Precise, personal campaigns: When brand AI comes to advertising industry

AI is all set to transform marketing, making ads more targeted and increasing efficiency. But that is the good news. The bad news is that the adoption of AI into marketing will lead to job losses

One of India’s leading advertising agencies hired a team of three graduate researchers in artificial intelligence (AI) last year. They were tasked with feeding precise prompts into OpenAI’s ChatGPT 4 and providing an array of “narratives” from which the creative team could choose specific elements to design a campaign script. Once the script was designed, the team would then feed these into visualisation tools like DALL.E to come out with prototypes for logos, print ads, and product placements.

The Mumbai-based ad agency has produced two such campaigns so far, and in both, its clients reported better consumer connect, it told