3 ms·

As bad as this is in conception and execution what I see is a blip on a path towards the new normal.

by scandox 10mo ago

ablation 10mo ago
Feels like a trial balloon. Yes, this one went badly. It was awful slop. But there will be another. And another. And I feel like for most people catching an ad on TV, the realisation that AI made it will decrease or won't bother them over time. The frog will be boiled.
- xnorswap 10mo ago
  Those "trial balloons" happened years ago, this is only news because it was pulled and because it was a pretty bad advert anyway. Coca-cola had some backlash for its use of AI in adverts ages ago and carried on anyway. There's tons of gen-AI in adverts and most of it isn't newsworthy. The frog is stewed.
ourmandave 10mo ago
If they can get to "normal". This was so uncanny valley and disjointed it was like a preview to a horror movie.
nobleach 10mo ago
Perhaps. Watching my GenZ kids react to AI commercials during the Macy's Thanksgiving Day parade, there was general revulsion. It seems many of them are seeking authenticity not uncanny. I know this would be an anathema in a board room where the cost of producing an amazing commercial via AI would make a C-suite sparkle with delight. No paid actors? No sound stage? No reshoots? And yet, my kids reject it. It's odd. This is coming from a guy who loved watching frogs belch out the name of a beer company in the 90s....
phatfish 10mo ago
This is going to end in an plague of video marketing material, the sort of professional looking creation that is too expensive currently to get wrong so the same advert is shown for months and sometimes repeated yearly. Big brands are going to push multiple different adverts per week to a single market to see what sticks. Get ready for the assault.
rsynnott 10mo ago
I've yet to see AI-generated video which _doesn't_ have this sort of problem; everything moves unnaturally and physics doesn't work properly. Unless it can shed that nightmarish quality, it's DOA, and it's not at all clear that it _can_, via current techniques. I would actually wonder if AI generation of 3d models and movement instructions, coupled with a conventional physics engine, might be more viable, though it would obviously rule out attempts at photorealistic stuff.
- rprend 10mo ago
  Yep, they call them World Models. Here’s the cutting edge: https://www.worldlabs.ai/blog/marble-world-model https://www.worldlabs.ai/blog/marble-world-model Google deepmind is working on one too.

As bad as this is in conception and execution what I see is a blip on a path towards the new normal.

by scandox 10mo ago

As bad as this is in conception and execution what I see is a blip on a path towards the new normal.

Feels like a trial balloon. Yes, this one went badly. It was awful slop. But there will be another. And another. And I feel like for most people catching an ad on TV, the realisation that AI made it will decrease or won't bother them over time. The frog will be boiled.

xnorswap 10mo ago
Those "trial balloons" happened years ago, this is only news because it was pulled and because it was a pretty bad advert anyway. Coca-cola had some backlash for its use of AI in adverts ages ago and carried on anyway. There's tons of gen-AI in adverts and most of it isn't newsworthy. The frog is stewed.

ourmandave 10mo ago

If they can get to "normal". This was so uncanny valley and disjointed it was like a preview to a horror movie.

nobleach 10mo ago

Perhaps. Watching my GenZ kids react to AI commercials during the Macy's Thanksgiving Day parade, there was general revulsion. It seems many of them are seeking authenticity not uncanny. I know this would be an anathema in a board room where the cost of producing an amazing commercial via AI would make a C-suite sparkle with delight. No paid actors? No sound stage? No reshoots? And yet, my kids reject it. It's odd. This is coming from a guy who loved watching frogs belch out the name of a beer company in the 90s....

phatfish 10mo ago

This is going to end in an plague of video marketing material, the sort of professional looking creation that is too expensive currently to get wrong so the same advert is shown for months and sometimes repeated yearly. Big brands are going to push multiple different adverts per week to a single market to see what sticks. Get ready for the assault.

rsynnott 10mo ago

I've yet to see AI-generated video which _doesn't_ have this sort of problem; everything moves unnaturally and physics doesn't work properly. Unless it can shed that nightmarish quality, it's DOA, and it's not at all clear that it _can_, via current techniques. I would actually wonder if AI generation of 3d models and movement instructions, coupled with a conventional physics engine, might be more viable, though it would obviously rule out attempts at photorealistic stuff.

rprend 10mo ago
Yep, they call them World Models. Here’s the cutting edge: https://www.worldlabs.ai/blog/marble-world-model https://www.worldlabs.ai/blog/marble-world-model Google deepmind is working on one too.