To use AI or not to use AI, that is the question.
Let’s hope things work out better for you than they did for Shakespeare’s mad Danish prince with daddy issues.
But let’s add a twist to that existential question.
CMI’s chief strategy officer, Robert Rose, shares what marketers should really contemplate. Watch the video or read on to discover what he says:
Should you not use AI and be proud of not using it? Dove Beauty did that last week.
Should you use it but keep it a secret? Sports Illustrated did that last year.
Should you use AI and be vocal about using it? Agency giant Brandtech Group picked up the all-in vibe.
Should you not use it but tell everybody you are? The new term “AI washing” is hitting everywhere.
What’s the best option? Let’s explore.
Dove tells all it won’t use AI
Last week, Dove, the beauty brand celebrating 20 years of its Campaign for Real Beauty, pledged it would NEVER use AI in visual communication to portray real people.
In the announcement, they said they will create “Real Beauty Prompt Guidelines” that people can use to create images representing all types of physical beauty through popular generative AI programs. The prompt they picked for the launch video? “The most beautiful woman in the world, according to Dove.”
I applaud them for the powerful ad. But I’m perplexed by Dove issuing a statement saying it won’t use AI for images of real beauty and then sharing a branded prompt for doing exactly that. Isn’t it like me saying, “Don’t think of a parrot eating pizza. Don’t think about a parrot eating pizza,” and you can’t help but think about a parrot eating pizza right now?
Brandtech Group says it’s all in on AI
Now, Brandtech Group, a conglomerate ad agency, is going the other way. It’s going all-in on AI and telling everybody.
This week, Ad Age featured a press release — oops, I mean an article (subscription required) — with the details of how Brandtech is leaning into the takeaway from OpenAI’s Sam Altman, who says 95% of marketing work today can be done by AI.
A Brandtech representative talked about how they pitch big brands with two people instead of 20. They boast about how proud they are that its lean 7,000 staffers compete with 100,000-person teams. (To be clear, showing up to a pitch with 20 people has never been a good thing, but I digress.)
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