Artificial Intelligence is no longer the stuff of science fiction. Films that talk about this tool are no longer seen as impossible. As with these audiovisual products, society is asking the question: Is machine intelligence a threat to the world or does it make the world a better place?
This is a tool with great potential to transform society and change the way we see the world. Although AI has been in development for many years, recent advances have enabled rapid progress. As technology advances, businesses are beginning to understand the impact of AI in connecting more efficiently with our customers. The use of AI in marketing and advertising dates back to the 1990s, although in recent years its application has expanded.
This technology offers opportunities that companies can take advantage of to create better marketing campaigns. One of the first uses of this tool in marketing was the development of recommendation engines. Products were suggested to customers based on their shopping and browsing patterns. Netflix, for example, uses it to deliver content to consumers based on their interests.
The creation of AI. By Cottonbro studio.
Other applications of AI in this sector include: advertising automation (scheduling ads, evaluating performance), personalisation (more conversation with the potential consumer), predicting consumer behaviour (creating better advertising strategies), improving customer experience (more personalised and efficient customer service).
Technology can also create advertising spots. Although this tool is used many times in advertisements, never before has a spot been created entirely with Artificial Intelligence. We are talking about the advert for a fake pizzeria that has gone viral. Among other faults, the humans who star in it. They appear deformed when they eat. The result of the piece is more frightening than convincing.
AI Generated Pizza Commercial
Tools used:
– Script: GPT4
– Images: Midjourney
– Video Clips: Runway Gen2
– VO: Eleven Labs
– Music: SOUNDRAW AI Music
– Graphics and editing: Adobe After Effectshttps://t.co/Ujnrjg7O7ypic.twitter.com/MnHaGk6HjK— Massimo (@Rainmaker1973) April 26, 2023
Ad created by AI. By @Rainmaker1973
Its creator (@Rainmaker1973) explained on his Twitter account what he used to create the ad: GPT-4 (script), Midjourney (images), Runway Gen2 (video clips), Eleven Labs (voice generation), SOUNDRAW Al Music (music), Adobe After Effects (editing and editing of the ad).
Although the AI still needs to improve in order to achieve a good result, this spot is a demostration of the tool’s capabilities.
Despite the advantages that the technology can offer, it also presents risks. Improper use can make it a potentially dangerous tool. One aspect that is addressed is the lack of specific regulation of AI. If companies do not set limits, the technology could be used to manipulate customers or collect information without their consent.
The world of Artificial Intelligence. By Michelangelo Buonarroti.
As we can see, the world is reinventing itself every day and we are not going to be left behind. At the 11th Conference on Advertising Film Production to be held on 5 and 6 October in Valencia, we will be talking about this phenomenon. On Friday 6th you have an appointment at the Teatro Talia:
– 10:45h: “Generative AI: rethinking the way we make and value advertising production”, a talk by Félix Muñoz, independent Marketing and Communication consultant.
– 11:05h: “The magic of the impossible: what do we know about AI”, a talk by Joakim Borgstrom, co-founder of Twise.ai – create an AI version of yourself, or anyone else; and Jose Carlos Sánchez, head of Transformation at Prodigioso Volcán and co-author with Carmen Torrijos of the book La Primavera de la Inteligencia Artificial (The Springtime of Artificial Intelligence).
Making the impossible possible. By APCP.
Sources:
https://www.elplural.com/el-telescopio/innovacion/tecnologia-inteligencia-artificial-amiga-o-enemiga-big-data_216270102
https://www.europapress.es/portaltic/sector/noticia-inteligencia-artificial-amiga-enemiga-asi-vemos-espanoles-20160113085934.html
https://www.marketingdirecto.com/punto-de-vista/la-columna/desarrollo-inteligencia-artificial-mundo-publicidad
https://www.puromarketing.com/126/212510/inteligencia-artificial-motor-publicidad-presente-futuro
https://www.larazon.es/tecnologia/inquietante-anuncio-pizzas-realizado-inteligencia-artificial-viral_20230429644c2ae422859d000175efed.html
https://www.lavanguardia.com/andro4all/tecnologia/este-anuncio-de-pizza-ha-sido-creado-integramente-con-ia-verlo-es-escalofriante
Article by Paloma Garrido.
