How brands are tapping into the power of AI

While some marketers are taking a stand against using AI, others have been quick to harness its power. Many brands have already used AI to create campaigns that would otherwise be impossible to pull off.

Say what you will about AI, but she’s having her moment.

I’m talking Lady Gaga 2010 MTV-VMAs-Meat-Dress kind of moment. Yeah, everybody’s paying attention.

And just like Gaga's fleshy fashion choice, AI continues to divide the public, marketers included.

Nearly 9/10 marketers and communications professionals have used or experimented with AI tools for at least one application, per a benchmark survey by The Conference Board.

But opinions remain mixed. Some people believe using it is bad practice, full stop. Others see it as a misinformation super-spreader and a tool that amplifies race and gender stereotypes.

Some brands, like Dove, have vowed to never use AI to represent the women in their campaigns. To them, this is a commitment to their stance on highlighting "Real Beauty."

But plenty of others seem to be embracing the new-found technology.

Here are a few pretty cool AI-powered marketing campaigns we’ve seen…

Absolut Intelligence.

Bias has become an apparent issue with AI image generation, one way or another. The way these models have been trained has rendered them incapable of finding the medium. So, Absolut Vodka has teamed up with Copy Lab for a new campaign.

This campaign uses AI images created by a model that Absolut and others trained using a diverse set of 10,000 photos, all highlighting different racial identities and cultures. The popular vodka brand stated they are “challenging stereotyping within AI for a more inclusive and diverse portrayal in fashion.” I like it.

Different Every Time

Mars candy brand, Starburst, launched their first campaign in 12 years. The campaign, “celebrates the joy of choice and individuality in a world inundated with sameness.”

How exactly are they doing this? By using generative AI, Starburst is showcasing 479 million ways consumers can enjoy a 12-pack of its candies. The brand is using AR Snapchat lenses, music adventures on Spotify, and TV spots to deliver what they're calling, "dynamic, ever-changing content." You can watch the vibrant and exciting commercials here.

Reebok Impact

In a recent press release, Reebok announced the launch of “Reebok Impact,” a custom AI fashion experience on Instagram. How does it work? Consumers can DM the account with a photo of their fave memory.

Then the bot crafts a custom shoe inspired by the picture's colour scheme and style. It inlays the original photo into the sole of the product as a digital keepsake. You can then port your new digi kicks over to Roblox or Fortnite, where the craze for virtual cosmetics is rampant. Clever move.

Whether we like it or not, AI is here to stay. Adapt or don’t, at your own risk.

-Sophie, Pop Culture Queen