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AI vs. Human Creativity

AI vs. Human Creativity in Advertising: A Comparison of Approaches

Artificial intelligence (AI) has revolutionized various industries, and advertising is no exception. AI-powered ad creative platforms can generate copy, images, and videos in seconds, optimize ad performance, and personalize content for individual viewers. As AI becomes more advanced, some wonder whether it will eventually replace human creativity in advertising. In this article, we will explore the approaches of AI and human creativity in advertising, compare their strengths and weaknesses, and discuss the potential for a hybrid approach in the future of advertising.


AI taking over Humans
AI Vs. Humanity

AI Ad Creative Platforms

AI ad creative platforms have become increasingly popular in recent years. These platforms use machine learning algorithms to generate ad copy, images, and videos, optimize ad performance, and personalize content for individual viewers. Some popular AI ad creative platforms include Persado, Adacus, and Pattern89.


Persado, for example, uses natural language processing (NLP) algorithms to generate ad copy that is emotionally resonant and persuasive. Adacus uses AI to optimize ad creative for better performance by analyzing data and making real-time adjustments. Pattern89 uses machine learning to predict ad performance and recommends improving ad creativity.


One of the major advantages of AI ad creative platforms is speed. They can generate ads in seconds or minutes, while human creatives may take days or weeks to develop an idea. This can be especially valuable for brands that need to create many ads quickly, such as during a holiday season or special event.


Another advantage is the ability to optimize ad creative for better performance. AI ad creative platforms can analyze ad performance metrics such as click-through, conversion, and engagement rates and make adjustments in real-time to improve ad performance and increase ROI.


However, AI ad creative platforms also have limitations. While they can generate ad creative quickly, they may not always be able to capture the nuances and complexities of human emotions and experiences. Moreover, they may lack the ability to tell a compelling story or create an emotional connection with the audience. Therefore, human input is still necessary for developing ad creative that resonates with viewers.


AI taking over Humans
AI Vs. Humanity

Human Creativity in Advertising

Before the rise of AI ad creative platforms, human creatives were the primary force behind successful ad campaigns. Human creatives can think outside the box, develop unique ideas, and tell stories that resonate with viewers.

Some of the most iconic ad campaigns of all time were created by human creatives, such as Apple's "Think Different" and Nike's "Just Do It."


The "Think Different" campaign, created by TBWA/Chiat/Day, was launched in 1997 and celebrated innovation and creativity by featuring notable individuals such as Albert Einstein, Martin Luther King Jr., and Mahatma Gandhi.

The "Just Do It" campaign, created by Wieden+Kennedy, was launched in 1988 and encouraged viewers to take action and pursue their dreams by featuring athlete endorsements and the now-famous tagline.


One of the major strengths of human creativity is flexibility. Human creatives can adapt their ideas to different audiences, platforms, and media formats. They can also respond to cultural shifts, trends, and current events and create ads that reflect those changes.

Another strength of human creativity is emotional impact. Human creatives can create ads that evoke strong emotions, such as joy, sadness, or nostalgia, and create a lasting impression on the audience. Emotional resonance can be a key factor in making an ad memorable and driving engagement and conversion.


However, human creativity also has limitations. One of the biggest challenges of human creativity is the potential for bias. Human creatives may unintentionally perpetuate stereotypes or marginalize certain groups of people due to their own biases or lack of awareness.

Moreover, the creative process can be time-consuming and resource-intensive. Developing ad creative may require extensive research, brainstorming, and iteration, resulting in delays and higher costs.


While human creativity is still essential in advertising, the rise of AI ad creative platforms presents an opportunity for human creatives to work smarter, not harder, and focus on the aspects of ad creative that require a human touch.


AI Creativity in Advertising

With the advent of AI ad creative platforms, marketers have access to tools that can generate ad creative automatically or augment human creativity. AI ad creative platforms use machine learning algorithms to analyze vast data and generate ad creative tailored to specific audiences, platforms, and media formats.


One of the major advantages of AI ad creative platforms is efficiency. AI can generate ad creativity faster and cheaper than human creatives. For example, an AI ad creative platform can generate thousands of ad variations in minutes, while a human creative team might take weeks or months to develop the same ad creative.


Another advantage of AI ad creative platforms is data-driven insights. AI can analyze large amounts of data and identify patterns that human creatives may overlook. This can help marketers optimize ad creative for better performance and ROI.


However, there are also limitations to AI ad creativity. One major limitation is the lack of emotional impact. While AI can generate ad creative that is relevant and effective, it may struggle to create ad creative that evokes strong emotions or tells a compelling story. Emotional resonance can be a key factor in making an ad memorable and driving engagement and conversion.


Moreover, AI ad creative platforms can perpetuate biases if the data used to train the algorithms contains biases. For example, an AI ad creative platform might generate ad creative that perpetuates gender stereotypes if the data used to train the algorithms contains biased data.

Despite the limitations, many AI ad creative platforms are available today that marketers can use to augment their ad creativity. Some examples of AI ad creative platforms include:

  • Persado: an AI-powered platform that uses natural language processing to generate ad creative tailored to specific audiences.

  • Phrasee: an AI-powered platform that uses natural language generation to create compelling email subject lines, ad copy, and social media posts.

  • Canva: a graphic design platform that uses AI to suggest design elements and layouts for non-designers.

To illustrate the effectiveness of AI ad creativity, let's look at some real-world examples. Apple's "Shot on iPhone" campaign is a prime example of how AI can be used to generate ad creative automatically.

In this campaign, Apple used AI to analyze millions of photos iPhone users took and identify the most compelling images. The selected images were used in print ads, billboards, and social media posts. The campaign was a huge success, generating millions of impressions and driving sales of the iPhone.


Nike's "You Can't Stop Us" campaign is another example of how AI can be used to augment human creativity. In this campaign, Nike used AI to analyze thousands of video clips of athletes and identify moments of resilience and determination. The selected moments were then stitched together to create a powerful ad that tells a compelling story of overcoming adversity. The ad went viral and was widely praised for its creativity and emotional impact.


AI taking over Humans
AI Vs. Humanity

The Ethics of AI in Video Editing

Artificial Intelligence (AI) has rapidly changed how we create and edit videos, but new ethical considerations come with these advancements. As AI algorithms become more advanced, they can manipulate footage and alter the perceived reality of what's being captured on camera. This raises important questions about who decides what gets edited and why.


The Role of AI in Video Editing

AI algorithms are becoming increasingly sophisticated, with the ability to analyze and edit footage in real time. They can automatically adjust color and brightness, remove blemishes, and even change the background of a shot. This allows video editors to quickly and easily make changes to their footage, but it also raises questions about the role of AI in the video editing process.


  • Who Decides What Gets Edited:

In traditional video editing, the editor has complete control over what gets included in the final product. However, with AI algorithms making many decisions, there are concerns about who is in control. For example, if an AI algorithm automatically removes a blemish from someone's face, is that the editor's decision, or is it being made by the algorithm? And if the algorithm decides, what are the criteria for doing so, and who is responsible for ensuring the criteria are fair and ethical?


  • The Importance of Ethical Considerations:

As AI becomes more advanced and widely used in video editing, it's important to consider the ethical implications. For example, if an AI algorithm automatically removes blemishes from someone's face, is it ethical to do so? What if the blemish is a birthmark that is an important part of the person's identity? These are important questions that need to be considered to ensure that the use of AI in video editing is ethical and responsible.


In conclusion, using AI in video editing raises important ethical considerations about who decides what gets edited and why. As AI algorithms become more advanced, it's important to consider the implications and ensure their use is ethical and responsible.


AI ad creative platforms can be a valuable tool for marketers looking to increase efficiency and optimize their ad creativity. However, using them with human creativity is important to ensure that ad creativity is effective and resonates with the target audience. By leveraging the strengths of both AI and human creativity, marketers can create ad campaigns that are both efficient and emotionally resonant.

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