Are the AI ​​ads all over the street a major aesthetic downgrade?

Oops, you and I are surrounded by AI!

Over the past year or so, AI has gradually become commonplace and everyday. As giants chase each other and throw down new technologies, AI is also appearing in more inconspicuous places, such as subways, elevators, product posters, and software screens, passing by ordinary people online and offline. .

However, the effect is often hard to explain, and even becomes a mental attack.

Have these “conspicuous bag” ads put you in the uncanny valley?

Imagine that one morning, you might sleepily pick up your backpack that has been checked by security, mechanically scan the code or swipe your card, and drag your heavy body through the crowds.

When you were distracted, you turned your head and saw a bright billboard. It was a public service announcement with the theme "What You Look Like", paying tribute to everyone who works hard at work.

Taking a closer look, you feel something is wrong. This Pixar-style girl has unnatural hands and a problem with the number of fingers. More importantly, she doesn’t have a “class smell” about her, which is completely different from the image of a worker.

This set of advertisements is real and comes from the Shenzhen Metro. The official seal is created by AI. They also have a set of ads that focus on sports style and are also endorsed by cute cartoon characters. One of the little boys has no seat cushion on his bicycle. Although he looks relaxed, The local physical condition is very worrying.

Having said that, will it be more "real" and more immersive if AI generates real people? Not necessarily, it may be counterproductive and evoke the uncanny valley effect of being human but not human. Advanced elevator advertisements all believe in one truth – AI that loves to smile will not have bad luck.

JD.com’s Double 11 advertisement may have been intended to reflect the happiness of returning home with a full load and attract consumers to buy, but the effect was a bit strange.

The skinny woman with gravity-defying hair opened her mouth widely, her eyes were dull, and her mental state was crazy. The curves of the fake smiles of the family of three are almost exactly the same. Under the soft light filter, they look like copied and pasted dolls or solidified wax figures. This may be what AI understands as "not a family, don't enter the same house."

▲ Pictures come from: 小红书@思不二兰, @言武waku

In comparison, Alipay's elevator advertisements are relatively normal, with AIGC clearly marked at the beginning. Sisters are cooking hot pot around the stove, or brothers are having a drink and chatting about the mountains. Apart from the poor quality of the food, the characters are glossy and plastic. It's a little stronger, and there's a festive atmosphere.

▲ Picture from: 小红书@Love Cd

If it specifically endorses a certain object, AI can also make new jokes and even open up new ideas for Chinese horror.

He eats pasta at the same level as AI Will Smith, and the little boy's noodles are inseparable from his lips. The little cyber girl who endorses the toothpaste should not have any trouble with tooth decay. Her eyes are so big that they are scary, and her skin is so smooth that there is no texture at all, like a doll made of ceramics.

▲ Pictures from: Xiaohongshu @rataalada, @ Touchoujie

It’s okay for an AI girl to put a youthful label on milk, but the plagiarism check rate is 99.99% compared to the real-life advertisements in Japan many years ago. The movements, hairstyles, color matching and even bubble elements are similar, so it’s a bit imitative.

The game has not escaped the invasion of AI. The paper man publicly yelled in the circle of friends, but forgot that the more abs, the better. It is difficult for a real person to train for 8 bucks, and the AI ​​​​for 10 bucks is not a problem, but it does not take into account the aesthetics, such as Corn has been cultivated into essence, and the shirt that disappears into the skin is worse than not wearing it. In short, it cannot attract players to click on "Tease", and they just want to talk about the monsters and monsters to retreat quickly.

These advertisements are clearly intended to promote products, but they are neither sympathetic nor convincing. The details of the uncanny valley are similar to each other. In addition to the paradox, there is an added layer of feeling that money is being saved on the handle of the knife.

If you get rid of the stereotypes of the characters, AI can always play a cosmetic placebo effect, which is better than nothing.

Fliggy’s “What to do on May Day” series of posters placed in subway stations show the scenery of different countries and themes in the eyes of AI.

Just looking at one picture is okay, and the idea echoes the slogan, but the style of painting is not uniform and unrecognizable. It is difficult for people to remember. It can’t even be seen as the same set of advertisements. It seems more like a concept but not grounded enough. Angry airplane draft.

Although we have been harsh for so long, we have to admit that many people do not read advertisements carefully. AI advertising can achieve "large quantities and full control", and in less sophisticated business scenarios, there is no need to be picky about details, and the budget is often more than the aesthetics. Importantly, the fastest and most economical way is the way to go.

Compared with the oncoming uncanny valley effect, AI replaces models, studio photography, and costumes in a few seconds, and mass-produces more fast-food "art", which may be an even scarier thing. To paraphrase a line from "Sherlock", AI has brought down the aesthetics of the entire street.

The upper limit of human imagination may determine the performance of AI

In fact, many AI advertisements look scary and boring. The problem is not with AI, but with the fact that there is no thought in the things made, let alone impressing people and making them want to spend money. This can only mean that they are used for the sake of AI. AI has poor aesthetics and likes to follow trends.

On the contrary, some AI advertisements with little technical content but outstanding creativity can be talked about by people.

Last year, when OpenAI was just killing everyone, it became a popular trend to endorse ChatGPT. McDonald's and Burger King also continue to use ChatGPT to fall in love with each other.

McDonald's asked "Who is the most iconic burger in the world?" ChatGPT said "Big Mac." Not to be outdone, the local Burger King asked ChatGPT "Who is the largest burger in the world?" The answer was "Whopper". The two brands’ complete answers were made into station posters and placed side by side.

Prompt words are very important, and AI’s answers can also be guided by humans. No one really cares about the specific answers, but when McDonald’s and Burger King, the “old enemies” who have been fighting an advertising war for decades, once again use AI to shout to each other, it is very effective in itself. .

These two advertisements have the buff of brand history. Taiwan's IKEA, which has been out of the industry many times due to advertisements, once again relied on its creativity to stabilize and launch AI posters based on fairy tales.

After Cinderella has an alarm clock, she can rush back from the dance before the 12 o'clock DDL. We are so smart that we still can’t see the king’s new clothes, but we can buy laundry bags of the same style.

Although the painting style is still a bit strange, the combination of fairy tales and daily life creates alternative associations and can still convey the interest of life.

It is also a good idea to go against the mainstream voices that praise AI and market the inferiority and unreality of AI. The audience may think like the overbearing president’s article: Damn it, you succeeded in attracting my attention. .

BodyArmor, a sports drink brand owned by Coca-Cola, used AI as a stepping stone to its products during the Super Bowl in February this year.

This advertisement called "Field of Fake" uses the technique of first suppressing and then increasing. The first half was deliberately crudely produced by AI. The athletes' bodies were deformed and their facial features were flying around. When drinking, their mouths would stick to the mouth of the bottle. The second half It is a real shot, emphasizing the authenticity of the product materials, taste and efficacy.

Although the ideas are different, these advertisements all retain real emotions and intriguing parts based on AI, which is in line with Apple's most famous advertising slogan "Think Different".

In contrast, the negative examples only use AI as a means of cutting corners, and perhaps they can arouse some kind of "surrealistic" curiosity at first, similar to Sora's overturned works.

But after seeing it online and offline too much, garbled words, empty eyes, disproportionate human bodies, illogical light and shadow, and blurred backgrounds will only make people feel boring and creepy.

▲ A pizza commercial as scary as AI Will Smith eating noodles.

There is no doubt about the speed of AI progress, and many "fake" bugs may soon disappear. But at least at this stage, simple and crude AI advertising cannot capture the subtle emotions of human beings. This is almost an inexplicable intuition. We know that those things are not true and have no "soul", but we may not be able to list one, two, three or four reasons.

When I was scrolling through social media feeds such as Xiaohongshu, the most common comments I saw about AI ads were “I don’t know what it means”—“I don’t even know what it is when I look at it” “I don’t know what this means” "What?" "If humans can't resonate, what's the point of advertising?"

This may be contrary to the rhetoric that AI technology companies like to use. In their words, everyone can be an artist. Even if you have not been influenced by art, you can generate works that eat up half of the history of art by inputting prompt words. But whether the things made with AI are good or not, whether they are perfunctory or not, the standard of judgment is still humans, who will vote with their intuition.

Since we will eventually arrive

Even though there are many problems with AI advertising, the proliferation itself illustrates the unspoken secret: this torrent cannot be stopped.

In September last year, the Japanese beverage brand Itoen used an AI female in a 15-second advertisement. The authenticity is no longer distinguishable from the fake at a glance, and she looks like an amateur model whose face the audience will not deliberately remember.

Netizens exclaimed: "I can't tell it's AI, but it looks like excessive skin grinding." "It's really not like the AI ​​I usually see, otherwise it would feel very cheap."

What’s even better is that after taking a sip of tea, the AI ​​woman returned from the future to the present, and the advertising creative was also closely related to AI: the moment to change the future is now. Soon, AI will make it easier to create actors of any age, gender or body type without risking a house collapse.

"Will AI take away jobs from real people?" "How does AI affect copyright?" are questions that naturally arise after seeing such advertisements, and are also discussed by TV stations. In fact, in addition to occupying the big screen and challenging real people, AI is already shining in a low-key way under the little-known iceberg.

The ones who feel this more clearly are the merchants who bring goods, as well as the creators who are anxious about AI, crazy about AI, and hitting big walls for AI.

AI no longer appears as some obvious, bad, greasy style, but as silent servants hidden among the crowd.

In November last year, Google launched generative AI services for advertisers. One of them is that if the merchant already has the material of the model holding the product, the background can be changed at will so that the advertisement can be used in different holidays and seasons.

Such pictures are inconspicuous, but they are more numerous. Around the same time, Amazon launched a similar feature.

Advertisers who are not good at creative expression only need to select a product and click "Generate", and Amazon will use generative AI to provide a set of more smoky and closer to daily life based on product details in a few seconds. Image, advertisers can also refine the image by entering a short text prompt.

In the past, some advertisers might place products such as toasters on a white background. The most high-end kitchenware often only needs the simplest way of showing its face. But Amazon found that when the same toaster was placed next to croissants on the kitchen counter, click-through rates were 40% higher.

To a certain extent, AI allows laymen without professional skills to get started in e-commerce photography. Amazon, which in the past paid more attention to advertising data analysis and delivery efficiency, put forward an interesting point of view: "Advertising is half art and half science, and the art part will become easier."

My colleagues in the video team have a similar view, and the way they use AI is like using interns and accessing a huge library of footage at the same time.

PS’s generative filling is suitable for on-site setting, which not only saves prop costs, but also saves on-site shooting time. I wonder if you can tell that the ornaments under the TV are all generated by AI? A colleague who contributed materials lamented: "It's so simple that it almost spoiled me. I forgot all the PS skills I learned before without using them for a long time."

The text drawing tool DALL·E in ChatGPT is suitable for generating pictures and making some reference shots. The time saved can be used to better think about and polish the storyboard script.

If you want to ask them what experience they can impart, it is that vision and aesthetics are more important. Let tools become tools and people become better people. The best time to learn to use AI tools was half a year ago, followed by now.

It is conceivable that in the future, AI will become increasingly common and fall into daily life, no longer distinguishable at a glance, just like a water drop falling into the sea. In the future, no one will be able to distinguish between a water drop and the sea.

If AI advertisements have no personality and emotion, perhaps we need to further reflect on how many human advertisements are impressive, and how to retain the power to impress people while empowering AI.

It is as sharp as autumn frost, and can ward off evil disasters. Work email: [email protected]

# Welcome to follow the official WeChat public account of aifaner: aifaner (WeChat ID: ifanr). More exciting content will be provided to you as soon as possible.

Ai Faner | Original link · View comments · Sina Weibo