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.