Artificial intelligence, often seen as a solution to marketing efficiency, is paradoxically contributing to brand safety concerns. Here’s a closer look at the evolving landscape of brand safety in the age of generative A.I:
Generative A.I has garnered attention in marketing for streamlining research and campaign production. However, it also raises brand safety concerns. Platforms like ChatGPT have the potential to flood the digital landscape with subpar “clickbait” content, enticing automated ad placements that human brand managers would typically avoid.
Surprisingly, the answer to these challenges may lie in more A.I. A new wave of products and services is asserting that A.I can play a pivotal role in screening digital media, potentially sparking an arms race in the realm of brand safety.
The market for A.I-powered brand-safety tools and startups is poised for expansion. Investors are increasingly drawn to all things A.I, as it offers solutions to pressing issues in the advertising industry.
Addressing the Issue
A study by the Association of National Advertisers reveals that 15% of programmatic ad purchases go to “made-for-advertising” sites, resulting in roughly $13 billion wasted annually out of the $88 billion spent on programmatic ads globally.
Marketers are pinning their hopes on emerging A.I-fueled tools to mitigate these losses. Brand-safety firms are harnessing A.I in innovative ways to swiftly and accurately analyze digital data—a critical step in tackling the brand safety problem.
Companies like Pixability are leveraging A.I, including platforms like ChatGPT, to enhance their algorithms. This involves automating the process of assessing video content, asking questions like whether it features certain sports, adult themes, or violence.
With the rise of generative A.I in marketing content creation, the need has emerged to ensure that machines adhere to brand guidelines. Companies like Brandguard.ai are using machine learning to evaluate whether AI-generated materials, such as website landing pages, align with a brand’s voice. They can also identify trademarked content or content resembling that of competitors.
Marketers are keen to prevent anything off-brand from being disseminated, a risk that generative A.I introduces. Ensuring brand consistency and safeguarding against imitation or trademark infringement are paramount in this era of automated content creation.
As the volume of AI-generated marketing content and programmatic ad purchases continues to rise, more products leveraging A.I to address brand-safety and messaging concerns are expected to emerge. The industry is gearing up for a future where A.I plays an increasingly central role in brand protection and content alignment.
In summary, A.I, both the problem and the solution, is transforming the landscape of brand safety in marketing, driving innovation and new approaches to safeguarding brand identity and messaging in the digital age.