Brands and agencies must mitigate the risks associated with generative technology in AI and advertising
We are waking up in a world where technology never sleeps, and the rise of Artificial Intelligence is revolutionsing different spheres of our life. But, unfortunately, the shine of the artificial seems to have overshadowed the real. Unsurprisingly, the advertising industry has also been unable to escape the temptation to rely on AI.
In the past few days, we have witnessed several brands create ad campaigns harnessing the power of generative AI technology. As always, there’s a lot of hype around the use of AI in advertising, and the topic remains to be one sparking a lot of arguments. One of the common dilemmas is to address the many risks that come with the unparalleled power of generative AI technology and how can brands and advertisers mitigate them. From copywriting to graphic designing, AI imitates human creativity with unquestionable precision. However, inside the beautifully wrapped gift box of AI-generated content lies Pandora’s box of potential pitfalls.
When AI comes into play, there’s always the risk of unintended bias lurking beneath the content generated. AI algorithms generate content based on the data they are trained on, and if any of this data comes from prejudice, the content generated will turn out to be subjective. Consequently, we will see advertising campaigns that reinforce stereotypes rather than breaking them. To eliminate such risks, it becomes imperative for brands and advertisers to keep a keen eye on their AI-generated content for any biases. In addition, advertisers should be mindful when choosing AI technology and ensure that the algorithms used are designed, keeping ethical considerations in mind. The AI-generated content can be further vetted by presenting various viewpoints.
AI-generated content is putting a big question mark on the credibility of digital content. Generative AI is a powerful tool; sometimes, that power can be scary with the realistic images, videos, and text it can produce. This can spread misinformation and blur the line between what’s real and what’s AI-generated. Recently, the winner of a photography contest forfeited the prize after revealing that AI created the photograph submitted. This calls for marketers to be transparent in their approach toward campaigns. Brands should responsibly use AI-generated content and further employ strict processes to ensure the accuracy of the content.
The use of AI doesn’t come for free, and most often, the cost is creative control. AI-generated content could cast marketers aside from the creative process, leaving the advertising campaigns devoid of personalization and emotional connection. Marketers should understand AI is not an alternative to human creativity. Instead, AI should boost productivity to make enough time for things requiring more attention. AI, coupled with human intuition and insight, can help marketers create more engaging, personalized, and emotionally coherent content.
The use of AI is a complex subject with many legal and ethical complications. Artificial intelligence-generated content can also result in copyright infringement and legal disputes. Furthermore, marketers should be wary of the ethical implications of using AI-generated content. Therefore, advertisers and brands should work together to put explicit guidelines in place to ensure the responsible and ethical use of AI.
Generative AI has its perks and cons and can revolutionize how we do things. However, brands and advertisers should prioritize authenticity and transparency when it comes to the creative process. In addition, marketers should steer clear of driving content with AI as the only pilot. Instead, AI should be seen as an efficient co-pilot to tackle monotonous jobs to save time.
(The writer is founder and CEO, iCubesWire)