Advertisers Are Using Generative AI Despite Risks of Copyright and Security

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    Advertising giants such as Nestle and Unilever use AI software like ChatGPT and DALL-E will revolutionize the advertising industry. The technology promises to streamline processes, reduce costs, and enable new ways to promote products, but it also raises concerns about copyright, security, and mitigating bias.

    (Photo: OLIVIER MORIN/AFP via Getty Images)
    This illustrated photo shows the AI ​​(artificial intelligence) smartphone app ChatGPT surrounded by other AI apps on June 6, 2023 at Vaasa.

    AI trends

    The latest AI innovation, generative AI, is transforming industries by creating content based on historical data patterns.

    Marketing teams employ this technology to enable cost-effective advertising strategies. However, challenges such as security, piracy, and potential bias require a cautious approach with human oversight.

    This AI, which uses historical data to create content, promises to be faster, more affordable, and limitless advertising possibilities, so it’s gaining popularity in various fields.

    Big advertisers such as Nestlé and Unilever are leading the charge, using it to streamline their operations and attract viewers.

    Related article: Nestlé Cereal Becomes First Breakfast Cereal Business to Enter Metaverse

    use for advertising

    Nestlé Chief Marketing Officer Aude Gundon highlights the use of generative AI powered by ChatGPT and DALL-E in responding to campaign briefs with innovative ideas.

    This technology encourages creative teams to refine concepts into compelling content, highlighting the importance of human intervention and collaboration in shaping the final result.

    It has the potential for significant cost savings and enables virtual creation and production comparable to traditional methods. The collaboration between WPP and Mondelez on the AI-driven Cadbury campaign in India demonstrates the transformative power of this technology.

    Bollywood star Shah Rukh Khan gives virtual presence to innovative campaign, generating a staggering 130,000 ads, featuring 2,000 local stores and 94 million views across social media platforms Received an astonishing number of views.

    Industry impact

    By working with the University of Oxford to create the ‘AI for Business’ credential, WPP is preparing the advertising workforce for an AI-powered future.

    This certificate focuses on the need to provide professionals with the tools they need to successfully navigate the changing job market. His CEO of WPP, Mark Read, predicts new possibilities will emerge as companies adopt his AI-driven innovations.

    Consumer goods giant Unilever recognizes the ethical and legal implications of using generative AI in product descriptions and visual content.

    The importance of balancing innovation and responsibility was also emphasized by Aaron Rajan, Global Vice President of Go To Market Technology, and the need to prevent AI-generated content from reinforcing human biases and stereotypes. It also emphasizes gender.

    Security measures

    With AI solutions that use information from merchants like Walmart, Carrefour and Kroger, Nestlé and Unilever focus on security and privacy.

    To protect sensitive information from potential compromise, we advise you to consider communications with AI services as private conversations and be careful when disclosing information.

    Related article: Unilever Moves to the Cloud: Accenture and Microsoft Complete Largest Cloud Migration in the Consumer Goods Industry

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