Whether we like it or not, machine intelligence has made its way into our daily lives. The so-called artificial intelligence is present in almost all actions of our daily life: when we make a call, check the bank balance or ask for a taxi, these are mostly machines that are trained to have a meaningful conversation with us. but still machines.
In addition, out of curiosity, we constantly teach ourselves, for example, if you enter your google account and the famous Captcha In order for you to specify the number of traffic lights you see in the image, the machine just tells you where they are so it can learn from your answers and then apply them to different applications.
And of course the advertising jumped on the bandwagon immediately. The number of advertising campaigns using this type of technology is multiplying exponentially, with truly spectacular results.
But let’s start from the beginning. One of the companies that invested the most in this technology was IBM with the development of the artificial intelligence platform called watsontogether with others, such as GPT chat either Intel DLAI They are changing the face and functioning of the future use of technology.
IBM. “Welcome to the cognitive age.” Ogilvy Agency, USA
The beginnings of these platforms were not easy. The differences to reality were really noticeable and so was the advertising agency we are more created for the Swedish company Studio Mint, devoted herself to post-production and film editing, a mockery of what she believed the future would be like. Little did they know what would come upon him later.
Studio Mint. “Friends play golf. One day artificial intelligence will create all your images. Until then, we’ll be here.” Agency We’re Mora, Sweden.
Well, let’s see how advertising has adapted to these changes, which are opening up new frontiers for creativity and imagination. Considered to be the first promotional item created with AI (although it was a fake pizzeria created by a YouTuber and was fun), it had many flaws and countless flaws to be seen.
Pizzeria Pepperoni Hub Spot. “It’s like the familiar ones, but with more cheese.” Author: Pizza later
Worse still, AI-generated images often get a bad rap (admittedly, hands still never look quite right). But Heinzwith the help of the marketing agency reconsider ideasdecided to launch what he called “the first advertising campaign with images entirely generated by artificial intelligence”.
The campaign started with a simple idea. After playing with the artificial intelligence imager DALL-E 2Rethink Ideas found that ketchup-related questions (e.g., “ketchup in space” and “ketchup float”) often returned results similar to Heinz bottles. So the agency challenged consumers to get in on the action by sharing their own AI messages for ketchup-based images, with the best creations appearing on social media and in print ads.
Heinz Ketchup. “It has to be Heinz.” Rethink Ideas Agency, Canada.
The ad opening this article, entitled Masterpiece, by Blitzwerke for Coke It is a very clear example of future possibilities. Based on the Coca-Cola that Andy Warhol painted in 1962, the commercial takes us on a brief journey through art history. In short, almost two wonderful minutes. Your competitor in the real world, Pepsithe soft drinks company, also relocated and its Chilean division launched a campaign aimed specifically at the target group: young people.
Pepsi. “K-Pepsi and All-I”. BBDO Agency, Chile.
Another example with museums as a cornerstone of the script. The Danish tourist office VisitDenmark wants to promote Hygge-Land as an antidote to monument tourism. Using artificial intelligence, the Mona Lisa, the Statue of Liberty and other famous tourist attractions are brought to life with a simple message: “Don’t come to me, visit Denmark.” written by artificial intelligence.
Danish Tourist Office. “Don’t be a tourist, be an explorer.” Agency Brandhouse/Subsero, Denmark.
The French subsidiary of ogilvy Designed to promote La Lechera, the condensed milk brand nestle, this recreation where the painting is out of the ordinary and uses AI to enlarge the canvas of Vermeer’s The Milkmaid. Using AI techniques, the creative team provided artistic instructions in the form of text, to which the platform, in this case DALL-E, responds by generating new images that match the original created with the Dutch artist’s brush.
However, not all advertisements are created using this technique. The “Not Generated by AI” campaign, created free of charge by Ogilvy’s Paris office for the French Red Cross, highlights poignant news photos of children suffering from the invasion from Ukraine, who may well have been generated by artificial intelligence, but are as real as life itself and want to highlight the true harshness of these conflicts, to make people aware that it’s not all special effects or visual trompe-l’oeil. The death and suffering of the very young are heartlessly real.
French Red Cross. “Unfortunately, this photo was not created by an artificial intelligence. That’s why our volunteers create real solutions every day.” Agency Ogilvy, France.
By the way, I can certify that this article was created without the use of artificial intelligence at all.
You can follow EL PAÍS TELEVSIÓN on Twitter or sign up here to receive our weekly newsletter.
Receive the TV newsletter
All the news from channels and platforms, with interviews, news and analyses, as well as recommendations and criticism from our journalists
REGISTRATION