AI looks set to change the world of advertising Experts say the tech could use consumer data to create targeted adverts tailored to your every desire Sounds super-sophisticated. But is it a good thing? CGTN’s Michael Marillier is tracking the discussion on social media.
#ai #advertising #marketing #tech
#ai #advertising #marketing #tech
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00:00AI can help companies collect data about you, the consumer.
00:05Of course, online platforms have done this for a while, showing us adverts based on our
00:10online behavior.
00:12We've also had a taste of this on TV.
00:16And this was long before AI was the big buzzword.
00:19Tech analyst Pascal Bournet tweeted this video showing the same football match on four screens.
00:25The advertising boards are different on each one.
00:28All thanks to tracking technology, which allows TV networks to customize the boards.
00:33That means viewers in different places see different adverts.
00:37So this isn't new, but experts say AI could take it to the next level.
00:42And in some ways, the culture of advertising is already changing.
00:46Sunfeast Dark Fantasy is an Indian company that makes cookies.
00:50It teamed up with Shahrukh Khan, telling people they could star in an advert with a Bollywood
00:54actor.
00:55They just had to upload a selfie, and AI did the rest, magically putting them in the video.
01:01More than 900,000 people made their own ads.
01:05Clearly, brands want their ads to feel personal, because that builds connections with consumers.
01:12And AI could help them do that faster and cheaper than ever.
01:18McDonald's used AI to build this advert for the Japanese market.
01:23Super flashy, but no lights, no camera, no action.
01:27Instead, some complex computer code trying to sell you some fries.
01:32And brands aren't just building adverts with AI, they're building people.
01:37This is Luda Magalu, an AI influencer from Brazil.
01:41Lu works for the retailer Magdine Luisa.
01:44She has more than 7 million followers on Instagram.
01:49And make no mistake, she's a big deal, even teaming up with fast food giant Burger King.
01:56Lu's creators can change her message, her look, her personality, all based on the data
02:01they get from likes, comments and views.
02:06Some people love the idea of AI marketing.
02:10This is a comment on the Chinese social media platform Weibo.
02:14The user saying there are several ads created with AI, and it's wonderful to see cutting-edge
02:20technology in action.
02:22But there are warning signs.
02:24We've seen several tweets with links to this study by Washington State University in the
02:29US.
02:30The study claims most consumers had a negative response to brands which mention the term
02:34AI in their marketing.
02:37Researchers say there's a lack of, quote, emotional trust, and that affects purchasing
02:42decisions.
02:43The key takeaway, some people don't fully trust the technology, at least not yet.
02:48So the world of advertising is changing, and it's changing fast.
02:52One way or another, the adverts of the future will be made in our own image.
02:57The question is, will we like what we see?