You Cannot AI Generate a Ferrari
I have always found the comparison of digital advertising to an ecosystem more revealing than the cosmetic use of the word across the industry.
It highlights the importance of its different components but also explains why imbalance is not a sustainable state.
That holds true with AI, for different reasons.
I have written for years about the value of relationships and trust in the monetisation of media, but I have recently focused on the impact of Gen AI on the supply side and the total shift of value from content to relationships (not that AI has only now pushed me towards relationships and trust, but it keeps pulling me back to them).
As quality content becomes infinite, what happens to the buy side, which that infinity is supposed to fill? Certain ad tech tunnel visions have an answer that makes perfect sense… in the context of a tunnel vision.
It sounds exciting on the surface: AI will improve creative concepts, their design and execution from text to image to video, to the sharpness of the message. If it can generate quality content, surely it can generate quality advertising, and demand becomes as abundant as supply.
