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Why I don’t care about generative AI in the Ad industry…well not especially

Writer's picture: Dom KozakDom Kozak

Right, let’s tackle this straight on, the ethics of generative AI are incredibly important. As advertising practitioners we all have an ethical responsibility for the content our industry puts out and how it is distributed, particularly in the way it protects and respects personal identity. AI, and generative AI specifically will produce exciting new ad-tech capabilities but, the humans in the mix MUST keep a tight rein on ethical considerations. Cambridge Analytica produced a cool ad-tech solution but, illegally captured data and applied this in an unethical fashion. Arguably it is not the tech that is important but the ethical application of the practitioner.



Putting ethics to one side; Artificial Intelligence and Generative Artificial Intelligence (AI & GAI) will undoubtedly play a part in exciting and innovative ad-tech and creative applications. However, I’m not convinced the recent launch of ChatGPT, BARD and other large language models (LLM) or even visual AI tools such as Midjourney and Photoshop AI are the paradigm shift they are often touted as. Rather the proliferation of GAI tools adds to the kit but, when examined through the lens of the advertising industry marks a point on a long-established continuum.


AI is already being used and has been for many years. From DSPs adjusting their bid patterns based on machine learning to creative being optimised based on engagement and attention AI is ingrained within the daily work of the ad industry. GAI will build on this foundation, despite what the hype driving business’ based on little more than an API to ChatGPT tell you. As with tech developments before and those to come this will be an iterative process governed by the sharpest of minds of the advertising industry.


Whatever your opinion on Cyrpto (I could have picked the metaverse) we have seen a pattern which will be replicated with AI/GAI. A hype cycle driven by profiteering and over ambition which eventually settles into the core fundamentals, blockchain in the case of Crypto, being slowly adopted into the mainstay of the industry. To see AI/GAI as more than this or, something special in the continuous development of the advertising industry does a disservice to the thousands of advertising professionals who competently and consistently steward new technology into the industry for the benefit of the brands they represent and the society we serve.


So maybe I do care about GAI in the ad industry after all but, no more and no less than the previous or next development.

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