Analyze the role of technology in the advertising sector.

Objectives:

Analyze the role of technology in the advertising sector.

Evaluate the implications of AI in advertising and marketing.

Examine ethical considerations in AI-driven advertising.

Background:

In February 2023, management consulting firm Bain & Company announced a global service alliance with OpenAI to integrate AI into its internal systems. Coca-Cola became the first company to take part in this initiative.

As part of this collaboration, Coca-Cola launched “Create Real Magic,” a contest that encouraged users to combine ChatGPT, DALL·E, and historic Coca-Cola ad creatives to generate new artistic works. Selected pieces were showcased on the campaign website: Create Real Magic Links to an external site.

Additionally, Coca-Cola partnered with OpenAI to develop “Masterpiece”, an advertisement that brought famous works of art to life through AI-augmented animation and live-action techniques:
Watch the ad Links to an external site.

Instructions:

In groups, analyze the impact of AI in advertising by discussing the following questions. Your responses should be detailed and supported by examples and relevant concepts from class discussions and readings.

Discussion Questions:

AI in Advertising and PR:

What advantages does AI bring to the advertising and public relations industries?

How is AI typically integrated into these fields? Consider areas like content creation, audience analysis, automation, personalization, and customer engagement.

Implications for Creativity and Industry:

Does AI enhance or limit creativity? Provide examples from the “Create Real Magic” contest and the “Masterpiece” advertisement.

How does AI impact human creatives in advertising?

What are the potential implications of closer partnerships between tech companies (e.g., OpenAI) and industry giants (e.g., Coca-Cola)?

AI-Generated Advertisement Exercise:

Choose a product or service and use ChatGPT or any AI tool to generate an advertisement.

Analyze the AI-generated ad:

What did AI create?

What elements (e.g., emotional appeal, originality, cultural sensitivity) might be missing?

Would you be comfortable presenting this AI-generated ad to supervisors, clients, or the public? Why or why not?

Are there any ethical concerns in AI-generated advertising?

 

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