• About
  • Subscribe
  • Contact
Friday, May 9, 2025
    Login
  • Management Leadership
    • Growth Strategies
    • Finance
    • Operations
    • Sales and Marketing
    • Careers
  • Technology
    • Infrastructure and Platforms
    • Business Applications and Databases
    • Big Data, Analytics and Intelligence
    • Security
  • Industry Verticals
    • Finance and Insurance
    • Manufacturing
    • Logistics and Transportation
    • Retail and Wholesale
    • Hospitality and Tourism
    • Government and Public Services
    • Utilities
    • Media and Telecommunications
  • Resources
    • Whitepapers
    • PodChats
    • Videos
  • Events
No Result
View All Result
  • Management Leadership
    • Growth Strategies
    • Finance
    • Operations
    • Sales and Marketing
    • Careers
  • Technology
    • Infrastructure and Platforms
    • Business Applications and Databases
    • Big Data, Analytics and Intelligence
    • Security
  • Industry Verticals
    • Finance and Insurance
    • Manufacturing
    • Logistics and Transportation
    • Retail and Wholesale
    • Hospitality and Tourism
    • Government and Public Services
    • Utilities
    • Media and Telecommunications
  • Resources
    • Whitepapers
    • PodChats
    • Videos
  • Events
No Result
View All Result
No Result
View All Result
Home Technology

Brand AI models clean up AI creative pollution

Jay Pattisall by Jay Pattisall
July 30, 2024
Photo by Antoni Shkraba: https://www.pexels.com/photo/photo-of-woman-writing-on-tablet-computer-while-using-laptop-4348401/

Photo by Antoni Shkraba: https://www.pexels.com/photo/photo-of-woman-writing-on-tablet-computer-while-using-laptop-4348401/

Recently released posters promoting the feature film Civil War stirred controversy. But not the kind of controversy that its studio parent A24 was looking for. The AI-generated visuals used in the posters caused immediate backlash among commercial artists and consumers over their inaccuracy and lack of production quality. One depicts a military gun boat on Los Angeles’ Echo Park lake next to a random giant swan. Another poster places the Chicago Marina Towers on the wrong side of the Chicago River. Both are widely regarded as generative AI fails.

AI creative pollution proliferates

Sadly, AI fails like Civil Wars’ are symptomatic of a larger issue of AI Creative Pollution, defined as “average or offensive AI-generated commercial creativity.” Havas Chief Strategy and Innovation Officer Mark Sinnock told us, “…in their rush to elevate the middle and create a glossy universal average, they’re also creating a culture of blandness and desensitization.” From the Taylor Swift deepfake scam ads to Google Gemini’s historically inaccurate images of German soldiers to Netflix’s distorted images in its true crime documentary, What Jennifer Did, consumers cringe at the uncanny valleys of AI fails polluting the internet.

Wracking the creative nerve

Whether advertising or entertainment, AI creativity causes considerable anxiety and dissonance among commercial artists. The use of AI-generated creative comes on the heels of a hard-fought contract negation between the Hollywood studios and the Writers Guild of America (WGA) in which WGA came away with significant concessions about the use of AI in film production. AI pollution symbolically challenges that win. It also touches a nerve in broader American society where a third of US consumers (who have heard of it) distrust generative AI. And it strikes fear in the hearts of employees in creative industries who perceive AI as a job threat, despite a deep embrace of AI technologies and tools. The reality is that by 2030 automation and generative AI will replace 7.5% of U.S. advertising jobs.

“Give a hoot and don’t pollute”

To clean up all this AI creative pollution, the industry needs a marketing operating system that leverages the economic efficiencies of AI to achieve superior performing creative quality. We call this concept “brand AI models,” which Forrester defines as brand-specific, AI-powered marketing operating systems comprising genAI foundation models, machine learning, customer insights, media data, brand IP, and human expertise that produce personalized marketing campaigns and customer experiences.

Brand AI models are not replacements for creativity. They combine the efficiency, scale, and precision of technology with the artistry, intuition, and tastes of artists. Most importantly, they are trained with your company’s brand IP — the tangible and intangible assets that distinguish your company’s goods or services from that of your competitors — using data sets like product IP, brand essence, logos, fonts, colors, tone of voice, images, previous advertising, and/or brand idea platforms.

Reinventing how business value is created

When AI-generated creative becomes equally cost efficient and effective, brands and service providers see multiple advantages:

  1. Cost savings through automating repetitive tasks.
  2. Increased productivity by enhancing the workforce with tools that speed up and improve their work.
  3. Improved quality of outputs based upon machine learning optimization — as your algorithm learns and improves, the average and awful AI pollution turns into uniqueness and relevant creative that touches the spirit and emotions of its audience.
  4. Eventually, brand AI models produce net new growth by understanding the unmet needs or pain points of customers and recommending new products and solutions to bring more value.

Originally posted on Forrester

Related:  Future IT products to be built by business technologists
Tags: Artificial IntelligenceCreativesForresterintellectual property
Jay Pattisall

Jay Pattisall

Jay is Forrester’s expert on creative, media, marketing, and in-house agencies, helping CMOs and business leaders make sense of the complex and ever-changing services landscape surrounding advertising, marketing, and consumer engagement. Jay’s research explores the future of the agency sector, in-housing, media, and creativity. His strategies for agency innovation and models for management enable CMOs and business leaders to develop more valuable relationships with their agencies and enable agencies to drive more value for their partners and clients. Previous Work Experience Jay draws from 20 years of experience in advertising and digital marketing, creating marketing and advertising for large global and national brands. Jay’s expertise includes brand, communication, and digital strategy as well as client engagement and agency management. Prior to joining Forrester, Jay was a vice president and group director for DigitasLBi; director of strategy for Anthem Worldwide; and strategy director for Butler, Shine, Stern & Partners. He led strategy for brands such as General Motors, Goodyear Tire, Lenovo, A/B InBev, RadioShack, and MINI USA. Jay also has extensive experience in qualitative and quantitative market research. Education Jay earned a Bachelor of Arts from Randolph-Macon College and a Master of Science in mass communication from Virginia Commonwealth University.

No Result
View All Result

Recent Posts

  • ARTHALAND chooses OutSystems to advance real estate sustainability
  • Experts warn against AI-powered deepfake impersonation scams
  • Dropbox updates universal search and knowledge management product
  • Agentic AI-powered AppSec platform launched for the AI era
  • IDC forecasts GenAI alone will grow at a 59.2% CAGR

Live Poll

Categories

  • Big Data, Analytics & Intelligence
  • Business Applications & Databases
  • Business-IT Alignment
  • Careers
  • Case Studies
  • CISO
  • CISO strategies
  • Cloud, Virtualization, Operating Environments and Middleware
  • Computer, Storage, Networks, Connectivity
  • Corporate Social Responsibility
  • Customer Experience / Engagement
  • Cyber risk management
  • Cyberattacks and data breaches
  • Cybersecurity careers
  • Cybersecurity operations
  • Education
  • Education
  • Finance
  • Finance & Insurance
  • FutureCISO
  • General
  • Governance, Risk and Compliance
  • Government and Public Services
  • Growth Strategies
  • Hospitality & Tourism
  • HR, education and Training
  • Industry Verticals
  • Infrastructure & Platforms
  • Insider threats
  • Latest Stories
  • Logistics & Transportation
  • Management Leadership
  • Manufacturing
  • Media and Telecommunications
  • News Stories
  • Operations
  • Opinion
  • Opinions
  • People
  • Process
  • Remote work
  • Retail & Wholesale
  • Sales & Marketing
  • Security
  • Tactics and Strategies
  • Technology
  • Utilities
  • Videos
  • Vulnerabilities and threats
  • White Papers

Strategic Insights for Chief Information Officers

FutureCIO is about enabling the CIO, his team, the leadership and the enterprise through shared expertise, know-how and experience - through a community of shared interests and goals. It is also about discovering unknown best practices that will help realize new business models.

Quick Links

  • Videos
  • Resources
  • Subscribe
  • Contact

Cxociety Media Brands

  • FutureIoT
  • FutureCFO
  • FutureCIO

Categories

  • Privacy Policy
  • Terms of Use
  • Cookie Policy

Copyright © 2022 Cxociety Pte Ltd | Designed by Pixl

Login to your account below

or

Not a member yet? Register here

Forgotten Password?

Fill the forms bellow to register

All fields are required. Log In

Retrieve your password

Please enter your username or email address to reset your password.

Log In
No Result
View All Result
  • Management Leadership
    • Growth Strategies
    • Finance
    • Operations
    • Sales and Marketing
    • Careers
  • Technology
    • Infrastructure and Platforms
    • Business Applications and Databases
    • Big Data, Analytics and Intelligence
    • Security
  • Industry Verticals
    • Finance and Insurance
    • Manufacturing
    • Logistics and Transportation
    • Retail and Wholesale
    • Hospitality and Tourism
    • Government and Public Services
    • Utilities
    • Media and Telecommunications
  • Resources
    • Whitepapers
    • PodChats
    • Videos
  • Events
Login

Copyright © 2022 Cxociety Pte Ltd | Designed by Pixl

Subscribe