Are AI and AR the Future of Advertising?
Science & Technology
Introduction
The landscape of advertising is undergoing a significant transformation, largely driven by advancements in artificial intelligence (AI) and augmented reality (AR). From digitally cloning Bollywood superstar Shah Rukh Khan to personalize ads for small businesses to the rise of AI-generated fashion models, the advertising industry is evolving in some remarkable ways.
Revolutionizing Celebrity Endorsements
The entertainment industry has always been competitive, but the rise of generative AI has actors concerned about the security of their careers. Generative advertising, which makes use of digital clones, is reshaping the way brands promote themselves. For instance, a campaign for India's Diwali festival involved the AI startup Rephrase collaborating with an ad agency to create a short video featuring Shah Rukh Khan. By training an AI model with footage of the star, the platform allowed small shop owners across the country to generate personalized video ads featuring the celebrity. As a result, over 100,000 entrepreneurs were able to utilize this service, making celebrity endorsements accessible to a wider range of businesses.
Hyper-Personalization in Advertising
As digital marketing becomes increasingly personalized through AI, there are both opportunities and challenges. Hyper-personalization is the outcome of analyzing user data to tailor ads specifically for individuals. Unlike past advertising efforts that targeted large audiences with generic content, AI enables brands to engage consumers on a more personal level. Advertisers can deliver ads that address individuals by name, recommend products based on their online behavior, and utilize geolocation data to customize campaigns for different regions.
This new approach is already being observed, as in a campaign featuring Argentine soccer star Lionel Messi, who invites fans to engage by name. Marketing experts assert that hyper-personalization is more likely to generate successful consumer engagement than traditional advertising methods.
The Inclusion of Diversity through AI Models
The fashion industry is also experiencing a shift toward inclusivity and diversity, with AI-generated fashion models emerging as a cost-effective solution. The Amsterdam agency La La Land has developed AI models capable of displaying clothing across a range of sizes, ages, and ethnicities. By embracing generative models, brands can enhance representation without the costs associated with hiring diverse human models.
However, critiques have arisen regarding the authenticity of AI-generated models. While their diversity may be visually present, the lack of variety among the creators themselves may lead to an "illusion of diversity," wherein the technology represents inclusive aesthetics without actual diverse perspectives.
The Future of Augmented Reality
AR is another frontier in the marketing world, changing how consumers shop online. Innovations in AR technologies allow users to visualize products like furniture or eyewear in their own environment before making a purchase. This advancement enhances the shopping experience by enabling potential buyers to preview products in their space, leading to more confident purchasing decisions. The global spending on AR campaigns has roughly doubled in the last year, signaling a growing acceptance of this technology in advertising.
Overall, the convergence of AI and AR in advertising brings forth exciting opportunities while presenting challenges. As the technology evolves, questions around consumer trust and authenticity will need to be navigated carefully.
Keywords
- Artificial Intelligence
- Augmented Reality
- Generative AI
- Celebrity Endorsements
- Hyper-Personalization
- Diversity in Advertising
- AI Fashion Models
- Digital Clones
FAQ
Q1: How is AI being used in advertising?
A1: AI is used to create digital clones of celebrities for endorsements, analyze user data for hyper-personalization, and develop AI-generated fashion models for diverse representation.
Q2: What is hyper-personalization?
A2: Hyper-personalization refers to tailoring advertising content to individual users based on their preferences and behaviors, resulting in ads that are specifically targeted to each person.
Q3: Can AI-generated models be considered truly diverse?
A3: While AI-generated models can represent a variety of sizes and ethnicities, critics argue that the lack of diverse creators behind the technology may result in an illusion of diversity rather than genuine representation.
Q4: How does augmented reality impact consumer shopping?
A4: Augmented reality allows consumers to visualize products in their own environment before making purchases, enhancing the shopping experience and fostering more informed purchasing decisions.
Q5: What are the potential downsides of using AI in advertising?
A5: Concerns about consumer trust arise from the potential inability to discern what is authentic versus artificial, leading to questions about the true nature of the advertisements consumers encounter.
