Is Artificial Intelligence (AI) The New Wave of Advertisement Content?
26 October 2018
< 1 min read
Artificial Intelligence (AI) has slowly crept into every industry, even in digital marketing, and it looked like everything could be made better with AI.
Digital marketing has benefitted from the automation of strenuous processes but the content within ads seemed irreplaceable by AI.
At least that’s what people thought until Burger King released this:
If you let your phone’s texting suggestion create an ad for Burger King, you’ll probably get something like:
“Burger King and I wanna was a great night out with the girls in a very small group of fun people who cannot is a great way of making it fun to try it and then make sure to make it happen.”
Similarly, in these ads, the AI’s voiceover and the content were awkward and funny, which seems to hit the spot for some consumers.
While it is scary to imagine a world where even content is run by AI, it seems like there has been more and more research and development going in that direction.
Why did this ad appeal to so many audiences?
Currently, advertisements are proliferating our everyday space, and the only way for your ad to stand out is to find creative and relatable angles.
Likewise, the Burger King ad used a creative yet relatable idea of faulty AI content, which captured the attention of the masses.
Hence, the formula seems clear: the less brand sells the product, the more it will appeal to the general public. This is because such content is viewed as more sincere in their interactions with consumers.
If you are looking for a strategic content with a creative and relatable angle, approach a creative team that generates meaningful interactions with consumers.
Will AI become the new wave of digital advertisement content?
We don’t think so.
AI has successfully transformed digital marketing, such as data analytics and targeting/re-targeting various profiles based on interests and internet behaviour.
But when it comes to content, humans are superior in terms of creativity and empathy, which AI fails to replicate.
Even the content of the Burger King ad itself was created by the marketing team at Burger King, banking on the inability of AI to create content and humour.
Without creativity and empathy, AI is unable to replicate creative and relatable content as exemplified by the Burger King ad.
So how should I craft digital marketing content going forward?
While targeting helps to bring the message to the right people, the right content will find the right people on its own.
Be creative. Creativity will remain the key to content creation for a long time.
Creative content often becomes talking points in everyday conversations and media news and improves your brand visibility.
At the end of the day, you will need creative yet strategic content (link to our top 5 ad article) to achieve marketing goals in the digital age.
It is good to employ advanced technology. However, there’s nothing in this world that can replace good and effective advertising content built on creativity, not even AI.
If you need help in crafting a top-of-the-line advertising content, look for a digital team that is experienced in doing so.