Continuing the conversation from my first post: Ai Ads "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." With the help of AI, any organization can create a great "personalized customer experience" at a very low cost. That’s why 48% of sales and marketing teams rely on AI & machine learning techniques for their operations. (2) AI is tool, like Adobe InDesign and Photoshop are tools for creatives in marketing, design and advertising. In the current frenzy there are dozen's of AI tools scrambling to take the lead of VC investments. Tools help creatives create, they are not the creators and Coca-cola's 2025 new ad is a great example of why this is true.
Those who say Artificial Intelligence will replace marketing and advertising have never actually created marketing or advertising. ~ Kevin Amter 2023
Techradar's John-Anthony Disotto wrote a critique of Coca-cola's new "seasonal" Christmas advert. As noted in the critique, this is Coke's second year in a row using AI generated advertising and it's just as souless as its predecessor. Disotto makes an excellent observation: "What we get now feels like an imitation of nostalgia instead of nostalgia itself." (1)
"With the ads being based on human emotion, using AI would absolutely destroy the brands image, and so it's bizarre that Coca-Cola has returned to generative AI this year to try and spread festive cheer." (1) Emotion is not a machine language. Human emotions are complex mental and physical states that are our reaction to events, which involve subjective feelings, physiological changes, and behavioral responses.
Following Coca-cola's debacle McDonald's jumped right into the AI slop this Christmas with "The Most Terrible Time of the Year." The Dutch ad agency TBWA\NEBOKO and the production company The Sweetshop with AI Studio: The Gardening Club said they "'hardly slept' for several weeks while writing AI prompts and refining the shots — 'AI didn't make this film. We did.'" It's terrible, but the AI spoofs and parodies of Big Mac T-Rex's are fantastic!
"No More Smartphones and Apps in 5 Years." ~ Elon Musk 2025
Currently there are three types of AI. Artificial Narrow Intelligence (ANI). Artificial General Intelligence (AGI). Artificial Super Intelligence (ASI). 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 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. Coca-cola's insistance of using AI over the more tradition human generated creative is showing how disconnected corporate America currently is. An emotionless behmoth without roots or passion for the product that created it.
Settling for adequacy is insufficient.
Mark Penn, Chairman and CEO of Stagwell (called MDC & Partners pre 2021), recent PR piece: "AI Won't End Marketing, It Will Elevate It To Its Full Potential" (5) which is true to a degree. Mark states, "The holy grail of marketing won't replace human creativity – it will deploy creativity in the most effective way where AI and marketers can work as collaborators to deliver outstanding results. For the first time in history, marketers have the power to truly deliver the right ad to the right person at the right time." I completely agree. Without the big, conceptual, strategic human created idea that strategically links all touch-points together and differentiates a brand, AI is nothing more than a delivery vehicle. Mark is marketing his holding company as the new targetted media, data collection company which is blue ocean territory.
Limerick by Grok: There once was a hype called AI, Where bots promised gold from the sky. Like tulips of old, Folks bought what was sold— Now broke, with a server goodbye!
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 Light Phone and dozens of other Fortune 500 brands will strategically move your company in a winning direction.
SOURCE LINKS:
(1) Coca-Cola faces backlash again for missing the spirit of the holidays with another AI-slop ad(2) Artificial Intelligence in Advertising: Examples & Applications
(3) The AI bubble is about to burst and nuke a lotta people…
(4) OpenAI Board Rotates From CIA to NSA
(5) AI Won't End Marketing, It Will Elevate It To Its Full Potential
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