Recently, after the use of technology to represent singer Elis Regina in a television commercial, the debate about the use of Artificial Intelligence (AI) in advertising became heated. The campaign resulted in an ethics lawsuit filed by the National Advertising Self-Regulation Council (Conar) against the company that produced the commercial and the agency that produced it, motivated by questions raised by consumers. The lawsuit was filed by the entity last month.
Given this scenario, experts from various areas of advertising have been discussing how they perceive the practice within their agencies, and, for many professionals, technology, if used responsibly, can be an ally for the sector.
Marco Sinatura, Chief Strategy & Innovation Officer at iD\TBWA, an agency that combines data, creativity and innovation to develop growth platforms for its clients, believes that AI tends to facilitate and shorten the creative process.
“I understand that the major impact will be on the scope ivory coast whatsapp data of the professional, who will become more essential when it comes to creating connections, making new associations and combining points of view,” he points out. “The trend is for creative and strategic careers to reinvent their journey. Creative talent will be invited to increasingly go beyond the limits of the productive path of the communications sector as we know it and adopt a stance of seeking solutions to problems related to communication and brands, not just what to create and how to execute campaigns,” he says.
The professional's view is reinforced by the point of view of Ricardo Tarza, partner and director of innovation and creativity at DreamOne, an on-demand integrated communications firm. For the executive, the use of the tool is already part of the professionals' daily routine. "We are at a level of technology today where it is no use saying that the use of Artificial Intelligence is unnecessary in the creative process. Our evolution has reached a point where software helps us, and everyone has AI in some way, whether in the conceptual part, in the artistic part or in the day-to-day running of campaigns," he says.
Specialized areas in advertising have also sought to adapt to AI
According to a study by Hibou, 8 out of 10 people have heard about Artificial Intelligence (87%) and more than half of those interviewed (54%) stated that AI tools directly impact their daily routine. Despite the data, there are areas of advertising that are still wary of using the tool, especially when the ethics of the sector are more demanding, as is the case in the healthcare sector.
“Although AI can bring efficiency and agility to some productions or actions, even making them more viable in terms of cost-benefit, I believe that human creativity is fundamental to conveying more emotional, sensitive and complex connections related to health”, explains Marcela Bianchin, founder and CEO of Vogel Health, an agency specialized in healthcare.