TL;DR:
- AI-generated ads by the Ministry of Finance (MOF) sparked debate due to noticeable errors.
- Experts agree that AI in marketing should complement human creativity and meet quality standards.
- AI is increasingly being adopted by organisations, with 47% allocating teams for its implementation.
The Buzz Around AI-Generated Ads
The Ministry of Finance (MOF) in Singapore recently released AI-generated images to promote its Assurance Package. These images, featuring families and an elderly couple, quickly became a hot topic online. Netizens were quick to point out errors, such as extra fingers and toes, leading to criticism and debate. Some questioned why real images weren’t used, while others found the AI-generated pictures unsettling.
Will Lee, managing director at That Marketing Guy, noted, “AI has been known to generate flawed visuals, and the tech isn’t mature enough to be allowed to be used in actual work.” He emphasised the need for responsible editing and understanding what works and what doesn’t.
The Role of Human Creativity in AI Marketing
Experts agree that AI should complement, not replace, human creativity. Jeff Cheong, CEO at DDB Group Singapore, explained, “Tools such as gen AI come alive when the right human talents use it.” He encouraged experimentation but stressed the importance of purpose and ideas behind AI use.
Robert Gaxiola, managing partner at PLAYBOOK XP, highlighted the current limitations of AI in illustrating people, describing the results as sometimes “creepy.” He believes that AI imagery and video offer speed and cost reduction but must be used cautiously.
Ali Shabaz, former chief creative officer at M&C Saatchi Group Singapore, emphasised the need for quality standards. He stated, “Advertising and marketing have always depended on human creativity, and that can’t be supplemented by AI.”
The Impact of AI on Consumer Perception
Recent studies show that consumers can spot AI-generated content, with millennials being the most successful at it. Interestingly, 56% of participants in a Bynder study preferred AI-generated work, while 52% said they would be less engaged if they suspected content was AI-generated.
Andy Greenaway, CEO and CCO of The TAO of Advertising, stressed that new tech should improve quality and save time. He compared AI to Polaroid, explaining that context matters in determining the appropriateness of technology use.
The Future of AI in Marketing
Kunal Jeswani, group CEO of Ogilvy Singapore & Malaysia, encouraged continued experimentation with AI. He warned against using AI merely because it’s cheaper or faster, emphasising the need for a strong creative idea first.
Organisations are increasingly adopting AI, with 47% allocating teams for its implementation in marketing campaigns. A significant portion of the marketing technology budget is being dedicated to generative AI, indicating its growing importance.
The Potential and Pitfalls of AI in Advertising
AI offers immense potential in marketing, but it also presents challenges. The Toys “R” Us ad, created entirely by OpenAI’s text-to-video tool, Sora, faced criticism for lacking authenticity and human touch. This highlights the need for AI to complement, rather than replace, human creativity.
Expert Opinions on AI in Marketing
Will Lee, Managing Director at That Marketing Guy:
“AI has been known to generate flawed visuals, and the tech isn’t mature enough to be allowed to be used in actual work.”
Jeff Cheong, CEO at DDB Group Singapore:
“Tools such as gen AI come alive when the right human talents use it.”
Robert Gaxiola, Managing Partner at PLAYBOOK XP:
“It is all still very cowboy right now with imagery and video. I think the new tools are evolving very fast and we must be leading this as creators.”
Ali Shabaz, Former Chief Creative Officer at M&C Saatchi Group Singapore:
“Advertising and marketing have always depended on human creativity, and that can’t be supplemented by AI.”
Andy Greenaway, CEO and CCO of The TAO of Advertising:
“New tech in advertising should be viewed as a tool. It is there to improve quality and save time.”
Kunal Jeswani, Group CEO of Ogilvy Singapore & Malaysia:
“If the work we produce with AI as marketers and advertisers is not significantly better than what someone sitting at home can do with a free AI tool, our work will look tacky, and people will say it looks tacky.”
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- To learn more about the Singapore MOF ad that has raised this controversy, tap here.
