How generative AI hallucinations can benefit brands

A month ago, a flurry of pieces popped up to tell us what we needed to know about AI right now. What we know about those insights today: They are totally out of date. I was a judge at a Turing test in New York this month where humans went up against AI to make ads and we had to tell them apart. It was damn hard … already. I also spoke to some boffins from Dublin who are building AI for the big four. I had a natter with the computer science faculty at perhaps the U.K.’s most prestigious universities. Spoke to procurement at a massive global client. In between I watched a lot of YouTube videos on AI at double speed at 2 in the morning. The landscape is moving fast. So, if you meet anyone who tells you they have it all worked out, run a mile. Next week it will be different. But for the moment—as in right now—here is the most up-to-date thinking I could find. Hallucinations are the feature, not the bug Does AI dream of Electric Sheep? Contrary to popular belief, AI-generated hallucinations— when AI passes off fabricated information as fact—are not going to be anyone’s downfall and are not something to fear. In fact, they could become something of a dream opportunity for marketers—offering unique and unexpected combinations that can drive creativity in new and unthought-of ways. Isn't that just what a creative spark is? Check out the latest Ad Age events and award programs Hallucinations could be perfect for identifying, exploring and manipulating brands as a concept. By experimenting with AI-generated content, you can tap into fresh ideas and engage customers in innovative ways. Get yourself off the blank page. They could turn out to be the most interesting feature of this new technology. Chatbots with personality The bot has grown up, found a calling and developed a personality. By integrating bots into the whole process, qualitative insights can be gathered and used to develop specific audience personas, which in turn inform/train the AI-powered brand persona. Instant audience quick dip. However, you need to ensure that the personas created encompass diverse perspectives—don't forget the internet is not a perfect data source by any means. AI can also be used to enhance client conversations, improving the overall understanding of clients' needs and preferences. And what happens when a detailed audience persona can have a chat with a developed brand persona … hmmm. There's a feedback loop. Up close and personal When interacting with brands through large language models, marketers can employ conversion tactics, meters and sliders (see below) to fine-tune and personalize AI-generated content. This means you can align the AI output with a brand's desired tone, voice and messaging. Customizing the content according to specific metrics and preferences creates a more tailored and impactful brand experience. Conversion tactics: Optimize conversion rates using AI-generated content through tactics such as A/B testing, experimenting with different calls to action and incorporating social proof elements. Meters: Gauge personalization in AI-generated content by adjusting meters for the level of personalization, tone, style and language complexity to align with the target audience. Sliders: Use sliders to fine-tune AI-generated content by prioritizing product/service features, adjusting emotional appeal and controlling content length and format. Train the bias out AI bias has rightfully grabbed the headlines recently but it’s such a hugely important topic that it’s worth revising. It is vitally important to recognize that biases can arise from both the creators of AI models and the training data used. To head this off, you need to create diverse teams that bring different perspectives to the table and foster inclusivity. (We’ve been saying this for years so who knows when this will happen?) Regular human testing and evaluation of the output are also essential to identify and correct biases. You’ve got to train it like a puppy, or it will disgrace itself. Understanding AI in advertising is like trying to ride a comet: It's incredibly thrilling, incredibly risky and almost impossible to predict where it's going next—and could cause an extinction-level event. Today's bots have grown, becoming more sophisticated, more personalized, more useful. The power of personalization offered by large language models stands to transform how brands connect with consumers. This dynamism—the ability to create tailored experiences—speaks to an evolution of branding that's not just unique but uniquely resonant. The promise of AI is enormous, but a lack of diversity and bias in training data could all lead to significant problems. We must therefore apply the same vigilance and ethical scrutiny to AI as we would to any influential force in society. As we stand on the cusp of a new era of AI integration in advertising, we need to remember that the goal isn't just to keep pace with the rapid advancements. Instead, we must actively shape and direct the trajectory, remembering always that AI is a tool, not a master. But today's news is just tomorrow's chip paper as they used to say where I come from. Be prepared to evolve, to adapt and to redefine what you thought you knew. After all, the world of AI waits for no one. Subscribe to Ad Age Sign up now for the latest industry news and analysis Click here

How generative AI hallucinations can benefit brands

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