Explorer

Global Advertisers Embrace AI-Generated Content To Enhance Efficiency, But Challenges Persist

Unlike conventional AI, generative AI goes beyond categorisation and identification by generating seemingly original text, images, and code through training on existing data.

Leading global advertisers, including industry giants like Nestle and Unilever, are delving into the realm of generative AI technology, employing solutions like ChatGPT and DALL-E, to streamline operations and bolster productivity, according to industry executives. While this AI-driven approach holds promise for cost reduction and increased output, concerns over security, copyright infringement, and unintentional biases embedded in the underlying data are prompting companies to maintain a human element in the creative process for the foreseeable future. The concept of generative artificial intelligence (AI), capable of producing content based on historical data, has gained momentum in recent times, captivating various sectors and sparking curiosity across industries.

The potential for generating a wide array of content in a cost-effective and swift manner is compelling marketing teams to explore this technology for advertising endeavours.

Leaders at top consumer goods corporations and the world's largest advertising agency have signalled increased investment in AI, foreseeing its potential to revolutionise advertising strategies.

Unlike conventional AI, generative AI goes beyond categorisation and identification by generating seemingly original text, images, and code through training on existing data.

Mark Read, CEO of WPP, the world's premier advertising agency, highlighted collaborations with major consumer goods companies like Nestle and Mondelez, revealing that generative AI is already being incorporated into advertising campaigns. He pointed out that this technology has led to significant cost savings by rendering certain aspects of production virtual.

An example from India showcased the collaboration between WPP and Mondelez for an AI-driven Cadbury campaign featuring Bollywood star Shah Rukh Khan. Local businesses were able to customise the content and generate versions tailored to their stores, garnering substantial viewership on platforms like YouTube and Facebook.

WPP's involvement with AI extends beyond advertising campaigns, encompassing educational initiatives like partnerships with institutions like the University of Oxford to offer specialised courses in "AI for business."

Jeff Fieldhack, Research Director for North America at Counterpoint Research, mentioned that despite the transformative potential of AI, it's essential to remember that not all jobs will be displaced; AI will also create new opportunities.

Nestle is also leveraging the capabilities of AI, particularly ChatGPT 4.0 and DALL-E 2, to enhance its marketing efforts, as disclosed by Aude Gandon, Global Chief Marketing Officer at Nestle. Gandon highlighted the technology's role in generating ideas aligned with brand strategy, which are subsequently developed further by the creative team for content production.

Nevertheless, apprehensions linger, as advertisers grapple with ensuring that AI-generated content is free from biases and adheres to copyright and privacy standards. Unilever's Aaron Rajan, Global Vice President of Go To Market Technology, emphasised the importance of eliminating stereotypes and biases from the AI models.

Privacy concerns also persist, with the understanding that data powering AI tools is often derived from retailers such as Walmart and Carrefour. Advertisers are cautiously navigating the AI landscape, with some fully embracing the technology while others adopt an experimental approach.

As the industry moves forward, experts underscore the importance of caution and consideration when sharing information with AI, likening it to sharing confidential information. The understanding is to treat AI interactions as one would treat private conversations, safeguarding sensitive information from unintended exposure.

View More
Advertisement

IPL Auction 2025

Most Expensive Players In The Squad
Virat Kohli
₹21 CR
Josh Hazlewood
₹12.50 CR
Rajat Patidar
₹11 CR
View all
Most Expensive Players In The Squad
Rishabh Pant
₹27 CR
Nicholas Pooran
₹21 CR
Ravi Bishnoi
₹11 CR
View all
Most Expensive Players In The Squad
Jasprit Bumrah
₹18 CR
Suryakumar Yadav
₹16.35 CR
Hardik Pandya
₹16.35 CR
View all
Most Expensive Players In The Squad
Heinrich Klaasen
₹23 CR
Pat Cummins
₹18 CR
Abhishek Sharma
₹14 CR
View all
Most Expensive Players In The Squad
Ruturaj Gaikwad
₹18 CR
Ravindra Jadeja
₹18 CR
Matheesha Pathirana
₹13 CR
View all
Most Expensive Players In The Squad
Shreyas Iyer
₹26.75 CR
Arshdeep Singh
₹18 CR
Yuzvendra Chahal
₹18 CR
View all
Most Expensive Players In The Squad
Sanju Samson
₹18 CR
Yashaswi Jaiswal
₹18 CR
Riyan Parag
₹14 CR
View all
Most Expensive Players In The Squad
Venkatesh Iyer
₹23.75 CR
Rinku Singh
₹13 CR
Varun Chakaravarthy
₹12 CR
View all
Most Expensive Players In The Squad
Rashid Khan
₹18 CR
Shubman Gill
₹16.5 CR
Jos Buttler
₹15.75 CR
View all
Most Expensive Players In The Squad
Axar Patel
₹16.5 CR
KL Rahul
₹14 CR
Kuldeep Yadav
₹13.25 CR
View all
Advertisement
25°C
New Delhi
Rain: 100mm
Humidity: 97%
Wind: WNW 47km/h
See Today's Weather
powered by
Accu Weather
Advertisement

Top Headlines

Parliament's Winter Session Set For Stormy Start On Monday With Oppn Attacks Over Adani Row, Manipur Violence
Winter Session Set For Stormy Start On Monday With Oppn Attacks Over Adani Row, Manipur Violence
Sambhal Violence: 3 Dead, 20 Security Personnel Injured In Clashes Over Mosque Survey, 21 Accused Held — Updates
Sambhal: 3 Dead, 20 Security Personnel Injured In Clashes Over Mosque Survey, 21 Accused Held — Updates
Hemant Soren Stakes Claim To Form Next Jharkhand Government, Confirms Oath Ceremony Date
Hemant Soren Stakes Claim To Form Next Jharkhand Government, Confirms Oath Ceremony Date
IPL 2025: Rishabh Pant Becomes Most Expensive Player In IPL Auction History
Rishabh Pant Becomes Most Expensive Player In IPL Auction History
Advertisement
ABP Premium

Videos

From Hating Computers to Building a Software Empire, The Inspiring Journey of ESDS CEO Piyush SomaniGautam Adani Faces Another Blow as SEBI Launches Probe Against Adani Group | Paisa LiveBigg Boss 18: Did Salman Khan Bully Arfeen Khan? Hrithik Roshan's Mind Coach Breaks Silence!Tamannaah Bhatia Has Vijay Varma as Bonus? Jimmy Shergill's Army Exam & Avinash Good Looks! EXCLUSIVE Interview

Photo Gallery

Embed widget