The integration of artificial intelligence (AI) in advertising is reshaping how brands target consumers. Companies like Cheil UK are collaborating with startups to employ AI models that analyze online behavior to personalize advertisements. These advancements allow for customized ads that reflect an individual’s personality traits, which are inferred from their online interactions.
For instance, the technology can tailor the language, music, and colors of advertisements based on whether a person exhibits introverted or extroverted tendencies. The goal is to present unique ads to millions of users that align with their preferences. Various sectors including retail, consumer goods, and banking are already utilizing AI-driven, personality-based advertising techniques. The AI can access data from social media posts, search histories, and even inputs from platforms such as ChatGPT. It combines this information with demographic data to create ads that resonate more personally with individuals.
However, some experts express concerns about this level of personalization. Alex Calder from the consultancy Jagged Edge argues that spending resources on individualized ads might result in fewer impactful impressions, suggesting that more powerful, broad-reach ideas could be more beneficial. Similarly, Ivan Mato from Elmwood raises questions about consumer acceptance, regulatory allowances, and the ethical implications of such targeted marketing.
There are also apprehensions about the potential misuse of AI for manipulative advertising, especially in sensitive contexts like political campaigning. Chris Camacho from Cheil UK acknowledges these fears but emphasizes the importance of ethical practices. He advocates for using AI to enhance brand-consumer relationships without resorting to invasive tactics.
As AI technology continues to evolve, the debate surrounding its use in advertising raises critical questions about effectiveness, ethics, and consumer comfort in an increasingly data-driven marketplace.
Source: https://www.bbc.com/news/articles/ckg4y4z169go?at_medium=RSS&at_campaign=rss