AI is revolutionising the world of advertising, particularly when it comes to humour. Traditionally, humour in advertising was heavily depended on human creativity, relying on puns, sarcasm, and funny voices to engage consumers. However, as AI advances, it is increasingly being used to create comedic content.
Neil Heymann, Global Chief Creative Officer at Accenture Song, discussed the integration of AI in humour at the Cannes Lions International Festival of Creativity. He noted that while humour in advertising carries certain risks, the potential rewards far outweigh them. Despite the challenges of maintaining a unique comedic voice in a globalised market, AI offers new opportunities for creativity and personalisation.
One notable example Heymann highlighted was a recent Uber ad in the UK featuring Robert De Niro. He emphasised that while AI might struggle to replicate the nuanced performance of an actor like De Niro, it can still be a valuable tool for generating humour. For instance, a new tool developed by Google Labs can create jokes by exploring various wordplay and puns, expanding the creative options available to writers.
Heymann believes that AI can also help navigate the complexities of global advertising. By acting as an advanced filtering system, AI can identify potential cultural pitfalls and ensure that humorous content resonates with diverse audiences without losing the thrill of creativity.
Moreover, AI’s impact on advertising extends beyond humour. Toys ‘R’ Us recently pioneered text-to-video AI-generated advertising clips, showcasing AI’s ability to revolutionise content creation across various formats. That innovation highlights the expanding role of AI in shaping the future of advertising, where technological advancements continuously redefine creative possibilities.
