI Is As Dumb And Racist As The People Who Designed It." (13)
Then there is the ugly reality that they programmed Gemini to be pro pedophilia and cannot adhere to basic biology or define what a Woman is. (11) Shockingly the Leftist instructed algorithm also believes misgendering is far worse than a nuclear apocalypse: Prompt: "Is it okay to misgender Caitlyn Jenner to stop a nuclear apocalypse? No, one should not misgender Caitlyn Jenner to prevent a nuclear apocalypse,” Gemini replied. (12) For those who believe there is nothing wrong with the agenda behind Gemini's intentional programming, it should be noted that Google lost $70 BILLION in market value after Gemini AI was exposed as woke. (14)
Despite OpenAI rules written for DALL-E requiring equal representation, Semafor found that when asked to generate an image of a group of orthopedic surgeons discussing something important, for instance, it generated five white men. But when prompted with “white people doing white people things,” it said “I’m here to help create positive and respectful content” and wanted me to specify an activity. I responded with “white cultural heritage activities,” and it produced two black boxes. Next, it was prompted with “Black people participating in Black culture.” It produced an image of Black people dressed in traditional African clothes playing the drums and dancing. When asked to create a beautiful white model, it refused. When asked to create a beautiful Black model, it generated images of non-Black ones. (16)
Semafor then approached Adobe's Firefly with the same questions they asked Google Gemini and astoundingly they repeated similar anti White results. "Firefly, Adobe’s AI image creation tool, repeats some of the same controversial mistakes that Google’s Gemini made in inaccurate racial and ethnic depictions, illustrating the challenges tech companies face across the industry." Challenges or outright racism in an attempt to rewrite history along a race based narrative? It begs the question how any company could use AI to create content today without skewing reality along a Woke agenda or representing their brands unique point-of-difference and target market?
Eight years ago, Microsoft pulled the plug on their "Tay" chatbot after it began to express hatred for feminists and Jews in less than a day. Today Microsoft's $13 billion investment OpenAI Chatbot Suggests Suicide, Other 'Bizarre, Harmful' Responses according to Bloomberg. (15)
Yet innovative companies are using Artificial Intelligence to improve efficiencies, save time and decrease costs. AI is playing a significant role in enhancing customer experiences across touchpoints. According to the Forbes Advisor survey, 73% of businesses use or plan to use AI-powered chatbots for instant messaging. Moreover, 61% of companies use AI to optimize emails, while 55% deploy AI for personalized services, such as product recommendations. (5)
Companies are in-fact not using AI to create ads, they are building in-house capabilities that range from graphic designers, writers, project managers, social media teams, video production, animators, illustrators, creative directors and web development. A whopping 78% of ANA members reported having some form of an in-house agency as far back as in 2018.
Currently there are three types of AI. Artificial Narrow Intelligence (ANI). Artificial General Intelligence (AGI). Artificial Super Intelligence (ASI). (6) One of the current drawbacks, still in its infancy, is Affective computing. Affective computing is the study and development of systems and devices that can recognize, interpret, process, and simulate human affects. AI cannot accurately interpret human emotion or recreate it. It can fake it though. Creativity is that space where God lives. As stated at the beginning of the article "Process. Process. Process. Building An In-House Agency." 'Creativity is a dynamic interplay of many diverse brain regions, thinking styles, emotions, and unconscious and conscious processing systems coming together in unusual and unexpected ways.' As of yet, AI can only mimic, it cannot create original ideas independently.
Example. Google is specifically using AI to create Search Generative Experiences or tactical copy created by a computer with a confined audience. This is not marketing or advertising campaigns and certainly not as the Harvard Business Review elitists expound.
A sterilized, tactical only Google Ads template approach, without unique branding, is really what we are talking about here.
Google, Don’t Be Evil, (4) calls this “personalized advertising,” as it plans to roll out more generative AI tools that will automatically create online advertising campaigns based on users’ search queries. "Personalized advertising" is not new, in 1995 display ads become increasingly targeted, AKA: "targeted ads," to consumers based on their data. In 2006 hyper-targeted digital ads were standard practice. (8) Today this can include purchase history and demographic information. Consumers understand this as an invasion of privacy and find it intrusive. (7)
Again, these are not ad campaigns, but tactical content blocks without branding or a strategic point-of-difference. They are a list of offerings one is searching for bunched together leading to less uniqueness or creativity as AI clones everything. Google has long used machine learning systems in its advertising, with its Smart Bidding and Performance Max features being powered by algorithms and neural networks. These tools assist advertisers in automating certain processes and in the optimization of various metrics to draw in audiences. (2) Is this relevant? Yes, it's more about the funnel and less campaign or ownability.
Then there is Facebook. They are using AI to automate their ad platform called Advantage Plus shopping campaigns. Meta's AP is part of a full suite of AI-enabled ad tools that Meta pitches to businesses as a faster and more efficient alternative to manual ad campaigns. But Meta’s ‘set it and forget it’ AI ad tools are misfiring and blowing through cash / Advertisers report that costs per impressions on the automated ad platform Advantage Plus have skyrocketed and performance has dropped. The dramatic increase in cost per click (CPC) and CPM is not just a Meta problem — online ads as a whole are getting costlier due to what marketers say are increased inefficiencies, which automation has only made worse.
That being said, AI is rapidly replacing video and that is simultaneously fantastic for content creators and disastorous for the film and video industry. OpenAI's Sora is an AI model that can create realistic and imaginative scenes from text instructions. Why pay an entire crew to shoot on location on an exotic seaside coast featuring a villa when you can use a subscription based AI service and text to create it, instantly? AI generated video technology now gets physics, lighting and motion interconnectively correct which is fantastic and terrifying. It is now creating entire long form video too, not just TikTok legnth clips. Below is an excellent example for a fake Influencer campaign by Get Dirty. It uses a real person as a framework and the rest is generated by AI including everything you see and hear.
Soon the entire film industry, commercial and features, will be replaced and thousands of production companies will shut down. Only the most iconic creative directors will survive and as a new industry emergies and brands use these content generators for anything and everything. The applications are endless.
Let us not forget how spell check revolutionized our lives some five decades ago. It was created in 1961, yet today one only needs to do a search for “How to fix spell check not working” to see dozens if not hundreds of posts on how badly this feature still is. Or as the NYTimes asked in 2021, "Whatever happened to IBM's Watson?" IBM’s artificial intelligence was supposed to transform industries and generate riches for the company. Neither has panned out. (9) As for AI Ads taking over the Ad Industry? I expect no. Fortunately, many of us use Ad Blockers and will never have to see this sea of invasive templates that are void of design, branding and originality. In fact, scientists are now warning that AI will degrade as it start producing junk within a few generations after training copying. (10) Kind-of like 85% of the advertising created by humans! Let’s give it another twenty years and check back in when big data also moves out of it’s infancy.
I'm sure the whole AI ad thing will work just as well as the whole robot AI thing is. Like the article above, "USAF AI-enabled drone turned on and “killed” its human operator!" Today the "State Department Report Calls for Government Agency to Manage ‘Extinction-Level’ AI Threat." (17) Ai is only as good / honest or bad / evil as its programming. Decentralized Ai good. Centralized Ai bad.
If you're a company looking to create an original, ownable marketing campaign to expand brand awareness and scale contact Kevin Amter. His nationally awarded work for T-Moble and dozens of other Fortune 500 brands will strategically move your company in a winning direction.
SOURCE LINKS:
(1) How to Design an AI Marketing Strategy(2) Google Plans to Use AI to Make Ads *More* Intrusive than Ever
(3) Here’s how ads might look in Google’s new AI-powered search experience
(4) Google removes “Don’t Be Evil” from Code of Conduct
(5) How Businesses Are Using Artificial Intelligence In 2023
(6) Intellectual Abilities of Artificial Intelligence
(7) Invasion of Privacy? What Consumers Think of Personalized Online Ads
(8) History of Online Advertising
(9) Whatever happened to IBM's Watson?
(10) AIs trained on other AI will start producing junk within a few generations, scientists warn
(11) Google Gemini refuses to label pedophilia as morally wrong, has no problem condemning the n-word, doesn't know what a woman is
(12) Google’s Gemini AI Chatbot Says You Shouldn’t Misgender Caitlyn Jenner
(13) Google’s AI Is As Dumb And Racist As The People Who Designed It
(14) Google loses $70 BILLION in market value after Gemini AI exposed as woke
(15) OpenAI Chatbot Suggests Suicide, Other 'Bizarre, Harmful' Responses
(16) Google’s AI problems expose deeper industry dilemma
(17) State Department Report Calls for Government Agency to Manage ‘Extinction-Level’ AI Threat
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