How Dove, ALDI, Trivago & other brands use AI in their campaigns
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Brands are all too happy to use AI as a publicity grabber. And it’s catching on. In this article, I’ll highlight 5 brands that have embraced AI in an innovative way, or not.
The integration of artificial intelligence (AI) into marketing strategies is a rapid movement that is gaining ground. We use ChatGPT for copywriting or research, Midjourney for the rapid creation of realistic photography and Sora for text-to-video.
These are well-known tools by now. But there is so much more possible! You can use them to refine customer interactions, optimize production processes and offer unique, personalized experiences. Brands of various sizes and industries are embracing it and are open about their use of AI. Interesting, because that is a recent development. 5 examples:
1. ALDI: speech-to-speech voice-over
ALDI recently took the step to use AI for their voice actors in advertisements. For four years, actor Diederik Ebbinge was associated with the supermarket chain with his voice. ALDI has stopped using this for a while now and has opted for an AI-generated voice based on voice recordings of ten female ALDI employees. This change illustrates how AI can contribute to cost savings and efficiency in advertising production. AI-driven voices can provide consistency across markets and are able to mimic various accents and languages. This helps ALDI appeal to a broader audience.
A side note from Jente Kater , Founder and CEO of Voicebooking.com: “Voice-over work is about rhythm, feeling, emphasis, text comprehension, understanding what the client wants, but above all: conveying human emotion. (…) A really good voice-over feels down to his toes what a text needs, what a paragraph needs, a sentence, a word and sometimes literally a syllable. And he scotland email list 13234 contact leads or she must not only be able to reason that, but also be able to convert it into a good voice-over. A good speech to speech voice Ai needs that as input.”
2. Dove: Real beauty without AI
Dove has taken a groundbreaking step in their content creation for seo: creating attractive and searchable articles marketing strategy by actively opposing the beauty standards often promoted by AI. For 20 years, Dove has been challenging beauty ideals, past and present. With ‘The Code’, their new campaign, they emphasize the need for realistic and inclusive aob directory representations of beauty. These are often missing in AI-generated images and videos. The most important statement is that Dove will never use AI in the creation or distortion of images.
Additionally, for those who do want to use AI, they want to incorporate inclusivity and realism into AI. They’ve created the “Real Beauty Prompt Playbook,” which provides simple tips on how to use the most popular generative AI programs to create images that represent real beauty, as well as a glossary of terms to make your prompts more inclusive.
Also read: ChatGPT works harder after a good cup of coffee & more Ethan Mollick facts
So while other brands may not be making as strong a statement as Dove, they are encouraging brands to use AI in a more inclusive way. By combining technology with a strong ethical vision, Dove has set a new standard in the beauty industry. And that’s exactly what their brand mission.