生成式AI与情感AI的融合：广告领域的AI革命

HumanizingTechnology Affectiva builds Emotion AI technology tomeasure pre-conscious emotionalresponses to brand content derived from World’s Largest Proprietary Data Repository After 12 years in business,Affectiva has the world’s largest data repositorywith over 8 billion framesanalyzed over time. This provides the foundational data for best-in-class algorithms trained on highlydiverse data in ages, gender, ethnicity and culture which allows to mitigate bias, and provide relevant Table of Contents The Power of Emotion AIAI Disruption in AdvertisingLessons Learned & Emotions DetectedKey Takeaways6.10.16.24. Engaging People Emotionally isCritical for Advertising Success Framing reactions toother ideas or messages Generatingattention Conditioning responsesto brands An emotionally positive illustrationof a benefit is more likely to lead toa positive evaluation of that benefit Emotional responses are powerfulcues in the brain to pay attention,as the object of the emotion islikely to be of evolutionary Ads which associate the brand withpositive feelings are likely to seethe brand also become a signifierfor positive feelings, and that But again, only if the benefit andbrand are involved in theemotional narrative — cutaways to All being equal, a brand people likewill be more successful in market. The kickeris that the attention willnot automatically extend to the Ads that evoke stronger emotions… At Affectiva, we like to talk about the importance of the emotional journey: the highs, thelows, and the hopes of a positive resolution at the very end. In an analysis done by Kantarinvestigating the impact of emotional engagement on advertising and brand building, they Emotionalengagement impacts ...and contributes tothe sales performance Affectiva and MARS conducted a large-scale facialcoding study to measure consumers’ emotionalresponses to advertising. Results showed that AI Disruptionin Advertising Marketing and Advertising leads the way inthe adoption of Generative AI in business Of 4,500 respondents, 37% of those working in Marketing and Advertising indicated that theyhave used AI in their tasks. Generative AIproved to bevery compelling The images have been createdwith the use of Midjourney AI.Creative director, Eric Groza, hasbeen experimenting with ‘what if’ One critical note to mention is thata human touch was requiredbefore the final images weregenerated. The original creative Disclaimer: The images generated are theresults of experimenting with AI. The results donot reflect the views or plans of either brand. But the question is… Can AI create atruly emotionallyengaging story? Generative AI can be Used in Different Ways Gen AI Fully GeneratedCreatives Gen AI as a Creative Element Some brands have used Gen AI as an element to engage, given it is so topical— even if only part of the ad are AI — generated. No brands so far have used this‘wild’ approach, but someexperimentation using generic VFX AI tools were used to alterthe characters appearance. ChatGPT was used to copy-writea script for a Mint Mobile ad. Gen AI as a Tool to Enhance Creative Process The most subtle use of AI, more to create potential efficiencies in the process. The scripts are 100% generatedby AI, only edited for length andaccuracy. Deepfake AI is used to Combination of various AI tools -ChatGPT-4, Midjourney, RunwayGen2, Eleven Labs, SOUNDRAWAI, Adobe After Effects. Affectiva Puts Generative AI to the Test Fully Gen AI GeneratedCreatives A tourism ad for Switzerlandthat used a number of powerfulcreative tools of storytelling, The ads above were chosen for a case study, evaluating emotional engagement via facial expressions and surveyquestions. Our team wanted to test out several pieces of content that implemented aspects of Generative AI ranging from fullyGen AI generated creatives and ads that used Gen AI as a creative tool or element, comparing it with a more ‘traditional’advertisement with no Gen AI involvement. In testing these ads, we wanted to further explore whether content that uses Lessons Learntand Emotions AI can be Emotionally Engaging The ads created with the use of AI (Pepperoni Hug,Orange Juice,Mint Mobile,VisitDenmark) show equallystrong emotional response and positive engagement (Smiles) compared to more traditional ads(MySwitzerland). This can explain why user generated content created with AI tools goes viral and exceeds If Gen AI Lets LooseIt Can Be Laughable2 Orange Juice Ad Smile byAI Awareness“Did you realize this ad was scripted by AI?“ Usually levels of smilescontribute to the overallEnjoyment (claimed); however,for theOrange Juicead thatwas fully created by AI, the This suggests that people are reacting more to the factthat AI generated this ad rather than the actual narrativeof the content. Viewers who did not realize that it is an AIscripted ad are a lot less positively engaged and more Having a Clear Referenceto Gen AI Use Improves Mint Mobile Ad When an AI to