Are Consumers Happy to be Faked?

One of the trend predictions for 2024 is the increased usage of AI to create reimagine or computer-generated Ad content on traditional media channels -in particular OOH. Looking at some of the recent campaigns, I wonder whether these CGI techniques lead to more efficient uses of innovation, or do they just create unemotive and misleading disappointment?

A campaign that caused quite a media stir using this AI trend was the Maybelline faux OOH Special Build. This reimagine showed a giant brush applying mascara to a huge eyelash placed on top of a bus and tram as it travelled by. I was fooled by the video and pondered how this campaign got the approval of a risk adverse Transport for London. It was an embarrassing moment when a colleague pointed out it was a fake!

The Maybelline video was attention grabbing, fun and created a social media buzz. It eliminated any media costs, a production budget and health and safety constraints while generating the earned media that this sort of project is all about with over 13 million views on TikTok.

Other AI OOH campaigns include the British Airways faux billboards at Glastonbury, Jacquemus digital generated images of ‘Bambino bag’ cars zipping around Parisian landmarks and the infamous Gymbox’s bus top ads.

But does ‘real’ matter? In today’s world consumers are more informed and conscious of their choices. Brand authenticity is crucial. If consumers believe that they are being misled, then there is a severe risk to the brand and business. A MarketingSherpa survey found that the top 5 most trusted ad platforms are all traditional mediums. Does, perhaps, putting faux ads on trusted OOH risk harming the trust brands have with consumers?

And who regulates? Traditional channels adhere to careful, creative review and content regulation. Faux campaigns, on the other hand, can bypass these standards, potentially leading to misleading or deceptive campaigns.

Then there is the moral aspect to consider. If fake out of home relies on borrowing from the stature of real OOH sites, is it right to borrow power from a medium you haven’t invested in? I want to mention at this stage that Maybelline do invest in OOH and recently ran the largest 3D campaign ever to run in any market in terms of scale.

In my view AI can be a valuable tool in creatively, reimagining advertising content.  But it should be used thoughtfully and in conjunction with human creativity and oversight, and so ensure that the resulting ads are engaging, ethical and aligned with brand goals.

Whether it’s ‘good’ or ‘bad’ depends on how it’s integrated into the advertising process and the ethical considerations considered.