In general people fear change and historically people were skeptical of the invention of electricity, cars, the ability to land on the moon. I grew up without email, the Internet, and cable wasn't a thing. Now people can't imagine what that even looks like. If history has taught us anything, it's that we will adapt. As for whether advertisers should disclose using AI, I think we just need to start assuming at some point everyone will be using it. Great article! I remember that 1995 holidays are coming campaign. After 30 years, one would hope there would be significant advancements in the world. 🌎
Thank you for your insights, Bette. I agree that people will adapt and that the use of AI will be commonplace. I don't see a way around it, which is why I'm focused on its ethics.
I completely agree with you - there is no way around it. And it's important that you and other people like you help shape the ethical path we are going to need with this technology and everything that follows.
New technology often generates fear, skepticism, and distrust until it becomes normalized. The rise of generative AI is no different.
Google's stance on AI-generated content is the same as for human-generated content: It should be high quality, original, and helpful to the reader.
The fiction authors I know who are using AI in their creative process also report that their readers don't seem to care if AI is used or not; as long as the story is good and well-told, they're happy.
I believe that surveys of consumers today reveal both ignorance but also manipulated bias against the use of AI, but that in real-use situations, it doesn't matter as much.
And the surveys will likely change over time as AI content becomes more widely adopted and society in general starts to appreciate its utility as a co-creative partner.
Paul, congratulations on this thought-provoking piece! You’ve eloquently unpacked the tension between AI’s potential and the trust gap it faces in advertising. What resonated most with me is the idea that transparency isn’t just about disclosure—it’s a catalyst for reshaping consumer perceptions.
The Coca-Cola example is particularly telling. It shows that AI-generated content isn’t inherently the issue—it’s how brands position and communicate its role. Perhaps the solution lies in redefining AI as a creative partner rather than a replacement. Imagine campaigns where brands showcase how AI amplifies human ingenuity, turning what might seem “soulless” into something undeniably innovative.
This raises an exciting question:
Beyond simply disclosing AI’s involvement, how can brands actively involve consumers in their creative process? Could transparency become an opportunity for engagement, sparking collaboration and deeper loyalty?
Thank you, Alexandra. I especially like your statement, "Perhaps the solution lies in redefining AI as a creative partner rather than a replacement." Do I interpret that as you saying beyond disclosure, there should be active consumer engagement in the creative process involving AI? Can you expand on that more?
Thank you, Paul! You’ve absolutely interpreted that correctly. Beyond mere disclosure, I believe brands have a unique opportunity to involve consumers in co-creating with AI—transforming transparency into an interactive experience.
For instance, brands could invite their audiences to shape elements of a campaign by choosing AI-generated designs, customizing product features, or even contributing to the storytelling itself. This doesn’t just demystify AI; it gives consumers a sense of ownership and deepens their emotional connection to the brand.
By positioning AI as a collaborative tool that bridges consumer input with creative execution, brands can reframe AI’s role from "cold automation" to "enhancer of human imagination." The result? Campaigns that feel less like a product of technology and more like a shared journey between the brand and its audience.
What do you think? Could this shift in perspective turn AI from a trust challenge into a trust builder?
Paul, I’m honored—thank you for the invitation! I’d love to explore this further and share some ideas in a guest post. Let’s connect and figure out what would resonate best with your audience. Appreciate you putting me on the spot—it’s the best kind of challenge! 😊
You raise some interesting points about the need for transparency in AI-generated marketing. While some argue that if the content hits the mark, does it matter who or what created it? There’s a lot to unpack here, especially when you think about how people reacted to the Coca-Cola AI ad. It wasn’t just about disclosure but about feeling disconnected from something so inherently human, like creativity. Transparency may help ease some of that skepticism, but it seems like there’s still a lot of conversation to be had around it.
I just learned I'm a Type 2 on the Enneagram scale, so heart, emotion, and human connection are important to me. But let's suppose you see the ad on TV without knowing how it was created. Does the way it affects you change? Do you feel less heartwarming or nostalgic? I would not think so. Do the ends justify the means?
In general people fear change and historically people were skeptical of the invention of electricity, cars, the ability to land on the moon. I grew up without email, the Internet, and cable wasn't a thing. Now people can't imagine what that even looks like. If history has taught us anything, it's that we will adapt. As for whether advertisers should disclose using AI, I think we just need to start assuming at some point everyone will be using it. Great article! I remember that 1995 holidays are coming campaign. After 30 years, one would hope there would be significant advancements in the world. 🌎
Thank you for your insights, Bette. I agree that people will adapt and that the use of AI will be commonplace. I don't see a way around it, which is why I'm focused on its ethics.
I completely agree with you - there is no way around it. And it's important that you and other people like you help shape the ethical path we are going to need with this technology and everything that follows.
New technology often generates fear, skepticism, and distrust until it becomes normalized. The rise of generative AI is no different.
Google's stance on AI-generated content is the same as for human-generated content: It should be high quality, original, and helpful to the reader.
The fiction authors I know who are using AI in their creative process also report that their readers don't seem to care if AI is used or not; as long as the story is good and well-told, they're happy.
I believe that surveys of consumers today reveal both ignorance but also manipulated bias against the use of AI, but that in real-use situations, it doesn't matter as much.
And the surveys will likely change over time as AI content becomes more widely adopted and society in general starts to appreciate its utility as a co-creative partner.
Well said, Rebecca. In the end, it comes down to the quality of the content and the value it provides, not whether it is human- or machine-generated.
Paul, congratulations on this thought-provoking piece! You’ve eloquently unpacked the tension between AI’s potential and the trust gap it faces in advertising. What resonated most with me is the idea that transparency isn’t just about disclosure—it’s a catalyst for reshaping consumer perceptions.
The Coca-Cola example is particularly telling. It shows that AI-generated content isn’t inherently the issue—it’s how brands position and communicate its role. Perhaps the solution lies in redefining AI as a creative partner rather than a replacement. Imagine campaigns where brands showcase how AI amplifies human ingenuity, turning what might seem “soulless” into something undeniably innovative.
This raises an exciting question:
Beyond simply disclosing AI’s involvement, how can brands actively involve consumers in their creative process? Could transparency become an opportunity for engagement, sparking collaboration and deeper loyalty?
Thank you, Alexandra. I especially like your statement, "Perhaps the solution lies in redefining AI as a creative partner rather than a replacement." Do I interpret that as you saying beyond disclosure, there should be active consumer engagement in the creative process involving AI? Can you expand on that more?
Thank you, Paul! You’ve absolutely interpreted that correctly. Beyond mere disclosure, I believe brands have a unique opportunity to involve consumers in co-creating with AI—transforming transparency into an interactive experience.
For instance, brands could invite their audiences to shape elements of a campaign by choosing AI-generated designs, customizing product features, or even contributing to the storytelling itself. This doesn’t just demystify AI; it gives consumers a sense of ownership and deepens their emotional connection to the brand.
By positioning AI as a collaborative tool that bridges consumer input with creative execution, brands can reframe AI’s role from "cold automation" to "enhancer of human imagination." The result? Campaigns that feel less like a product of technology and more like a shared journey between the brand and its audience.
What do you think? Could this shift in perspective turn AI from a trust challenge into a trust builder?
Alexandra, I see your point. Would you consider doing a guest post on the topic? (Putting you on the spot publically, I know.)
Paul, I’m honored—thank you for the invitation! I’d love to explore this further and share some ideas in a guest post. Let’s connect and figure out what would resonate best with your audience. Appreciate you putting me on the spot—it’s the best kind of challenge! 😊
I'll reach out to you this coming week to set up a time to talk. Thank you!
Hi Paul
You raise some interesting points about the need for transparency in AI-generated marketing. While some argue that if the content hits the mark, does it matter who or what created it? There’s a lot to unpack here, especially when you think about how people reacted to the Coca-Cola AI ad. It wasn’t just about disclosure but about feeling disconnected from something so inherently human, like creativity. Transparency may help ease some of that skepticism, but it seems like there’s still a lot of conversation to be had around it.
Happy Thanksgiving to you Paul.
Thank you for everything.
I just learned I'm a Type 2 on the Enneagram scale, so heart, emotion, and human connection are important to me. But let's suppose you see the ad on TV without knowing how it was created. Does the way it affects you change? Do you feel less heartwarming or nostalgic? I would not think so. Do the ends justify the means?
It doesn't matter to me, and we will see more of it. I think people are building their general disdain for AI into that feedback.
Happy Monday Paul
Note my correction- would not think so is what I meant.