Ai advertising and design

Generative AI is shaking up the advertising and design space, with a range of major technology providers working to incorporate AI and machine-learning based tools that allow users to accomplish tasks through text-based prompts. What is generative AI, you may ask? Put simply, generative AI describes artificial intelligence algorithms that create content—whether it’s an image, text, video, audio clip, etc. ChatGPT, the famous AI language model, and DALL-E, the art generator, are two prominent examples that have already inspired hype—and controversy. With generative AI, the creation process occurs when a user prompts the algorithm via text. If you ask ChatGPT to write a paragraph about the history of advertising, for example, it will generate that content. Hence, generative.

Google recently announced that it’s rolling out generative AI-driven advertising tools that allow users to create image variations based solely on text prompts—no manual editing needed.1 They’re calling this feature “Product Studio” and targeting the function towards merchants who want to showcase product imagery in different ways without reshooting, although we can guess how it may be extended into the broader ecosystem of Google advertising in the future. Adding custom background scenes, removing backgrounds, or improving quality of low-res images will be possible with very little effort thanks to Product Studio’s text-based interface. The possibilities this unlocks for A/B testing and overall campaign creation are exciting. On the copywriting side, they’re offering a tool that summarizes your web copy and allows for creation of ad variations based on the text of your actual site. This function allows users to generate full campaigns – including “keywords, headlines, descriptions, images, and other assets” – that can be reviewed and edited prior to being launched. This could be a great starting point for quick, cohesive campaign creation.

On the search side, AI language models from Google and Bing are already poised to change how users search—and how businesses get found. Instead of typing short queries, a “chatbot” style experience with search is on the horizon for both search engines thanks to their respective AI languages models, Bard and ChatGPT. Since generative AI is also positioned to become involved in the creation of ads, it’s clear that a massive shift is coming for search advertising. Bing’s generative search ads, for example, will be building in an option for integrating paid links within AI-generated responses to questions.2

On the design side, a new beta version of Photoshop has just been launched that offer functions and tools powered by generative AI, which is a huge step for the role of AI in graphic design. May 23rd’s Photoshop launch allows users to manipulate images by typing text prompts to the AI.3 Functions include the ability to alter, add, or remove elements in an image without the need to do so manually. The non-Beta version is targeted for release in H2 2023.

This change to Photoshop comes as part of a larger Adobe initiative to integrate AI tools in its offerings, called Adobe Firefly. Earlier this year, Adobe announced the Firefly initiative, outlining its intentions to integrate several AI models into its Creative Cloud software suite. Photoshop is the first, but the official Firefly website reveals plans for the other AI-based tools.4 These include a tool that can generate “custom vectors, brushes, and textures from just a few words or even a sketch,” video editing capabilities that allow users to execute large-scale edits via text prompts, automated template generation via prompt for marketing and social media, and AI-enhanced 3D modeling. It’s obvious that AI is a big part of Adobe’s plans for their creative suite—which may have knock-on effects for the ad industry at large.

Any ad agency worth its salt understands that new tools aren’t a threat. They’re an opportunity to unlock more possibilities for clients who are willing to try something new—which is why we’re thrilled to see how these tools shake things up in the coming months. Get in touch if you’re curious how bfw’s expertise – coupled with a broad range of ad technologies – can help your business grow.