Evaluation: Kantar analyzed this model movie utilizing its LINKAI, a artistic growth instrument educated on hundreds of advertisements assessed by actual individuals. The spot by the toy firm scored fairly effectively throughout most metrics.
The artistic was rated as impactful, putting within the 74th percentile of all advertisements within the database. It was additionally deemed more likely to support long-term model constructing, with a Energy Rating within the 74th percentile. Nonetheless, its Persuasion rating was common, on the fifty fifth percentile, indicating it’s not more likely to encourage individuals to buy within the brief time period.
“Ultimately any ads or content produced have to be effective and not get caught up in the battle for efficiency that AI can bring,” stated Jane Ostler, evp, international thought chief at Kantar. “Effectiveness is about your ad achieving its objectives and means your ad needs to bring out the meaningful difference of your brand, be persuasive, and create an emotional connection.”
Levi’s AI-generated BIPOC fashions elevate considerations
The advert: Though not an advert, Levi’s introduced its partnership final yr with Lalaland.ai, an Amsterdam-based firm that makes use of AI to create life like avatars for style and retailer manufacturers.
The controversy: The announcement triggered a social media uproar, leaving individuals questioning why the model wouldn’t simply rent extra various fashions and calling the choice “lazy” and “problematic.” Others warned that AI-generated fashions would deprive the BIPOC group of job alternatives.
Evaluation: “While Levi’s has been at pains to stress that they are still photographing with real models, this is an example of AI use for efficiency that could easily backfire,” stated Ostler. “Using AI-generated models could be seen as a lazy and deceptive way to achieve diversity.”
Extra so, gen AI imagery may propagate dangerous, stereotypical associations involving race, gender, and ethnicity, stated Greene.
“In addition, this may affect the employment of diverse models who have worked hard to gain a place in the industry,” she stated. “The ability to use gen AI to create realistic, diverse models for advertising is at the intersection of two key conversations happening right now—concerns around job loss and the importance of diversity and inclusion in advertising.”
