Will the creative process change if AI technology is used by ad agencies?
Ad industry experts explain why adopting AI will play a huge role in optimizing ads, but the creatives should still be churned out by humans
The right communication is required to reach out to consumers, and AI can help. From tailoring personalised messages, to collecting contextual data on millions of people. An AI system will definitely change the way creatives are thought of and developed.
According to Rahul Marwaha, VP, Media Activation, India, Essence, “Many smart businesses will link their products and services through AI to develop insights and creatives for their brands.”
Going forward campaigns and customer interactions will be made more relevant from planning to creative messaging to media targeting and the retail experience.
Sumanto Chattopadhyay, Chairman, CCO, 82.5 Communications, spoke to exchange4media about the car brand Lexus and how they created an impactful ad film using AI. “Lexus did a 60-second film that was scripted entirely using AI. It was directed by an 'award-winning human'. As a creative director that has me wondering if I should switch to direction like some of my erstwhile colleagues have”, remarked Chattopadhyay.
Chattopadhyay thinks that no matter how much AI we use in communication, the best solutions will come from keeping human talent at the core.
However, the effectiveness that AI has, traditional advertising can only dream of doing. For example where to place an ad on a website and how to integrate it in the content through native advertising can be determined by AI. Chattopadhyay narrated an AI application that he saw on Facebook, “It was a new feature that provides an audio description of any photo on FB. This allows the visually-challenged to "see" the pictures with their ears.”
Marwaha speaking about how his agency Essence will leverage from AI said, “Essence has adopted AI for quite some time now and we believe it will play a huge role as advertising technology gets more advanced. We currently use AI to automate reports and check campaign hygiene.”
The communication is already changing. Talking about how the creative process will have to be revolutionized Vikas Mehta, CEO, Mullen Lintas states, “Chatbots are customizing conversations down to an audience of one. Alexa and Google Assistant are already communicating with people at an individual level. As we move further down the path with machine learning and deep learning, the impact is going to gain further gravity.”
Naren Kaushik, Executive Creative Director, Happy mcgarrybowen says that AI will create a great impact on the delivery mechanism of advertising. But making creatives is a big leap. He said, “When you see the ad, what is mind-boggling is that with data, machine learning, and AI, we can do almost anything. But there are limitations.”
According to Joe Thaliath, CEO, FCB Interface AI is already making the world better for creatives. “From creating art to designing clothes, artificial intelligence has already made its way into the creative fields. From machine learning tools that help find specific video frames faster, to features that colour in entire works of line art with just a button, AI is being incorporated in subtle, but surprisingly impactful ways. Whether AI has the potential to become a true creative partner or even the creator of solo works of art, this debate will likely continue for some time. In advertising, great creative that drives an emotional connection always requires a human spark. What AI can do is free people up to focus on the problems humans are best at”, commented Thaliath.
Even Mitesh Kothari, Right Brain at White Rivers Media believes AI is already leading more and more advertisers to hone insights and use them with the help of tech to create stories, experiences, etc. for the right audience. “With AI, brands can develop ‘smart ads’ that pinpoint the preferences of consumers and deliver a highly personalized brand experience, in the very first go”, said Kothari.
Kuldeep Chaudhary, CEO, ADOHM says that the ascent of AI has been met with mixed audits. Many innovation lovers sounded alarmed. An ongoing report by McKinsey anticipated that AI will supplant 75-375 million employment (3-14% of the worldwide workforce) by 2030. Artificial intelligence innovations have had an effect on inventive controls. However, while AI advancements can show some inventive ability, they are unfit to supplant higher-request dimensions of inventiveness. “Concerning crude knowledge, AI is an extraordinary equalizer. Never again do people require an abnormal state quantitative scholarly degree to get to, investigate, and digest gigantic volumes of information in a flash. The upper hand that is generally been attached to high IQ levels has diminished in significance as AI has, and will proceed to, level the scholarly playing field”, remarked Chaudhary.
“Now we have to ask, how will AI spark new ideas and push the boundaries of creativity? And how will that affect the marketing world we work in?” asks Thaliath.
Thaliath ads, “This is precisely where advertising agencies can help their clients, both as trusted advisers and execution partners. In the end, the human really is the one being creative, and it’s more about how you can get better efficiencies. But it’s clear that as digital content and delivery platforms continue infiltrating all forms of media and expression, the role of AI will undoubtedly expand.”
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp