Mandi Mankvitz, Sphere Trending President of Possibilities
One of the biggest tech trends of 2024, artificial intelligence continues to capture the imagination of those looking to experience design in new and creative ways. New platforms and experiences are evolving to meet the curiosity of consumers in product design and retail innovation. We are intrigued to watch this trend play out this year and our reporting covers the myriad of ways this technology will change the landscape of the future.
Finding Balance in AI Excitement and Human Creativity
by Mandi Mankvitz, Sphere Trending, President of Possibilities
There is a lot of consumer enthusiasm and curiosity around the use of artificial intelligence (AI) in everyday life – nearly half (49%) of US adults are interested in AI-powered online search capabilities. (via MORNING CONSULT). But along with the excitement, comes apprehension and brands are also taking note of negative consumer sentiment around the potential loss of human creativity, jobs and the effect of misinformation.
Not wanting to miss out on “AI as the buzzword of the moment” inventive brands are finding ways to integrate the popularity of AI in their marketing aligned with the uniqueness of human creativity. As we go forward into the AI future, it will remain important for marketers to balance the genuine connectivity humans crave with the thrill of the technology’s possibilities.
We’ve highlighted a few examples of brands creating human-centered excitement in the AI + Marketing Era:
FIND BALANCE: AI + Human Experience = A Winning Combination
Staples has launched a new marketing campaign with the theme of “Business is Human,” highlighting the company’s belief that while AI “is and will continue to be a powerful tool, it is most effective when combined with human insights and expertise.”
FIND BALANCE: AI + Humor = A Feel-Good Way to Embrace Change
Hendrick’s Gin debuted “Chat G&T” as a play on the “gin and tonic” and a humorous nod to the popularity of OpenAI’s ChatGPT generative AI chatbot. In the campaign, the character Elliot is an English-accented spokesperson who answers questions like a generative AI chatbot, yet can only source information from his limited human brain.
FIND BALANCE: AI + Access = Allows Consumers to Engage with AI and Your Brand in a Safe Space
In a Coca-Cola AI campaign, “Create Real Magic,” digital creatives around the world were invited to create original artwork directly from the library of creative assets from the Coca-Cola archives.
“In under two weeks, people had created 120,000 different images through the campaign website, with consumers—many of whom skewed younger—spending an average of seven minutes on the platform.” PRATIK THAKAR, COCA-COLA
