From Personalization to 'Creepy Slop': The Future of AI-Driven Advertising
Imagine scrolling through social media and seeing ads tailored just for you—your favorite colors, music, and phrases that match your tone. This is the reality of AI-enhanced advertising, championed by companies like Cheil UK in collaboration with startups like Spotlight. By leveraging large language AI models, they’re analyzing individuals’ online behavior and personality traits to craft advertisements that feel uniquely personal.
This innovative technology enables brands across various sectors, including retail, banking, and automotive, to deploy personality-driven ads, moving away from traditional demographic targeting. AI can interpret public posts and online searches, creating a detailed profile of potential customers. For instance, if you’ve been searching for jeans online, you might find personalized ads popping up in your social media feeds.
Cheil UK’s CEO, Chris Camacho, notes a critical evolution in targeting approaches. Instead of relying solely on basic data like gender and age, AI can now delve into deeper emotional and psychological insights derived from your entire digital footprint—truly understanding your preferences, moods, and even life situations.
A study suggests that this form of personalization can significantly improve ad persuasiveness. Personalized texts crafted by AI were found to resonate more with consumers, hinting at the potential effectiveness of this strategy. However, while AI excels in targeting, experts like Jacob Teeny from Northwestern University’s Kellogg School of Management caution that personalizing ad copy still requires refinement.
Despite the promising advantages, skepticism looms. Marketers like Alex Calder and Ivan Mato question the long-term effectiveness and ethical implications of such deep personalization, suggesting it could lead to overly niche ads that few remember, or even invade privacy in unsettling ways. There’s concern about the surveillance aspect of using AI, as consumers grow wary of their data being used without consent.
Moreover, Camacho warns of the potential darker implications of AI in advertising, particularly in sensitive areas like politics, where AI can sway opinions and decisions. With the possibility of unethical usage of AI technologies, the question emerges: should brands personalize their approaches even at the risk of crossing ethical boundaries? The future of advertising, as it becomes increasingly driven by AI, will depend on striking a balance between engaging, personalized experiences and ethical considerations.