ChatGPT and Generative AI in Media and Advertising: With Use Cases Set, the Battle for Hearts and Minds Begins

Only one-fifth of US adults believe that AI-generated content may not contain errors

As the drive to combat burnout builds, Generative AI has inserted itself into low-risk functions

Generative AI can already do much of the work and low-skilled labor that powers modern media and advertising. But since only one-fifth of US adults believe that AI-generated content may not contain errors, widespread adoption of the technology will be held back.

Generative AI is already playing a part in the media and marketing industries. As the drive to combat burnout builds, Generative AI has inserted itself into low-risk functions such as mockups and copywriting. However, questions over the trustworthiness will prevent it from infiltrating strategically important channels such as search ad spending, Google, Microsoft, and Amazon.

If able to clear the trust-related hurdles before it, Generative AI could completely revolutionize how media and marketing work. The need for intermediate agencies would diminish as platforms could use generative AI technology to create business ads themselves. With a technology that will soon be able to summarize reporting and synthesize press releases, publishers could soon see their relationships with search engines ending. Additionally, Generative AI could reshape the economics of search advertising with its definitive responses to search queries.

Despite the flood of trade press, the US public is largely either unaware of generative AI or mistrustful of it: Just 30% of US adults have heard or read anything about ChatGPT, and only 10% regard its output as "very trustworthy," according to Morning Consult. As such the most promising use cases can be found in the way Generative AI could provide raw material, eliminate the need for advertiser A/B tests, help new brands increase output, and keep those in the industry abreast of all the notable developments.

Generative AI effortlessly is able to produce content that is clear, engaging, and grammatically correct but also can be frequently filled with factual inaccuracies and biases. If advertisers choose to publish ads or content created entirely by this technology it can lead to disastrous outcomes as consumers don't fully trust AI.

Although the negative sentiment around AI continues to build, according to Morning Consult 52% of consumers believe that generative AI will stick around. To prepare for the AI-driven future, marketers and advertisers should plan to watch consumer adoption closely, think about how assets and data could be used to train AI, and prepare for a large learning curve.