As the buzz around generative AI peaked in 2023, one of its early and impactful applications surfaced in the realm of advertising. The ability to churn out creative content using ChatGPT opened a new window of opportunity for copywriters and content creators.
Moreover, with the emergence of image and video generator AI tools, the scope for creativity became endless. In 2023, many companies didn’t hold back; they went ahead and created some of the most compelling AI-driven ad campaigns.
Here, we have cherry-picked a few of them that garnered customers' attention.
During the ICC 2023 Men’s World Cup, Tagglabs and boAt collaborated to create a music video titled ‘India India'. It marked the first music video of its kind, composed and written by Prashant Ingole, and voiced by Vishal Dadlani.
It uses AI-generated visuals to paint a vivid picture of India: bustling roads filled with the hum of daily life, passionate fans with painted faces cheering from stadium stands, families gathered around TVs, and individuals in quiet corners, hands folded in prayer, hoping for India's victory. These aren't just scenes; they are the heartbeat of a nation that lives and breathes cricket.
Cadbury Celebrations Birthday Song
Cadbury Celebrations, the renowned chocolate gifting brand in India, launched an ad campaign allowing users to create a personalised birthday song for their loved ones. Developed in collaboration with agencies Ogilvy and Wavemaker, as well as tech partners Gan.ai and Uberduck, the campaign enabled gifters to convey even more love to their dear ones by crafting a personalised #MyBirthdaySong.
Zomato
Earlier this year, AI-generated images featuring Zomato delivery persons dancing in the rain went viral on the internet, garnering over 37K likes. These images depicted Zomato delivery persons seemingly delaying their deliveries while relishing the rain.
The caption read, 'Sorry sir, order late hua. Thoda zindagi jeene laga tha' (Sorry sir, the order got delayed. We got caught up enjoying life a little bit). The digital art was created by video production manager Sourabh Dhabhai using Midjourney.
Sunfeast Dark Fantasy
The SunFeast Dark Fantasy campaign was one of the popular ones created using generative AI in India. This campaign leverages generative AI to empower fans and consumers to create personalised advertisements featuring themselves alongside Shah Rukh Khan, with just the help of a selfie.
ITC Sunfeast Dark Fantasy, in collaboration with their media partner IPG, teamed up with Akool to bring this technology to life, offering every SRK fan a first-of-its-kind experience. The campaign revolved around the concept 'Har Dil Ki Fantasy', translating to 'Every Heart’s Fantasy'. It also encouraged participants to share their personalised ads on their social media handles using the hashtag #MyFantasyAdWithSRK.
Coca-Cola
Coca-Cola led the way in utilising generative AI tools for captivating and interactive campaigns throughout the year. Their AI-powered campaign, Masterpiece, created a global sensation by showcasing some of history's most iconic artworks.
In February 2023, Coca-Cola announced a collaboration with OpenAI’s DALL.E 2 model and ChatGPT for marketing campaigns. During Diwali, the company used DALL.E 3 to generate Diwali cards. The beverage giant also employed AI to create a new flavour, Coca-Cola Y3000 Zero Sugar, for its latest drink.
Mumbai Indians
Mumbai Indians, a prominent sports franchise globally, elevated fan engagement through an innovative AI-driven video campaign. Partnering with the recently funded generative AI startup Gan.ai, the team employed Instagram Direct Messages to deliver real-time automated personalised videos showcasing their star cricketer, Cameron Green.
This approach established an unparalleled connection with their fan base throughout the IPL 2023 season.
MG Motor
MG Motor India, a distinguished British car brand, recently introduced the '100 Years of Driving Smiles' campaign, utilising AI technology to evoke the visionary spirit of its founder, Cecil Kimber. In partnership with EFGH Brand Innovations, the campaign video features an AI-generated representation of Cecil Kimber, conveying a powerful message and underscoring MG's revitalised commitment to prioritising a customer-centric approach.
Virgin Voyages
Virgin Voyages made history by featuring Jennifer Lopez as the inaugural celebrity to "lend her likeness to an AI program", known as "Jen AI", inviting individuals to embark on a cruise.
In a collaborative effort between Virgin Voyages, advertising agency VMLY&R, and AI startup Deeplocal, the campaign introduces an innovative way for consumers to craft personalised cruise invitations using the Jen AI tool on the Virgin Voyages website. The advertisement cleverly exposes a humorous "glitch", highlighting the imperfections of AI.
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