Is AI 'blowing smoke' up your marketing backside? - AdNews
The advertising industry is gathering resources to meet the “tectonic shift” from AI, ensuring it becomes a tool for growth and not a deceptive false path. RESET, the Australian Association of National Advertisers (AANA) annual conference, put AI’s role in the spotlight. The AANA, the Media Federation of Australia (MFA) and the Advertising Council of Australia (ACA) are forming the AI Council of Experts, bringing together leaders from brands, agencies, creative and media. The idea is to develop a set of national standards and guidelines for the responsible, ethical, effective, and innovative use of artificial intelligence in marketing, informed by best practice from around the world.
Concerns About AI
Futurist Dr Catherine Ball, speaking at RESET, expressed concerns about the rise of AI. She likened it to passing dead bodies frozen on the slopes of Everest, a dead zone for climbers. Dr. Ball emphasized the importance of not blindly trusting AI and highlighted the need for a balanced approach in utilizing new technologies.
The Role of AI in Marketing
Josh Faulks, CEO of the AANA, acknowledged the hype around AI and its potential impact on the industry. He outlined trends that marketers need to pay attention to, including the fundamental shift in consumer behavior, the rise of AI agents, and the revolution in content development through AI.
Faulks also discussed how AI is reshaping the client-agency relationship, quoting Sam Altman, CEO of Open AI, who stated, “AI will handle 95% of what marketers use agencies, strategists, and creative professionals for today.”
Conclusion
AI undoubtedly presents both opportunities and challenges for the marketing industry. It is crucial for stakeholders to approach AI adoption with caution, understanding its capabilities and limitations to leverage its potential effectively while maintaining the human element in creativity and brand value.
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