Human Creativity Still Has Value Amid AI-Created Advertising
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Brand marketers and advertising agencies used earlier versions of artificial intelligence to analyze data and make better predictions. With the rise of generative AI to create content from a few prompts from a human, professionals can essentially outsource some of their thinking and creativity.
However, a study by researcher Ipsos suggests that it’s premature to rely on AI to replace human creativity, which is seen as a key component of brand success. The firm surveyed 1,500 consumers who were exposed to 10 ads made with human intelligence and AI to varying degrees. The ads were scored for their ability to capture attention, to possibly lift sales and to improve brand equity over the long term.
However, a study by researcher Ipsos suggests that it’s premature to rely on AI to replace human creativity, which is seen as a key component of brand success. The firm surveyed 1,500 consumers who were exposed to 10 ads made with human intelligence and AI to varying degrees. The ads were scored for their ability to capture attention, to possibly lift sales and to improve brand equity over the long term.
