New research from NielsenIQ shows that consumers generally dislike AI-generated video ads, finding them “annoying,” “boring,” and “confusing” compared to traditional ads.
Below is the Toys R Us AI ad made using Sora. What do you think? Let me know in the comments.
Even polished, high-quality AI content didn’t leave a lasting impression or match the memorability of conventional ads. While low-quality AI ads still communicated brand messages effectively, they were cognitively taxing and distracting for viewers.
The study highlights a gap between AI-generated ads and traditional marketing in terms of authenticity, which is crucial for brand perception. While AI-generated ads may be effective in creating brand associations, they risk damaging a brand’s authenticity, leading to negative perceptions. The findings also underscore that AI ads can trigger an “uncanny valley” effect, with stiff actors and odd editing rhythms.
Despite these challenges, AI does help reinforce brand identity and may improve as tools evolve. Marketers may benefit from using AI for lower-risk tasks like ideation, storyboarding, and creative testing.
John’s take: I’ve been saying since AI took hold in the online business community that audiences connect with real people and emotions. While this article highlights that AI will improve, nature always adapts and finds a way to survive. That means you and your videos have the ultimate power to reach your audience, not your AI-generated video subscription.
Read the article here:
https://www.marketingdive.com/news/consumer-perceptions-generative-ai-in-marketing-openai-sora/735761/
