Generative artificial intelligence (AI) has transitioned from fear to curiosity, reaching a turning point at this year’s Cannes Lions Festival of Creativity. The advertising industry has acknowledged that generative AI will be part of the future but has varied approaches in using tools like ChatGPT, Bard by Google, and the new AI-powered Bing. There is still no consensus on how to utilize generative AI professionally or personally, as companies navigate their stance on these tools.
Digital players like Instacart and LinkedIn swiftly launched their own AI-powered tools earlier this year to keep up with the latest trends in advertising. However, there is uncertainty at Cannes regarding the industry’s collective perspective or a regular use case scenario for generative AI. AI has become a prevalent topic of discussion, since it has shown potential and requires thoughtful consideration from agencies and brands.
The current position of the industry regarding AI can be described as curiosity. Tom Pepper, head of LinkedIn’s ad business in Europe, the Middle East, Africa, and Latin America, explains that there is interest in utilizing the developing technology. However, advertisers struggle to determine how to incorporate it effectively.
High-level executives refrain from sharing on-the-record details about their AI usage. Some publishers have formed working groups to explore potential use cases, while others use ChatGPT to draft internal emails. SXM Media executives openly discuss their use of generative AI as a tool to support campaign development, from brainstorming host-read ads to basic copywriting.
Snap, embracing AI in its product set and the ad industry, showcased its My AI tool at a kiosk, offering recommendations for nearby restaurants. Over 150 million people have used the product to send over 10 billion messages to My AI. During a press conference, Snap emphasized its careful language when discussing AI, using terms like “enhance” instead of “replace.”
Advertisers are facing a coming crisis, as their systems were built on outdated models. They are now striving to catch up with the evolving landscape, incorporating AI to enhance their strategies.
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