Generative AI learns from image data. It generates innovative creations. These resemble the original more or less, but are never identical. New content can be generated over images, videos, speech, text and product design code. There could be several thousand renditions of the original. There are simple prompts, and there is a whole treasure of output in a jiffy. Just three years hence in 2025, one third of outbound messages will be synthetically generated in large organisations.

Consumers would receive message which, as it were, crafted for them. It is hyper-personalisation. Consumers could also create their own advertising. Greetings could be personalised. Multiple-videoes could be used to form a collage. Multiple content pieces can be fused together. These messages are tailored to customer experience. AI is used to create deepfakes of celebrities such as SRK and Sachin. It is called synthetic media technology. Generative AI will make deep inroads into advertising.

AI can be used to track trends on social media in real-time.

Stable Diffusion, an open source text-to-image generator, is used at present to produce material. It is similar to OpenAI’s DALL-E. It replicates, transforms and synthesizes images and filter elements.

There are AI-generated campaigns. Product photoshoots can be easily generated.

AI is a very smart intern in advertising. There are data-driven creatives. It helps the team to get inspiration. Tools such as Midjourney can inspire and make us appreciate the art.

AI cannot match the intuition, creativity and empathy of the human beings. It can generate the right briefs through generative AI. These briefs are called prompts.

Agency can devote time to strategy. Creatives created using AI will help achieve SEO targets.

AI output is derivative. AI can be given a prompt to convert the image by one artist to the image in the style of another artist. It is akin to being abstract. Is it then a new piece of work? Or is it borrowing from two artists? Thus there is a need to create the proper framework for the use of AI so as not to misuse it.