ads used to be beautiful
In the past week, I've seen AI generated ads in the last place I thought I would: TV.
Two of the ads were obviously AI: the subjects were stiff, smooth and glossy, with quick cuts to 'ooh-ahh' you into buying thier product while hiding mistakes. The third looked realistic, but the strange concept and use of AI gave it a veneer of effort.
The weirdest part to me was the concepts for all three were easy to execute without AI "assistance".
It takes a certain cheapness of mind, using generative AI to do that.
Sure, you could argue that real props and actors aren't necessary because AI is cheaper, but it sends the message that your company is broke and sloppy.
AI image and video generation is getting really, really good - why risk using models that are outdated and "obviously AI" (in Canada, advertisers must disclose the use of generative AI in ads) to consumers as soon as the ad hits public eyes?
Competing for consumer attention is harder than ever. TV ads used to feel deliberate - the humanity in them and the skill it takes to stuff a message into a limited time slot is real. Sure, many are far from impressive. If you're going hijack people's brains into buying stuff they may or may not need, at least make it look good!