Rapid advances in generative AI have prompted advertisers to come up with innovative ideas for their campaigns, as well as transforming the industry with new techniques and skills.
Giant Coca-Cola has teamed up with OpenAI, the leading artificial intelligence company and developer of ChatGPT, in a competition for “creative images” representing the most popular soft drink.
And Spanish fashion brand Stradivarius (a subsidiary of the Inditex Group) went so far as to create fanciful outfits inspired by its collection, with a series of images representing stylized models that seem to blend with the background.
“We are still at the beginning,” Fernando Pascual, vice president of design at the Spanish company “Sedtag”, which specializes in so-called “contextual” , told AFP.
Sedtag recently launched the ability to adjust the background of the ads depending on the web pages where they are displayed: for example, buildings in the background to promote a car on a budget site, and a house and a hammock in a more family environment.
Pasquale comments, “The main element of remains real. We just help our customers to be more relevant.”
However, according to Olivier Pomsel, an economist specializing in intellectual property and , “the use of artificial intelligence as a tool to be manipulated by specific third parties is not an event in itself, as it has the same dimensions as a new deception.”