Tools like Midjourney and ChatGPT contribute to making processes more agile and also connecting brands and consumers
The history of advertising must begin further back than one might imagine. During a talk, publicist Nizan Guanaes gave a clue: the brands were born with the seal printed with a hot iron on the herds to identify their owners. This was back in ancient Egypt, in the words of Guanaes. Formally, some pioneers, such as James Walter Thompson, gave ink to the activity that gained new contours with technological variants: printed media, pamphlets, packaging, direct communication, radio, cinema, social networks, platforms, streaming, connected TV (CTV), programmatic, searches, geolocation and everything that digital reveals. Now is the era of artificial intelligence, which has been influencing all advertising disciplines, from media to creativity.
This Wednesday (4), the market celebrates World Advertising Day, a date initially proposed for South America, during the 1st South American Advertising Congress held in Buenos Aires in 1936, with the participation of Brazilian entities such as the Associação Brazilian Advertising Agency. But, in 1970, it was instituted globally, after all, the majority of agencies installed in the Latam region were multinationals.
Brazilian agencies are very focused on AI. “I believe that the biggest consequence of AI in advertising is the optimization of tasks and saving time and resources”, summarizes Patricia Calil, head of content and innovation at Snack Content, a company in the B&Partners ecosystem. “It is possible to create complex parts using AI that deliver a quality very close to manual execution, but in much less time and much fewer hours worked. A prominent campaign regarding the use of AI was Mc Daniel’s for KFC, where we used AI from image creation and post-production, to Mc Daniel’s voiceover,” she adds.
Carolina Laporte, executive creative director at Vitrio, believes that AI has already revolutionized advertising. “It is a powerful tool to change all industries. While our market is rushing to train its teams and think about viable business models, which equalize AI, it allows us to do what was previously unthinkable, speeding up day-to-day life, results and boosting the creative process”, says the ECD of the advertising agency. performance, which goes on: “It represents and enables a deeper connection between brands and consumers, but it also brings ethical and creative challenges. It analyzes data, information, personalizes experiences and enables hyper-personalization and automates processes on a previously unthinkable scale. In fact, it may be responsible for redefining roles not only within advertising agencies, but within companies in different segments.”
“We played with seasonality by manipulating images of our main characters. Something that, if we were to create from scratch or open a camera for shooting, would take much longer and generate much more cost”, continues Carolina.
Read the full article in the edition of propmark December 2, 2024
