AI's role in advertising has been a hot topic, with many major brands adopting AI-powered creative generation platforms to produce complex visual and video content for ads. But while AI can quickly and cheaply generate content, it often falls short in capturing the nuanced emotional connections that resonate with audiences.
In this blog, we explore the benefits and disadvantages of AI-generated ads. Rather than taking a stance for or against, our belief is that this technology can provide significant advantages to certain businesses for specific pursuits, while also present limitations when it comes to core creative ideation and emotional resonance. By examining real-world examples, scientific research, and expert opinions, we hope to provide a comprehensive view of AI's current capabilities and limitations in the advertising world.
AI has undoubtedly brought significant advancements to the advertising industry. Its ability to process vast amounts of data, identify patterns, and generate content at scale has opened up new possibilities for advertisers and brands alike. What’s more, simple text-to-image AI models have quickly evolved into sophisticated systems capable of producing complex visual and video content.
One of the most significant advantages of AI in advertising is its ability to produce content quickly and at scale. This can be particularly beneficial for:
AI excels at analyzing large datasets to uncover insights that might be missed by human analysts. In advertising, this can lead to:
While AI has fueled significant bounds in efficiency, scalability and data insights, AI-generated ads have shown limitations in creating authentic, engaging content. A prime example is the recent Toys “R” Us advertisement that fell flat with audiences. The ad, which was created by Sora, OpenAI’s AI model for generating video from text prompts, lacked the emotional depth and genuine appeal that human-created ads often possess. This failure highlights the importance of human touch in crafting messages that truly connect with viewers.
As CRAFTSMAN+ CEO, Alex Merutka, recently wrote in reference to the ad: “As companies embrace AI-generated creative, rather than fueling a ‘creative renaissance,’ I believe we run the risk of losing the essence of what makes advertising memorable and effective. While AI can produce content quickly and cheaply, it often lacks the nuanced understanding of brand identity and emotional resonance that only human creativity can provide.”
Research has consistently shown that authenticity in advertising leads to higher engagement and better consumer responses. User-generated content (UGC) ads are a perfect example of this phenomenon. These ads, featuring real people and authentic interactions, tend to perform better because they tap into the human desire for genuine connections.
The science behind this is rooted in our brain's ability to recognize and respond to authentic human emotions and experiences. When we see real people in ads, it triggers mirror neurons in our brains, allowing us to empathize and connect with the content on a deeper level. This neurological response is difficult for AI to replicate, as it lacks the innate understanding of human emotions and social cues.
Human creativity brings several unique advantages to ad creation that AI currently cannot match:
As mentioned by CRAFTSMAN+ CEO, Alex Merutka, above — while some argue that AI-generated visuals are propelling a "creative renaissance," this claim deserves scrutiny. True creativity involves not just generating visuals, but also understanding the subtle nuances of human experience, cultural context, and emotional resonance. AI may be able to produce visually striking images, but it often lacks the depth and authenticity that human-created content provides.
Rather than viewing AI as a replacement for human creativity, the most promising future lies in a symbiotic relationship between AI and human creators. Here's how this partnership could work:
As we navigate the evolving landscape of AI in advertising, it's clear that both AI and human creativity have crucial roles to play. While AI offers unprecedented efficiency, scalability, and data-driven insights, human creativity remains essential for crafting emotionally resonant, culturally relevant, and truly engaging advertisements. The most successful advertising strategies of the future will likely be those that strike the right balance – leveraging AI's strengths to enhance and amplify human creativity, rather than replace it. By embracing this collaborative approach, advertisers can create campaigns that are not only efficient and data-driven but also authentic, emotionally compelling, and genuinely connected to their audience. The key will be to remain adaptable, continuously learning how to best integrate AI tools into the creative process while never losing sight of the human touch that makes great advertising truly resonate.
Ready to harness the power of AI while preserving the human touch in your advertising campaigns? Contact CRAFTSMAN+ today to explore how interactive ads can help you create more effective, engaging, and emotionally resonant ads that drive real results for your brand.