As someone whose AI skepticism has been growing in recent months, I’ve noticed a change: more people are joining me in the ranks of AI skeptic.
It’s not that we (I) are inherently anti-technology. Quite the contrary; I use high-tech tools for everything I do. But I think what is becoming increasingly clear is that regular people see the use of AI-generated imagery in advertising and social media as fundamentally cheap. At best it’s perceived as a shortcut with an air of tackiness, which is not ideal for marketing. But the real issue is what message is carried by the worst case scenario: at worst, AI-generated imagery isn’t just cheap, it’s dishonest.
Anyone who has read my ramblings via my newsletter has undoubtedly noticed that was once a skepticism about AI is turning into something more akin to disdain. That’s not because of the technology itself, it’s because of how it’s being implemented. In so much marketing and communication — particularly visual branding — it’s used to cut corners.
The folks most loudly touting how wonderful the shortcut machine is, they’re often the same folks running crypto scams and selling timeshares. And regular folks are beginning to take notice.
Consequently, what once appeared to have the potential as a viable replacement for some photography, video and graphic design is now becoming the third rail of marketing communications. If you want to instill distrust with your customers, put an AI-generated image of your face on social media. The critics are neither quiet nor shy.
Social media hubbub aside, what is becoming clear (courtesy of studies from the likes of Virginia Commonwealth University and the estimable PBS) is that the public trust is eroded when AI — particularly AI-generated imagery — is used. (And no, just because I use em-dashes doesn’t mean this was written by AI. I didn’t even use a spellcheckr.)
If businesses and brands hope to build trust with customers, they’re going to have to get more human. And, at the very least, they’re going to have to use the word “authentic” but actually mean it. AI-generated imagery is inauthenticity personified. To build trust, real people operating real cameras pointed at real people will be required.
I know, I’m a guy who sells hammers so it’s unsurprising to learn that I see everything as a nail. Yes, it will be good for business. But I believe this, too.
People want to do business with people — even big brands and “faceless” corporations. How do we put a face on them? How do we humanize them? How do we build trust between brands and customers? With the strategic use of real photography and video that is seen as high value, never a shortcut.
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