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Are Meta and Google making your ads look the same?

Plus: How AI is disrupting fashion

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AI overload: are Meta and Google making your ads look the same?

2024 is the year of AI for advertising giants like Meta and Google. Every week, there's a new buzz about AI automating more of the ad process. Recently, Pinterest introduced AI features like personalized backgrounds and the “Performance+” program. Meta’s tools now allow brands to create AI-generated image variations, and both Meta and Google are integrating AI assistants into search.

The pressure to adopt AI: With Meta and Google controlling 50% of digital ad spend in 2022, brands feel pressured to adopt these AI tools. While many see positive outcomes, there’s a big concern: how much creative control are they sacrificing? AI-driven campaigns require brands to trust platforms with ad placements, raising fears of generic, look-alike ads.

Automation vs. creativity: AI tools automate tasks like creating ad images and deciding placements. Meta’s Advantage+ Shopping Campaigns (ASC) and Google’s PMax promise to target high-value customers using machine learning. These tools simplify advertising but demand brands to give up some control.

The creative challenge: Marketers worry that AI tools might lead to a flood of similar ads, making it harder for brands to stand out. Matt Breuer of Aestuary warns that if AI encourages too much sameness, the impact of advertising diminishes.

Economic pressures: Amid economic challenges, many DTC startups report flat or negative e-commerce growth. AI tools are marketed as solutions to help brands run more successful campaigns, potentially increasing their spending on these platforms. Sean Frank of Ridge Wallet notes that AI is becoming a go-to solution for scaling challenges.

Balancing act: Marketers are learning to balance AI benefits with the need for control. Duane Brown of Take Some Risk recommends using AI tools like PMax alongside traditional search campaigns to ensure effective placements. The challenge is leveraging AI while maintaining a unique brand voice and creative flair.

Future of AI in ads: The key issue is deciding when to trust AI and when to rely on human creativity. Breuer emphasizes that while no one wants to miss out on new tools, there are times when opting out may be necessary to avoid bland, cookie-cutter ads and keep the brand identity strong.

The AI wave in advertising offers both promise and pitfalls. While AI tools can enhance efficiency and targeting, they also risk homogenizing content and eroding creative control. Marketers must navigate this terrain carefully, balancing AI's benefits with the need to maintain a distinct and compelling brand presence.

AI's next frontier: custom fashion for everyone

Imagine customers designing and buying their own custom products seamlessly. AI software like Cala makes this possible. Cala was used to create a raincoat with NBC peacock colors, demonstrating how AI can speed up design and production, processes that usually need expert designers.

Boosting profits with AI: AI tools like Cala are set to transform the fashion industry, potentially adding up to $275 billion to operating profits in a few years, according to McKinsey. Cala, which generates fashion designs and manages supply chains, has created over half a million designs and is collaborating with both small designers and major brands.

Easy custom designs: Reported by CNBC, Cala's AI was used to design a raincoat and a cozy office sweater. The AI quickly generated images based on descriptions, which were then tweaked. Customized samples arrived within months, perfectly tailored to preferences.

The future of fashion: AI-driven custom design offers retailers a competitive edge, making bespoke products accessible to everyone. As AI evolves, the possibilities for creativity and efficiency in fashion design are endless.