It’s a sexy idea that AI can make an ad to market your business or product.
But let’s take a look at how AI is not a replacement for advertisers (us nerds included).
In a recent article on:
https://coverager.com/progressive-uses-ai-in-new-ad
“While AI played a major role in shaping the ad’s visuals, Progressive emphasized that human creativity remained central to the process — from concept development to voiceover. The company framed its use of AI as an experiment in blending emerging technology with established creative storytelling.”
There’s more worth reading about this in the article and a quote from Progressive.
While AI can make a video, it’s a lot of human work still.
Concepting, script writing, story boards, etc. it still comes down to making something that people will respond to.
Here’s one from Volvo:
Who got paid to make this?
So basically there’s billable hours here that were paid for to make this. Someone still got paid. If you do this yourself, now those billable hours are BLIND, and you have no idea of the actual cost or how to apply a KPI.
I’m not saying videographers need to watch out for their jobs. I’ve been doing web design and development for over 15 years and I still get asked to fix, make or solve something that was cheaply made by a tool not trained in the ways of the force (Star Wars Joke).
Anyway…
AI ads will never go away and will get better. They way they render objects and organic materials (yes, animals and people) will have an uncanny valley effect for the foreseeable future.
I’ve written and published about authentic brands and how that’s a winning strategy. So if you’re looking to have AI generated content, consider researching any hidden costs and penalties that you might encounter before making the investment.
