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lu zehua

a few days ago, a friend who has worked in the advertising industry for more than ten years told me that he had signed up for an ai training course. the course list included basic ai knowledge, office applications, image and video production... a long list. he was already very busy at work, so why did he need to learn this? his answer was: the advertising industry has entered a period of transformation, and if he doesn't "seek innovation", he will be left behind by his competitors.

is the change really that big? as a consumer, it seems that there is no obvious feeling. however, if you observe carefully, you will find that ai is everywhere, including advertisements on shopping mall screens, billboards in elevators, light box displays in subways, and pop-up pages of mobile phone apps. not only that, many brands have also created their own "ai spokespersons", which are virtual digital people generated by ai technology and computer imaging technology. by learning and analyzing a large amount of market data, "ai spokespersons" can accurately grasp the preferences and needs of users and provide personalized recommendations and services. compared with traditional celebrity spokespersons, ai spokespersons are not only more "variable" in appearance, but also greatly reduce the cost of endorsements. develop once and use for a long time, saving a lot of money and resources for the brand.

the penetration of ai in the advertising industry is a microcosm of how intelligent technology is reshaping the advertising industry. with the increasing application of technologies such as big data, artificial intelligence, cloud computing, and the internet of things in the advertising field, internet advertising has become the main driving force for the sustainable development and innovation of the advertising industry, and advertising production, delivery, interaction, and regulatory models are also constantly being updated. with the help of these new technologies and new models, the advantages of internet advertising have gradually emerged and have become the main channel for many brands to engage in promotion. the network's unique evaluation, grading, and reporting mechanisms enable internet advertising to accurately detect user needs and push them, making brand communication more precise and personalized.

however, in stark contrast to these advanced technologies that have profoundly reshaped the mechanisms of the advertising industry, some consumers have complained that some internet ads do not meet the basic requirements of being fresh, beautiful, and interesting. for example, many ai-generated characters are too fake, lacking in humanity and realism; some screen elements are not coordinated, disorganized, and poor in appearance, and even do not conform to basic "physical laws"... i once saw an advertising poster in an elevator that was labeled as ai-designed. upon closer inspection, i found that the five fingers of the advertising model were almost the same length.

why does this happen?

one of the reasons is that the application of various emerging technologies has greatly improved the efficiency of advertising production. in the past, it took about a week to design and modify advertisements, but now it can be completed in a few seconds using artificial intelligence. at the same time, many advertising companies believe that users will not look at advertisements carefully, and "large quantities" and "flooding" are more effective marketing strategies. therefore, a large number of "aesthetically pleasing" and shoddy advertisements have appeared in public places.

the reason is obvious. if even the most basic requirements of an advertisement are not met, the advantages of new internet advertising such as intelligent presentation, precise delivery, personalized service, and real-time feedback will become a tree without roots and water without a source.

to this end, the author has collected some ai advertisements with high social evaluation from the internet. after understanding their production process, it is found that all works that are widely recognized are not "generated in one second". before inputting ai instructions, creators often have to go through several rounds of planning and discussion, and "talk" with ai hundreds or thousands of times. ai advertising still requires the spirit of craftsmanship to strive for excellence.

from this perspective, the premise of "seeking innovation" is "seeking quality". only by passing the "high quality" test can internet advertising achieve healthy and stable development with the support of emerging technologies.