Artificial Intelligence in Advertising

The rise of Artificial Intelligence since the last 20 years has started to disrupt the world that surrounds us all and reshape many industries. 

AI has infiltrated many aspects of our lives. It has created unprecedented possibilities, such as travelers speaking to strangers in different languages in real time, consumers obtaining answers via chatbots, businesses analyzing impossible quantities of data to optimize their strategies, and so on. The list goes on and grows each and every single day.  

In every single industry, AI has helped bring down barriers and create new opportunities, and for the most part, with a positive outcome. We are a far cry from cynical scenarios and apocalyptic forecasted futures from HAL in 2001: A Space Odyssey.

Beyond fiction, AI has truly taken its place, even in arts and the creative industries. A painting entirely created by and AI system of algorithms has sold for $432,500 in a Christie’s auction in New York last October. Today’s computers can now produce and compose jazz, rock and classical masterpieces. Architects have also used AI to contribute to a few building’s design and smart home integration. 

Without surprise, AI has also started to enter advertising and marketing. Its uses have been diverse, exploratory and sometimes surprising. From sophisticated online targeting, to predictive data analysis to anticipate consumer’s behaviour, to perfectioned search engine, as well as smart chatbots that follow price variations in real time, the possibilities are endless. 

There are even new applications that produce advertising copywriting, from taglines to product descriptions and promotions. According to a few case studies, these applications are even sometimes more efficient that human beings (in a few examples, that said).  AI has also started to create advertising concepts. A few executions have yet to prove tangible and efficient results, but only time will tell if human creativity cannot be surpassed by human capabilities. Here are two examples of surprising results. If you have never seen them, you are guaranteed to be impressed by what you will see.

Lexus, Driven By Intuition

In 2019, the British agency The&Partnership has produced the TV ad Driven By Intuition, a 60 second production from a script entirely created by an AI system of algorithms.  To reach that point, the system had analyzed over 15 years of past car advertising that had been acclaimed at the Lions of the Cannes Festival. Throughout the exercise, the system has identified common elements between the executions, from human emotions to how they interacted with the cars. 

The agency’s creative team has then refined the script with a few touch-ups. Then the director Kevin Macdonald has brought the script to the screen, with a grand production execution. 

The end result is a highly qualitative produced spot. The concept is coherent, in a certain aspect, but showcases the limitations of the computer. That being said, an execution entirely thought of by a computer is quite impressive and noteworthy.

« Driven By Intuition »
The making-of  « Driven By Intuition »

Burger King, Agency of Robots

In 2018, the DAVID agency in Miami has conceived Agency of Robots, a TV and radio campaign entirely conceived by AI. Well, almost. 

The premise of the campaign was that Burger King had given its mandate to a bunch of AI robots, whom had then analyzed over 1,000 hours of advertising to create the perfect campaign. 

In reality, the entire project was a parody. A humorous take on a ridiculous outcome carved on comical catastrophes born from misunderstanding fine emotions and subtleties. 

The campaign was well appreciated by the public and had an organic reach as it was republished by the American media. It also won a Clio and a Lion at Cannes. 

« Agency of Robots » 

Conclusion

AI has just started to appear in the advertising’s rear view mirror. Arguably, computers have a long way to go to fully grasp the finesse of human emotions and interactions. The intricacies of each culture and the power of human nature as a whole. It may not yet be worrisome, but as it says so in the classic inscription: objects in mirror may be closer than they appear. 

At dada, we share our offices with a start-up who have developed integrated projects with us for our clients. To learn more about how we leverage AI in our daily practice, reach out and come have a coffee. We have a great view.  

With love and purpose,

dada