People are better at advertising.
“Through AI, Medium is now free”
August 28, 2024, 12:00 PM
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New AI models create any image imaginable at the touch of a button. However, they are not suitable for advertising: “AI cannot have a sense of humor and it cannot be concise either,” explains advertising expert Arno Lindemann. In his book “So techt Deutschland” he explains what makes a good advertisement.
It’s the same with ads. They’re often clicked away or turned off in frustration if a point doesn’t convince viewers or users within seconds. There’s a high risk that the message won’t reach the potential customer. To ensure that the ad really sticks in your head, and even gets rewarded in the best case scenario, creative agencies rack their brains for weeks. They want to create ads that don’t look like ads. “It used to be that people would go for it,” recalls Arno Lindemann. For example, if Nike were advertising a new location.
Arno Lindemann
(Image: Private)
Lindemann also aims to entertain people with ads. He is a creative partner at Scholz & Friends and an AI artist. But as much as he enjoys working with and experimenting with AI software himself, he is also wary of handing over the entire task to AI. “We integrate AI when it’s useful.”
At the same time, he urges caution when using it thoughtlessly. When Lindemann encounters AI-generated slogans for electric cars, he is disappointed. The result is a bunch of mediocre phrases like “Simplify for the future” or “Zero emissions, maximum freedom.” This is precisely the problem with AI, Lindemann says: “It can’t use humor and it can’t be concise either. Average is now free.”
“We’re right now on the AI problem,” Lindemann says. “It can’t use humor and it can’t be brief. The medium is now free.”
With Arno Lindemann Frauke Holzmeier and Andreas Lucat spoke. You can hear the whole conversation in the podcast “So techt Deutschland”.
In the programme “So techt Deutschland”, ntv hosts Frauke Holzmeier and Andreas Laukat ask founders, investors, politicians and entrepreneurs about Germany as a technology location.
You can find all episodes on the ntv app, on RTL+, Amazon Music, Apple Podcasts, Spotify and in our RSS feed.
Do you have questions for Frauke Holzmeier and Andreas Lucat? Then write an email to [email protected]
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