May 21, 2026 • 45 mins
Brands are betting big that AI will make advertising faster and cheaper. Gen Z has one question: at what cost? In this episode of Market Says, hosts Gayle Troberman and Marcus Collins sit down with University of Michigan marketing students to find out where the line sits between a useful tool and a brand-killing shortcut.
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Speaker 1 (00:14):
Listen up marketers the market saying be careful when it
comes to AI.
Speaker 2 (00:19):
That's the subject matter for today's episode, the Battle of
AI generated Ads.
Speaker 1 (00:25):
As marketers, we sit around thinking that you know, gen
z or AI AI, AIAI is going to save the world.
AI is the most magical thing ever created. We're going
to use AI for everything, and they're going, WHOA. I
actually want human ideas. I want truth. I want humanity
in my advertising.
Speaker 2 (00:45):
I mean, you can mandate on a brief that we
have to use AI, but that doesn't mean that people
are going to consume it. We need to really understand
what the market thinks. So, like we always do on
this show, we bring in students from the University of
Michigan to help us get an understanding of what's real,
or rather I say what's fake. Please help me. Welcome
(01:06):
the great students at the Raw School of Business, University
of Michigan. Cammy and Daniel I have a question to
start us off with. Do you even know when brands
are using AI generated ads? They're not called out by
the trades or someone in the comments saying that hey,
(01:27):
that's AI.
Speaker 3 (01:28):
Is that not real?
Speaker 4 (01:29):
I think sometimes it depends on the type of ad
like if there's humans in it, then I definitely can
tell it's AI, because I don't think AI's at the
level to where it can create realistic video of people yet.
Speaker 2 (01:43):
So do you fall for AI content that's in your
news feed that's not produced by an advertiser?
Speaker 5 (01:47):
Sometimes yeah.
Speaker 6 (01:48):
And it's scary because my mom will send me something
on like Facebook and be like, oh, look at this.
Speaker 5 (01:54):
Like cat, I'm like, that's AI.
Speaker 6 (01:56):
But then I find myself I'm like, oh my gosh,
I can't believe happened. And then I'll go through the
comments or like check like google it it's like, oh,
that didn't happen, that was AI, and I'm like, oh,
I'm I'm doomed. Like the more this technology improves and
like all the deep fake stuff that you see, like
it gets really scary of what, like how the media
(02:18):
can suffer and media literacy is, how is that going
to be improved or diminished with the rise of AI
and in just media in general.
Speaker 4 (02:29):
It's honestly a little bit scary to think about because
I think we're getting really really close to that point
where you're not going to be able to distinguish between
artificial intelligence and reality. And at that point then I mean,
you could just spin any narrative, put out anything, and
people won't know the difference. But like, right now, I
think we're at the point where I'll see things on
(02:50):
Instagram and I, as a twenty two year old, will
be able to know, all right, that's AI, like clearly.
But then I'll look at the comments and every comment
is like, oh my god, like this is crazy. I
can't believe this happened. I'm like, how am I the
only one that knows that this is not real?
Speaker 3 (03:04):
Gail?
Speaker 2 (03:04):
How far are we from that delta you think from
like the AI where Will Smith is eating spaghetti and
it looks like craziness to I can't tell if this
thing is real or not. How far are advertisers from
that you.
Speaker 3 (03:18):
Think, Gail?
Speaker 1 (03:20):
As humans right, as citizens? I think we're terrifyingly close, right.
We've all seen it, you know, Mark reads deep fake
video to the office, you know, to all the WPP employees, and.
Speaker 7 (03:35):
When it comes to news and stuff, I guess I
go ooh.
Speaker 1 (03:39):
Right, creatively, I think AI is it's kind of fun, right,
So I think that's one of the big issues is
going to be do I care if the.
Speaker 7 (03:48):
People are real or not real? Right do you guys?
I guess the question is what does the market say?
Do you guys feel like you're going.
Speaker 1 (03:54):
To be duped if the actors in the ads are
fake synthetic actors versus real actors?
Speaker 5 (04:03):
Okay?
Speaker 6 (04:04):
I think the problem for me lies in why are
we using AI for things that don't necessarily need it?
If we have actors and we have creatives, and we
have people that are there to generate this, why do
we need to then you know, use AI to create it?
And the same arguments like the Kia ad that you
(04:26):
were saying, people spend hours creating and thinking of this
concept and putting it into into fruition. And that's where
I think the problem lies for me is it just
seems lazy. And as a consumer, if this brand is
producing a lazy AI ad, then what does that say
about them as a brand as a whole in their
(04:47):
product or service that they're trying to sell Me as
a consumer, If they won't put you know, maybe you
can then say, oh, well, the money that they are
saving and the time that they're saving from creating these ads,
I mean, that just doesn't That just doesn't suffice for me.
I think I'm a creative myself, and I see like
there's so many ways that in creativity that lies within marketing.
(05:10):
Why have it suffer with AI when it's not necessary?
Speaker 4 (05:14):
Yeah, I'm pretty much on the same boat. Like I
think it is a little bit lazy, especially I guess
it depends on the size of the company. In my head,
like a large company that has millions in their marketing
budget should be able to create like you know, high
quality ads and they have the people to do that
(05:35):
and they have the actors, Whereas if it's a local
mom and pop shop, I think then I get it
if they have to use AI because maybe they don't
have the budget. But I think the main point that
I think about for AI generated ads is just taking
away jobs of like actors and models and the people
that would otherwise be getting those jobs, which I mean,
(05:56):
what are they going to do if an AI can
do their job a thousand times more efficient at the
click of a button. So that's one thing I always
think about, And I also think it's it's a bit
industry dependent on if I am okay with an AI
generated ad like something like high tech obviously like Chatch ept.
Any of those, I would expect them to have their
(06:18):
ads be fully like AI generated. But if it's something
like a healthcare company or a hospital system where the
main focus is like human empathy and human connection, if
I saw an AI AD with something like that, it
would turn me off completely.
Speaker 2 (06:36):
It's this human factor that seems to be, you know,
on the chopping block, if you will, when we start
to introduce AI into this, and we see this in
all aspects of human creation. For instance, at a buddy
of mine who remain nameless, he said, Hey, I got
this this new album I work though. I put it
(06:57):
on Spotify, go check it out, Like, ohka, okat, give
it a listen. So I'm listened to it. I'm like, oh, man, dude,
who's thinking on this? She's amazing. And he goes, oh, dude,
is an AI doing the singing? But I made the
music And I was like oh. Immediately, like I went
from like this is amazing too, oh man, that kind
of sucks. This is really about meaning, like what does
(07:20):
it mean? So I kind of asked you, Kimmy and Daniel,
what does it mean when a brand that you have loved,
that you have supported says We're going to start using AI,
maybe they'll even tell you they're using AI.
Speaker 3 (07:36):
Does that change its meaning for you all?
Speaker 6 (07:40):
I think for me, it's more like I see the
benefits of AI and like making things efficient for brands,
like in terms of like research consolidating tasks.
Speaker 5 (07:50):
That makes sense to me.
Speaker 6 (07:51):
But when it comes to anything that's creative and you
know you're trying to put forth this image and show
your consumers what your brand is about, that brand identity,
you lose that authenticity and you lose what it is
to have a genuine connection to your consumers because ultimately,
like these brands are trying to transcend just their product
(08:13):
and you know, sell a specific lifestyle or service or
something that really encapsulates what it is to be a
brand and not just a product or service. It's a
brand itself and its identity and how consumers appreciate and
have an opinion on them. And I feel like you
lose all of that when it just you kind of
just give it to AI to just generate something for you.
(08:36):
I mean, yes, is there someone behind it perfecting the
prompt and editing the video itself and kind of still
in the background of it one hundred percent, But I
just think as a consumer, it just feels like there's
no actual authenticity and genuine connection between me and that
brand that I had before.
Speaker 4 (08:56):
I think there's definitely situations maybe where like in a
campaign where you just need a lot of like scale,
and maybe you don't need perfection, you don't need something
to look super polished. You just want to get the
word out quickly. And I think one thing AI could
do is kind of like personalized based on the location,
(09:17):
Like it would take a lot more time for a
human to make something and you know, iterate the ad
depending on the region, whereas you could just put prompt
an AI and be like all right, now set this
in a different location. So I think that could be
an interesting usage, or maybe in the in the pre
production of the ad, like for example, like prototyping could
(09:41):
be it would be really good to use AI in
prototyping and you could see what sticks and you know,
maybe what you change and then have a human.
Speaker 8 (09:48):
Actually produce the ad.
Speaker 4 (09:50):
I think I think to me, like AI generated ads
kind of feel like the Truman Show where where you
know he's in this world and there are people around
him and to hit like it feels real, but it
feels so off because everyone's lacking the emotion and the
connection and it's just like it's really uncanny. So that's
kind of how I feel about about the AI ads.
Speaker 6 (10:12):
I think, like for me, it's more like like to
Daniel's point, like something like translating ads like that can
be done a lot more efficiently with AI at the
same time with the collaboration of humans to make sure
that the translation actually is conveying the same message and
not just exact translation, and it's still you know, seems authentic.
(10:33):
I think there's like things you can do with AI
to be supplementary to the creative process and direction and
creation of things. But when it's all AI, I think
that's where I really fall into this. I'm super against it,
and I don't think it's like worth the time or
energy to watch and kind of really be part of it.
But again to Daniel's point, like pre production like contracts,
(10:55):
things like that maybe would have taken a lot more
time and energy could be used more efficiently, But the
actual creative process and creation of it, I think that's
where like I'm super against AI being part of it.
Speaker 2 (11:08):
It's like a wholesale rejection for you can't eat good grief.
Speaker 6 (11:12):
I think it's just a very I I'm an artist,
so like knowing that like seeing AI art just like
really pisses me off.
Speaker 5 (11:21):
You can't even tell. It's just because I think art, Yeah, yeah,
you can.
Speaker 6 (11:27):
Like they there's like this weird like vibe of AI
art whenever I try to use it for like mockups
of something for like a project, and you know, it's
it's a good use of you know, seeing something that
I would have taken me hours to create. But then
at the end of the day I end up trying
to do it myself anyways, because I'm never satisfied with
what it it puts out for me. And I think
(11:50):
at the same time, with like if it's done correctly
and used correctly in the in the process of like
getting to a finished product, as long as it's still
like created by humans, I think that's where like you
still have me. I don't care if you needed it
to write a script or edit the grammar. I think
that's where like, all right, like you could have gone
without it, but it's still using human actors and models,
(12:13):
And I think what it replaces humans, that's where I
really like get weirded out by it.
Speaker 1 (12:19):
It's almost like the new skill set, right, the like
person like we want to hire on our marketing teams
is going to be that person who is going to
be it used to be the person who could make
those four hundred iterations like and that that Now it
might be really more about like who has four hundred
ideas right, and that's going to be the genius is like,
(12:42):
you know, what's the team that could generate four hundred
ideas in a couple of weeks to be able to
go No, not that that sucks.
Speaker 7 (12:49):
Nope, Let's keep going. Let's keep going. Let's keep going.
Speaker 1 (12:51):
And you know, I know there's a ton of job
disruption happening and we're all anxious about it, but I'm
hopeful maybe. I don't know, what do you guys think,
Like do you think you have to change up what
you're studying or like look for new ways in or
new ways to crush the next generation of the job
market because AI is going to be playing a role.
(13:13):
Do you need to be the idea people or the
prompt people or how to ask better questions or iterate faster.
Speaker 7 (13:20):
I don't know, what do you guys see that the
opportunities going.
Speaker 4 (13:24):
Yeah, I definitely think you need a different skill set
on top of our regular curriculum. Obviously we learn, we
learn all of our all of our core classes.
Speaker 8 (13:35):
And you don't.
Speaker 4 (13:35):
We don't really learn how to use AI efficiently. But
I think it's it's probably the number one skill that
everyone should be learning right now, right before it really booms,
because I mean it could just be used to optimize everything.
It makes everything more efficient, It generates ideas, you know obviously,
(13:56):
it can generate video, audiotos, it can really do everything.
So I think it's just super important that you can
take those skills into the job and stay up to
date with AI because if you if you fall out
of it, maybe for a year, like, you're not going
to be that tapped in. So I just think you
(14:16):
gotta you just gotta always be, always be utilizing it
and that calci ad I was actually watching, uh actually
watch it on YouTube recently and I just thought it
was horrible.
Speaker 8 (14:26):
I really do not like it.
Speaker 4 (14:27):
I thought it was I thought it was way too
over the top, there was too much yelling.
Speaker 8 (14:31):
It was really clearly AI.
Speaker 4 (14:33):
And I was looking at the comments because I wanted
to see what other people thought about it, and the
comments really agree.
Speaker 8 (14:39):
They were like a lot of the ones.
Speaker 4 (14:40):
That had the majority of thumbs up on them were like,
no single ad has ever made me a hated company more,
There's never been a quicker way to make people not
want to use your app in this commercial, Like everybody
disliked that, So I guess people people did.
Speaker 8 (14:55):
Not like it.
Speaker 2 (14:56):
Market says to your point, Danie, that's what the market
is saying. The market is demanding declaring, then why do
you think that learning AI should be the most important
thing for graduating students?
Speaker 4 (15:19):
I think it should be used as as a tool,
you know, just like a calculator a laptop is. But
it shouldn't be where everything comes from. It should be
you simultaneously, whereas you, the human are in control and
it's just there to assist you. But it shouldn't be
It shouldn't be dictating your life. It shouldn't be doing
everything for you. You ultimately should be the one like
(15:41):
fact checking it and making sure that everything you're doing
is correct.
Speaker 3 (15:45):
I like that aspiration, and I think.
Speaker 4 (15:50):
Yeah, I also think it's it's interesting in marketing because
I'm sure, like I don't know exactly know how it is,
but I'm sure executives are pushing for more and more
ads come out and they're like you guys are saying
like they're pushing for their employees to use it, but
the actual people like me and Cammy don't like it.
Speaker 8 (16:08):
So it's really it's really interesting to see that the crossroads.
Speaker 6 (16:13):
I think just with any like technological revolution, there's always
going to be pushback at first, and there's always early
adopters and maybe right now like marketers or early adopters
and see the technology and how it can help them
become efficient and create you know, quantity perhaps overquality. You
can argue in some instances, and I mean for me
(16:34):
as someone that's entering the workforce, like you can't ignore
that companies are utilizing these tools. So if you're smart
about it and you want to keep up with the
rest of the workforce and get that promotion, stay employed.
You know, it's already such a tough work force to
begin with as a graduating class, but you have to
realize that this is just the reality of what's going
(16:55):
on today, and as much as you want to push
back and ignore it, you're only going to fail yourself
by not adopting it and understanding it's it's use cases
and how you can tailor it to what you want
to do. And also no, it's like drawbacks, so you
can be aware of that and you know, really implement
it in however you want to use it in your
(17:15):
personal life, but also how you have to do it
in the workforce. Like it's just like anything like computers
for example, Like I know it was before my time,
but when computers first came out and not everyone knew
how to use them, and you know, not everyone knew
how to code, and then coding became this huge thing
that was super important in the industry, and then that
(17:38):
fell through and it became a new It's just there
always going to be something new. And if you aren't
stepping up to the plate and learning how to use
these tools, you're just failing yourself.
Speaker 5 (17:46):
And it's just a drawback for you as a person.
Speaker 2 (17:49):
That's a really good shell like that, Gail, But does
this one feel different for you?
Speaker 3 (17:54):
I mean, like you know, I remember.
Speaker 2 (17:57):
Like the thrust of the digital world, remember the big
push for social I remember the NFTs, right, pull a
little wine out, little liquor out for the NFTs came
and went.
Speaker 1 (18:09):
I bought the first billboard with a dot com on it.
Sidewalk dot Com at Microsoft was the first city guide
on the Internet and made New York Times because it
was the first time anybody bought a billboard and put
a URL on it.
Speaker 7 (18:24):
So I am I am that old.
Speaker 1 (18:37):
One of the things I was thinking about we were
talking about earlier today on some other marketing stuff, is
like when you think about a lot of this stuff,
like the kelciad you were talking about, Daniel, like, I
think AI might struggle to create enduring marketing. We were
talking about our friends at State Farm. You know, if
I say, what's the State Farm jingle? I bet you
(18:59):
can also right, like a good neighbor State Farm is there.
I won't sing it, but yes, yes, I'll spare you that.
Speaker 3 (19:07):
But like that was.
Speaker 7 (19:08):
Written I don't know how many decades.
Speaker 3 (19:11):
Ago, right by very Manilevel by the way.
Speaker 1 (19:14):
That's right, yeah, by Barry Manilow right, who's an incredible songwriter.
But it like it's an enduring hook, right, like a
great song. Right, it's just an enduring piece of creative
And I don't know that I've seen or heard anything
yet that was truly AI generated that that feels like
it's going to have that enduring brand wow. So you know,
(19:37):
it's it's sort of the catch twenty two of marketing, right,
I want to grab attention. AI is really good at
the things that grab your attention. But can a I
create like really enduring, meaningful assets that are going to
stand the test of time.
Speaker 7 (19:51):
I guess that's a question for you guys.
Speaker 6 (19:53):
I think what moves us a lot is humans is
emotion And there's not a lot of emotion or like
connection within AI.
Speaker 5 (20:02):
Because I mean, at the.
Speaker 6 (20:03):
End of the day, is a computer, like was it
created and trained by humans and like had this repetition
of what you know is the right answer to the
right prompt? But there's no real emotion that is generated
from these like creations of AI. And I think maybe
it could be a good starting point of where should
this ad go, what should it look like, who should
(20:25):
we market it to?
Speaker 5 (20:26):
You know, all those logistical aspects of it.
Speaker 6 (20:28):
I think AI could be very beneficial and help a
lot of marketers, you know, really pinpoint like how.
Speaker 5 (20:34):
They should be creating ads.
Speaker 6 (20:35):
But I think at the end of the day, like
what drives us as humans is emotion and connection and
that's where it really lacks a lot of what real
marketers and what we've always had before get us to
where we are today.
Speaker 4 (20:50):
I kind of agree, I was thinking the same thing.
I think it's hard for AI to make things stick
because it lacks the soul. Like it's just trained on
millions of data points and stuff, and it's a really
good algorithm, but it doesn't have a brain.
Speaker 8 (21:08):
You know, it can't comprehend emotion.
Speaker 4 (21:10):
It can't understand what gets people moving, you know, the
feelings that we have when we watch something, which I
think is the biggest thing that it lacks.
Speaker 2 (21:22):
What recommendations do you give to marketers, like you mean
you are going to be marketers? Like what recognitions are
you giving to yourself when you go into these rooms
to come up with marketing communications with advertising that are
trying to satisfy the fiduciary expectations of the organization, I e.
(21:43):
Reduced costs, more productivity, more efficiency, all these these benefits
that AI, at least on the surface, provides while also
trying to maintain the human because in many cases the
human part is the most expensive part of making ads,
like getting whether it's celebrity talent, like all these things
(22:07):
are just additional expenses where there's people who are on
screen or people who are behind the camera, Like, what
advice do you give these marketers who are trying to
figure out what the market says.
Speaker 4 (22:21):
I think a good balance of using what I would
say is it's appropriate to use AI in the ideation,
So actually coming up with ideas on the ads, writing
the scripts, like everything, pre production, prototyping, so you could,
you know, get a visual before you actually produce. But
(22:41):
then I think that once you have the idea down,
you know what you're going to film, you know what
the ad is going to look like. Then I think
that's where you insert the human actor and then you
get the human aspect of it. So that way you're
optimizing pre production. You can lower costs, you don't need
to spend as much time writing and brainstorming, but then
you do get that connection and the empathy and the
(23:05):
high quality aspect of having an actual actor.
Speaker 6 (23:11):
I think for me, it's I immediately think of you know,
whenever you create some sort of marketing material or advertisement,
you never know if it's going to stick or land.
So I think understanding like your audience, So maybe using
AI to understand the algorithm, or what channel should I
post this on?
Speaker 5 (23:29):
Should it just be on social? Should I post it, you.
Speaker 6 (23:32):
Know, have a thirty second ad space on like a
football game, or should I use it in a TV
show like That's the type of things that I think
AI could really be beneficial towards marketers. But I think
I kind of steer away from the ideation and creation
of advertisements because that's really where you start with the
soul of the actual brand and then you end with
(23:54):
the sale. As a professor wants stole me before, but
I think, you know, just standing a really hard part
with marketing is seeing results and the return on investment.
So being able to kind of prove that what you're
going to be putting your money money's worth in the
creation of these advertisements and all of these marketing materials
(24:14):
ahead of time can really help these companies say Okay, yeah,
this two thousand dollars ad is going to stick because
I have all of these parameters of an AI telling
me the algorithm is going to work in our favor,
and we're going to reach this many impressions and you know,
we're going to get this engagement on ourn advertisement and
hopefully return with x amount of sales. I think that
is very beneficial for marketers to have with AI, which
(24:36):
we can't really do now because you kind of go
into it blind, not knowing if you know all of
this is going to stick. Like, can you do some
sort of research and see your audience and understand it? Yes,
But I think that's where I really see the growth
of AI happening in marketing and not the ladder of
you know, the actual creation of advertisements. I think that
should stay with the human connection and I creation of people,
(25:01):
and that's why marketers exist. Is kind of to sell
that human connection of a brand.
Speaker 3 (25:05):
We get into care don't care part.
Speaker 2 (25:07):
I want to know what you're feeling, gailed, because I
feel you like recoiling a little bit.
Speaker 1 (25:12):
Yeah, I'm like, it's funny we have we have a
lot of empathy for protecting the creatives, but not so
much for the analysts and the strategists and the media people.
Speaker 7 (25:22):
But that's a different, different topic, different show.
Speaker 1 (25:26):
I think on both sides, creatives get more ideas and
insights faster, and media people can get more analytics and
crunch the numbers and try to create the plans faster.
So A I mean there's there's no questioning it's a
huge boon for marketing in a million ways. I don't know,
does it come down to the ethics of how we
(25:46):
reimburse and how we pay people.
Speaker 4 (25:49):
It definitely definitely makes it a lot better if the
models are paid every time their likeness is used. But
I was reading that article and I thought it was
really interesting that the brand stated that the amount of
in person photo shoots wouldn't go down regardless of them
using AI, which I read that and I was like,
I don't see how that's possible. How can you use
(26:12):
an AI model to where you can you could just
type of prompt and they're modeling any new line of clothes,
anything new that you release, But yet you're not going
to reduce the amount of in person photo shoots. So
I wonder what's going to happen with that. But I mean,
it's better that the models are getting paid, But I
don't know.
Speaker 8 (26:32):
It's kind of a gray spot for me.
Speaker 1 (26:34):
Never underestimate a marketer's ability to protect their budget.
Speaker 6 (26:40):
I just think it's odd for me because if they're
trying to sell clothing and I, you know, want to
see how the clothing and fabric fits on the model
and how it falls, and you know the length.
Speaker 5 (26:51):
Of it, et cetera, et cetera.
Speaker 6 (26:52):
And if that's all AI generated, So then what is
the real product that they're selling. I mean, I think
that's just where I feel a little too does a consumer.
I think it's a lot better that they pay these models,
But then at the same time, they if you think logistically,
if they're trying to be efficient and not have to
fly them out and do all these in person shoots,
(27:13):
and just you know, AI generate a model that doesn't exist.
If you're going to argue for efficiency and saving time
and energy, I think it kind of, you know, is
a little.
Speaker 5 (27:24):
Harsh, but I think it's stupid.
Speaker 6 (27:26):
Just don't hire the models to begin with, if you
really are trying to use AI to be efficient. I
think at that point it's like it almost makes the
job harder in my eyes, because then you now have
to generate all of your clothing line that you're trying
to sell to consumers, which is real clothing you're gonna
buy yourself, but put it on the model, have it
fit the same way what on the model. So then
(27:48):
that's where it's like nuanced to me of what is
the point. Is it just to make a statement that
we can do this as a company and use AI
to do this, or are they trying to spark controversy?
I don't know, and I think clothes are they It
just doesn't make sense to me because you know, people
already have trouble online shopping, so if they can't even
see it on a real model in advertising, then it's like,
(28:11):
why would I want to buy that?
Speaker 1 (28:13):
We talked a lot about brands and trust, right, and
I think that's at the heart of this challenge, right,
is to become a fan of a brand, to be
loyal to a brand. I think there, you know, we
use words like relationship and trust and loyalty, and I
don't know, do you guys think AI puts puts all
of that that brand loyalty, brand trust at risk?
Speaker 6 (28:38):
I think if it's transparent, and you know, will that
make me not trust a brand? Not necessarily if they're
transparent about using AI, but will my opinion of that
brand change?
Speaker 5 (28:50):
Probably? I think I like, don't necessarily. I think it
depending on the way they use AI and.
Speaker 6 (28:56):
If they're transparent about it, Like the example with the models,
I think that's just like ridiculous, like there is no
point in that. But some people might find that really
interesting and you know, a really cool step forward on
the use and technologies of AI and what.
Speaker 5 (29:10):
It's capable of doing.
Speaker 6 (29:11):
So could it attract a new audience perhaps, But at
least for me as someone that loves to shop, I
might not be spending my money at H and M
and would go somewhere else that uses real models and
I can actually see where the clothing can.
Speaker 2 (29:25):
I love this energy. I love this energy. Keep this
energy ten toes down. I love it. I'm here for it.
Speaker 3 (29:31):
Okay.
Speaker 2 (29:32):
So I'm very very very clear, pitcher. So as we
always do, let's do some cares. Don't care. So I'm
going to offer up a scenario to you, and I
want to get to take do you care? Don't care?
So let's start with like brands using AI to poke
fund in other brands who use it. Right, So there's
(29:53):
a growing train in brands using AI generating content to
make fun of other campaigns that use AI. Slop not
unlike topic throwing shade at open AI for you and
that us AI general Sorry. Dollar Shave Club, the shaving company,
released an AI generated ad featuring competing Razor company that
discussed cost cutting efforts by replacing everyone with AI. Do
(30:18):
you care that they used AI to throw shade at
someone using AI? Or is it all bullocks for you?
What does the market say, Daniel Cammy?
Speaker 8 (30:26):
Yeah, then I do think care.
Speaker 4 (30:28):
I watched the Jonas Brothers Almond Ad and I thought
that was I thought that was a good use because
it actually featured the in person actors and still showed,
you know, the satirical aspects of AI and how garbage
it can be.
Speaker 3 (30:42):
So I do care, Cammy, do you care? Don't care?
Speaker 5 (30:45):
I don't care.
Speaker 6 (30:48):
I think it's performative to be poking fun at another
brand for using AI and then using AI yourself to.
Speaker 2 (30:53):
Do so stay with them. I love it. I love it,
all business city, I like it. That's okay, all right, okay, cool,
So we got a kara.
Speaker 3 (31:03):
Don't care? I like it? All right.
Speaker 2 (31:05):
So Dove, as we know, they're focused on real beauty
and they as of late have focused on real beauty
defined through the AI era. It's a big campaign with Dove,
is you know, especially noting that AI is used with
regards to how beauty is manifested. This is a push
(31:25):
for them, So in partnership with Pinterest, Dove worked to
influence image discovery toward natural beauty and away from distorted
AI beauty norms. Right another form of slop if you will.
It went on to when a Media Grand Prix at
can Llance last year at twenty twenty five, pretty awesome campaign.
How do you feel when AI is the subject matter
(31:47):
versus the tool to create your messaging? How do you
feel when brands are championing AI and steering it in
a better direction as opposed to the creating the creative
tool they used to actually do it.
Speaker 3 (32:08):
I care.
Speaker 6 (32:09):
I think it's important to as companies to talk about this,
especially a beauty brand like Dove, when a lot of
their campaigns is about the perception of women in society
and how they view themselves. So I think completely ignoring
it would be a little tone depth for them. So
taking it and like really handling the reins of what
(32:29):
this means for their audience, which a lot of the
times is women. I think it's important, and I think
they did a really good job of it.
Speaker 3 (32:36):
Daniel will say, you, yeah, I care too.
Speaker 4 (32:40):
I think from the way I wasn't familiar with it,
but from the way you described it.
Speaker 8 (32:44):
It seems really good.
Speaker 4 (32:45):
Taking AI, which is inherently a bad thing for models
and cause a lot of people problems, and using it
to empower women and celebrate natural beauty is a great,
great usage of it.
Speaker 2 (32:56):
We'll sit, We'll sit totally, all right, So the last
one here we go, So Equinox for their twenty twenty
six New Year's campaign, the campaign is all about questioning
everything but yourself, right.
Speaker 3 (33:09):
Their campaign featured.
Speaker 2 (33:10):
Some viral AI generated images of different folks dancing on
shipper polls and other notable AI deep fakes along the way,
like Pulpe Francis in a puffer jacket, to encourage their
consumers to question AI slop wherever it may present itself,
but don't question yourself. Do you guys care or don't care?
(33:32):
Is this an argument with an audience that's not paying
attention or is this something that's championing a point of
view that the market holds.
Speaker 8 (33:43):
I would say I don't care.
Speaker 4 (33:45):
I think I think the message is good, question everything
about yourself, especially for a gym and you know, body positivity.
But I think using AI is not the correct way
to do that. I think you could do that a
lot better like I'm remember in class we were watching
that Nike ad of the of the random guy just
running down the road, if you know what I'm talking about,
(34:07):
to show that like everyone can be an athlete. I
just think that that's like a much better way to
inspire that message.
Speaker 2 (34:14):
It kind of goes back to this idea of using
slop to talk about slop if you will.
Speaker 5 (34:19):
Yeah, yeah, I also don't care.
Speaker 6 (34:21):
I think using deep fakes in an advertisement one is
dangerous and I questioned the legality of it. But at
the same time, I think using your platform to kind
of promote that type of a I generated content is
odd and the messaging I understand where they were going
with it, But for a gym, I thought it was
kind of random and I don't really care to see that.
(34:42):
I'd rather you just show me the machines and like
how great the gym is and why I'm going to
be paying three hundred dollars.
Speaker 3 (34:47):
Hard I heard you call it a gym, he would
have a heart attack.
Speaker 5 (34:52):
The lifestyle, I'm so sorry.
Speaker 6 (34:54):
I will be joining Equinox next year, so don't worry.
Speaker 7 (34:57):
It's a lifestyle.
Speaker 1 (35:01):
What did you guys think about Did you see the
Serena Williams Nike piece where Serena young Serena got to
play older Serena because of AI. It's called never Done Evolving,
and it's an interesting one where you're actually working with
the talent, which I think is interesting, right.
Speaker 6 (35:24):
I think for that ad in particular, it's using AI
to kind of create something that would not have been
possible otherwise, the same way that I think, you know,
we originally use like computer generated images.
Speaker 5 (35:35):
It's like, we can't create this, so we're going to
make it ourselves.
Speaker 6 (35:38):
I think that's where I really see the use of AI,
and especially a message like that of her playing her
younger self is something that's endearing and it is nice
to see.
Speaker 5 (35:48):
It's not just like a I saw it.
Speaker 6 (35:50):
Like we've mentioned multiple times before, I think when it's
used correctly, which is obviously subjective, I think in my eyes,
I was a great ad and a good use of AI.
But I do think they should be transparent in the like, oh,
we did use AI, because there are people that you know,
aren't as aware of what AI is and how it
can be used. So I wouldn't want them to feel
(36:11):
like victim of being duped as well.
Speaker 8 (36:14):
Yeah, I agree, I wasn't.
Speaker 4 (36:16):
I'm not sure if I've seen the Serena Williams one,
but I think I did see one of like Lebron
talking to young Lebron. I think I think it's good
if you're using it in tandem with the actual person
and you have their permission, and I just think that
that is something that like, it's really cool and it
can inspire a positive message at the same time, and
(36:38):
it would not be possible without AI, or would be
much much, much harder.
Speaker 8 (36:42):
So I think it's okay.
Speaker 2 (36:44):
This goes back to this idea of CGI to me,
I mean, like it's like, when it's the tool, it's
totally cool, but when it's passed off as the creative
or the creativity, that's where things go file. It's like,
we're open for the usage of the tool to make
the creative better, but not the tool to be the
(37:05):
creator because at that point, that's when you are dealing
in the role of the human and if CAMI is
any judge and jury of that situation, that's a no go,
that's a hard stop.
Speaker 3 (37:20):
Is that fair to say?
Speaker 5 (37:23):
Yeah, I think completely.
Speaker 6 (37:24):
I don't think AI should completely replace creatives and analysts.
I think it should be supplementary to the entire process,
And I think that's where, like, at least for me,
it's okay. And I think a lot of people share
the same sentiment where they know that AI is something
that's evolving and is going to be, you know, more
(37:46):
normalized as time goes on. So being able to use
it in a way that's positive and creates a positive
influence to the workflow and the end product, rather than
just trying to use it to replace the entire creative
and production, I think that's where I really like, that's
my typic way.
Speaker 3 (38:04):
Michael B.
Speaker 2 (38:05):
Jordan be worthy of the Academy of Ward if he
was only smoke and AI was stat like what we
call that good art. But it's his ability to do
both and use the wizardry of the camera to make
a ceiling there right next to each other that we
we'd we'd allow the technology to aid that, but the
(38:29):
creativity is in the art to do the human side
of it all.
Speaker 7 (38:33):
I was just thinking about Project Tail Mary. Have you
guys seen it?
Speaker 3 (38:36):
Seen it? Is it good?
Speaker 1 (38:37):
It did?
Speaker 7 (38:38):
Ryan Gosling? It is the best movie I've seen in years.
Speaker 1 (38:42):
Wow, It's joyous and amazing, and it is CGI on steroids.
But it's just gossling and a rock in space and
it is the most magical, lovely journey you will go
on in the theater in.
Speaker 7 (38:58):
Age ages ages age great movies, but just joy.
Speaker 2 (39:03):
Like the movie if we would let live, but like day,
we'd like, is that AI?
Speaker 3 (39:09):
Is it?
Speaker 1 (39:09):
You know?
Speaker 3 (39:09):
Is it art?
Speaker 1 (39:10):
And that again there's really like mostly two characters and
one is completely CGI and it doesn't matter at all.
They created this incredible humanity, which shows you, I think
where the where the tech can go. But to your
I think everything you guys nailed, which is they didn't
pretend it wasn't it.
Speaker 7 (39:28):
Was a rock, It was a space you know alien.
Speaker 6 (39:32):
I care when marketers use AI to kind of replace something,
So whether that be a model or clothing or an
entire advertisement, I care about that.
Speaker 5 (39:43):
I don't care.
Speaker 6 (39:44):
If they use it in supplement to creating the actual ad.
That's where I think it's an okay use and it's
something that we should be implementing to make things more efficient.
But I definitely think my line is drawn when the
entire ad is generated with AI, and that's where I'm like, Okay, well,
why am I going to be supporting this company if
(40:06):
they can't even put the effort to create that.
Speaker 2 (40:07):
Itselfs can we try to just get any more marginalized
in the creative advertising space.
Speaker 3 (40:12):
It's like good grief. It's like all we care about
is the creative output.
Speaker 7 (40:17):
Yep, It's always been the point. How about you, Daniel?
You care when you don't care when? Yeah?
Speaker 4 (40:24):
I care when marketers and advertisers use AI ethically and
disclose it when they use it. But I don't care
like CAMMI for fully generated AI ads where humans are
not involved in the production or the process at all,
and it's just all slop.
Speaker 3 (40:45):
Yes, care about humanity? I love it?
Speaker 7 (40:47):
Yes, yeah, yep, yep, less slop.
Speaker 3 (40:49):
Less slop. That's great. Let's slop.
Speaker 7 (40:54):
Yep yep.
Speaker 1 (40:55):
I think we've got a T shirt waiting to be made.
Speaker 2 (41:00):
Daniel Cammy, thank you so very much for blessing us
with your brilliance, opening us up into your world, letting
us get an understanding of what the market really thinks
and what the market really says. You continue to make
me proud as students here at the Raw School of Business,
University of Michigan go blue, And for everybody, thank you
so much for tuning in for another episode of Market says,
(41:20):
hopefully you walked away a little bit smarter, and hopefully
you understand the humanity really really matters, no matter how
efficient that how productive the technology might make you and
help you be the human insident. It apparently the market
don't care at least Cammy doesn't. Nope, Gail, anything, surprise
(41:46):
you anything, shock you?
Speaker 1 (41:48):
Yeah? I mean, I think what really surprised me in
this episode was there was just a lot of pushback
that I'm not sure most people sitting around the conference
room would expect gen Z to push back this hard
on how to use AI.
Speaker 2 (42:04):
It reminds me of an argument from Grant McCracken, who's
an anthropologist, dear friend, brilliant, brilliant human being, who talks
about this idea of the artisan and the engineer that
we are incentivized as marketers to be better engineers, right,
(42:24):
to be better with our resources, more efficient, more productive,
all these things.
Speaker 3 (42:29):
Right, better, better, better.
Speaker 2 (42:31):
Where the market, at least as we hear it from
Daniel and Cami, is that they actually want more artisan,
they want more humanity, they want more connection.
Speaker 1 (42:43):
I think we heard a lot of the market telling
us that craft matters, that art matters, that trust matters.
And you know, I think we heard a lot of
hesitancy that marketers shared should wake up to that maybe faster, better,
cheaper isn't going to win with the market. Maybe truth wins.
Speaker 2 (43:04):
Yeah, And you know a lot of marketers are making
these decisions to use these technologies because of the cost
cutting that it provides. But at what cost. I mean
if you imagine taking Cammy into a board director's meeting
with you and she starts going off about how important
it is for creators to create, how humans to create,
(43:29):
versus these machines. I wonder if it ever really gets through.
Speaker 1 (43:35):
I would love to bring the market, says students into
any boardroom, any conference room, any day, because I think
we would all be like furiously taking notes.
Speaker 8 (43:45):
Right.
Speaker 1 (43:45):
The market is clearly saying, I heard from Cammy and Daniel, like,
if you're not respecting me, I'm not buying. And I
think sometimes it's very easy to miss the mark on
respect if part of what you're doing is fake. So
fake equals lies, Lies equals distrust, Distrust probably not driving
(44:08):
your bottom line.
Speaker 2 (44:10):
That is a calculus that I can get behind. And
if this is what the market is telling us, then
this is something that marketers should be listening to, because
the market are making the decisions.
Speaker 3 (44:21):
It's not us.
Speaker 2 (44:22):
Just like meaning with regards to brands, we don't decide
what brands mean, and we don't decide what the market
is ready for. And the market seems to be telling
us and this ain't it, guys. And the more that
we shove it down their throats, think, the more rejection
we're going to see with regards to their consumption.
Speaker 3 (44:41):
And nobody wants that.
Speaker 1 (44:43):
If we got you thinking and talking about the latest
trends in marketing and advertising, take a moment to leave
us a rating, review the show on your favorite podcast
player of choice, and we want to learn from you,
so stay in the conversation with us.
Speaker 2 (44:58):
Don't forget to follow Market Says on the e hard
app or wherever you listened so you don't miss an episode.
The market is always talking, so tune in and find
out what the market says.
Speaker 3 (45:08):
See you next time.
Speaker 7 (45:20):
Market Says is a bubblo media. iHeart podcast production
Listen up marketers the market saying be careful when it
comes to AI.
Speaker 2 (00:19):
That's the subject matter for today's episode, the Battle of
AI generated Ads.
Speaker 1 (00:25):
As marketers, we sit around thinking that you know, gen
z or AI AI, AIAI is going to save the world.
AI is the most magical thing ever created. We're going
to use AI for everything, and they're going, WHOA. I
actually want human ideas. I want truth. I want humanity
in my advertising.
Speaker 2 (00:45):
I mean, you can mandate on a brief that we
have to use AI, but that doesn't mean that people
are going to consume it. We need to really understand
what the market thinks. So, like we always do on
this show, we bring in students from the University of
Michigan to help us get an understanding of what's real,
or rather I say what's fake. Please help me. Welcome
(01:06):
the great students at the Raw School of Business, University
of Michigan. Cammy and Daniel I have a question to
start us off with. Do you even know when brands
are using AI generated ads? They're not called out by
the trades or someone in the comments saying that hey,
(01:27):
that's AI.
Speaker 3 (01:28):
Is that not real?
Speaker 4 (01:29):
I think sometimes it depends on the type of ad
like if there's humans in it, then I definitely can
tell it's AI, because I don't think AI's at the
level to where it can create realistic video of people yet.
Speaker 2 (01:43):
So do you fall for AI content that's in your
news feed that's not produced by an advertiser?
Speaker 5 (01:47):
Sometimes yeah.
Speaker 6 (01:48):
And it's scary because my mom will send me something
on like Facebook and be like, oh, look at this.
Speaker 5 (01:54):
Like cat, I'm like, that's AI.
Speaker 6 (01:56):
But then I find myself I'm like, oh my gosh,
I can't believe happened. And then I'll go through the
comments or like check like google it it's like, oh,
that didn't happen, that was AI, and I'm like, oh,
I'm I'm doomed. Like the more this technology improves and
like all the deep fake stuff that you see, like
it gets really scary of what, like how the media
(02:18):
can suffer and media literacy is, how is that going
to be improved or diminished with the rise of AI
and in just media in general.
Speaker 4 (02:29):
It's honestly a little bit scary to think about because
I think we're getting really really close to that point
where you're not going to be able to distinguish between
artificial intelligence and reality. And at that point then I mean,
you could just spin any narrative, put out anything, and
people won't know the difference. But like, right now, I
think we're at the point where I'll see things on
(02:50):
Instagram and I, as a twenty two year old, will
be able to know, all right, that's AI, like clearly.
But then I'll look at the comments and every comment
is like, oh my god, like this is crazy. I
can't believe this happened. I'm like, how am I the
only one that knows that this is not real?
Speaker 3 (03:04):
Gail?
Speaker 2 (03:04):
How far are we from that delta you think from
like the AI where Will Smith is eating spaghetti and
it looks like craziness to I can't tell if this
thing is real or not. How far are advertisers from
that you.
Speaker 3 (03:18):
Think, Gail?
Speaker 1 (03:20):
As humans right, as citizens? I think we're terrifyingly close, right.
We've all seen it, you know, Mark reads deep fake
video to the office, you know, to all the WPP employees, and.
Speaker 7 (03:35):
When it comes to news and stuff, I guess I
go ooh.
Speaker 1 (03:39):
Right, creatively, I think AI is it's kind of fun, right,
So I think that's one of the big issues is
going to be do I care if the.
Speaker 7 (03:48):
People are real or not real? Right do you guys?
I guess the question is what does the market say?
Do you guys feel like you're going.
Speaker 1 (03:54):
To be duped if the actors in the ads are
fake synthetic actors versus real actors?
Speaker 5 (04:03):
Okay?
Speaker 6 (04:04):
I think the problem for me lies in why are
we using AI for things that don't necessarily need it?
If we have actors and we have creatives, and we
have people that are there to generate this, why do
we need to then you know, use AI to create it?
And the same arguments like the Kia ad that you
(04:26):
were saying, people spend hours creating and thinking of this
concept and putting it into into fruition. And that's where
I think the problem lies for me is it just
seems lazy. And as a consumer, if this brand is
producing a lazy AI ad, then what does that say
about them as a brand as a whole in their
(04:47):
product or service that they're trying to sell Me as
a consumer, If they won't put you know, maybe you
can then say, oh, well, the money that they are
saving and the time that they're saving from creating these ads,
I mean, that just doesn't That just doesn't suffice for me.
I think I'm a creative myself, and I see like
there's so many ways that in creativity that lies within marketing.
(05:10):
Why have it suffer with AI when it's not necessary?
Speaker 4 (05:14):
Yeah, I'm pretty much on the same boat. Like I
think it is a little bit lazy, especially I guess
it depends on the size of the company. In my head,
like a large company that has millions in their marketing
budget should be able to create like you know, high
quality ads and they have the people to do that
(05:35):
and they have the actors, Whereas if it's a local
mom and pop shop, I think then I get it
if they have to use AI because maybe they don't
have the budget. But I think the main point that
I think about for AI generated ads is just taking
away jobs of like actors and models and the people
that would otherwise be getting those jobs, which I mean,
(05:56):
what are they going to do if an AI can
do their job a thousand times more efficient at the
click of a button. So that's one thing I always
think about, And I also think it's it's a bit
industry dependent on if I am okay with an AI
generated ad like something like high tech obviously like Chatch ept.
Any of those, I would expect them to have their
(06:18):
ads be fully like AI generated. But if it's something
like a healthcare company or a hospital system where the
main focus is like human empathy and human connection, if
I saw an AI AD with something like that, it
would turn me off completely.
Speaker 2 (06:36):
It's this human factor that seems to be, you know,
on the chopping block, if you will, when we start
to introduce AI into this, and we see this in
all aspects of human creation. For instance, at a buddy
of mine who remain nameless, he said, Hey, I got
this this new album I work though. I put it
(06:57):
on Spotify, go check it out, Like, ohka, okat, give
it a listen. So I'm listened to it. I'm like, oh, man, dude,
who's thinking on this? She's amazing. And he goes, oh, dude,
is an AI doing the singing? But I made the
music And I was like oh. Immediately, like I went
from like this is amazing too, oh man, that kind
of sucks. This is really about meaning, like what does
(07:20):
it mean? So I kind of asked you, Kimmy and Daniel,
what does it mean when a brand that you have loved,
that you have supported says We're going to start using AI,
maybe they'll even tell you they're using AI.
Speaker 3 (07:36):
Does that change its meaning for you all?
Speaker 6 (07:40):
I think for me, it's more like I see the
benefits of AI and like making things efficient for brands,
like in terms of like research consolidating tasks.
Speaker 5 (07:50):
That makes sense to me.
Speaker 6 (07:51):
But when it comes to anything that's creative and you
know you're trying to put forth this image and show
your consumers what your brand is about, that brand identity,
you lose that authenticity and you lose what it is
to have a genuine connection to your consumers because ultimately,
like these brands are trying to transcend just their product
(08:13):
and you know, sell a specific lifestyle or service or
something that really encapsulates what it is to be a
brand and not just a product or service. It's a
brand itself and its identity and how consumers appreciate and
have an opinion on them. And I feel like you
lose all of that when it just you kind of
just give it to AI to just generate something for you.
(08:36):
I mean, yes, is there someone behind it perfecting the
prompt and editing the video itself and kind of still
in the background of it one hundred percent, But I
just think as a consumer, it just feels like there's
no actual authenticity and genuine connection between me and that
brand that I had before.
Speaker 4 (08:56):
I think there's definitely situations maybe where like in a
campaign where you just need a lot of like scale,
and maybe you don't need perfection, you don't need something
to look super polished. You just want to get the
word out quickly. And I think one thing AI could
do is kind of like personalized based on the location,
(09:17):
Like it would take a lot more time for a
human to make something and you know, iterate the ad
depending on the region, whereas you could just put prompt
an AI and be like all right, now set this
in a different location. So I think that could be
an interesting usage, or maybe in the in the pre
production of the ad, like for example, like prototyping could
(09:41):
be it would be really good to use AI in
prototyping and you could see what sticks and you know,
maybe what you change and then have a human.
Speaker 8 (09:48):
Actually produce the ad.
Speaker 4 (09:50):
I think I think to me, like AI generated ads
kind of feel like the Truman Show where where you
know he's in this world and there are people around
him and to hit like it feels real, but it
feels so off because everyone's lacking the emotion and the
connection and it's just like it's really uncanny. So that's
kind of how I feel about about the AI ads.
Speaker 6 (10:12):
I think, like for me, it's more like like to
Daniel's point, like something like translating ads like that can
be done a lot more efficiently with AI at the
same time with the collaboration of humans to make sure
that the translation actually is conveying the same message and
not just exact translation, and it's still you know, seems authentic.
(10:33):
I think there's like things you can do with AI
to be supplementary to the creative process and direction and
creation of things. But when it's all AI, I think
that's where I really fall into this. I'm super against it,
and I don't think it's like worth the time or
energy to watch and kind of really be part of it.
But again to Daniel's point, like pre production like contracts,
(10:55):
things like that maybe would have taken a lot more
time and energy could be used more efficiently, But the
actual creative process and creation of it, I think that's
where like I'm super against AI being part of it.
Speaker 2 (11:08):
It's like a wholesale rejection for you can't eat good grief.
Speaker 6 (11:12):
I think it's just a very I I'm an artist,
so like knowing that like seeing AI art just like
really pisses me off.
Speaker 5 (11:21):
You can't even tell. It's just because I think art, Yeah, yeah,
you can.
Speaker 6 (11:27):
Like they there's like this weird like vibe of AI
art whenever I try to use it for like mockups
of something for like a project, and you know, it's
it's a good use of you know, seeing something that
I would have taken me hours to create. But then
at the end of the day I end up trying
to do it myself anyways, because I'm never satisfied with
what it it puts out for me. And I think
(11:50):
at the same time, with like if it's done correctly
and used correctly in the in the process of like
getting to a finished product, as long as it's still
like created by humans, I think that's where like you
still have me. I don't care if you needed it
to write a script or edit the grammar. I think
that's where like, all right, like you could have gone
without it, but it's still using human actors and models,
(12:13):
And I think what it replaces humans, that's where I
really like get weirded out by it.
Speaker 1 (12:19):
It's almost like the new skill set, right, the like
person like we want to hire on our marketing teams
is going to be that person who is going to
be it used to be the person who could make
those four hundred iterations like and that that Now it
might be really more about like who has four hundred
ideas right, and that's going to be the genius is like,
(12:42):
you know, what's the team that could generate four hundred
ideas in a couple of weeks to be able to
go No, not that that sucks.
Speaker 7 (12:49):
Nope, Let's keep going. Let's keep going. Let's keep going.
Speaker 1 (12:51):
And you know, I know there's a ton of job
disruption happening and we're all anxious about it, but I'm
hopeful maybe. I don't know, what do you guys think,
Like do you think you have to change up what
you're studying or like look for new ways in or
new ways to crush the next generation of the job
market because AI is going to be playing a role.
(13:13):
Do you need to be the idea people or the
prompt people or how to ask better questions or iterate faster.
Speaker 7 (13:20):
I don't know, what do you guys see that the
opportunities going.
Speaker 4 (13:24):
Yeah, I definitely think you need a different skill set
on top of our regular curriculum. Obviously we learn, we
learn all of our all of our core classes.
Speaker 8 (13:35):
And you don't.
Speaker 4 (13:35):
We don't really learn how to use AI efficiently. But
I think it's it's probably the number one skill that
everyone should be learning right now, right before it really booms,
because I mean it could just be used to optimize everything.
It makes everything more efficient, It generates ideas, you know obviously,
(13:56):
it can generate video, audiotos, it can really do everything.
So I think it's just super important that you can
take those skills into the job and stay up to
date with AI because if you if you fall out
of it, maybe for a year, like, you're not going
to be that tapped in. So I just think you
(14:16):
gotta you just gotta always be, always be utilizing it
and that calci ad I was actually watching, uh actually
watch it on YouTube recently and I just thought it
was horrible.
Speaker 8 (14:26):
I really do not like it.
Speaker 4 (14:27):
I thought it was I thought it was way too
over the top, there was too much yelling.
Speaker 8 (14:31):
It was really clearly AI.
Speaker 4 (14:33):
And I was looking at the comments because I wanted
to see what other people thought about it, and the
comments really agree.
Speaker 8 (14:39):
They were like a lot of the ones.
Speaker 4 (14:40):
That had the majority of thumbs up on them were like,
no single ad has ever made me a hated company more,
There's never been a quicker way to make people not
want to use your app in this commercial, Like everybody
disliked that, So I guess people people did.
Speaker 8 (14:55):
Not like it.
Speaker 2 (14:56):
Market says to your point, Danie, that's what the market
is saying. The market is demanding declaring, then why do
you think that learning AI should be the most important
thing for graduating students?
Speaker 4 (15:19):
I think it should be used as as a tool,
you know, just like a calculator a laptop is. But
it shouldn't be where everything comes from. It should be
you simultaneously, whereas you, the human are in control and
it's just there to assist you. But it shouldn't be
It shouldn't be dictating your life. It shouldn't be doing
everything for you. You ultimately should be the one like
(15:41):
fact checking it and making sure that everything you're doing
is correct.
Speaker 3 (15:45):
I like that aspiration, and I think.
Speaker 4 (15:50):
Yeah, I also think it's it's interesting in marketing because
I'm sure, like I don't know exactly know how it is,
but I'm sure executives are pushing for more and more
ads come out and they're like you guys are saying
like they're pushing for their employees to use it, but
the actual people like me and Cammy don't like it.
Speaker 8 (16:08):
So it's really it's really interesting to see that the crossroads.
Speaker 6 (16:13):
I think just with any like technological revolution, there's always
going to be pushback at first, and there's always early
adopters and maybe right now like marketers or early adopters
and see the technology and how it can help them
become efficient and create you know, quantity perhaps overquality. You
can argue in some instances, and I mean for me
(16:34):
as someone that's entering the workforce, like you can't ignore
that companies are utilizing these tools. So if you're smart
about it and you want to keep up with the
rest of the workforce and get that promotion, stay employed.
You know, it's already such a tough work force to
begin with as a graduating class, but you have to
realize that this is just the reality of what's going
(16:55):
on today, and as much as you want to push
back and ignore it, you're only going to fail yourself
by not adopting it and understanding it's it's use cases
and how you can tailor it to what you want
to do. And also no, it's like drawbacks, so you
can be aware of that and you know, really implement
it in however you want to use it in your
(17:15):
personal life, but also how you have to do it
in the workforce. Like it's just like anything like computers
for example, Like I know it was before my time,
but when computers first came out and not everyone knew
how to use them, and you know, not everyone knew
how to code, and then coding became this huge thing
that was super important in the industry, and then that
(17:38):
fell through and it became a new It's just there
always going to be something new. And if you aren't
stepping up to the plate and learning how to use
these tools, you're just failing yourself.
Speaker 5 (17:46):
And it's just a drawback for you as a person.
Speaker 2 (17:49):
That's a really good shell like that, Gail, But does
this one feel different for you?
Speaker 3 (17:54):
I mean, like you know, I remember.
Speaker 2 (17:57):
Like the thrust of the digital world, remember the big
push for social I remember the NFTs, right, pull a
little wine out, little liquor out for the NFTs came
and went.
Speaker 1 (18:09):
I bought the first billboard with a dot com on it.
Sidewalk dot Com at Microsoft was the first city guide
on the Internet and made New York Times because it
was the first time anybody bought a billboard and put
a URL on it.
Speaker 7 (18:24):
So I am I am that old.
Speaker 1 (18:37):
One of the things I was thinking about we were
talking about earlier today on some other marketing stuff, is
like when you think about a lot of this stuff,
like the kelciad you were talking about, Daniel, like, I
think AI might struggle to create enduring marketing. We were
talking about our friends at State Farm. You know, if
I say, what's the State Farm jingle? I bet you
(18:59):
can also right, like a good neighbor State Farm is there.
I won't sing it, but yes, yes, I'll spare you that.
Speaker 3 (19:07):
But like that was.
Speaker 7 (19:08):
Written I don't know how many decades.
Speaker 3 (19:11):
Ago, right by very Manilevel by the way.
Speaker 1 (19:14):
That's right, yeah, by Barry Manilow right, who's an incredible songwriter.
But it like it's an enduring hook, right, like a
great song. Right, it's just an enduring piece of creative
And I don't know that I've seen or heard anything
yet that was truly AI generated that that feels like
it's going to have that enduring brand wow. So you know,
(19:37):
it's it's sort of the catch twenty two of marketing, right,
I want to grab attention. AI is really good at
the things that grab your attention. But can a I
create like really enduring, meaningful assets that are going to
stand the test of time.
Speaker 7 (19:51):
I guess that's a question for you guys.
Speaker 6 (19:53):
I think what moves us a lot is humans is
emotion And there's not a lot of emotion or like
connection within AI.
Speaker 5 (20:02):
Because I mean, at the.
Speaker 6 (20:03):
End of the day, is a computer, like was it
created and trained by humans and like had this repetition
of what you know is the right answer to the
right prompt? But there's no real emotion that is generated
from these like creations of AI. And I think maybe
it could be a good starting point of where should
this ad go, what should it look like, who should
(20:25):
we market it to?
Speaker 5 (20:26):
You know, all those logistical aspects of it.
Speaker 6 (20:28):
I think AI could be very beneficial and help a
lot of marketers, you know, really pinpoint like how.
Speaker 5 (20:34):
They should be creating ads.
Speaker 6 (20:35):
But I think at the end of the day, like
what drives us as humans is emotion and connection and
that's where it really lacks a lot of what real
marketers and what we've always had before get us to
where we are today.
Speaker 4 (20:50):
I kind of agree, I was thinking the same thing.
I think it's hard for AI to make things stick
because it lacks the soul. Like it's just trained on
millions of data points and stuff, and it's a really
good algorithm, but it doesn't have a brain.
Speaker 8 (21:08):
You know, it can't comprehend emotion.
Speaker 4 (21:10):
It can't understand what gets people moving, you know, the
feelings that we have when we watch something, which I
think is the biggest thing that it lacks.
Speaker 2 (21:22):
What recommendations do you give to marketers, like you mean
you are going to be marketers? Like what recognitions are
you giving to yourself when you go into these rooms
to come up with marketing communications with advertising that are
trying to satisfy the fiduciary expectations of the organization, I e.
(21:43):
Reduced costs, more productivity, more efficiency, all these these benefits
that AI, at least on the surface, provides while also
trying to maintain the human because in many cases the
human part is the most expensive part of making ads,
like getting whether it's celebrity talent, like all these things
(22:07):
are just additional expenses where there's people who are on
screen or people who are behind the camera, Like, what
advice do you give these marketers who are trying to
figure out what the market says.
Speaker 4 (22:21):
I think a good balance of using what I would
say is it's appropriate to use AI in the ideation,
So actually coming up with ideas on the ads, writing
the scripts, like everything, pre production, prototyping, so you could,
you know, get a visual before you actually produce. But
(22:41):
then I think that once you have the idea down,
you know what you're going to film, you know what
the ad is going to look like. Then I think
that's where you insert the human actor and then you
get the human aspect of it. So that way you're
optimizing pre production. You can lower costs, you don't need
to spend as much time writing and brainstorming, but then
you do get that connection and the empathy and the
(23:05):
high quality aspect of having an actual actor.
Speaker 6 (23:11):
I think for me, it's I immediately think of you know,
whenever you create some sort of marketing material or advertisement,
you never know if it's going to stick or land.
So I think understanding like your audience, So maybe using
AI to understand the algorithm, or what channel should I
post this on?
Speaker 5 (23:29):
Should it just be on social? Should I post it, you.
Speaker 6 (23:32):
Know, have a thirty second ad space on like a
football game, or should I use it in a TV
show like That's the type of things that I think
AI could really be beneficial towards marketers. But I think
I kind of steer away from the ideation and creation
of advertisements because that's really where you start with the
soul of the actual brand and then you end with
(23:54):
the sale. As a professor wants stole me before, but
I think, you know, just standing a really hard part
with marketing is seeing results and the return on investment.
So being able to kind of prove that what you're
going to be putting your money money's worth in the
creation of these advertisements and all of these marketing materials
(24:14):
ahead of time can really help these companies say Okay, yeah,
this two thousand dollars ad is going to stick because
I have all of these parameters of an AI telling
me the algorithm is going to work in our favor,
and we're going to reach this many impressions and you know,
we're going to get this engagement on ourn advertisement and
hopefully return with x amount of sales. I think that
is very beneficial for marketers to have with AI, which
(24:36):
we can't really do now because you kind of go
into it blind, not knowing if you know all of
this is going to stick. Like, can you do some
sort of research and see your audience and understand it? Yes,
But I think that's where I really see the growth
of AI happening in marketing and not the ladder of
you know, the actual creation of advertisements. I think that
should stay with the human connection and I creation of people,
(25:01):
and that's why marketers exist. Is kind of to sell
that human connection of a brand.
Speaker 3 (25:05):
We get into care don't care part.
Speaker 2 (25:07):
I want to know what you're feeling, gailed, because I
feel you like recoiling a little bit.
Speaker 1 (25:12):
Yeah, I'm like, it's funny we have we have a
lot of empathy for protecting the creatives, but not so
much for the analysts and the strategists and the media people.
Speaker 7 (25:22):
But that's a different, different topic, different show.
Speaker 1 (25:26):
I think on both sides, creatives get more ideas and
insights faster, and media people can get more analytics and
crunch the numbers and try to create the plans faster.
So A I mean there's there's no questioning it's a
huge boon for marketing in a million ways. I don't know,
does it come down to the ethics of how we
(25:46):
reimburse and how we pay people.
Speaker 4 (25:49):
It definitely definitely makes it a lot better if the
models are paid every time their likeness is used. But
I was reading that article and I thought it was
really interesting that the brand stated that the amount of
in person photo shoots wouldn't go down regardless of them
using AI, which I read that and I was like,
I don't see how that's possible. How can you use
(26:12):
an AI model to where you can you could just
type of prompt and they're modeling any new line of clothes,
anything new that you release, But yet you're not going
to reduce the amount of in person photo shoots. So
I wonder what's going to happen with that. But I mean,
it's better that the models are getting paid, But I
don't know.
Speaker 8 (26:32):
It's kind of a gray spot for me.
Speaker 1 (26:34):
Never underestimate a marketer's ability to protect their budget.
Speaker 6 (26:40):
I just think it's odd for me because if they're
trying to sell clothing and I, you know, want to
see how the clothing and fabric fits on the model
and how it falls, and you know the length.
Speaker 5 (26:51):
Of it, et cetera, et cetera.
Speaker 6 (26:52):
And if that's all AI generated, So then what is
the real product that they're selling. I mean, I think
that's just where I feel a little too does a consumer.
I think it's a lot better that they pay these models,
But then at the same time, they if you think logistically,
if they're trying to be efficient and not have to
fly them out and do all these in person shoots,
(27:13):
and just you know, AI generate a model that doesn't exist.
If you're going to argue for efficiency and saving time
and energy, I think it kind of, you know, is
a little.
Speaker 5 (27:24):
Harsh, but I think it's stupid.
Speaker 6 (27:26):
Just don't hire the models to begin with, if you
really are trying to use AI to be efficient. I
think at that point it's like it almost makes the
job harder in my eyes, because then you now have
to generate all of your clothing line that you're trying
to sell to consumers, which is real clothing you're gonna
buy yourself, but put it on the model, have it
fit the same way what on the model. So then
(27:48):
that's where it's like nuanced to me of what is
the point. Is it just to make a statement that
we can do this as a company and use AI
to do this, or are they trying to spark controversy?
I don't know, and I think clothes are they It
just doesn't make sense to me because you know, people
already have trouble online shopping, so if they can't even
see it on a real model in advertising, then it's like,
(28:11):
why would I want to buy that?
Speaker 1 (28:13):
We talked a lot about brands and trust, right, and
I think that's at the heart of this challenge, right,
is to become a fan of a brand, to be
loyal to a brand. I think there, you know, we
use words like relationship and trust and loyalty, and I
don't know, do you guys think AI puts puts all
of that that brand loyalty, brand trust at risk?
Speaker 6 (28:38):
I think if it's transparent, and you know, will that
make me not trust a brand? Not necessarily if they're
transparent about using AI, but will my opinion of that
brand change?
Speaker 5 (28:50):
Probably? I think I like, don't necessarily. I think it
depending on the way they use AI and.
Speaker 6 (28:56):
If they're transparent about it, Like the example with the models,
I think that's just like ridiculous, like there is no
point in that. But some people might find that really
interesting and you know, a really cool step forward on
the use and technologies of AI and what.
Speaker 5 (29:10):
It's capable of doing.
Speaker 6 (29:11):
So could it attract a new audience perhaps, But at
least for me as someone that loves to shop, I
might not be spending my money at H and M
and would go somewhere else that uses real models and
I can actually see where the clothing can.
Speaker 2 (29:25):
I love this energy. I love this energy. Keep this
energy ten toes down. I love it. I'm here for it.
Speaker 3 (29:31):
Okay.
Speaker 2 (29:32):
So I'm very very very clear, pitcher. So as we
always do, let's do some cares. Don't care. So I'm
going to offer up a scenario to you, and I
want to get to take do you care? Don't care?
So let's start with like brands using AI to poke
fund in other brands who use it. Right, So there's
(29:53):
a growing train in brands using AI generating content to
make fun of other campaigns that use AI. Slop not
unlike topic throwing shade at open AI for you and
that us AI general Sorry. Dollar Shave Club, the shaving company,
released an AI generated ad featuring competing Razor company that
discussed cost cutting efforts by replacing everyone with AI. Do
(30:18):
you care that they used AI to throw shade at
someone using AI? Or is it all bullocks for you?
What does the market say, Daniel Cammy?
Speaker 8 (30:26):
Yeah, then I do think care.
Speaker 4 (30:28):
I watched the Jonas Brothers Almond Ad and I thought
that was I thought that was a good use because
it actually featured the in person actors and still showed,
you know, the satirical aspects of AI and how garbage
it can be.
Speaker 3 (30:42):
So I do care, Cammy, do you care? Don't care?
Speaker 5 (30:45):
I don't care.
Speaker 6 (30:48):
I think it's performative to be poking fun at another
brand for using AI and then using AI yourself to.
Speaker 2 (30:53):
Do so stay with them. I love it. I love it,
all business city, I like it. That's okay, all right, okay, cool,
So we got a kara.
Speaker 3 (31:03):
Don't care? I like it? All right.
Speaker 2 (31:05):
So Dove, as we know, they're focused on real beauty
and they as of late have focused on real beauty
defined through the AI era. It's a big campaign with Dove,
is you know, especially noting that AI is used with
regards to how beauty is manifested. This is a push
(31:25):
for them, So in partnership with Pinterest, Dove worked to
influence image discovery toward natural beauty and away from distorted
AI beauty norms. Right another form of slop if you will.
It went on to when a Media Grand Prix at
can Llance last year at twenty twenty five, pretty awesome campaign.
How do you feel when AI is the subject matter
(31:47):
versus the tool to create your messaging? How do you
feel when brands are championing AI and steering it in
a better direction as opposed to the creating the creative
tool they used to actually do it.
Speaker 3 (32:08):
I care.
Speaker 6 (32:09):
I think it's important to as companies to talk about this,
especially a beauty brand like Dove, when a lot of
their campaigns is about the perception of women in society
and how they view themselves. So I think completely ignoring
it would be a little tone depth for them. So
taking it and like really handling the reins of what
(32:29):
this means for their audience, which a lot of the
times is women. I think it's important, and I think
they did a really good job of it.
Speaker 3 (32:36):
Daniel will say, you, yeah, I care too.
Speaker 4 (32:40):
I think from the way I wasn't familiar with it,
but from the way you described it.
Speaker 8 (32:44):
It seems really good.
Speaker 4 (32:45):
Taking AI, which is inherently a bad thing for models
and cause a lot of people problems, and using it
to empower women and celebrate natural beauty is a great,
great usage of it.
Speaker 2 (32:56):
We'll sit, We'll sit totally, all right, So the last
one here we go, So Equinox for their twenty twenty
six New Year's campaign, the campaign is all about questioning
everything but yourself, right.
Speaker 3 (33:09):
Their campaign featured.
Speaker 2 (33:10):
Some viral AI generated images of different folks dancing on
shipper polls and other notable AI deep fakes along the way,
like Pulpe Francis in a puffer jacket, to encourage their
consumers to question AI slop wherever it may present itself,
but don't question yourself. Do you guys care or don't care?
(33:32):
Is this an argument with an audience that's not paying
attention or is this something that's championing a point of
view that the market holds.
Speaker 8 (33:43):
I would say I don't care.
Speaker 4 (33:45):
I think I think the message is good, question everything
about yourself, especially for a gym and you know, body positivity.
But I think using AI is not the correct way
to do that. I think you could do that a
lot better like I'm remember in class we were watching
that Nike ad of the of the random guy just
running down the road, if you know what I'm talking about,
(34:07):
to show that like everyone can be an athlete. I
just think that that's like a much better way to
inspire that message.
Speaker 2 (34:14):
It kind of goes back to this idea of using
slop to talk about slop if you will.
Speaker 5 (34:19):
Yeah, yeah, I also don't care.
Speaker 6 (34:21):
I think using deep fakes in an advertisement one is
dangerous and I questioned the legality of it. But at
the same time, I think using your platform to kind
of promote that type of a I generated content is
odd and the messaging I understand where they were going
with it, But for a gym, I thought it was
kind of random and I don't really care to see that.
(34:42):
I'd rather you just show me the machines and like
how great the gym is and why I'm going to
be paying three hundred dollars.
Speaker 3 (34:47):
Hard I heard you call it a gym, he would
have a heart attack.
Speaker 5 (34:52):
The lifestyle, I'm so sorry.
Speaker 6 (34:54):
I will be joining Equinox next year, so don't worry.
Speaker 7 (34:57):
It's a lifestyle.
Speaker 1 (35:01):
What did you guys think about Did you see the
Serena Williams Nike piece where Serena young Serena got to
play older Serena because of AI. It's called never Done Evolving,
and it's an interesting one where you're actually working with
the talent, which I think is interesting, right.
Speaker 6 (35:24):
I think for that ad in particular, it's using AI
to kind of create something that would not have been
possible otherwise, the same way that I think, you know,
we originally use like computer generated images.
Speaker 5 (35:35):
It's like, we can't create this, so we're going to
make it ourselves.
Speaker 6 (35:38):
I think that's where I really see the use of AI,
and especially a message like that of her playing her
younger self is something that's endearing and it is nice
to see.
Speaker 5 (35:48):
It's not just like a I saw it.
Speaker 6 (35:50):
Like we've mentioned multiple times before, I think when it's
used correctly, which is obviously subjective, I think in my eyes,
I was a great ad and a good use of AI.
But I do think they should be transparent in the like, oh,
we did use AI, because there are people that you know,
aren't as aware of what AI is and how it
can be used. So I wouldn't want them to feel
(36:11):
like victim of being duped as well.
Speaker 8 (36:14):
Yeah, I agree, I wasn't.
Speaker 4 (36:16):
I'm not sure if I've seen the Serena Williams one,
but I think I did see one of like Lebron
talking to young Lebron. I think I think it's good
if you're using it in tandem with the actual person
and you have their permission, and I just think that
that is something that like, it's really cool and it
can inspire a positive message at the same time, and
(36:38):
it would not be possible without AI, or would be
much much, much harder.
Speaker 8 (36:42):
So I think it's okay.
Speaker 2 (36:44):
This goes back to this idea of CGI to me,
I mean, like it's like, when it's the tool, it's
totally cool, but when it's passed off as the creative
or the creativity, that's where things go file. It's like,
we're open for the usage of the tool to make
the creative better, but not the tool to be the
(37:05):
creator because at that point, that's when you are dealing
in the role of the human and if CAMI is
any judge and jury of that situation, that's a no go,
that's a hard stop.
Speaker 3 (37:20):
Is that fair to say?
Speaker 5 (37:23):
Yeah, I think completely.
Speaker 6 (37:24):
I don't think AI should completely replace creatives and analysts.
I think it should be supplementary to the entire process,
And I think that's where, like, at least for me,
it's okay. And I think a lot of people share
the same sentiment where they know that AI is something
that's evolving and is going to be, you know, more
(37:46):
normalized as time goes on. So being able to use
it in a way that's positive and creates a positive
influence to the workflow and the end product, rather than
just trying to use it to replace the entire creative
and production, I think that's where I really like, that's
my typic way.
Speaker 3 (38:04):
Michael B.
Speaker 2 (38:05):
Jordan be worthy of the Academy of Ward if he
was only smoke and AI was stat like what we
call that good art. But it's his ability to do
both and use the wizardry of the camera to make
a ceiling there right next to each other that we
we'd we'd allow the technology to aid that, but the
(38:29):
creativity is in the art to do the human side
of it all.
Speaker 7 (38:33):
I was just thinking about Project Tail Mary. Have you
guys seen it?
Speaker 3 (38:36):
Seen it? Is it good?
Speaker 1 (38:37):
It did?
Speaker 7 (38:38):
Ryan Gosling? It is the best movie I've seen in years.
Speaker 1 (38:42):
Wow, It's joyous and amazing, and it is CGI on steroids.
But it's just gossling and a rock in space and
it is the most magical, lovely journey you will go
on in the theater in.
Speaker 7 (38:58):
Age ages ages age great movies, but just joy.
Speaker 2 (39:03):
Like the movie if we would let live, but like day,
we'd like, is that AI?
Speaker 3 (39:09):
Is it?
Speaker 1 (39:09):
You know?
Speaker 3 (39:09):
Is it art?
Speaker 1 (39:10):
And that again there's really like mostly two characters and
one is completely CGI and it doesn't matter at all.
They created this incredible humanity, which shows you, I think
where the where the tech can go. But to your
I think everything you guys nailed, which is they didn't
pretend it wasn't it.
Speaker 7 (39:28):
Was a rock, It was a space you know alien.
Speaker 6 (39:32):
I care when marketers use AI to kind of replace something,
So whether that be a model or clothing or an
entire advertisement, I care about that.
Speaker 5 (39:43):
I don't care.
Speaker 6 (39:44):
If they use it in supplement to creating the actual ad.
That's where I think it's an okay use and it's
something that we should be implementing to make things more efficient.
But I definitely think my line is drawn when the
entire ad is generated with AI, and that's where I'm like, Okay, well,
why am I going to be supporting this company if
(40:06):
they can't even put the effort to create that.
Speaker 2 (40:07):
Itselfs can we try to just get any more marginalized
in the creative advertising space.
Speaker 3 (40:12):
It's like good grief. It's like all we care about
is the creative output.
Speaker 7 (40:17):
Yep, It's always been the point. How about you, Daniel?
You care when you don't care when? Yeah?
Speaker 4 (40:24):
I care when marketers and advertisers use AI ethically and
disclose it when they use it. But I don't care
like CAMMI for fully generated AI ads where humans are
not involved in the production or the process at all,
and it's just all slop.
Speaker 3 (40:45):
Yes, care about humanity? I love it?
Speaker 7 (40:47):
Yes, yeah, yep, yep, less slop.
Speaker 3 (40:49):
Less slop. That's great. Let's slop.
Speaker 7 (40:54):
Yep yep.
Speaker 1 (40:55):
I think we've got a T shirt waiting to be made.
Speaker 2 (41:00):
Daniel Cammy, thank you so very much for blessing us
with your brilliance, opening us up into your world, letting
us get an understanding of what the market really thinks
and what the market really says. You continue to make
me proud as students here at the Raw School of Business,
University of Michigan go blue, And for everybody, thank you
so much for tuning in for another episode of Market says,
(41:20):
hopefully you walked away a little bit smarter, and hopefully
you understand the humanity really really matters, no matter how
efficient that how productive the technology might make you and
help you be the human insident. It apparently the market
don't care at least Cammy doesn't. Nope, Gail, anything, surprise
(41:46):
you anything, shock you?
Speaker 1 (41:48):
Yeah? I mean, I think what really surprised me in
this episode was there was just a lot of pushback
that I'm not sure most people sitting around the conference
room would expect gen Z to push back this hard
on how to use AI.
Speaker 2 (42:04):
It reminds me of an argument from Grant McCracken, who's
an anthropologist, dear friend, brilliant, brilliant human being, who talks
about this idea of the artisan and the engineer that
we are incentivized as marketers to be better engineers, right,
(42:24):
to be better with our resources, more efficient, more productive,
all these things.
Speaker 3 (42:29):
Right, better, better, better.
Speaker 2 (42:31):
Where the market, at least as we hear it from
Daniel and Cami, is that they actually want more artisan,
they want more humanity, they want more connection.
Speaker 1 (42:43):
I think we heard a lot of the market telling
us that craft matters, that art matters, that trust matters.
And you know, I think we heard a lot of
hesitancy that marketers shared should wake up to that maybe faster, better,
cheaper isn't going to win with the market. Maybe truth wins.
Speaker 2 (43:04):
Yeah, And you know a lot of marketers are making
these decisions to use these technologies because of the cost
cutting that it provides. But at what cost. I mean
if you imagine taking Cammy into a board director's meeting
with you and she starts going off about how important
it is for creators to create, how humans to create,
(43:29):
versus these machines. I wonder if it ever really gets through.
Speaker 1 (43:35):
I would love to bring the market, says students into
any boardroom, any conference room, any day, because I think
we would all be like furiously taking notes.
Speaker 8 (43:45):
Right.
Speaker 1 (43:45):
The market is clearly saying, I heard from Cammy and Daniel, like,
if you're not respecting me, I'm not buying. And I
think sometimes it's very easy to miss the mark on
respect if part of what you're doing is fake. So
fake equals lies, Lies equals distrust, Distrust probably not driving
(44:08):
your bottom line.
Speaker 2 (44:10):
That is a calculus that I can get behind. And
if this is what the market is telling us, then
this is something that marketers should be listening to, because
the market are making the decisions.
Speaker 3 (44:21):
It's not us.
Speaker 2 (44:22):
Just like meaning with regards to brands, we don't decide
what brands mean, and we don't decide what the market
is ready for. And the market seems to be telling
us and this ain't it, guys. And the more that
we shove it down their throats, think, the more rejection
we're going to see with regards to their consumption.
Speaker 3 (44:41):
And nobody wants that.
Speaker 1 (44:43):
If we got you thinking and talking about the latest
trends in marketing and advertising, take a moment to leave
us a rating, review the show on your favorite podcast
player of choice, and we want to learn from you,
so stay in the conversation with us.
Speaker 2 (44:58):
Don't forget to follow Market Says on the e hard
app or wherever you listened so you don't miss an episode.
The market is always talking, so tune in and find
out what the market says.
Speaker 3 (45:08):
See you next time.
Speaker 7 (45:20):
Market Says is a bubblo media. iHeart podcast production
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