AI’s 3 Biggest Myths

Watching the Super Bowl, it’s fair to say AI produced advertising has reached a tipping point. I say this as someone who spent a good portion of my 20’s on film sets with James Cameron, John Schlesinger, and Michael Bay, among others. Sadly, a LOT of that type of production will be truncated in the ad world. And no, this is not me crying wolf. Crying, maybe. But not wolf.

Take this quote by one of the world’s largest advertisers that surfaced before the Super Bowl:

Unilever said … [AI]  had reduced content creation costs … by 87%,
while generating content twice as fast and increasing purchase intent by 5%.

The cost savings and speed of generation is to be expected. But a measurable increase in purchasing intent?? No going back or is this a one-off?

Maybe. But in the last year I’ve spoken to agency owners, entertainment development executives, and some very  big tech brains who saw these exact disruptions three years ago.  Back then—in the AI dark ages—it seemed like we had another 5 – 7 years.  Given the quote above, it’s clear we don’t.

There’s a lot of fear, misinformation and a desire to just ignore it all. So let’s start by distilling some of the biggest myths.

Myth One: AI Democratizes content creation.

THE TRUTH: Yes, AI tools, make content creation more accessible so the baseline for everyone’s output is now much higher. But access doesn’t = automatic quality.

Pretty good amateur photographers can now produce the work of the B-list pros. That said, great iPhone cam or not, my mom’s still no Vivian Maier.

No different with AI.  The process is much like painting and sculpting. Whether it’s pixels or chisels, it’s the ability to tell a great story that leads to work that elicits an entire range of feelings, from joy to sorrow, wonder to anger. Like 500 years ago, it’s still the artist that makes the tools, not the other way around.

Myth Two: I won’t be affected because [insert exception]

THE TRUTH: The tools are advancing so quickly that every position — on camera or off — will need to adapt. This is a revolution that many of us did not ask for. That does not mean it. won’t. keep. happening.

Yes, there’s slop. Some major brands have put out some stunningly bad AI work. But, if you’ve seen work like Santa Quits* or Wizard of Oz at Sphere, it’s glaringly apparent that believable, emotional performances can be crafted from AI avatars using micro-expressions.

The many AI media generation tools available (some 110 at last count) have already shifted everything from cinematography and producing to casting and production. It will change how most of us are working.

Myth Three: All “Traditional” Production is Dead

THE TRUTH: With every advancement in technology there is a yearning to go back. For every handbag created on an assembly line, there is still a call for haute maroquinerie, atelier pieces. The award winning, cream of the crop will still see time on set.

More importantly,  AI is a back and forth conversation. There’s the initial user input, then an AI response. Rinse and repeat. This means elements AI struggles with will still need to be shot. That footage can then be used as is, or re-uploaded in order to produce exactly what you promised your client.

BONUS – Myth Four: AI Will Stunt Creative Development

THE TRUTH: Yes, more slop is on the way. Hopefully the attractiveness of ad content for minimal costs will not be where brands stop. What AI offers is a way to drastically improve ad content for an entire range of businesses and brands that could not afford traditional production.

NO idea is off the table. In spots for your regional burger chain do you want dragons? Or stunts? Or stunts with dragons, ? It’s now possible. More, it allows both customizable content at scale AND content your target consumer may actually seek out.

AI will spawn a creative arms race. Better strategy, better concepts and better execution will be essential. What is really exciting is the opportunity for long format brand films and series.

Consider this: The Lego Movie grossed roughly $470 million worldwide. That means millions of people left their couch, drove to a movie theater, bought overpriced popcorn and plopped down to watch a 100 minute branded film. Seeking out your content has long been the holy grail of commercial making and AI is making it possible.

The end is not here, but there is a new beginning.

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