"No doubt, generative AI tools have optimized the creative process, edging marketers closer to personalized content at scale. But not all marketers are sold on AI for final campaign assets, especially ones with human likeness. While generative AI has been used by the industry at large to produce everything from pitch decks to campaign assets, creative and legal challenges are preventing full adoption, agency execs say - and not to mention the risk to brand reputation if shoppers feel the creative is false advertising."
"Brands like Liquid Death and Columbia Sportswear fall in the same camp, hesitant to use generative AI unless it's done with a clear wink to the audience (or blatantly obvious)and where shoppers can see it. Liquid Death is leveraging AI tools to write and optimize code, automate tasks and other back of the house work. But the brand still prioritizes analog creative unless the idea itself demands AI, according to Dan Murphy, svp of marketing at Liquid Death."
Generative AI has improved creative workflows and personalization, but agencies and brands hesitate to use AI-generated human likeness in consumer-facing ads due to authenticity concerns, uncanny-valley effects, legal and creative challenges, and potential false-advertising perceptions that could harm brand reputation. Lupine Creative will not use AI-generated human likeness in final ad spots for clients. Brands such as Liquid Death and Columbia Sportswear use AI to scale workflows and automate backend tasks but prioritize analog creative for consumer-facing work unless an idea specifically requires AI, citing Gen Z skepticism and a glut of low-quality "AI slop."
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]