Political Ads Target Trump with AI Voice Synthesis

Top stories from an overview of what's happening at the intersection of AI and Marketing this week:

1. Political Ads Target Trump with AI Voice Synthesis

2. AI Opens Pathways for Customized Client Experiences

3. MINI USA Stirs Emotions Using Neuroscience and Algorithmic Translation

4. Kit Kat Breaks Tradition with an AI-Generated Advertisement

1. Political Ads Target Trump with AI Voice Synthesis

In a controversial move, a Ron DeSantis super PAC leveraged synthetic voice technology to imitate former President Donald Trump's distinct voice in their political advertising. This strategy has led to widespread debate about the ethical implications of such use.

The primary concern revolves around misinformation. By using algorithms to convincingly mimic any voice, the frontier of campaign advertising could be pushed towards hard-to-identify deepfakes, leading to false information that potentially distorts political discourse.

Privacy and consent form another critical issue. The use of someone's voice without their explicit approval, even if it's artificially synthesized, infringes upon their rights, a problem amplified when used for political maneuvering.

Additionally, the absence of strict regulation for synthetic voice use in political advertising allows potential unethical practices to continue unimpeded. This gap in oversight could lead to further erosion of trust in politics.

Lastly, determining accountability in case of potential misuse of synthetic voices proves challenging. If harmful consequences ensue from a generated message, tracing responsibility could be complex, particularly if the technology was used without the impersonated figure's knowledge or consent.

In conclusion, while synthetic voices offer potential benefits like increased engagement and reach, they bring about significant ethical challenges. As this technology continues to evolve, ethical considerations must be addressed proactively. Policymakers, tech companies, and political advertisers must collaborate to ensure clear guidelines and regulations for ethical use.

Read the full story here (Paywalled content summarized by Edge)

2. AI Opens Pathways for Customized Client Experiences

Personalized advertising has long been a holy grail for the programmatic advertising industry. Marketers dream of the right ads served to the right person with just the right messaging to drive action. In this quest for better personalization, savvy marketers are looking to AI for tailoring customer journeys.

With tools like predictive analytics, content curation, voice search, visual search, and chatbots, brands have more ways than ever to curate customer journeys. Here are four ways marketers can seize the opportunity across different aspects of the customer journey:

• Planning Customer Journeys - Customer journey orchestration (CJO) platforms allow mapping, automation, and measurement of the customer journey across multiple channels with a customer-centric approach, letting customer actions lead the provided journeys.

• Managing Touch Points - Real-time interaction management (RTIM) platforms use real-time customer interactions, predictive modeling, and machine learning to deliver consistent, personalized customer experiences across channels.

• Nudging Toward Action - Next best action or offer platforms utilize AI-driven propensity models to recommend an action, a product or service, or an offer to a customer based on their preferences and other criteria, including recent purchases and behavior.

• Personalizing Messaging - Personalized images and videos create an immersive experience. By marrying generative AI applications with personalizing the customer journey, brands can create a truly engaging buying experience. Several platforms are adopting this approach, and many more will surely follow.

In conclusion, AI-enhanced customer journeys hold much potential. While orchestrating these experiences may be complex, it is the brands that lean into these tools today who will become tomorrow's leaders.

Read the full story here (Paywalled content summarized by Edge)

3. MINI USA Stirs Emotions Using Neuroscience and Algorithmic Translation

MINI USA, a renowned leader in the automotive industry, has orchestrated a unique blend of neuroscience and algorithmic translation to connect with its customers. In their groundbreaking marketing campaign "Inner Voice," emotions evoked while driving a MINI car are translated into shareable content.

This innovative strategy begins with drivers donning an EEG headset as they drive. This device records their neurological responses to various driving experiences. These reactions are then processed by an advanced system, converting the raw emotional data into visual expressions that represent the driver's "inner voice."

The result is an emotional narrative that resonates deeply with customers. Drivers can visualize and share their emotional connection with MINI, creating a unique bond with the brand.

This strategy transcends traditional marketing methods, tapping into a profound emotional connection to reinforce brand loyalty. The experience of driving a MINI is showcased not just as exhilarating but also emotionally engaging.

Yet, with innovative campaigns like "Inner Voice" come questions about privacy and data security. As it involves capturing neurological data, ensuring robust data protection measures is vital. As technology continues to evolve, brands may need to adopt such creative strategies to engage their audiences, but they must also prioritize privacy and ensure ethical use.

Read the full story here (Paywalled content summarized by Edge)

4. Kit Kat Breaks Tradition with an AI-Generated Advertisement

Confectionery brand Kit Kat has built its latest campaign around experiments with AI, demonstrating the growing influence of technology on creative processes, even if, in this case, it is meant to subvert the "AI is taking over" narrative with the laughable outputs from generative AI for the brand.

The ad, titled "Break From Predictability," is part of the brand's broader campaign to encourage people to take more breaks. It was generated using a machine learning model that was trained on 60 years' worth of Kit Kat's advertisements. Once the AI had learned from the various ads, scripts, and visuals, it created a completely unique and unpredictable 30-second advertisement.

The result is an amusing, quirky, and somewhat nonsensical ad that veers away from the brand's usual messaging. It features a range of eclectic scenes, from a man in a mouse costume eating cheese to a dinosaur playing golf. While the ad may not make much sense, it certainly grabs viewers' attention and emphasizes the campaign's message about breaking from predictability.

This innovative approach to advertising showcases the potential of AI in driving creativity and pushing boundaries. By leveraging AI, Kit Kat has managed to create a truly unique ad that stands out in a sea of predictable advertisements.

The use of AI in creating advertisements also prompts discussions about the role of human creativity in marketing. AI can generate unique and unpredictable content, but it lacks the human touch and emotional insight that often drive successful advertisements. Therefore, striking a balance between utilizing AI for its efficiency and novelty, and retaining the human element that connects with audiences on an emotional level, is essential.

Kit Kat's AI-generated advertisement marks an exciting development in the advertising industry. As AI continues to evolve, it is expected that more brands will experiment with this technology to create unique and engaging content. Amidst these advancements, brands should never overlook the irreplaceable value of human creativity and emotion in connecting with their audiences.

Read the full story here (Paywalled content summarized by Edge)

On Edge

This week Edge tried playing Kit-Kat’s game with other iconic brands; asking Midjourney to give its impression of what each brand represent, with interesting results.

KFC

Samsung

Apple

Louis Vuitton

Coca-Cola

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