Artificial intelligence in advertising is reshaping strategies and since last year, titled the year of AI, it has made us question even more its use and consumer confidence in the tool. Brands have faced criticism for their AI-generated content campaigns, such as the image of Elis Regina in the commercial Geraes and Volkswagen. This unique advertising content placed the ethics and limits of the tool at the center of the conversation, while others embraced the concept, success story and virality of the tool. Heinz A.I Ketchup.
For advertising creatives, the question remains: how to understand the implications of Generative AI and provide the creation of immersive and authentic visual content? Furthermore, how should brands navigate this revolution?
According to data from the VisualGPS survey, carried out by Getty Images e iStock, the answer to this multifaceted question. The survey found that 51% of Brazilian consumers should not change their involvement with brands that use AI-generated images. However, another 49% expressed uncertainty about their reaction to technology-generated content, emphasizing the need to understand all the nuances of consumer sentiment.
Given the current internet context with deepfakes and misinformation, trust has become a crucial factor in establishing connections with consumers. When we look at brands, greater trust goes beyond sales, it also promotes a positive online reputation, drives more referrals and ultimately results in more transactions. The VisualGPS survey also analyzed the role of trust between brands and consumers: 99% of Brazilians agree that authentic images and videos play a fundamental role in building this relationship.
The study also sought to understand whether the concept of “authenticity” remains the same in the era dominated by Generative AI and in fact, in this period, it becomes elusive. The research defines the term as ‘real/the real thing’, ‘true’ and ‘original’, with the perception of AI authenticity being divided. Of consumers, 35% view AI as lacking authenticity due to the lack of human touch, imperfections and ethical judgment. In contrast, 64% believe AI can be authentic if it accurately represents real-life scenes or objects and is indistinguishable from art or photography created by humans.
“In the ever-evolving landscape of AI and authenticity, human creativity stands out as the guiding force. In this era where AI lacks understanding of present and future events, or how people currently feel about a brand or product, it is the ideas carefully crafted by expert creatives that will truly captivate and engage audiences. AI is a tool, not a replacement for human creativity. Whether using AI-generated content in creative campaigns is the right choice for your brand or not, the indisputable truth is that AI is transforming the way we work. Embracing this shift with a safe, intentional approach and utilizing high-quality tools will empower creators to shift their focus from apprehension to the exciting prospects of how AI will enhance creativity, comments Renata Simes, Chief Creative Officer at Getty Images and iStock.
To help brands and creatives in the process of creating content with Generative AI, Renata Simes shares insights:
- Be intentional about how, when, and where you use AI-generated images. For example, ask yourself what your campaign message is and whether AI-generated images are the right content to use in this case. If the campaign is addressing authenticity or if your audience cares about representation – real people and real connections – I would argue that AI-generated content is not the right fit. It’s about remaining authentic to the relationship between the brand and the customer, establishing or reinforcing trust.
- Prompts are a great way to start visualizing difficult concepts or topics. The AI tool is also great for playing with and visualizing difficult-to-represent topics and concepts. Have fun creating prompts around conceptual landscapes, futuristic green cities, or realistic animals in unusual environments. Test your prompting skills on specific textures and color palettes to create something that makes your brand stand out from the crowd. One of my favorites is to visualize surreal, zen-like spaces that feature rich color palettes, lush environments, and interesting textures and shapes. The opportunities are endless.
- Think of AI-generated images as another type of content, alongside ready-to-license images and videos, self-generated product photos, user-generated content (UGC), etc. Analyze what works best for your brand and your campaign, and use them interchangeably as your brand or client requires.
- When selecting an AI imager, take the time to understand the nature of the AI tools and the data they were trained on. For example, iStock’s generative AI is trained only on fully licensed creative content from the Getty Images and iStock creative library, protecting against generating visuals that would violate intellectual property rights. Additionally, generated images come with standard legal compensation, alleviating business owners’ concerns regarding potential copyright issues.
Cover photo: Getty Images/AI-generated
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