The Great AI Debate: Brands Pump the Brakes on Generative AI

TL;DR:

• The Willy Wonka Experience fiasco in Glasgow highlights the dangers of over-reliance on AI for promotional purposes.
• Brands like Dove are taking a cautious approach or implementing a ‘no AI’ policy in response to potential pitfalls.
• Tension arises between agencies racing to adopt AI and brands clamping down on its usage.

A Cautionary Tale: The Willy Wonka Experience

The Willy Wonka Experience in Glasgow earlier this year was marketed as a fantastical journey into Roald Dahl’s chocolatey world. However, the event turned out to be a disappointment, with shoddy displays and tacky banners. This modern cautionary tale highlights the dangers of relying too much on AI for promotional and advertising purposes.

Brands Pump the Brakes on Gen AI

Examples like the Willy Wonka fiasco have led brands to tread more carefully when it comes to using Generative AI. Alison Ray, General Manager at Town Square, a Melbourne creative agency, warns against ceding all control to AI, potentially jeopardising a brand’s reputation.

Some brands are even adopting a strict ‘no AI’ policy. Contracts from Fortune 500 brands now include clauses forbidding the use of generative AI without prior authorisation. Skincare brand Dove has pledged to never use AI in its advertising, aiming to keep beauty real and avoid promoting unrealistic standards.

Tension Between Brands and Agencies

While brands are taking a more cautious approach, agencies are racing to adopt AI due to its ability to speed up processes and save costs. This disparity is causing tension, with better negotiation needed between brands and agencies.

AI: A Substitute for Human Creativity?

Sam Altman, CEO of OpenAI, predicts that Artificial General Intelligence (AGI) will be ready within the next five years, capable of handling 95% of marketing tasks. However, many believe that AI cannot replace human creativity and craft. Chloe Fair, Client Services Director at Virtue APAC, emphasises the importance of the human touch in creating resonating ideas and addressing human truths.

AI: Help or Hindrance?

AI has the potential to mislead and erode consumer trust. Full transparency in the intent and use of AI is crucial to address consumer reactions. Regulation may be necessary to ensure the safe, transparent, unbiased, and ethically acceptable use of AI.

Comment and Share

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• To learn about Dove’s pledge with regards to AI and real beauty tap here.