A radical transformation. Artificial intelligence is redefining creation, costs, and distribution in the advertising sector, disrupting traditional norms. At the heart of this innovation, unprecedented opportunities are emerging, allowing for a striking optimization of resources and strategies. Companies, faced with this rapid phenomenon, must navigate between increased efficiency and the risk of job displacement. Generating heightened competition, AI is asserting itself as the engine of an unavoidable and pragmatic change. This upheaval questions the foundations of the industry.
Evolution of costs in advertising thanks to AI
The impact of AI on advertising costs is becoming increasingly palpable. Several companies have noted a significant reduction in their expenses, leveraging the automation capabilities offered by tools like Google Veo 3. Projects once deemed prohibitive, requiring budgets of several tens of thousands of dollars, are seeing their creation costs drastically decrease.
An illustrative example is that of Kalshi, which created a memorable advertisement during the NBA finals for just $2,000. This achievement was made possible by the rapid content generation by AI, demonstrating that quality is not necessarily correlated with a high budget. Through an innovative approach, the company needed only a few days to produce a campaign that would have previously cost exorbitant amounts.
Quality and creativity at your fingertips
Recent technological advancements allow not only for cost savings but also for an improvement in the quality of advertising creations. AI facilitates experimentation in campaigns, thus offering optimal results in record time. Maurice Levy, CEO of Publicis Group, emphasized that the quality of advertisements is improving thanks to these advances.
The ability to quickly generate diverse content gives advertisers an undeniable competitive edge. Thanks to automation of the creation processes, it is possible to test different formats and messages, thereby refining campaigns before their official launch. Companies now have access to powerful analytical tools that allow them to assess the impact of their advertising messages on target audiences.
Increased accessibility to ambitious projects
The project The mAIker, a fruit of collaboration between JCDecaux and the start-up Doohde, illustrates the revolutionized accessibility in advertising. This platform offers advertisers the opportunity to design custom posters through AI. The initiative aims to make the advertising market more accessible, even allowing small businesses to compete with established brands.
The technology managed by Doohde is fundamental in this project. It allows for managing complexity and customization in a way that was once the domain of large agencies. In this way, the creation of appropriate posters becomes democratized, and the level of proposed creativity increases exponentially.
Evolution of jobs in the advertising sector
However, the rise of artificial intelligence is not without consequences for employment. Maurice Levy highlighted a striking paradox: although AI may lead to the elimination of certain positions in advertising, it will also create new ones. The landscape is evolving rapidly, requiring new expertise capable of working alongside these advanced technologies.
People working in advertising will need to adapt to the new market realities, developing skills in data analysis and management of AI tools. This need for continuous training and upskilling poses a significant challenge but also an opportunity to innovate in the field of communication.
Towards a profound transformation of the industry
As AI continues to evolve, its integration into the advertising sector could give rise to completely new approaches. The ability to produce and distribute content across various platforms places artificial intelligence at the heart of companies’ marketing strategies.
In the future, it is highly likely that these tools will not only simplify the creative process but will completely redefine the advertising experience. Intensified competition encourages companies to reinvent themselves, integrating AI solutions while keeping a vigilant eye on ethics and responsibility in communication.
Questions and answers on the impact of AI in advertising
How does AI transform the advertising creation process?
AI allows for the generation of advertising content using powerful algorithms, making the creation process faster and more efficient. AI-assisted creation tools can produce several variants of an ad in a short amount of time, thus offering advertisers diverse options to test.
What are the costs associated with using AI for advertising creation?
The costs of using AI vary depending on the tools and technologies employed. However, AI can considerably reduce creation costs by enabling low-cost advertising campaigns, as demonstrated by Kalshi’s example of an advertisement produced for just $2,000.
What savings can companies achieve by adopting AI technologies in their advertising campaigns?
Companies can achieve substantial savings through reduced production, labor, and time costs. By automating certain aspects of content creation, budgets can be reallocated to other areas such as targeting and optimizing campaigns.
What impact does AI have on the distribution of advertisements?
AI optimizes the distribution of advertisements by using real-time data to target the most relevant audiences. This facilitates more effective advertising campaigns, reaching users at the right time and with the right message.
Will new AI technologies lead to job losses in advertising?
It is likely that some jobs will be redefined with the integration of AI into the advertising sector. However, new opportunities may also emerge, requiring technical skills to manage and interpret the analyses of data generated by AI.
How does AI affect the quality of advertisements that are displayed?
With AI, advertisements can be not only more creative but also better suited to the tastes and preferences of consumers, which can improve the quality perceived by the public and, consequently, their performance.
What are the main platforms using AI to enhance advertising?
Platforms like Google Veo 3 and OpenAI’s Sora are at the forefront of innovation, offering solutions that enable the creation of captivating and personalized advertisements through artificial intelligence.
Can AI improve the personalization of advertisements for consumers?
Yes, AI excels at analyzing user behaviors and can adjust ads based on individual preferences, making advertisements more relevant and engaging for each consumer.
