Brands and advertisers are increasingly experimenting with generative artificial intelligence (AI) software in a bid to cut costs and drive efficiency, leading executives have told Reuters.
Major multinationals such as FMCG giant Nestlé and consumer goods firm Unilever have already begun experimenting with AI learning models ChatGPT and DALL-E on recent campaigns.
British holding group WPP has used the AI technology in its work with clients Nestlé and Mondelez to create original text and images to help make advertising campaigns more effective.
In recent interview, WPP CEO Mark Read said that the group already had around “20 young people in their early twenties who are AI apprentices” in its London offices.
Run in partnership with Oxford University, the course offers people training in areas such as data and AI for client leaders, practitioners and WPP executives.
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“The savings can be 10 or 20 times,” Read added. “Rather than flying a film crew down to Africa to shoot a commercial, we’ve created that virtually. It’s much easier to think about all the jobs that will be disrupted than all the jobs that will be created,”
Many marketers do however remain concerned about the security and copyright risks that the technology can pose, alongside the issue of unintended biases that can sometimes affect AI tools.
“If you want a rule of thumb: consider everything you tell an AI service as if it were a really juicy piece of gossip. Would you want it getting out Would you want someone else knowing the same sort of thing about you? If not, don’t tell the AI.” said Okta VP of customer trust, Ben King explained.
On top of tapping in to existing AI tools like ChatGPT and DALL-E, brands are also developing their very own AI tools, WPP founder Martin Sorrell has revealed.
