Synthetic advertising: efficiency and regulation
A well-known example of AI-generated advertising was MediaMarkt’s Black Friday ad. The footage showed drones placing a tarp on Barcelona’s Arc de Triomf, but it never gambling data malaysia actually happened. This kind of “synthetic advertising” may look convincing, but it raises ethical and transparency dilemmas. For this reason, the European Union has stepped in. From 2026, it will require that any AI-created content be clearly identified.
Some social networks, such as TikTok and Instagram, have already anticipated this regulation. They have added options to label content generated with artificial intelligence. This regulatory context will be essential to maintain consumer trust in brands.
Consumer perception: objectivity or mistrust?
The effectiveness of AI-generated ads depends on the type of message. When it comes to informative campaigns, such as highlighting the features of a product, AI can be perceived as more objective. People tend to trust the accuracy and neutrality of machines, which can increase the credibility of these types of ads.
In contrast, emotional ads face a greater challenge. Synthetic images can appear empty or even misleading. This is especially true when they depict emotional situations, such as happy families or life testimonies. The lack of “humanity” in these ads can reduce their emotional impact. This factor is crucial in emotional marketing or corporate social responsibility (CSR) campaigns.
AI and corporate social responsibility: authenticity is key
CSR actions require a genuine connection with the audience. Consumers must believe in the company's sincerity. An AI-created ad in this context may be perceived as insincere or purely strategic. This could damage the company's reputation. On the other hand, real images, which show the concrete impact of CSR actions, generate greater empathy and credibility.
A multiracial group of volunteers wave to the camera after collecting trash in a forest.
The key to success in AI advertising will be to combine technological efficiency with human authenticity, especially in NGO campaigns.
This challenge is even more evident in sectors such as NGOs. Here, empathy is key to attracting donations. People need to feel a real connection to the causes they support. Achieving this with artificially generated images is difficult.
The future of advertising with AI
Artificial intelligence offers undeniable advantages: increased speed, reduced costs, and the ability to generate impressive content. However, companies must balance these advantages with the need for authenticity. This is especially important in emotional or CSR campaigns.
For future business leaders, understanding how and when to use AI in advertising will be key. Ethics, regulation and consumer perception will all play key roles in the effectiveness of these strategies. In an increasingly digitalized world, the key to success will be combining technological efficiency with human authenticity.
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