“AI is a difficult subject to handle, constantly evoking worry and contempt amongst audiences. Advertisements discussing AI generate twice the damaging emotion in comparison with different adverts,” stated Jon Evans, chief buyer officer of System1. “Writing letters is an intensely private and human exercise, and changing it with AI diminishes the private connection. AI ought to function an assistant, not a substitute, enhancing human creativity somewhat than overshadowing it.”
Apple actually didn’t ‘Crush!’ it
The advert: Apple’s current iPad Professional business, “Crush!,” depicted a hydraulic press slowly destroying varied artistic instruments, equivalent to musical devices, paint cans, and sculptures. Apple’s intent was clear—all the things you are able to do with these things, you may as well do with the iPad Professional.
The controversy: The advert sparked discontent throughout the artistic group. Many viewers discovered the advert unsettling and interpreted it as a reinforcement of the present worry amongst creatives of an Orwellian future the place AI overtakes human creativity.
“The destruction of the human expertise. Courtesy of Silicon Valley,” actor Hugh Grant stated on X. Apple apologized shortly after the advert was launched, stating that the corporate “missed the mark,” and it scrapped plans to run the business on TV.
Evaluation: System1 gave this advert spot a low 1.9 rating.
“Audiences don’t essentially hate the advert, they’re simply confused,” stated Evans. “Whenever you have a look at the viewers’s emotional breakdown, it’s principally neutrality, not negativity, driving the low star score. It’s a press release advert that caught consideration, however many customers simply don’t get the purpose of it, so the intentions are finally misplaced.”
Toys R Us’ all-AI model movie sparks outcry
The advert: Not a standard advert, however the toy retailer made a 60-second model movie nearly totally created with generative AI, that includes its late founder, Charles Lazarus, as a baby dreaming of a toy retailer and its mascot, Geoffrey the Giraffe.
