For many people, complicating advertising creation with technology that verifies its origin and authenticity may seem like just a technological showoff.
However, I maintain that the ability to indicate the authorship and origin of a given digital medium will be of great importance to us.
All the research shows that people consistently prefer to know that they are interacting with human creativity, not AI. We simply prefer something that we know was created by a Person, not a computer.
Even if we can no longer distinguish whether a given image was generated by a human mind or by a series of calculations, we want to know about it and after the fact we will say that we prefer the human product. In short: we discriminate against AI.
The effort put into the creation, the imagination of the artist’s emotions, the reasons why he did something in a certain way are an essential telegram marketing part of the perception of the creative result: whether in music, image, text or video. Until this state of affairs changes and humanity completely abandons the evaluation of products based on their authorship, initiatives such as C2PA used by Haleon make a lot of sense.
It is precisely on supporting such (and other, such as blockchain) tools for determining authorship and origin of media that artists and people from creative industries should focus. Speciesism is probably the only form of discrimination that can and should be openly supported.
Contents:
- Content Credentials: A Way to Media Transparency in the Age of AI
- New Cabinet for the Prime Minister
- Machine learning simplifies cooking
- CEOs want their LLMs
- Home vacation with craft vodka
- The Joy of Creation is the Key to the Hearts of “Z”
- Spotify like YouTube
- North vs. South
- AI will make you an ad
- What do they play in Guernsey?
- Shorts
- Weekly Tool
- Knowledge from the blog
Content Credentials: A Way to Media Transparency in the Age of AI
Gaining consumer trust is a difficult art. Especially in the era of artificial intelligence, which allows for generating suggestive media. The Sensodyne brand (a manufacturer of toothpaste), owned by the Haleon concern, decided to increase its credibility in the eyes of recipients using the Content Credentials technology.
This is a standard for metadata embedded in various forms of content (graphics, video, audio, press articles, code, etc.), including information on seo consultant to decide which the authorship and origin of the content and its editing history. The solution is being developed by C2PA (Coalition for Content Provenance and Authenticity), an initiative of technology and media giants, including Adobe, BBC, Intel, Microsoft, OpenAI, and others.
In Sensodyne’s pilot campaign for the U.S., consumers can verify the identity of the dentist featured in the ad by hovering over the Content Credentials icon, assuring themselves that the dentist is not only human but also not an actor.
According to a survey conducted by Haleon’s marketing department, 75% of consumers prefer ads that demonstrate transparency.
New Cabinet for the Prime Minister
In advertising, it’s not only the idea that counts, but also the reflexes.
On July 5, after the Labour Party won the election, Keir Stramer took office as British Prime Minister. That same day, a black van appeared near Downing Street with an advertising poster for Wickes, a popular British home improvement chain. The words, against a blue background bearing the brand’s logo, read: “New cabinet, Keir? Our kitchen experts are here to help.”
In English, “cabinet” means both a government office and a kitchen cabinet – a pun that is therefore untranslatable into Polish. A translation that preserves beauty and violates fidelity might be: “Could you use a new office, Keir?”
The campaign, executed by London creative agency St. Luke’s, lasted just one day but was worth the effort. If not from a conversion buy lead perspective (we have no data on that), then certainly for its brilliant combination of British humor and cheek.
Machine learning simplifies cooking
The Pestle cooking app will make life easier for cooking enthusiasts by using machine learning algorithms. Food lovers looking for inspiration on Instagram will be able to import recipes from Rolki to Pestle. The app will ask the user to name the recipe, then add the recipe to the collection.
Pestle is the brainchild of Will Bishop, who released the tool in 2022 with the intention of simplifying the process of finding recipes on the web. Despite the abundance of culinary content on websites and social media, users often have to wade through a thicket of text, photos, and ads before they get to the heart of the matter. Pestle solves this problem by reading recipes from online sources and giving them a coherent, user-friendly form.
