In an era where many industries are grappling with how to navigate advancements in generative AI technology , Dove ' s approach stands out . While numerous companies across various sectors , including tech , consumer goods , entertainment , healthcare , and leisure , have embraced AI and integrated tools like AI chatbots and AI-generated media , Dove is among the first major brands to speak out on AI-generated media and its possible harmful implications . Tech companies involved in the development and utilization of AI tools have only so far pledged to create technology capable of watermarking AI-generated content and work to improve its reliability .
Need for responsible adoption of AI
As brands increasingly adopt a cautious approach to using AI or even banning its usage altogether , tension is rising within agencies , many of which are rushing to embrace generative AI for its efficiency and cost-saving potential . The current dynamic of agencies advancing AI adoption while brands exercise caution underscores the need for improved negotiation .
As brands increasingly adopt a cautious approach to using AI or even banning its usage altogether , tension is rising within agencies , many of which are rushing to embrace generative AI for its efficiency and cost-saving potential . The current dynamic of agencies advancing AI adoption while brands exercise caution underscores the need for improved negotiation . Agencies need to demonstrate the responsible adoption of AI to brands , assuring them of its value while addressing concerns about its ethical use and potential undisclosed usage .
The idea of agencies being open to using Gen AI and brands being against it however sounds like a never-ending tag of war . Many creatives already have concerns about AI ' s potential impact on their roles , careers , work quality , client expectations , and the future of their agencies . Some brands on the other hand are excited about AI ' s cost and time-saving benefits in production .
The tension is even more within the fair and responsible usage of AI itself . Both sides aspire to create exceptional work in the most efficient way , yet they grapple with concerns about AI ' s reliance on machine learning of already existing data creating a delicate balance between embracing new technologies and preserving creativity . The tension primarily arises from the fact that AI is still largely in development and highly unregulated . Use of stock images and videos is a more straightforward process as the guidelines exist , unlike in the use of AI . Companies like Meta and Google are already introducing AIpowered tools that hasten automation of the campaign process even more .
However , whether AI can fully substitute for human emotion , or the human touch still remains debatable . Sam Altman , CEO of OpenAI at the World Economic Forum in January 2024 stated that artificial general intelligence AGI will outpace human abilities in the coming five years . He said that he expects that AGI will transform many industries including marketing , possibly assuming control of 95 % of tasks presently carried out by marketing agencies .
Ultimately , while AI can enhance efficiency , the human touch in crafting authentic ideas may still be irreplaceable . As AI continues to evolve , and continues to learn from humanity , its role in marketing will likely expand , but the core essence of genuine human creativity and truthfulness is yet to be seen or ‘ learnt ’ as they are still uniquely human . AI is only as good as the humangenerated ideas it ’ s trained on . It can ’ t create something from nothing . That does not mean that AI-led ideas won ’ t find traction among some brands . For as long as there are people who will not have the big agency budgets or want to pay less , there will still be clients to take up AI generated ideas . The real challenge
would be for AI to replicate the instinct and intuition marketers learn from years of experience .
As to whether AI helps or hinders , we ' ve seen examples where AI has served as a great creative partner or tool , complementing human empathy , understanding , and creativity . However , there have also been instances where AI campaigns have misled consumers and undermined consumer trust , leading to unfortunate mishaps . The key to using AI as a tool for great work lies in full transparency regarding its intent and use . Regulation could play a role in curbing AI ' s development , speed and sophistication , ensuring its safe , transparent , unbiased , and ethical use by the public .
However , If AI is used to mislead people , the responsibility lies with us human not the technology . It ' s crucial for us to acknowledge and take accountability for our involvement as human beings in utilizing AI as a tool . Any brand considering AI for their work must weigh the reward against the risk and be prepared to address accountability if something goes wrong . Regulations on responsible usage is necessary to ensure AI is perceived as a tool that enhances creativity rather than one that erodes trust . Ultimately , brands must weigh the benefits of AI adoption against the risks and be accountable for its consequences .
Diana Obath is a seasoned Public Relations and Communications Specialist . You can commune with her on this or related issues via mail on : obathD @ gmail . com