Signs of Change: THe Future of Digital Media - Blog#3: Generative artificial intelligence: a modern era in Advertising

In recent years, AI technology has caused seismic upheaval in the advertising industry, with companies like Google already taking the plunge (Adams, 2023). These "game-changing" robust algorithms demonstrate the potential to revolutionize ad production, customer targeting, and consumer behaviour modification (Arora, 2023). Generative AI demonstrates the potential to considerably alter the advertising industry by rapidly producing highly personalized content at scale.

Advertising uniquely tailored to each user is now possible thanks to generative AI algorithms that can sift through massive amounts of information like user demographics, web history and social media activity (Campbell et al., 2022). Advertisers can gain their intended audience more effectively if they learn their preferences and habits (Campbell et al., 2022). Advertising efforts benefit from this level of customization since it increases their effectiveness while reducing the intrusiveness and frustration of generic ads (Campbell et al., 2022; Hutchinson, 2023).

Generative AI can help people think of novel ideas and prompt imaginative creations; however, Deepfakes have also come to the surface (Campbell et al., 2022). Tools driven by artificial intelligence (AI) can support creative professionals save time and effort while developing novel ideas and honing existing ones (Hutchinson, 2023). Software that exercises artificial intelligence to edit images and videos might free up designers' time-consuming manual labour so they can concentrate on more strategic and imaginative duties (Hutchinson, 2023). By working together, humans and AI can generate distinct ideas and improve advertising standards (Hutchinson, 2023).

While generatively, AI has immense potential and presents critical ethical questions. Biases in the training data can be amplified by AI algorithms, leading to either discriminating or deceptive ads (Hutchinson, 2023).

Expect increasingly sophisticated advertising efforts that fit within regular life as generative AI develops (Hutchinson, 2023). Brand interactions in AR and VR will be more engaging than ever thanks to artificial intelligence (AI) -powered algorithms (Hutchinson, 2023). Additionally, chatbots and virtual assistants driven by AI will personalize interactions with customers, leading to improved customer service and increased brand loyalty (Hutchinson, 2023).

To sum up, generative AI will change the face of advertising forever by allowing for more targeted and exciting campaigns in development. With the help of AI, marketers can more effectively influence their intended audience, ushering in a more personalized, innovative, and customer-focused marketing and digital media era.

Works Cited:

  Mondal, Das, S., & Vrana, V. G. (2023). How to Bell the Cat? A Theoretical Review of Generative Artificial Intelligence towards Digital Disruption in All Walks of Life. Technologies (Basel), 11(2), 44–. https://doi.org/10.3390/technologies11020044

  Adams. (2023). Google started testing generative AI in search ads, including—Retail. Dive.

  Arora. (2023). Generative AI: a game changer in the ad industry. Afaqs.

  Campbell, Plangger, K., Sands, S., K., J., & Bates, K. (2022). How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry: The Coming Reality of AI Fakes and Their Potential Impact on Consumer Behavior. Journal of Advertising Research, 62(3), 241–251. https://doi.org/10.2501/JAR-2022-017

  Roumeliotis, & Tselikas, N. D. (2023). ChatGPT and Open-AI Models: A Preliminary Review. Future Internet, 15(6), 192–. https://doi.org/10.3390/fi15060192

  Exploring the Future of Generative AI in Marketing: Trends and Use Cases for 2023-2025 with Focus on Google, Microsoft, OpenAI, and More - ResearchAndMarkets.com (p. 32–). (2023). NewsRX LLC.

  Stagwell Revs Up for SXSW 2023 to Explore Brand Fandom, Generative AI, Immersive Experiences and More. (2023). PR Newswire Association LLC.

  Hutchinson. (2023). Meta Previews Coming Generative AI Ad Tools, Prompts for VR World Creation. Social Media Today.