DMEXCO: The AI content machines
The examples at many stands at the marketing trade fair show: We are only at the beginning of a huge wave of AI-generated content.
(Image: Google)
A comfortable green armchair in front of a retro tube TV with a control dial on the armrest: if you sit on the armchair and turn the dial, you see a version of yourself on the TV that is beamed through time: Sometimes you appear as a prehistoric ape, sometimes as a medieval knight, sometimes you are transported into the future.
The set-up called Zeitseeing, which the creative agency Jung von Matt Creators has set up in Hall 7 (Stand 005) of the online advertising trade fair DMEXCO, could be dismissed as a nice gimmick. However, if you take a closer look at the inner workings of Zeitseeing, you quickly realize how generative AI applications will revolutionize the advertising market (and in some cases are already doing so): With AI, advertisers can generate an infinite mass of content almost free of charge, tailored to the target group – and even if it is only one person in size.
Zeitseeing relies on its own version of the open image generator Stable Diffusion, called Stables. It has been upgraded so that it can generate 16 images per second. This almost creates the impression of a kind of video from the artificially generated images. It should be noted that Zeitseeing does not require a high-end server cluster with its own power supply. It runs on ordinary PC hardware.
Images and texts en masse
Visitors to many stands at DMEXCO will be able to see for themselves that content can be produced on a massive scale and cheaply for a wide variety of applications and purposes. The provider Conversationmaker.ai, for example, promises to be able to generate thousands of customized texts completely automatically within a very short time, in over 40 languages and for less than €1 per text. And with the glossary function of the translation service Deepl, which was presented at DMEXCO, teams in different languages should be able to communicate in a standardized way – useful for international brand consistency.
However, the use of AI is no longer limited to the production of content, but to the entire value chain of the advertising industry: AI provides advertisers with insights into (potential) target groups, recognizes product trends, generates content that advertisers can use to promote products in various channels in a targeted manner, and should even help to orchestrate the various advertising measures in such a way that the advertiser gets the most out of them in the end.
It will come as no surprise to anyone that the advertising industry leader and AI pioneer Google has AI solutions in its quiver for a wide range of marketing tasks. Google has also presented or announced a number of new AI functions in the run-up to the event. For example, Google has released AI-supported image processing for new forms of advertising. Advertisers can now have images for app and display campaigns, for example, improved by AI – or even have new images generated. If advertisers upload up to five reference images, they can order new ones with a prompt, which Google's AI then spits out. The new images should match the aesthetics of the brand.
Google's Gemini language model also helps with the formulation of ad texts in the form of a chatbot, although not yet for German ads. This is set to change "in the coming months", the company announced at DMEXCO. The AI content machines are therefore ready and should be running hot in the foreseeable future. It is probably only a matter of time before the wave of artificially generated content takes on enormous proportions.
(jo)
