AI Creative Workshops Attract Investors and Audience Attention
In the rapidly evolving world of advertising, Artificial Intelligence (AI) is making a significant impact. PJ Accetturo, a former television producer, recently made headlines for creating an AI-generated ad for Kalshi during the NBA finals in a mere two days, all while working in his underwear. His services come with a hefty price tag of around $100,000 for a 30-second commercial.
Meanwhile, eToro, an Israeli trading app, aired an AI-generated ad in Times Square, joining other consumer brands like Coca-Cola and Toys "R" Us who have also ventured into AI advertising. The Dor Brothers, now an AI content studio, are attracting corporate clients and investor interest, while their German company charges approximately €200,000 for larger advertising spots.
The advertising industry has played a pivotal role in the birth of the AI revolution. Companies are leveraging AI to reduce production costs, create content specific to individual locations, and produce commercials in multiple languages. According to Shay Chikotay, eToro's head of creative marketing, AI allows for these advantages, making advertising more accessible and cost-effective.
However, not everyone in the ad business is convinced. Some consider many current AI ads to be weak and gimmicky, as seen in Coca-Cola's Christmas commercial last year which received backlash for being "soulless" and "devoid of any actual creativity."
Despite these criticisms, the industry is embracing AI. Advertisers are expected to spend $33 billion marketing with online content creators this year, up from $1.7 billion a decade ago. An overwhelming 76% of global ad agencies plan to increase their AI spending this year, with 70% already using it multiple times a week.
The Dor Brothers gained popularity with AI-generated music videos featuring political figures, while the advertising firm R/GA made its first-ever acquisition in Addition, an AI startup that has developed AI-powered campaigns for clients like Google and Realtor.com.
Meta and Google, key players in the AI industry, are fundamentally ad companies. Meta is preparing AI tools for personalized campaigns by next year, while Medium plans to use AI to pay creators more fairly.
The use of AI in advertising is not without controversy. Nearly half of consumers across global markets are "uncomfortable" with the use of AI in ads, according to a 2024 survey from market research company YouGov. This raises questions about the ethical implications of AI in advertising and how it will shape consumer behaviour in the future.
As the industry continues to evolve, it's clear that AI will play a significant role in shaping the future of advertising. Whether it's for better or worse remains to be seen.
In politics, Ramaswamy nabbed the Teamsters endorsement, while Ed Markey is urging media companies to stand up to Trump's FCC. The House is set to vote on a bill to avert a shutdown, and Pakistan and Saudi Arabia strengthened ties with a defense deal.
Emma Walmsley is overhauling GSK, while WPP Chief Technology Officer Stephan Pretorius disputes that AI will displace workers in his field, stating that AI replaces tasks, not jobs. Broadridge's CEO advises hires not to "change the world on your first day."
In the world of trade, Trump hailed progress on trade and the TikTok deal in a phone call with China's Xi. The advertising industry, with its newfound love for AI, is certainly changing the world, one ad at a time.
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