Generative artificial intelligence, whose operation consists of collecting information on various matters that will then be used to give rise to new ideas, is so fashionable that even the audiovisual industry relies on it to ensure the best possible future. This is deduced from the latest report prepared by the experts of the Dentsu company, who maintain that this technology will be essential when it comes to revitalizing television formulas in all media.
More than 60% of marketing professionals have begun to use generative artificial intelligence in their respective companies, as can be read in the research carried out by Dentsu technicians. According to the executive director of media for international markets, Peter Huijboom, his efforts are preferably focused on these systems. Without considering this tool, any prediction about screens will now be doomed to failure, he adds.
Anita Kotwani, head of Dentsu for South Asia, highlights that generative artificial intelligence “is not just a happy expression, but will be a game-changer for the sector.” In her opinion, this instrument can “automate, optimize and personalize numerous aspects of media planning, purchasing and execution.” Likewise, she adds, it has the potential to free workers from the obligation to be constantly creative.
To begin with, analysts say that generative artificial intelligence will transform the way in which users access content, both on platforms and search engines. Furthermore, advertisers and scriptwriters will have unprecedented help in the history of communication, capable of knowing what effect their material will have with a minimum margin of error. These figures will also be aware that generative artificial intelligence will allow them to produce images, sounds and other resources that, without their intervention, would never exist.
The consultants are convinced that competition between streaming channels and operators will intensify in 2024, among other factors, due to the emergence of this pillar of the fifth industrial revolution. The explanation is simple: if competitors use identical machines, the results will tend to be similar. Maybe too much. For this reason, maneuvers will multiply to individualize commercial proposals, from Hollywood to Barcelona.
In this context, advertisers will look for new formats with the aim of capturing the attention of an audience subjected to a growing number of stimuli. Be that as it may, the most authoritative voices warn that the audience will soon tire of inhabiting an ecosystem in which promotional content will be almost omnipresent. And what could preserve brands from the lack of interest of viewers? Well, specialists are clear about it: authenticity, commitment to social and ecological values, elements that, by the way, are not foreign to generative artificial intelligence.
