How do you revive a diminished but once mighty brand in 2024? Two letters: AI. <\/p>\n
Toys R Us which, after going bankrupt in the late 2010s, is now mostly a shop-inside-a-shop in Macys department stores released what it called the first-ever brand film using OpenAIs text to video tool, Sora. <\/p>\n
Using generative artificial intelligence in advertising is still in its novelty phase. But that doesnt mean its not risky for a brand. <\/p>\n
The Toys R Us ad is pretty obviously AI its got that whole surreally smooth, this-is-kinda-creepy-but-I-dont-know-why aesthetic to it. <\/p>\n
Even if you dont lay awake at night pondering the Toys R Us origin story, thats not really the point. The point is, Hey, we made this with AI! <\/p>\n
This ad will get publicity. Whether it will really compel people to return to Toys R Us I think is an open question, said Christine Moorman, a marketing professor at Duke Universitys Fuqua School of Business. <\/p>\n
Moorman said when a brand dips its toes in AI ads, its betting that its target consumer will find it cool and interesting not scary and a threat to their livelihood. <\/p>\n
If youre an older consumer, you may have more of that ick factor, that fear factor. If youre younger, you may be more in awe of it, she said. <\/p>\n
Its not just Toys R Us. Companies like Under Armour and Levis have also hyped their use of AI in marketing materials, from short commercials to digital fashion models. <\/p>\n
Right now, companies are using AI to help brand themselves to consumers and investors as ready for the future, which presents an opportunity for other brands to counterprogram: Hey,thoseguys are with the robots. Were 100% certified organic human. <\/p>\n
Dove recently did that. They sort of like came out and said, were not using AI to create various things in our marketing. Were sort of human-focused, said Asa Hiken, a technology reporter at Ad Age. <\/p>\n
While AI ads are pretty easy to spot now, with their rough-around-the-edges fingers and faces and transitions, he said, they will get better. <\/p>\n
Although he doesnt see the controversy around them going away, he also doesnt think there will ever be a time when everyones on board. <\/p>\n
Even with some pretty awesome technology, like cellphones, theres a lot of people that are like, This is causing a lot of harm,' he said. <\/p>\n
Although it is hard to find any ad these days thats not optimized for your phone. <\/p>\n
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AI advertising may repel as well as attract - Marketplace<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" How do you revive a diminished but once mighty brand in 2024? Continue reading