1. What is Generative Intelligence?
Generative intelligence (also known as generative AI) is a branch of artificial intelligence (AI) that specialises in creating new content, such as images, text or even music. Rather than simply analysing and classifying data, generative AI ‘invents’ something completely new. This is done, for example, by using Generative Adversarial Networks (GANs) or diffusion models that are trained on huge amounts of existing data.
The main difference to traditional AI:
- Traditional AI models: recognise patterns, analyse data and make predictions.
- Generative AI models: generate new content on their own based on learned patterns.
In the context of marketing and advertising, this enables an almost infinite wealth of creative concepts, designs and visual worlds.
2. How do generative AI systems work?
In order for generative intelligence to deliver such impressive results, it combines various machine learning techniques. Basically, large amounts of data are required to train the system. This could be millions of photos or illustrations, for example, in order to generate realistic images or works of art.
GANs (Generative Adversarial Networks) are a simple example. These consist of two networks:
Generator: generates new images (or other content).
Discriminator: decides whether the generated image is ‘real’ (from real training data) or ‘artificial’ (generated by the generator).
The generator improves with each run in order to trick the discriminator. This gradually produces more and more realistic or artistically appealing results.
3. Why are generative AI images so effective?
3.1 Fast and cost-effective production
Generative AI can be used to create a large number of different image versions in a very short time – as a preliminary visualisation, as a briefing basis for complex photo and film productions, or even as final artwork.
3.2 Unlimited creativity
AI systems are not bound to the classical thinking and design patterns of humans. This often results in unusual designs and artistic styles that give advertising campaigns a unique, eye-catching look.
3.3 High degree of customisation
Generative AI can create individual images or personalised ads, especially for campaigns with different target groups. This increases relevance and attention for brands.
4 Application in advertising
Generative AI is revolutionising the way advertising agencies and companies develop creative ideas. Here are some practical examples:
- Product visualisation: rapid creation of 3D renderings or different colour combinations to engage customers in the creative process at an early stage.
- Campaign visuals: designs for billboards, online ads or social media campaigns can be automatically generated and adjusted as needed.
5 Tips for successful use of generative AI
- Ensure data quality: High quality and varied training material improves results.
- Clear objectives: Define exactly what kind of image or style you want the AI to target.
- Maintain human control: Regularly review AI results to ensure brand values and objectives are aligned.
- Consider legal issues: Clarify copyright and usage rights for generated images, as this is still a relatively new area.
6 Outlook: Where is Generative Intelligence headed?
Generative intelligence will continue to gain ground in marketing and advertising. As computing power and data volumes increase, AI-based creative processes will become more intuitive and versatile. In the future, we could see hyper-personalised advertising campaigns, where each target group (or even each individual) receives a customised message.
Conclusion
Generative intelligence is an exciting technology that has long since arrived in the world of advertising and marketing. It is revolutionising the way campaigns and brands are designed by enabling fast and highly creative image production. The early adopters of this technology will be able to differentiate themselves from the competition and offer their customers a more engaging and innovative advertising experience.
Want to find out how generative AI can take your advertising campaign to the next level? Contact us – we’ll show you how to use the latest technologies to create eye-catching visual worlds that put your brand in the spotlight.
About eyeye
eyeye is an advertising agency, a modern laboratory and a traditional workbench all rolled into one. Here, the fusion of human creativity and artificial intelligence (AI) creates extraordinary brands and advertising campaigns. Whether you are a small company or a global player, we believe that everyone can harness the power of digital to meet the demands of an ever-changing market.
As an experienced advertising agency, we help businesses on their journey into the digital future. With extensive expertise in artificial intelligence, brand development and communications, we focus on innovative solutions to make your brand distinctive.
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