AI humans study: consumers open to innovation
The WongDoody agency and Professor Stephen Schuster presented a fascinating study about AI humans at #DMEXCO24. We caught up with Bianca Mack from WongDoody to find out how people responded to the study and what results she found surprising.
Experts are enthusiastic: insightful study on AI humans
AI humans are people generated by artificial intelligence. Their use in marketing and advertising is one of the most exciting and revolutionary innovations to emerge in recent years. This technology could change the entire marketing industry. With that in mind, Bianca Mack, Senior Vice President Immersive Experience at WongDoody, and Prof. Stephen Schuster, PhD, Professor of Communication Strategy and Marketing at HDM Stuttgart, explored how consumers feel about the topic. They presented the astonishing results at DMEXCO 2024. Register to re-watch their talk in full here (in German). Let’s dive in to what Bianca Mack from WongDoody has to say about the presentation:
“DMEXCO 2024 was a thrilling experience, and both our presentation and the study ‘AI Humans in Brand Communication: Potentials, Challenges and Consumer Perspectives’ attracted a lot of attention. During our talk, we explained the study in detail and recommended specific actions together with real-life examples from the world of manufacturing using generative AI. This combination of scientific analysis and real-life insights painted a well-rounded picture that many in the audience found extremely useful. We sought to combine technical expertise and a scientific approach in a meaningful way in order to deliver real added value.”
As a result, the presentation was a complete success. Bianca Mack continues: “The positive feedback shows that our approach hit a nerve. Our findings are providing brands with guidance and support on a topic that’s bound up with a great deal of uncertainty. We look forward to continuing the discussion.”
Surprising views on AI humans drive innovation
Is it really true that consumers tend to be wary about innovations and skeptical about AI in marketing? The study on the use of AI-generated humans debunks this misconception! “It’s surprising how open consumers are to the idea of AI humans when the benefits are clearly communicated and brands are transparent in how they use them,” says Bianca Mack, summarizing the findings. However, the study also shows that the response is dependent on how the technology is implemented and deployed: “We were both surprised and pleased that the expectations for personalized brand communication have increased significantly.”
Brands can therefore feel confident about using AI marketing technologies such as AI humans, as long as they keep the current gold standard of brand communication in mind. Bianca Mack stresses this point:
“In recent years, we have noticed a clear shift in advertising, away from glossy, highly staged presentations and toward greater authenticity. Businesses must not lose this ethos in the era of AI. We’re certain that, in this AI age, honesty, morality and authenticity are brands’ new superpowers. Because it’s not simply a case of using artificial intelligence, but rather taking a carefully considered approach and doing it the right way.”
Dialogue needed over AI marketing innovations
The march of progress is unstoppable. However, in order to make it as effective as possible and ensure no one is left behind on this journey, it’s important that everyone has the chance to participate in the discussion. Any insecurities resulting from the rapid pace of change in the industry and in wider society need to be addressed and resolved. The people behind the study want to do their bit to help, as Bianca Mack explains:
“With the AI humans study, we at WongDoody wanted to provide some certainty and offer companies guidance in this complex field. We’re still at the beginning of this journey ourselves and would like to encourage an ongoing dialogue – not only with our legal department, but also with our customers and other AI experts.”
The expert perspective: are AI humans the future of brand communication?
AI-generated humans are one of the most exciting innovations of recent years. They are a prime example of how AI marketing and AI advertising are opening up new possibilities. This makes WongDoody’s AI humans study particularly important as it gives us a greater understanding of how consumers feel about these developments. At the same time, it’s up to marketers to decide how they use the new technology and what reactions they want to provoke.
Now more than ever, brands have the opportunity to make their mark on the future of the industry and help to shape it. If innovative companies set the right course now, it is only a matter of time before AI humans become mainstream in the advertising world. Bianca Mack agrees:
“One key question remains: how long will AI humans still be regarded as something ‘special’ – and when will they become the norm in brand communication? This shift will be heavily dependent on how well companies manage to combine AI humans with their brand communication in an authentic, transparent and consistent way.”
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