As AI continues to advance and become integrated into various aspects of our daily lives, the conversation around its potential impact on advertising and branding is becoming increasingly important. The idea of AI-generated content is no longer a far-fetched concept, but instead a reality that is predicted to cause authenticity issues for 80% of marketers by 2027.
It’s about time that we, as the vanguard of future marketers, begin to wrap our heads around the future of AI search ads and the potential for reputational brand damage in an AI-content-generated world. With Microsoft and Google racing to integrate conversational AI into their search engines, the question of how to monetize this technology with paid placements arises.
Pundits speculate that AI search ads may work similarly to Bing Chat, where users input keywords and receive a response generated by AI. However, there are concerns about where to place ads in a chatbot conversation and how pricing might be affected due to fewer impressions in a chat versus a search query.
One of the biggest challenges that AI-generated content brings is the potential for brand damage. With the sheer amount of content that can be created, it can be difficult for companies to sift through and ensure the authenticity of their brand messaging. As a result, pundits stress the importance of taking steps to mitigate this risk, including internal quality control and external vetting of AI-generated content.
To address these concerns, the Content Authenticity Initiative was formed in 2019 by brands, tech companies, and media outlets to develop technical standards and tools to distinguish between real and fake content. However, there is still much work to be done in this area, and the standards are still lagging behind the innovation.
Ultimately, the rise of AI-generated content presents both opportunities and challenges for advertisers and brands. While it has the potential to save time and money in the advertising process, it also brings the risk of reputational damage if not used responsibly. As the technology continues to evolve, it will be important for companies to approach it with caution and take steps to ensure the authenticity and quality of their brand messaging.