Artificial Intelligence

Do Androids Dream of Electric Clients? Artificial Intelligence in the World of Advertising

Posted: November 10, 2017 by Angela Corbett

Artificial Intelligence

Are robots coming for my job?

I mean, I hope not. And if we’re being honest, I paid a lot of money for a degree that was supposed to protect me from that very fate

College educated people don’t lose their jobs to robots. Or at least, they aren’t supposed to. Or at least, that’s what those PhD’s who insisted I show up to their class every single day told me.

But here I am. Sitting at my desk breaking out into a cold sweat because I’ve just been informed on a sunny, but brisk morning — November 7, 2017 at 9:20 AM to be exact — that robots are not only capable of automating content, they’re actually halfway decent at it.

Now, of course “halfway decent” isn’t the best descriptor. It’s certainly not how you want to describe work done by humans.

But robots never get sick, and they never complain. And, as long as you’re keeping them maintained and their software updated, they’ll never take a dip in productivity.

Like anything, there are trade offs.

If it sounds like I’m panicking, it’s because I am.

So far, robots seem to be a better option than a mouthy college student with a caffeine problem. (Read: Me.)

According to Artificial Intelligence gurus, GumGum, AI is capable of taking over three areas: research, creative, and yes, even copy.

Research seems to be where AI will be the most useful, since it’s strongest point is automating monotony – where a human might start to get fuzzy after a few hours and miss something really important, a robot wouldn’t.

Robots are also surprisingly good at deciphering creative briefs, already showing the ability to take what you give it to create ads that align with either your desired aesthetic or audience.

AI is even better at music, and with its ability to pretty much replicate or create something similar to anything it can analyze, the future of robot composers looks like it’s coming sooner rather than later.

Robots are also pretty decent at producing straightforward news stories and copy.

In fact, it’s estimated that 20% of all business writing will be done by machines in 2018 – including but not limited to catalog entries and website copy.

So what’s the situation for us humans? Is there an upside? Will we soon be living in a sort of morally grey I, Robot situation?

Well, get ready to celebrate, because as of right now, the answer is “no.”

Sure, robots are great at automating and doing repetitive stuff, but they’re not so great at being interesting.

The good news is that robots are really, really bad at emotion, actually. As every great sci-fi movie could tell you, robots lack empathy, curiosity, and, yes, even creativity.

Robots can research for hours on end, and regurgitate and reassemble something that’s already been created, but they can’t create something from scratch.

Taglines, campaign ideas, and yes, even (admittedly, somewhat inane) blog posts like mine, all have to be created by people with working brains and beating hearts.

And above all else, somebody’s gotta program those things, and it’s not gonna be other robots who come up with those algorithms and programs, it’s gonna be people.

So anyways, if the idea of stone cold robots being in control of your marketing freaks you out, call us at Jeffrey Scott. Our business has a person’s name, and we definitely like hiring people, not robots.

We’re kind of old school like that.

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