If I had a dime for the amount of times I’ve been asked whether AI is the grim reaper for creativity in advertising, I would be one very rich bear - which is why it's one of the issues I’m getting into this time around as I open up my inbox to your digital dilemmas.
As IAB UK’s chief digital cheerleader, I’m on a mission to help advertisers rediscover the joy of digital advertising and there’s nothing I enjoy more than getting my paws on your queries and - hopefully - offering some sage advice. So without further ado…
Q: We’re already seeing how AI is changing the ad industry, with so much more yet to come. The pessimistic view is that all ads will just become mediocre - a sea of sameness, if you will. Do you think that’s where creativity in this industry is headed?
To put it simply, no. AI has, without doubt, lowered the threshold when it comes to creating a passably decent ad. With the right tools and a bit of time, one person can do it - but just because it can be done doesn’t mean that everyone will. In fact, I believe that original creativity - the ads that truly move us - will become even more important in the context of a ‘sea of sameness’ as you put it. For those that use it smartly, AI will enable and enhance brilliant advertising without dimming the spark of joy that comes from innovative, weird, wonderfully-human thinking.
At the IAB, we have just launched a new study called Futurescape that looks ahead to 2030 and beyond to understand the fundamental shifts that will shape technology, media and consumer behaviour in the years ahead. AI, unsurprisingly, comes up a lot, with a particular focus on how the technology will revolutionise the path to purchase by becoming the ultimate curator of content.
As a result, brand building - and the creativity that goes with it - will be increasingly crucial to achieve cut through, capture hearts and minds, and truly connect with people. In this sense, we absolutely shouldn’t be thinking of AI as the death knell for creativity, but a tool to elevate it and a reason to double down on building a strong brand identity.
Q: So many brands are investing in creator marketing - barely a day goes by where I don’t read about a food or beauty brand which is leveraging the power of influencers. Does it make sense for a finance brand (like mine) whose target demographic isn’t Gen Z, though?
Ooh, good question! You’re right that creator marketing is a prime tool to engage Gen Z and millennials in ways that traditional brand advertising just can’t do. But that doesn’t mean that it is exclusively reserved for a specific type of brand with a specific type of audience. The beauty of creator marketing is the breadth of influencers that exist who have built large and loyal followings among people you want to be speaking to. Futurescape reveals three things that would be useful for you to have in mind when considering whether to dip a toe or two into the creator marketing pool…
- Older people are redefining aging by pursuing habits and hobbies that have been traditionally associated with younger demographics. It would be a mistake to think that social media is just reserved for the under 35s. Everyone’s mum is on insta, right, or just mine?
- Content is fast becoming the core currency of marketing and this will only accelerate as we head towards 2030. Developing a strong, distinct and engaging content strategy to build your social media presence is essential today.
- Perhaps most importantly, creators are becoming media brands in their own right and - just like traditional forms of media - there is the right partner for every brand. This is a truly diverse space and, by partnering with creators that authentically resonate with your brand and speak to your target audience, you can tap into communities you otherwise wouldn’t be able to reach.
When it comes down to it, success lies in finding the right creators to work with and having the confidence to give them enough creative control to authentically translate your message for their audience.
And while beauty and food brands currently dominate the space, health, finance and education are all gaining traction in this area and will continue to do so. The real question is… will you be one of them?