Yesterday, a Dutch study showed that knowing that an advertisement was made with AI changes almost nothing about its appreciation. When the idea is good, the audience doesn’t fixate on the tool.
Our neighbors have understood it well. Three recent examples:
Lucardi, the jewelry chain, has just launched a TV campaign entirely produced with AI: no shooting, no set, only real jewelry integrated into the images. Result: three films for the budget of just one. And a phrase I really like: “Usually, AI serves the spectacle. We used it to bring us closer to people.”
ABN AMRO wanted to alert young people about AI fraud. Rather than scolding them, the bank had them play “Guess the AI” on a YouTube channel they already watch. We remember better what we have experienced ourselves. Watch here: https://www.youtube.com/watch?v=lcTdlZzavWM
Lot of Happiness, a charitable lottery, entrusted the planning, purchasing and deployment of an outdoor advertising campaign to two AI agents, under human supervision. Its manager sums it up this way: “We must be creative and find efficiency.” The two go together.
What I take away from it, once again: AI is a powerful lever for efficiency, and that is exactly what frees up creativity. Less time and budget on execution, more energy for the idea. And, as with Lucardi, closer to people.
And you, what idea are you still waiting to bring to life?
#AI #ArtificialIntelligence #Advertising #Creativity #Marketing #GenerativeAI #Netherlands #Efficiency