One of the frontiers that have remained firmer and more stable in what technology can do and what human work is assured of is that of creativity. Robots can do many things, as time has shown, but they cannot develop creative issues.They cannot create content from scratch and make it attractive to recipients, or at least that is what was repeatedly believed and defended. An artificial intelligence cannot do the work of a writer, an advertising creative or a journalist, since that requires a margin of maneuver that goes beyond what the AI ​​can do.But is that really true? Is AI limited when it comes to creativity?Artificial intelligence experts have been pointing out that the potential of AI is vast and that in the future it could tackle many new and much more complex fields. The applications that have already been launched have also been pointing in this direction. The newsrooms of the big media and big news agencies are already experimenting with leaving parts of their work in the hands of artificial intelligence.

The AI ​​writes information Chile Phone Numbers List such as financial or sports results and points out patterns that journalists can then develop.AI in advertising And now it could be the turn of advertising. Artificial intelligence has already designed an ad for Nike. It is not an official announcement, but the conclusion of an experimental work (therefore Nike has nothing to do with the process or the result). The AI ​​was fueled by the campaigns Nike launched over the past seven years, to create a ‘perfect’ ad afterward, fitting that trend. The result draws on the characteristics of Nike’s advertisements (a certain epic tone in the speech and a desire to improve) and even, despite the fact that there are no real images, on aesthetics.

Despite this, the results are somewhat questionable.As they point out in a brief analysis on The Next Web, the ad has a bit of a cacophony and is a bit run-down, but it has managed to capture at certain moments the essence of Nike’s advertising and has generated the kind of slogans and statements that are make it a kind of milestone that the real Nike would use as a statement. The person in charge of the experiment, Jean-Baptiste Le Divelec, has explained to them that he selected Nike as the basis for the experiment because its advertisements are very well known and the brand generates enough data to be able to do the test.Some brands have already experimented with leaving their ads to artificial intelligence.

Burger King launched a campaign in 2018 created, in theory, by AI. As he explained in a press release at the time, they had used a deep learning algorithm to extract data on patterns and insights and from them create advertisements that they launched on television in the United States. However, as they pointed out in The Verge , the highlight of the campaign (the funny conclusions) had a human creative behind them, which broke the idea of ​​the creative potential of AI.More real is the work of the Dentsu Aegis Network, an automated copy creation program. They do not use it in such ‘visible’ ads, but they do use it to create written messages and claims. It is not the only one that is testing in that field.

Phrasee is another company that works in that direction and that has already been employed, for example, by Virgin Holidays for the subjects of their email marketing campaigns.In crucial elements Of course, this is not the only experiment in this direction, nor is it the only move that the industry is making for AI to become the ally of brand messages.At the end of the day, artificial intelligence may not end up designing the ads or generating the specific messages that are launched (or that it will not do it right now) but it will have a very high impact on how and to whom the ads are displayed. posts. Artificial intelligence will help to segment audiences much better and make much more efficient spending decisions on advertising budgets.

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