Is AI The New Face of TV Ads?

Hello and welcome to Edge, your weekly digest of what's happening at the intersection of AI and Marketing. For this week we look at:

🚀 The Paradox of Generative AI in Advertising: Innovation or Inefficiency?

📺 TV Ads in the Age of Automation

🌐 AI Driven Ad Fraud: MIT Weighs in On ANA Study

🤳 Virtual Influencers: A New Trend Calling for Regulatory Action?

💸 A look at 3 top Virtual influencers that boast past collaborations with brands like, Redbull, Prada, Dior, Lacoste and more!

1. The Paradox of Generative AI in Advertising: Innovation or Inefficiency?

Generative AI is causing a stir in the advertising industry, as agencies and brands delve into its potential to transform ad creation and placement. Yet, this technology also sparks worries about the possibility of escalating ad wastage and production inefficiencies.

Navigating the use of generative AI in advertising is a nuanced affair. On the positive side, it promises enhanced efficiency and creativity in ad production. It can churn out numerous ad variations in a fraction of the time a human team would need, enabling swift testing and optimization. Conversely, there are fears that this could trigger a surge in ad wastage, with brands potentially investing more in ads that fail to yield the anticipated results.

Furthermore, AI's role in ad placement is a subject of debate. While AI can, in theory, optimize ad placement to target the most relevant audiences, there are worries that it could result in ads appearing on substandard or inappropriate sites, potentially tarnishing a brand's reputation.

Despite these apprehensions, a majority of industry experts are of the opinion that the advantages of generative AI in advertising surpass the potential downsides. They contend that with adequate supervision and regulation, generative AI could bring about a revolution in the advertising industry, offering unparalleled levels of efficiency and creativity.

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2. TV Ads in the Age of Automation

AI's role in crafting TV ads is growing, yielding some remarkable results. These AI-concocted commercials often possess an uncanny quality, mirroring our cultural subconscious in ways that are both captivating and disconcerting.

The incorporation of AI in TV ad creation is a relatively recent development, but it's already yielding some intriguing outcomes. For instance, an AI-generated beer commercial, "Synthetic Summer," depicts a surreal barbecue scene that grows increasingly strange as it unfolds. These and other AI-generated commercials have been causing a stir online, with viewers both intrigued and unnerved by their uncanny nature.

However, the application of AI in TV ads has its detractors. Some fear that AI could usurp the roles of human creatives, while others argue that AI-generated ads could result in a loss of authenticity and human connection in advertising.

Despite these reservations, many are convinced that AI holds the potential to revolutionize TV advertising. By leveraging the power of AI, advertisers can create ads that are more engaging, more targeted, and more effective than ever before.

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3. AI Driven Ad Fraud: MIT Weighs in On ANA Study

Just a few weeks after the recent ANA study identifying Made For Advertising sites as a key driver on ad waste, MIT Technology review takes a look at how AI is already being employed to dramatically increase the amount of junk content on the internet.

The trend of using AI to generate text for websites is on the rise. These AI-authored sites are producing thousands of articles per day with the sole purpose of gaming programmatic ad dollars out of the system. This practice is raising concerns about the potential for a spammy, AI-dominated internet, as well as the squandering of vast amounts of ad money.

The emergence of these AI-generated sites is also prompting questions about the need for regulation. With AI becoming increasingly sophisticated and convincing, there is a growing need for transparency and disclosure to ensure that consumers are not deceived by AI-generated content.

Despite these concerns, the use of AI to generate text for websites is expected to continue its upward trajectory. Buyer beware! And by all means, make sure you're applying inclusion lists to your programmatic media buys. Your ROAS with thank you!

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4. Virtual Influencers: Should They Be Regulated?

The integration of AI in influencer marketing is on the rise, with ad agencies initiating measures to label AI-generated influencers and other content. However, there are concerns about whether regulation is feasible or even possible given the rapid pace of AI development.

AI is becoming a key player in the influencer marketing industry. Ad agencies are starting to use AI to create virtual influencers and other content, and some are even initiating measures to enhance transparency around the use of AI in their campaigns.

However, the use of AI in influencer marketing also raises concerns about the need for regulation. Many industry insiders believe that disclosure of AI use is necessary to maintain trust between creators and their audience. However, others caution that enforcing AI disclosure regulation might be challenging, especially given the rapid pace of AI development.

Despite these concerns, the use of AI in influencer marketing is projected to continue its growth. As AI technology continues to advance, it offers the potential for more efficient and effective influencer marketing campaigns, making it an attractive option for many businesses.

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On Edge

Speaking of virtual influencers, here’s a look at 3 top (robo) voices blending the lines of what it means to be real on social media. These leading names have racked up millions of followers and boast past collaborations with iconic global brands including Redbull, Prada, Dior, Lacoste and more!

Miquela:@lilmiquela

Imma: @imma.gram

noonoouri: @noonoouri