"At a surface level, AI offers efficiencies such as faster production, cheaper visuals, instant personalisation, and automated decisions. Government and business have rushed toward it, drawn by promises of productivity and innovation. And there is no doubt that this promise is deeply seductive. Indeed, efficiency is what AI excels at. In the context of marketing and advertising, this "promise", at least at face value, seems to translate to smaller marketing budgets, better targeting, automated decisions (including by chatbots) and rapid deployment of ad campaigns."
"For executives, this is exciting and feels like real progress, with cheaper, faster and more measurable brand campaigns. But advertising has never really just been about efficiency. It has always relied on a degree of emotional truth and creative mystery. That psychological anchor - a belief that human intention sits behind what we are looking at - turns out to matter more than we like to admit."
Brands such as Heineken, Polaroid, Cadbury and Apple are emphasising 'human-made' credentials and noting backlash against AI-branded ambassadors. These gestures indicate public uncertainty about creativity as machines can produce images, sound and emotional experiences. AI delivers efficiencies: faster production, cheaper visuals, instant personalisation, and automated decisions, driving government and business adoption for productivity gains. In marketing, AI promises smaller budgets, better targeting, automated choices and rapid campaign deployment, appealing to executives seeking measurable results. Advertising nonetheless depends on emotional truth and creative mystery, anchored in a belief that human intention underpins what audiences see, making authenticity a central concern.
Read at Marsmag
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