Generative AI and Modern Advertising: Things to Keep in Mind

Generative AI has emerged as a transformative force reshaping how brands engage with customers, curate marketing and advertising strategies, and analyze data. AI is evolving day by day and marketers see immense potential with it. Undoubtedly, generative AI promises a myriad of opportunities for marketers and advertisers.

The introduction of generative AI has caused a paradigm shift posing a substantial impact on the field of marketing and the technology is radically transforming the way marketers approach the market, organize creative endeavors, and curate a marketing/advertising strategy.

Research by McKinsey asserts that 90% of corporate leaders have expressed their wish to leverage generative AI in their marketing mix in the coming years. The exceptional capabilities of the technology to produce content, it holds the key to curating personalized advertisements that paves way to build long-lasting connections with individuals while optimizing labor-intensive content creation procedures.

While generative AI offers a huge potential for advertisers to create campaigns using real-time and valuable insights from customers, there are a few things to keep in mind when deploying generative AI.

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Ethical and Legal Considerations

Generative AI has ushered marketers and advertisers into an era where curating campaigns are easier, faster, and offers more effective results. However, there is a glitch. Generative AI models generate content based on the inputs given by the user. Asking wrong questions can lead to security risks and malicious results.

We must understand that it is a technology driven by humans and if used without the right protocols, it can generate content that can be used for phishing or social engineering attacks. It is essential to maintain certain standards when using GenAI. Various regulations and laws guide and control the use of generative AI in advertising already.

While using generative AI to create advertising campaigns, it is important to avoid using input prompts containing any prohibited materials or data as per the applicable laws. Additionally, before using the output generated, it should be carefully checked to ensure that the output doesn’t contain any prohibited content.

Maintaining Brand Authenticity

Generative AI gives you input based on what it is trained for. Imagine you provided it an input to share ideas for the next corporate event your organization is planning. It will offer you results based on what it has been trained and fed. There is a possibility that the ideas offered by generative AI have already been used. In that case, you cannot maintain your brand authenticity and voice if you copy the entire ideas from AI.

Advertisers can use generative AI to brainstorm ideas and refine them further. Generative AI tools are meant to be our assistants. Whatever ideas they present you with, you should cross-check the credibility and authenticity before taking a call.

The output produced by generative AI can be biased. It can increase the risk of liability, discrimination, or inaccuracy on account of the users. It is thus important to implement a content review process and regularly monitor the output generated from the AI system. The prompts given by the users must be carefully scrutinized to prevent the creation of undesirable content.

If you have encouraged the use of generative AI in your team, you must ensure that appropriate disclaimers about the use of AI in marketing materials, user interfaces, terms of use, etc. are mentioned. With regular use, generative AI tools can be trained with diverse prompts to reduce biases and improve accuracy.

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Combining Human Creativity with AI

The most successful advertising campaigns stem from a strong collaboration of human creativity and AI-generated content. Major consumer brands have started to dip their toes into the possibility of using generative AI tools, such as ChatGPT.

While no advertising experts expect generative AI technologies to fully replace human strategy and creativity, smarter use of such tools is becoming inevitable for brands looking to reach consumers in an increasingly fragmented media landscape.

So, to enhance the capabilities of human labor, it is important to invest in upskilling your workforce. Train your teams for the optimal use of generative AI, especially in the areas of compliance and editorial oversight.

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Wrapping Up

Generative AI is a boon to marketers and advertisers, but it is a technology created by humans for humans. Technology is for us; we are not for technology. To make optimum use of such powerful technologies, there should be a mix of human creativity. Also, completely relying on generative AI to curate your advertising campaigns will drift the emotions apart. Make use of the technology, but keep the human emotions intact.