Say aye to Ai.
Earlier this year, Coca-Cola said they've identified several marketing use cases for OpenAI’s artificial intelligence tech and is set to start experimenting and many brands followed suit.
We’re living in a time where brands are increasingly leaning on AI, not just for operations but to tell their stories. And while experimentation is generally a good thing—just look at McDonald’s Japan, which ran an entire ad campaign created with generative AI to much success—some AI ventures have missed the mark. The key difference? McDonald's approached it with genuine curiosity, and the market was open to the experiment. The trouble begins when brands use tech as a flashy PR tool rather than to add real value. That’s when things start to feel forced—and the facepalms follow.
From tone-deaf messaging to unintentional bias, big players like Under Armour, Google, Levi’s, and Toys R Us have found themselves in some awkward AI-powered situations.
Google’s ‘Dear Sydney’ Ad: Balancing AI with Human Connection
During the 2024 Summer Olympics, Google aired its "Dear Sydney" ad, where a father helps his daughter write a letter to her Olympic hero, hurdler Sydney McLaughlin-Levrone.
Instead of drafting the letter together, the father turns to Google’s Gemini AI to assist. The ad aimed to showcase AI's ability to enhance personal moments, particularly during a global event like the Olympics, which brings stories of inspiration and perseverance to the forefront.
However, the reception was mixed. While the ad highlighted diversity and the potential for AI to support human creativity, some viewers felt it diminished the personal touch of writing a heartfelt letter. This sparked a discussion about the role of AI in moments traditionally associated with emotional connection. Despite these reactions, the ad succeeded in starting a conversation about the evolving relationship between technology and personal experiences during such significant global events.
Toys R Us and Lazarus: Pushing the Boundaries of AI Storytelling
Toys R Us ventured into new territory by creating a brand film that featured AI-generated versions of its late founder, Charles Lazarus, and their iconic mascot, Geoffrey the Giraffe. Using OpenAI’s cutting-edge text-to-video tool, they reimagined Lazarus as a child envisioning the future of the toy store. This experiment showcased the potential of AI to bring creative visions to life in ways not widely accessible to most brands yet, making it a bold move.
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While the film was a solid attempt at blending nostalgia with future-facing technology, it sparked mixed reactions within the creative community. Concerns arose around the use of AI-generated content, with critiques about potential unlicensed elements and the inconsistent visuals of Lazarus. Despite these criticisms, the film was largely effective in terms of impact and long-term brand building, showing that AI can push boundaries in storytelling. However, it also highlighted the ongoing challenge of balancing technological innovation with authenticity in creative expression.
Levi’s AI Models: A Step Toward Innovation, But Questions Remain
Levi’s made a bold move in its efforts to embrace diversity by partnering with Lalaland.ai to create AI-generated BIPOC avatars for their fashion shoots. The technology offers exciting possibilities, especially for a brand with numerous D2C fronts, where AI-generated digital clones could streamline processes like customer segmentation and service. This experimentation with AI in fashion could open doors for more personalized and efficient customer experiences.
However, the decision also raised some concerns. Many questioned why Levi’s chose to use AI models instead of hiring real, diverse talent, sparking discussions about the balance between efficiency and genuine representation. While AI can certainly create diverse digital avatars, it doesn't yet capture the depth of human experience that comes with real representation. It's a promising start, but as Levi’s continues to explore this technology, integrating AI thoughtfully into areas beyond advertising may provide a more meaningful application.
These are just a few examples, but there are plenty more, including the ridiculous Boat video closer to home <shudders>
The key takeaway?
Rushing to release AI-powered content without fully thinking it through can do more harm than good. Being first to market with AI doesn’t count for much if the execution falls short.
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CEO, Founder at ChinabridgeIndia1995
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Head of ESG Consulting @ Tikao Technologies | ESG Consulting
1 个月CFBR