Fears of AI technology are a frequent headline. Meetings of world political leaders and top executives of tech enterprises make media (traditional and social) news. Solemn words from “experts”, politicians, analysts, and celebrities are pushed onto news feeds. Public acceptance of actual uses is different. AI is being seen for fun, advertising, and just entertainment by huge groups of the public.
EkaLore has looked previously at how advertising and generative AI-technologies have been used. They have been combined to produce amusing, emotional, and entertaining messaging. Public acceptance of promotion of commercial brands using AI-technologies has been a success.
“Deep fakes”, “fake news”, and political misuses of AI-based audio and video tools are a separate topic not considered here. AI-technologies can certainly be abused. Tools can be applied for political, financial, or emotional gains in unethical, and likely illegal, ways in many jurisdictions. It’s not the intention here to look at those situations – rather, to look at how acceptance of AI-technologies is seen as applied in a Dynamic India.
In 2021 PepsiCo’s global campaign with Lionel Messi used less than 5 minutes of actual footage and AI-technologies to generate personalized video messages. The promotional campaign for Lay’s used one of thousands of names inserted into a short video messages in 8 languages. This was used by the public to generate 650M personalized video promotional messages.
For the 2023 Diwali holiday season commercial brands are taking clues from the highly successful, and globally viewed, ad campaigns in 2021 and 2022 for Cadbury in India. These campaigns generated more than 130000 social media videos seeing more than 94M views without the need for purchased media time. Global advertising and marketing awards celebrated the Shah Rukh Khan campaigns that also vastly pumped the star’s brand value.
The AI-technology enabled campaigns have achieved huge metrics for brand recognition, customer retention, customer engagement, social media views, and many other success metrics. The ad-media products were viewed as entertainment, amusements, and fun. The generative video AI techniques modifying moving lips, audio voicing, and inserting (“faking”) celebrity views were not viewed as ethically poor, abuse of celebrity name/image/likeness, or realize other fears. The personalization and targeted messaging was recognized not as “authentic”. The obvious AI-promotional and endorsement use of celebrity name/image/likeness/voice was seen simply as fun.
In a Dynamic India these advertising and promotional marketing messages are seen for what they are – personalized and direct adverts produced by AI at scale that are in a good humor. By comparison it is easy to conceive a poor messaging campaign could destroy brand and celebrity value using masses of poorly thought out messages viewed as “creepy”. A useful part of the market value (“emotional charm”) of the messaging campaign is the empowerment of individuals. Users applied a very simple user-interfaces to AI-technologies to create a message under their own control. The user control of the creative process is a key to public acceptance.
It is certain that global advertising and marketing firms will migrate from generic messaging to highly ai-driven messaging based on online profiles and demographics. At scale this may become a gigantic application of inferencing computation and video generation. The acceptance of the application of AI-technologies at this scale will reflect cultural, language, and public perception.
For additional looks at a Dynamic India please see http://www.ekalore.com/india-business
For more on Real World AI applications see http://www.ekalore.com
Contact us for more insight and analysis on your business contact us at http://www.ekalore.com
Comments