Written by Drew Meyer, Paid Social Manager
In a competitive space where the pull of a user’s attention is swayed in a matter of microseconds, creative is of the utmost importance. Images either capture your user, or they don’t, simply put.
One recent innovation attempting to disrupt ad creative is that of AI Generated creative. Though it can be polarising, as all new technologies are, Generative AI images are becoming increasingly more popular.
Generative AI is being used by major brands in attempt to create an ad experience that users will remember. AI creative is here to stay, and the advertisers who take advantage of it could find themselves very successful.
What is Generative AI Creative?
Generative AI Creative (both image and video, but we will be focusing on images in this blog) is created through the use of platforms that utilise machine learning.
Effectively, the platforms are fed data and programmed to learn based on user input independent of human direction. Over time, the platform will then become better at understanding what is asked for when given any particular prompt as more samples are generated with feedback.
For example, the more times that users prompt a platform to show an image of “a rainbow computer”, and tell the platform that the generation was either low or high quality, this will impact the images generated.
Examples of such Generative AI platforms are the ever popular Chat-GPT for text, as well as DALL-E and MidJourney for images. These platforms take user input in the form of a written prompt, which is the most common way to brief these platforms on what to output.
Do you want to learn more about ChatGPT? Read our blog, How to Utilise ChatGPT as an Event Professional.
Strengths and Weaknesses
As stated before, the platform becomes better at understanding what is asked for when given any particular prompt.
However, the limitation in this model is that the platform will be exponentially better at generating the more popular prompts it gets. This is also impacted by the data input the platform has been trained on.
For example, platforms are generally better at generating images based on objects or concepts with a great variety of source material, such as cars or celebrities.
However, this being said, the more specific a prompt is (in terms of aspect ratio, definition quality, lighting, setting) the more likely you are to receive a high quality image to your liking.
What can AI do for you, the marketer?
Generative AI creative can help inject your imagery with newfound life, and it can be quite eye catching.
For example, if you run a container shipping event, and you want to visually stretch away from the traditional style of imagery, you could prompt:
“A fleet of container ships sailing off in space to a new planet. The stars are illuminating space. HD image, 1:1 aspect ratio. Add a lens flare”
And receive the following image created by artificial intelligence:
On a case by case basis, you may wish to overlay event information or branding with this style of image.
As you can see, the possibilities are only limited by what the imagination can conjure. Some advertisers will rely on Generative AI to create imagery only they could imagine, or use it to display the power of their brand, as Heinz did (Example #7):
Source: Rethink Ideas
Regardless, the power of Generative AI is now too obvious to ignore, and the advertisers who do not take advantage of it will likely fall behind.
We are excited to share more about Generative AI and AI creatives soon, you don’t want to miss this.
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