There are no answers to these and other questions
Posted: Mon Jan 06, 2025 9:00 am
Generative artificial intelligence (AI) programs are on everyone's lips and promise to revolutionize marketing and many other areas of activity, eventually permeating virtually every single one of the (even the most remote) twists and turns of our lives.
The revolution (of absolutely colossal dimensions) housed in the bowels of generative AI is, however, still in a merely embryonic phase. It is, after all, an unknown whether generative AI programs will really be economically viable, given that they will be at the expense of an extraordinarily huge consumption of energy. And it is also up in the air whether infringements of "copyright" could ultimately torpedo the takeoff of this technology.
If we look at the public's acceptance of this new generation of technology, there are also many puzzles to be solved. Can generative AI produce content on a large scale without potentially putting brand safety at risk ? How will consumers react when confronted with advertising messages signed by machines rather than by real human beings?
yet, but generative AI could translate into seismic shifts in at least five areas . In an article for Horizont, Santiago Campillo-Lundbeck dissects these five areas and the marketing opportunities that could emerge there thanks to AI:
1. Search engines could become a sort of oracle of absolute truth
It's no secret that Microsoft and other companies want to challenge Google's undisputed dominance in the search field . In the future, search engines are not supposed to redirect users to thousands of relevant websites directly related to their queries, but rather generate texts that condense the content hosted on all these websites.
If generative AI programs manage to evolve enough in the medium term to identify relevant facts and summarize them in texts, the resulting system would clearly be much more convenient for the user (and would end up displacing the not-so-all-powerful Google in an absolutely unmistakable way).
For brands, the new system that is looming on the horizon in the search world is in any case much more inconvenient. And they would be left without the SEO tools they have available today to ensure that their content is as prominent as possible in search engines.
If generative AI programs like ChatGPT end up taking the throne from Google, brands would be jordan number screening completely at the mercy of decisions made by artificial intelligence algorithms that are not necessarily free from errors for their positioning.
2. Trolls will have an easier time spreading lies on the web
Today, chatbots that post mass comments on social media are easily recognizable (largely because their stylistic resources are also very limited). Moreover, in order to disseminate “fake news” on a large scale on the network of networks, it is necessary to take shelter under the shadow of real trolls for the production of content.
The emergence of generative AI will radically change the rules of the game in this field of activity and will be able to produce images and texts of perfectly acceptable quality to fuel a whole plethora of lies on the Internet (whose veracity will therefore be much more difficult to verify).
3. The metaverse will be democratized
The metaverse is currently struggling with multiple problems, but many of them could be easily solved with the invaluable help of AI.
Nowadays, and unlike what happens in the network of networks in its most classic form, where the user has the power to create their own websites and upload content there, the generation of content in the metaverse is mediated by the "walled gardens" of operators such as Meta, Roblox and Decentraland.
AI will, however, make it possible for users to generate virtual environments based on textual descriptions and for these to be automatically programmed by algorithms to then be uploaded to the metaverse .
In this sense, artificial intelligence could significantly spur the democratization of the metaverse and put into the hands of users revolutionary tools similar to those that emerged from the womb of Web 2.0.
4. Creativity brought about by machines will add even more value to human creativity
AI-generated images and text will add an incredibly professional sheen to the marketing materials of small businesses that previously couldn’t afford to professionalize such materials.
However, the omnipresence of generative AI will also mean that the professional appearance of the images and texts used by companies will by no means be enough to anchor themselves in the consumer's memory. To stand out in a maelstrom of beautiful (artificially generated) images, brands will have to rely on the different, the surprising and the daring if they want to truly differentiate themselves from the competition. And the different, the surprising and the daring will necessarily bear the stamp of real humans.
5. Voice assistants will improve conversation skills
Voice assistants such as Alexa, Siri and Google Assistant have not yet fully taken off, not only because they have a reputation for being extraordinarily nosy “spies” but also because their dialogues are impersonal and lacking in emotional resonance.
However, the new generation of AI systems could help voice assistants engage in substantially better, more emotionally-infused conversations.
In this way, brands could significantly improve the emotional targeting of voice assistants so that their commercial messages are imbued with the right tone (sensual or maternal, for example).
The revolution (of absolutely colossal dimensions) housed in the bowels of generative AI is, however, still in a merely embryonic phase. It is, after all, an unknown whether generative AI programs will really be economically viable, given that they will be at the expense of an extraordinarily huge consumption of energy. And it is also up in the air whether infringements of "copyright" could ultimately torpedo the takeoff of this technology.
If we look at the public's acceptance of this new generation of technology, there are also many puzzles to be solved. Can generative AI produce content on a large scale without potentially putting brand safety at risk ? How will consumers react when confronted with advertising messages signed by machines rather than by real human beings?
yet, but generative AI could translate into seismic shifts in at least five areas . In an article for Horizont, Santiago Campillo-Lundbeck dissects these five areas and the marketing opportunities that could emerge there thanks to AI:
1. Search engines could become a sort of oracle of absolute truth
It's no secret that Microsoft and other companies want to challenge Google's undisputed dominance in the search field . In the future, search engines are not supposed to redirect users to thousands of relevant websites directly related to their queries, but rather generate texts that condense the content hosted on all these websites.
If generative AI programs manage to evolve enough in the medium term to identify relevant facts and summarize them in texts, the resulting system would clearly be much more convenient for the user (and would end up displacing the not-so-all-powerful Google in an absolutely unmistakable way).
For brands, the new system that is looming on the horizon in the search world is in any case much more inconvenient. And they would be left without the SEO tools they have available today to ensure that their content is as prominent as possible in search engines.
If generative AI programs like ChatGPT end up taking the throne from Google, brands would be jordan number screening completely at the mercy of decisions made by artificial intelligence algorithms that are not necessarily free from errors for their positioning.
2. Trolls will have an easier time spreading lies on the web
Today, chatbots that post mass comments on social media are easily recognizable (largely because their stylistic resources are also very limited). Moreover, in order to disseminate “fake news” on a large scale on the network of networks, it is necessary to take shelter under the shadow of real trolls for the production of content.
The emergence of generative AI will radically change the rules of the game in this field of activity and will be able to produce images and texts of perfectly acceptable quality to fuel a whole plethora of lies on the Internet (whose veracity will therefore be much more difficult to verify).
3. The metaverse will be democratized
The metaverse is currently struggling with multiple problems, but many of them could be easily solved with the invaluable help of AI.
Nowadays, and unlike what happens in the network of networks in its most classic form, where the user has the power to create their own websites and upload content there, the generation of content in the metaverse is mediated by the "walled gardens" of operators such as Meta, Roblox and Decentraland.
AI will, however, make it possible for users to generate virtual environments based on textual descriptions and for these to be automatically programmed by algorithms to then be uploaded to the metaverse .
In this sense, artificial intelligence could significantly spur the democratization of the metaverse and put into the hands of users revolutionary tools similar to those that emerged from the womb of Web 2.0.
4. Creativity brought about by machines will add even more value to human creativity
AI-generated images and text will add an incredibly professional sheen to the marketing materials of small businesses that previously couldn’t afford to professionalize such materials.
However, the omnipresence of generative AI will also mean that the professional appearance of the images and texts used by companies will by no means be enough to anchor themselves in the consumer's memory. To stand out in a maelstrom of beautiful (artificially generated) images, brands will have to rely on the different, the surprising and the daring if they want to truly differentiate themselves from the competition. And the different, the surprising and the daring will necessarily bear the stamp of real humans.
5. Voice assistants will improve conversation skills
Voice assistants such as Alexa, Siri and Google Assistant have not yet fully taken off, not only because they have a reputation for being extraordinarily nosy “spies” but also because their dialogues are impersonal and lacking in emotional resonance.
However, the new generation of AI systems could help voice assistants engage in substantially better, more emotionally-infused conversations.
In this way, brands could significantly improve the emotional targeting of voice assistants so that their commercial messages are imbued with the right tone (sensual or maternal, for example).