Data-driven algorithms supercharged the advertising industry by enabling precisely targeted campaigns, but new AI tools may be about to shake the sector once again.
Some brands are dipping their toes in the AI waters, like Coca-Cola, which has invited people to create AI works using “iconic creative assets from the Coca-Cola digital archives”.
Others are using it to create a social media buzz — fashion firm Stradivarius recently pushed out AI images based on one of its collections.
But the full force of the AI revolution may be felt most keenly in the engine room of the ad industry — the agencies who conceive and design the campaigns.
“We’re only at the beginning,” said Fernando Pascual, vice-president of design at Spanish company Seedtag.
His firm specialises in “contextual” advertising, which they claim will enable digital ads to blend in with the website where they appear.