What does AI in creative development look like?
Steve Phillips
Founder, Chair and Chief Innovation Officer at Zappi, a B-Corp | Author of the Consumer Insights Revolution
Welcome to AI2, where I discuss trends in artificial intelligence and share my opinion on what they mean for the consumer insights and market research industry.
I’d like to speculate a little about what the future of advertising looks like in an AI world. Because I think AI could dramatically change the advertising development process.?
Rapid iteration, from months to a single day
Right now, companies (or their agencies) often come up with a big idea and a storyline for an ad campaign. Then they illustrate that idea with a storyboard, and maybe an animatic or boardomatic later, to test them with consumers to get feedback.?
But developing storyboards, animatics and boardomatics adds time and expense to the process.?
I think by the end of the year, companies will begin to bypass the storyboard and animatic stage altogether — or indeed any form of static illustration of an idea — and jump straight into AI-produced video.?
Open AI recently launched Sora, a text-to-video model that can create quality videos based on text-based prompts. Technology like this will allow marketers to immediately turn an idea into multiple potential versions of a 30-second video ad to test it with consumers and then optimise it based on what they learn.?
This process could occur multiple times allowing marketers to iterate on and refine the original idea — generating new videos as they get more information.?
That whole process could happen within a very short time. What may have taken months could now take as little as a day or two.?
With AI-produced videos and agile insights, companies can bring the consumer into the process much faster and more often than ever before.
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Looking ahead
And that has the potential to completely upend the way companies create advertising.
It also brings up a number of questions. At the end of the process, will you need to actually shoot the commercial because you don’t own the copyright? (Or will the quality and branding even be good enough, so you would need to film it yourself anyway?)
And what is the role of the agency in this world? If you can quickly create video and test it with consumers, you could potentially move a lot of the advertising creation in-house.?
No matter what the future looks like, I think the idea of testing, optimising and iterating in advertising will only become more important as AI gets more sophisticated.
If you missed it
Last week I was on the Let's Do The Right Thing where I talked about this topic as well as many other AI-related ideas. Listen to hear more!
VP/Director Insights & Analytics Officer | Global Insights Transformation Lead | B2B-B2C | MRS & Kantar Senior Client Council, AURA
9 个月Great read Steve. You’re absolutely right. This is going to happen. Indeed, it appears it already is. Jonathan Williams recently shared a view of how they have been developing exactly these kind of inputs/outputs at ONE Virtual Strategy Studio (https://onestrategystudio.com/). It’s mightily impressive. For me, this is where AI may have the most profound impact on our Insights generation remit - that is, enabling a more efficient volume and speed of targeted, iterative work to be delivered where previously, budgets and resources had limited us to making trade-offs and hard choices as to how many projects we could actually commission (i.e resulting in even better and more creative concepts to put in front of consumers). Looking forward to seeing how this develops further.