AI Imagery Use in Marketing

AI Imagery in Marketing

Brands are launching campaigns featuring imagery that appears to be AI-generated. Observers often point out when campaigns likely use AI, leading to backlash. The brand may then issue a vague acknowledgement before the cycle repeats. Recently, this has occurred with major brands. The use of AI-generated imagery in advertisements by prominent brands suggests a change in marketing. Marketers seem to be increasingly at ease with using AI-generated images, regardless of consumer comfort.

Jon Weidman, SVP at Wavelength, noted that AI imagery is replacing traditional photo shoots and stock images. He also suggested feeds are filling with a high volume of content made possible by these tools, a trend he expects to continue. A recent report from the Interactive Advertising Bureau indicated that 90% of digital ad buyers surveyed are either using or planning to use generative AI for digital video ads.

The Brand Perspective

Jason Carmel, global creative data lead at VML, stated that brands are constantly evaluating the use of AI, considering its value, cost-effectiveness, and potential risks. However, even as marketers explore AI-generated imagery for ads, they also want to avoid negative publicity. Carmel said they are exploring the many good ways to utilize the tech.

Budgetary Concerns

The reasons behind exploring AI vary. For some, using AI-generated imagery in ad campaigns is about cost. According to Abigail Olivas, head of strategy at No Single Individual, budget constraints are a major factor, coupled with a growing cultural acceptance of AI. Brands are feeling more confident in using AI.

The increased use of AI-generated imagery in advertising coincides with budget cuts due to economic uncertainty. Agency executives have observed reduced shoot budgets. Olivas estimated that some brands have had their shoot budgets cut by as much as half this year. Consequently, marketers are more open to using AI-generated imagery in ads as a solution.

Efficiency and Speed

For others, it’s about tight schedules and the ability to maximize output. Scott Thibodeaux, VP and creative director at Transmission, said that generative AI allows brands to respond and connect more quickly. He believes the appeal of generative AI tools for brands and agencies lies in the increased value they can get from the same budget. He claims the technology allows a brand to get more for their money.

While brands are experimenting with AI-generated imagery, some agency executives do not anticipate it completely replacing traditional shoots and production. There remains some concern about the viability of AI-generated advertising. There’s also the understanding that its use will be more closely scrutinized in sectors such as fashion and beauty. Carmel added that brands are nervous about using AI but will gradually become more comfortable with it; however, complete replacement isn't expected anytime soon.