Ad agencies will be asked to register with initiatives to publicize when artificial intelligence is used in social media campaigns in response to concerns over the use of virtual but lifelike characters online.
WPP-backed advertising agency Ogilvy is one of the largest agencies for social media influencers, working with advertisers and social media to clearly disclose and publicly declare their AI-generated influencer campaigns. Developed a plan for AI liability provisions for the platform. The agency also promised to use a new AI “watermark” in its ads.
The campaign is backed by leading industry groups and follows efforts to encourage influencers to disclose when they use technology to alter their appearance.
Rob Newman, director of public affairs at the British Advertising Association Association, said: “From being clear about when you’re being advertised to confirming that the voice doing the advertising is a real person, the public needs transparency.”
While still a new concept, more and more AI influencers are gaining large followings (sometimes millions) on social media. Thanks to rapid advances in AI, some are looking and interacting with their followers more and more like the real thing. AI influencers can be designed by individuals who later win brand deals, or they can be created and managed by brands and agencies as part of their marketing strategies.
Ogilvy’s campaign is one of a number of AI initiatives launching next week in Cannes, where tens of thousands of advertising and marketing executives gather for the annual World Congress.
Given that the use of AI to buy advertising space and automate creative work poses a threat to many jobs in this field, the use of AI has become a central theme at various stages, parties and bars. will be
The conference will also include a number of companies developing AI services, including Google and OpenAI.
Rahul Titus, Head of Global Influence at Ogilvy, said that while three-quarters of social media content is created by individual “creators,” AI-generated content can make it look authentic. Said the proportion of characters is increasing.
Titus said AI watermarking will also benefit real-life social media influencers who trust their authenticity. “People are buying people, not brands,” he says.
Ogilvy said influencers who used body-distorting filters to alter their images had no effect.
The agency was behind Lou, one of the most popular virtual influencers and the face of Brazil’s largest retailer Magal. Lou has appeared in live TV shows and music videos.
Ultimately, Ogilvy said, similar to the “paid partnerships” tag used industry-wide today to show where influencers are paid to promote their brands, marketers will be empowered by AI to We would like to disclose all generated content.
“The AI market is projected to grow by 26% by 2025, largely due to the increasing use of AI with impact,” Titus said.
Last year, the Advertising Standards Council of India became the first national watchdog to set clear disclosure rules for AI-generated influencer content.
“Creators are already starting to replicate themselves online as AI clones,” said Scott Guthrie, Executive Director of the Influencer Marketing Industry Association. You can, and this is a very exciting feature that allows for almost limitless positive applications, but it also opens the door for the bad guys.”
