This issue was on full display at the Olympics, where Google face-planted with an ad for its Gemini AI tool.
"There seems to be this fundamental misunderstanding of what we should be using AI for," said Iain Thomas, who cowrote a book on AI, "What Makes Us Human?," and is a founder of Sounds Fun, an agency that helps marketers harness AI.
To date, 575 companies have bought ads to market AI products in 2024, up from 186 in all of 2023.
"In the same way, I wouldn't trumpet that my new product was designed in Photoshop, so why would I talk about how my product was designed using AI?
One of the top-performing US ads of 2023 came from Adobe, which ran a spot featuring a girl using AI to create a birthday card.
Persons:
Iain Thomas, Sora, Josh Campo, Razorfish, Matt Rebeiro, Iris, Rebeiro, System1, Dove, Microsoft's, chatbot —, Thomas, JLo
Organizations:
Service, Olympics, Google, Business, Sounds, Washington State University, of Hospitality Marketing, Management, Yahoo, Publicis Media, YouTube, Enterprises, Adobe, Cadbury
Locations:
MediaRadar