Major Corporations Harness AI for Cost-Effective, Innovative Advertising

Corporations Harness Ai

Major Corporations Harness AI for Cost-Effective, Innovative Advertising

In the world of advertising, artificial intelligence (AI) is becoming an increasingly popular tool for creating cost-effective campaigns. Major companies such as Nestle and Unilever, along with the world’s leading advertising agency WPP, are leveraging AI technology to reduce costs and enhance productivity. However, the journey to fully integrate AI into their advertising strategies is not without challenges, including potential security risks, copyright issues, and the potential for unintentional biases.

AI has been a hot topic in recent years, particularly generative AI, which can generate new content based on past data. This technology has the potential to revolutionize advertising by offering a cheaper, faster, and virtually limitless way to market products. For instance, instead of dispatching a film crew for a commercial shoot, companies can now create these scenarios virtually, resulting in significant cost savings.

WPP’s CEO Mark Read revealed that the company is collaborating with consumer goods companies such as Nestle and Mondelez to utilize generative AI in their advertising campaigns. WPP has also partnered with the University of Oxford to offer an “AI for business” diploma, aiming to equip its executives and client leaders with vital knowledge about data and AI.

In a campaign for Mondelez in India, WPP used AI to create personalized ads featuring Bollywood superstar Shah Rukh Khan. The ads encouraged people to shop at local stores during Diwali. Small businesses used a microsite to generate their own versions of the ads, which could then be shared on social media. This campaign resulted in 130,000 ads featuring 2,000 stores and garnered 94 million views across YouTube and Facebook.

Nestle is also exploring the potential of AI with ChatGPT 4.0 and Dall-E 2. According to Aude Gandon, Nestle’s Global Chief Marketing Officer, these AI engines are providing creative ideas and inspiration that align with their brand and strategy. The creative team then further develops these ideas into content for their websites.

Despite the ongoing debate about whether AI-generated content can match human creativity, companies are already incorporating this technology into their promotional campaigns. For instance, WPP used OpenAI’s generator system DALL-E 2 to create an imaginative scene in a YouTube ad for Nestle’s La Laitière brand, which generated a significant media value for the company.

Unilever is another company utilizing AI technology. It has developed a generative AI tool that can write product descriptions for retail and digital commerce websites. However, the company is mindful of potential issues such as copyrights, intellectual property, privacy, and data. Unilever is also keen on ensuring that its AI tools do not reproduce human biases that might be present in the data it processes.

The use of AI in advertising can be particularly beneficial for companies in the standing desks/office health industry. For instance, an electric height adjustable standing desk could be marketed using AI-generated content that highlights the health benefits of an electric stand up desk. This could be a cost-effective way to inform potential customers about how to choose the best standing desk or the best sit stand desk.

While AI offers promising opportunities for cost-effective advertising, companies need to be cautious about potential risks. As Ben King, VP of customer trust at Okta, warns, companies should consider everything they tell an AI service as if it were sensitive information. If they wouldn’t want it getting out, they should think twice about sharing it.

In conclusion, while there are challenges to overcome, the use of AI in advertising holds significant potential for cost savings and increased productivity. As companies continue to experiment and learn, we can expect to see more innovative and engaging campaigns in the future.

author avatar
Guy Director
Higher Diploma in Mechanical Engineering. Ergomotion Director since 2005.

Google Reviews

Ergomotion

Google Reviews

Josh Oliver 04/02/24

Google
I've had an ergomotion desk for 10 years. It's still as good today as it was brand new. Over the years Guy has always responded promptly to any guidance I've needed (mostly help putting the desk back together after removalists take it apart).

Michael Cheung 18/01/24

Google
Great service from Guy and the team at Ergomotion! Helped with all my queries and was able to source a standing desk part for me when many others weren't able! Highly recommend!

Shao Lei 30/11/23

Google
Decent desk and awesome service. Highly recommend

Rod Hathway 10/11/23

Google
Awesome experience. Great value, super customer experience, ordered, assembled and picked up in 24 hours!

Dom K 06/11/23

Google
Skip the big name brands and buy from Guy instead, 10/10 linak parts with a very well built tabletop.

Chris Wu 06/11/23

Google
I purchased the edesk from Guy at Ergomotion. Guy was a pleasure to deal with and the desk arrived the next day. Guy was highly knowledgeable on the desk and provided very prompt support on the installation. I can highly recommend Ergomotion.

Albert Altit 29/09/23

Google
Excellent quality and superb Customer service. Guy walked us through the options and benefits of each and enabled us to easily decide on which option we wanted.

Installation was a breeze - Guy did a fantastic job !!

Long Hei Tai 15/09/23

Google
Guy is very helpful on my inquiry. The desk is very good in quality and I love it very much.

Thai Nguyen 03/09/23

Google
This is the second desk I have ordered to cater for my growing business. I find the quality of the products excellent and definitely an investment for the future. Great and efficient service and very helpful from the ordering process to the delivery process also. Thank so much to Guy who did a great job with following up and providing updates every step of the way.

GT 01/09/23

Google
Brilliant product, realisable and fast delivery. Thanks guy and the team.
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