Generative AI, such as ChatGPT, is rapidly making its mark in the world of media and advertising, allowing for the automation and simplification of mundane tasks. By doing the grunt work of designing ads, creating mockups, and even copywriting, AI technology is making it easier for marketers and advertisers to get the job done. Despite this promise, however, there is still great mistrust in AI amongst U.S. adults, as only one fifth of them believe that content generated from AI is free of errors.
Undoubtedly, Generative AI can be a key asset for media and marketing industries and offer a whole host of new and exciting opportunities. Advertisers and marketers no longer need to depend on the services of intermediaries and can instead use AI to generate relevant content. Additionally, AI can help companies save time and money while still providing the same level of output. AI technology can also ever-so-slightly alter or optimize search ads, ensuring accuracy and precision when promoting a company’s goods and services.
The challenge, however, is that many Americans are reluctant to embrace AI. one Morning Consult survey found that just 30 percent of US adults have heard of or read anything about ChatGPT, while only 10 percent of them consider the content produced from it as trustworthy. Despite this mistrust, though, almost an equal amount of people are willing to give AI a chance, with 52 percent believing that it is here to stay.
The most promising use cases for Generative AI, then, are those that involve low-risk tasks. Companies can use AI to generate mocking up campaigns, ads, and copywriting, eliminating the need for labor-intensive human oversight. Additionally, AI-generated content can spare advertisers from spending too much on A/B testing. It can also help new brands increase output by providing high-level insights, and also keep industry players in the know regarding developments regarding the technology.
On the whole, Generative AI is here to stay, but companies need to be aware of the current mistrust in the technology prior to using it in their campaigns. While Generative AI can save time and money, it is still important to be cautious in order to ensure accuracy and integrity. It is essential for marketers and advertisers to pay attention to consumer adoption of AI and learn how to best use it to excel in their businesses. Companies should also plan for a large learning curve, as AI requires constant adjustment and refinement. If these steps are followed, then the benefits that AI can bring to the media and marketing industry could be truly transformative.
