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Ready or not, the age of the machines has arrived. Whether it’s smart homes, online stores that know what you want before you even log in, or cars that see drivers as a necessary evil, AI-based machines are quickly spreading themselves throughout the landscape of our lives.
And while some see such computerized proliferation as a welcome embrace of everything an efficient, productive future should entail, others liken it more to a plague of locusts. Although the two perspectives couldn’t get more disparate in nature — one camp extolling the Disney-like promise AI holds for humanity while the other is spinning Orwellian cautionary tales — machine learning is here to stay.
For advertisers, the argument between the good and bad, darkness and light, is just as divisive as it is in other industries — perhaps even more so. While it is an inherently creative enterprise, advertising is obviously not immune to the relentless march of innovation. Despite the incredible efficiencies it has already provided advertising teams, there is a palpable, justified pause to many who worry about an automated, machine-led creative director and direction.
At the risk of sounding like a dime store sci-fi novelist, however, only time will tell if the hopeful dreamers or cautious naysayers will ultimately be proven correct about machine-led creative direction within the advertising industry. Still, an extremely valid and convincing case can be made for both sides of the machine-driven coin.
The case for a utopian, machine-led future
Reality isn’t Blade Runner. Humanity has yet to battle for its existence against an AI-fueled army of bots. In other words, while things might get a bit dicey for mankind in One Million A.D., our lifetimes will see unparalleled innovation and productivity because of AI and the extraordinary abilities it provides us. For advertisers, machine-based creative leadership is simply an extension of the path many are already on.
Ultimately, an advertising campaign is meant to maximize exposure of a brand and product to generate the highest conversion rates possible. While it’s not exclusively an ROI-steered process, ROI is obviously an extremely important component to the advertising industry.
Computing power, storage, and trend analysis through algorithms are already pushing the boundaries of what human beings are capable of creating on our own. Such algorithmic marvels can mine consumer data, create accurate and timely models, and provide tremendous insight into the strategy and design of a campaign. In…
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