Advertisers are constantly looking for new ways to engage with consumers and promote their products or services. In recent years, the buzz around artificial intelligence (AI) has been hard to ignore. AI promises to revolutionize the way businesses operate and interact with customers, but there is a big problem – consumers are wary of the technology and don’t want to be bombarded with messaging about it.
At the recent Olympics, Google faced a major backlash over an ad for its Gemini AI tool. The ad, titled „Dear Sydney,“ depicted a father using AI to help his daughter write a letter to her athlete idol. While Google claimed it was showcasing AI’s ability to enhance human creativity, critics slammed the ad as tone-deaf and out of touch. This incident highlighted the disconnect between advertisers‘ perception of AI and consumers‘ skepticism towards it.
Iain Thomas, a co-author of a book on AI and founder of an agency that helps marketers utilize AI, emphasized the importance of using AI to streamline processes rather than replace human creativity. He pointed out that consumers are not interested in AI being used to write poetry or books but rather to handle mundane tasks so that humans can focus on more meaningful endeavors.
The issue of AI messaging extends beyond Google, with other companies also facing challenges in effectively communicating the benefits of AI to consumers. A Toys „R“ Us ad created using OpenAI’s text-to-video tool received mixed reviews, while an „AI-powered“ Under Armour ad was criticized for allegedly using others‘ work without proper credit. These missteps underscore the need for advertisers to tread carefully when incorporating AI into their marketing campaigns.
Research has shown that consumers are less likely to purchase products labeled as „artificial intelligence.“ A study conducted by researchers at Washington State University revealed that including AI in product descriptions led to decreased consumer interest in items such as television sets, medical devices, and financial services products. This lack of trust in AI can pose a significant challenge for advertisers looking to promote AI-powered products.
Despite consumer skepticism, companies continue to invest heavily in AI and allocate substantial budgets to marketing AI-related products and services. Data from MediaRadar indicates that ad spending on AI products has increased significantly in recent years, with more companies leveraging AI in their marketing efforts. However, striking the right balance between promoting AI and addressing consumer concerns remains a key challenge for advertisers.
To overcome consumer skepticism and effectively promote AI, advertisers must focus on crafting human-led narratives that highlight the benefits of AI in enhancing human experiences. Ads that showcase AI as a tool to empower creativity and personalize experiences have been well-received by consumers. By emphasizing the positive impact of AI on individuals and society, advertisers can build trust and credibility with their target audience.
In conclusion, while AI presents exciting opportunities for advertisers to innovate and connect with consumers, navigating consumer skepticism and building trust around the technology is crucial. By focusing on human-centered narratives and showcasing the positive impact of AI, advertisers can effectively communicate the benefits of AI to consumers and drive engagement with their products and services.