Last year, the introduction of ChatGPT made waves in the digital marketing industry with its human-like responses to user queries. This caught the attention of Shane Rasnak, a seasoned digital marketing professional, who saw the transformative potential of generative artificial intelligence (AI) in his field. Rasnak has been experimenting with generative AI tools like Midjourney, which transforms text-based prompts into images to enhance Facebook ads. This software is particularly useful for individuals without a graphic design background and can be used alongside popular tools like Canva and Adobe’s Photoshop.
According to Rasnak, generative AI is comparable to the advent of social media in terms of its impact on the digital ad industry. Just as Facebook and Twitter allowed advertisers to target users based on their interests and connections, generative AI now empowers marketers to create personalized messaging and visuals for their campaigns. This has significantly increased the speed, quality, and output of marketing work.
Top players in online advertising, including Meta, Alphabet, and Amazon, are all betting on the future of generative AI and have introduced products and plans to support its use in creating messages, images, and videos for respective platforms. Although these offerings are still in trial phases and have faced some criticism for being rushed to market, industry experts believe that generative AI represents the logical progression of targeted online advertising.
Meta, in particular, has launched its AI Sandbox testing suite to help companies utilize generative AI software for creating background images and experimenting with advertising copy. The company has also improved its Meta Advantage service, which leverages machine learning to enhance the efficiency of ads on its social apps. Meta has positioned the Advantage suite as a solution for companies looking to optimize campaign performance following Apple’s 2021 iOS privacy update, which limited user tracking capabilities.
As generative AI tools continue to advance, advertisers can potentially create highly personalized campaigns at scale. For instance, a bicycle company could target Facebook users in different regions with AI-generated graphics that reflect local environments and interests. Meta’s Advantage service has gained traction with retailers using automated shopping ads, showcasing the effectiveness of generative AI in ad campaigns. In May 2023, approximately 2,100 companies allocated 27.5% of their monthly Meta advertising budgets to Advantage+.
However, there are still challenges that need to be addressed before generative AI can have a widespread impact. Brand safety is a major concern, as AI-generated content may unintentionally reflect biases or produce offensive and inaccurate visuals and phrases. The quality of output is also an issue, as current generative AI technologies struggle to create distinct voices or offer unique points of view.
Despite these limitations, industry professionals like Stacy Reed, an online advertising and Facebook ads consultant, are incorporating generative AI into their work. Reed emphasizes the importance of combining the technology with a solid brand messaging strategy, rather than relying solely on generic content. Generative AI can serve as a starting point but should not replace human strategists’ understanding of audience preferences and campaign execution.
Overall, while generative AI is still in its early stages and primarily being used for pilot projects, it holds immense potential for the future of online advertising. Marketers and companies are eagerly awaiting further advancements in the technology, as it promises to revolutionize the industry with its ability to personalize campaigns and improve efficiency.
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