2024-01-05 23:25:00
Sacred by some, cursed by others, artificial intelligence divides many professional sectors. Communication and advertising are no exception. So much so that some creatives have seized the new tools at great speed, only to end up having their fingers slapped by advertisers…
As Strategies reported last October, more and more advertisers are adorning themselves with specific clauses and contracts to prohibit agencies from offering them artificial content. On the agency side, we are grinding our teeth: “We are observing a form of schizophrenia on the part of clients, who on the one hand, ask us to be at the forefront of innovation and creativity, in touch with these new technologies creation, and on the other impose contractual amendments on us in order to guarantee that we do not use AI in projects”, testifies for example Vincent Reynaud Lacroze, general director of the We Are Social agency.
There are several reasons for this barrier. First, and perhaps most obvious, content created using artificial intelligence is still visually recognizable, and is far from free of flaws. On the other hand, perhaps most importantly, there is vast legal uncertainty surrounding copyright. And when you’re a business, that can be scary. Finally, perhaps most rarely, some simply prefer to be sure to have human content, as a matter of principle.
On the agency side, although these tools are essential in terms of productivity and strategic monitoring, they are not always popular. In communication as in advertising, it is above all a question of being different in order to be noticed. However, if everyone starts creating on ChatGPT or Midjourney, it is a safe bet that the content will end up looking the same.
“But it will evolve. When we see the progress that AI has made in six months, it is very encouraging for the future,” assures Vincent Reynaud Lacroze. And to conclude: “[…] We knew there would be braking, hesitancy, and acceleration. But once these legal details have been decided, we will have to be ready.”
#Artificial #intelligence #shunned #advertisers