Connected TV advertisers are hesitant about adopting generative AI technology in their media strategies. While some brands experiment with AI-powered tools, the majority of ad buyers prefer retaining control over their campaigns, especially for high-profile national ads. Concerns over public backlash and quality control are significant, highlighted by recent criticism of AI-generated ads like Coca-Cola's, which was perceived as lacking warmth. Research indicates that 80% of top brands are cautious about how agencies implement generative AI in their advertising, reflecting widespread skepticism in the industry.
Clients have different levels of comfort with AI, said Harry Browne, VP of TV, audio, and display innovation at Tinuiti. AI-generated banner ads don't face the same pressure as a national broadcast CTV ad. When it's the biggest screen in front of millions of people, it better look good.
For example, Coca-Cola's 2024 holiday campaign relied on gen AI to recreate a classic spot from the brand. Critics were quick to push back, saying that the ad lacked warmth and joy.
Given the skepticism among consumers, using generative AI for fully AI-generated TV ads is something we wouldn't try-or even propose to a client, said Browne.
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