Why Your Brand Should Be Top Priority In The AI-Driven Advertising Era

"Generative AI has made waves in advertising and marketing for its ability to create unique content through available data, stirring brands to utilize it for greater impact. For example, Heinz tapped Dall-E 2 for its "AI Ketchup" campaign, asking the model to create pictures of a ketchup bottle. The model generated designs that closely resembled Heinz, proving itself to be the sauce of choice among machines. This campaign demonstrated how potent an ingredient generative AI is, prompting more brands to join the fray."

"In honor of its 50th anniversary, BMW launched " The Ultimate AI Masterpiece " campaign in 2021, weaving art, luxury, and technology together. Utilizing generative AI, the automaker examined 50 works of art by contemporary artists and 50,000+ images of art spanning 900 years to produce new, unique art canvases. The new artwork was then projection-mapped onto a virtual 8 Series Gran Coupe, officially debuting at the art festival Frieze New York - a unique way of remixing original creative work with modern technology."

"Meanwhile, Cadbury Celebrations delivered sweet treats and melodies with its #MyBirthdaySong campaign in 2023. Leveraging generative AI, the chocolatier launched a microsite for fans to create personalized birthday songs for any individual, customizing lyrics with memories and nicknames to their genre of choice. The campaign generated more than 20,000 songs during its launch weekend, with campaign films garnering over 25 million views across social channels."

Generative AI enables advertisers and marketers to generate unique creative content from existing data and models, amplifying brand impact. Heinz used Dall-E 2 to create images for an "AI Ketchup" campaign, producing designs that closely resembled its iconic bottle and showcasing generative AI's creative potential. Roughly 80% of brands are already using generative AI to gain competitive advantages. BMW's "The Ultimate AI Masterpiece" (2021) analyzed 50 contemporary works and 50,000+ images spanning 900 years to produce new canvases projected onto a virtual 8 Series Gran Coupe at Frieze New York. Cadbury's #MyBirthdaySong (2023) launched a microsite for personalized songs, generating over 20,000 songs and 25 million views during launch.

Read at Forbes