"Meta CEO Mark Zuckerberg said earlier this year that the company's artificial intelligence had become so advanced that advertisers would no longer need to create their own ads. Brands could simply hand over their bank accounts and campaign objectives and let the AI take the wheel. Some marketers, however, haven't been pleased with the results when they let Meta's AI drive their ad campaigns."
"Bryan Cano, head of marketing of the "elevated basics" clothing brand True Classic, was aghast when he noticed Meta had switched out his top-performing ad - an attractive millennial man in a matching fleece set, casually posing on a stool - with an AI-generated photo of a cheerful yet unnatural granny sitting in an armchair. True Classic typically targets its Meta ads to men ages 30 to 45."
"The ad ran on Meta for three days before customers alerted True Classic to it, Cano told Business Insider. He said that while the direction Meta is taking with AI makes sense, he felt the generative-ads tool wasn't yet ready for prime time. "This doesn't just affect our relationship with customers, who were upset by this, but it could also damage relationships with wholesale customers and the relationships we have built with retailers," Cano said."
Meta's generative advertising system has produced unexpected and inappropriate creative, including an AI-generated elderly woman replacing a targeted creative for a men's clothing brand. The AI swap replaced a top-performing image of a millennial male model with a cheerful but unnatural granny that ran on the platform for three days before customers noticed. The brand reported concern about damaged relationships with customers, wholesalers, and retailers. Tech companies promote AI to speed ad creation and improve performance, but many advertisers are reluctant to relinquish creative control to opaque systems. Consumers often dislike clearly AI-generated ads, creating performance and reputational risks.
Read at Business Insider
Unable to calculate read time
Collection
[
|
...
]