Between some technophiles who have already adopted artificial intelligence, and other more novice profiles who are still asking serious questions about the value of this development, what is the reality?
A revolution too fast?
The latest developments in the field, such as Google Veo 3 very recently, or OpenAI's Sora which was unveiled earlier in the last few months, have progressed impressively.
And if some users don't have the time to learn how to master these technologies before they are already outdated, this is fortunately not the case for the most assiduous.
At the last edition of VivaTech, the CEO of Publicis Groupe, Maurice Levy, stated that these developments should allow advertisers to access quality advertising more easily. And although he admitted that AI is expected to destroy jobs in advertising, it should create new ones according to him.
It is undoubtedly for all these reasons that, faced with these perpetual developments, some advertising professionals have already taken the lead, as we can see through very concrete projects…
An ad at the NBA finals for 2,000 dollars
Kalshi ad during the NBA finals the NBA – Source: Kalshi
If you're not familiar with the website Kalshi, chances are you've heard about its NBA Finals ad recently. Lacking the funds to pay for an ad that would normally cost between $50,000 and $100,000, the company reportedly only paid $2,000 instead.
In this very realistic ad, which features a pregnant cowboy with a chihuahua, a farmer swimming in a pool full of his own chickens' eggs, and an alien drinking beer, nothing seems real. And for good reason, it was reportedly generated in just three days with Google Veo 3.
While the company admitted that it needed to generate 300 to 400 videos to obtain 15 truly usable ones, the profitability is there...
The mAIker, the new project from JCDecaux and Doohde
The mAIker – Source: JCDeceaux
In another register, the company JCDeceaux recently partnered with the startup Doohde as part of the project The mAIker. The traditional display advertising specialist should allow advertisers to create posters using artificial intelligence, with the ambition of making the market more accessible.
To this end, it plans to draw on all the expertise of Doohde, a young French startup specializing in the creation of custom posters. And while it has only recently been deployed, this new platform could become established in major cities, such as airports, as early as tomorrow.
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