"Creative agencies used to maintain red lines over AI usage - limiting tools like ChatGPT, Midjourney and Stable Diffusion for repetitive, time-consuming tasks like storyboarding that wouldn't make it to the TV screen - reserving actual production to people with cameras and clackerboards. That's changed in the last year. Hundreds of brands have now released AI ads made from whole cloth for TV and social."
""Generative AI started as an experiment you had to sell in. Today, the client that is not using it feels like they are missing out. It is a 180 degree shift.""
"A Kantar and Affectiva study published this week compared 356 TV, digital and social ads featuring AI generated visuals, or which had used AI in post-production, with regular non-AI ads. It found little correlation between AI usage and creative effectiveness. AI-involved ads ranked among the most effective in Kantar's study for brand recall, and among the worst, suggesting brands aren't paying an "effectiveness tax" for their usage of the tech, in the words of Věra Šídlová, Kantar's global creative thought leadership director. In the main, audiences aren't awed - but they're not turned off, either."
Generative AI adoption in advertising has moved from limited, repetitive tasks to fully produced TV and social campaigns. Hundreds of brands now release AI-generated ads, and some legacy fashion brands are using AI-generated models. Client openness has shifted rapidly, with many feeling compelled to adopt the technology. A Kantar and Affectiva study comparing 356 ads found little correlation between AI involvement and creative effectiveness; AI-involved ads appeared among both the most and least effective for brand recall. Overall audience response shows neutrality rather than rejection, and industry attitudes have shifted from threat to pragmatic adoption.
Read at Digiday
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