Artificial intelligence (AI) is no longer just science fiction. In recent years, AI advancements in "creative" capabilities have grabbed headlines. From ChatGPT's ability to generate dialogue to DALL-E's creation of unique images, AI is making waves in the world of content creation. But what does this mean for video advertising?

AI's Role in Video Ads: Both Promising and Perilous

AI is already playing a significant role in video ad campaigns, from data analysis to scriptwriting and even video creation. However, its not yet a tried and tested success machine - effectiveness varies, presenting both advantages and disadvantages.

Pro: Data-Driven Targeting and Concept Optimization

One of AI's biggest strengths is its ability to process massive amounts of data. This allows for:

• Optimizing Marketing Strategies: Analyzing consumer response to past ads empowers brands to refine campaigns and reach the right customers.
• Detailed Customer Interaction Tracking: AI can track how viewers interact with video ads, revealing crucial insights into engagement.
• Fast Ideas: AI can analyze data and prompts to generate hundreds of ideas quickly.  But beware!  Quantity does not equal quality…

Con: The Uncanny Valley and AI-Generated Content

Humans can often sense when something is "off" or artificial. The "uncanny valley" describes the unsettling feeling evoked by realistic-but-not-quite-real characters in CGI. As AI-generated content becomes more common, viewers may become adept at identifying its artificiality, diminishing its effectiveness.

Pro: Unbiased Data Analysis for Improved Campaigns

AI removes human bias from data analysis. Take Lexus' 2018 commercial, whose script was written by AI using data from 15 years of award-winning car ads. This approach bypasses personal preferences and focuses on objective connections in successful campaigns.

Con: Biased Data, Biased Results

AI relies on the data it's fed. If that data is biased, the results will be too. A prime example: Amazon's scrapped AI hiring tool, which learned to discriminate against female candidates based on past hiring patterns. AI requires careful data curation and human oversight to avoid perpetuating existing biases.  Not to mention, if you want something new and unique that will put your head above the crowd, AI may not have the creative ideas you’re looking for.

The Bottom Line: AI is a Tool, Not a Replacement

AI offers valuable data insights and can streamline content creation workflows. However, it can't replace human creativity or tackle societal biases embedded within data. The most effective approach utilizes AI as a tool to help human creators to develop compelling and impactful video advertising.

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