Inside the brain of generative advertising.
A recent study highlights the potential of AI-assisted advertising visuals. How can matrix multiplication at scale compete with the brain? Once again, machines are offering to us two opportunities: 1) increase productivity and, on a separate track, 2) set new standards for what machines cannot achieve. Will we be able to get both?
A recent research conducted by Tijmen P. J. Jansen, Mark Heitmann and Martin Reisenbichler (University of Hamburg) with David A. Schweidelthe (Emory University) provided significant evidence of the effectiveness of AI-generated visuals in advertising. I think that this study deserves the attention of brands as an opportunity to organise themselves towards new strategies.
The reason is simple: while it’s still hard to define creativity and assess where and how humans outperform machines, or viceversa, the human-in-the-loop seems to be an obvious bottleneck for the personalization at scale of high-frequency marketing messages. In other words: should we be still reluctant to hire an AI to conceive a superbowl ad, AI seems to be an increasingly attractive option for automating the marketing pipeline of…
