AI still rare in advertisements aimed at Dutch audience
Artificial intelligence has not yet made its way into advertisements meant for Dutch audiences on any large scale, BNR and the deepfake detection company DuckDuckGoos discovered. The majority of ads are still human-made. “That is actually a pleasant surprise,” Mark Evenblij of DuckDuckGoose told the broadcaster.
BNR asked DuckDuckGoose to examine over 250 ads shown to Dutch audiences on Ster, Meta, and TikTok. Only a handful turned out to be partly or fully made with AI. Only one - an advertisement for an AI app - contained AI video images. A few others used techniques like style transfer, where the real picture or video is edited to look like it’s painted, for example, or text-to-speech, where an AI voice explains the product.
“I certainly expected more AI advertisements on TikTok or Meta,” Evenblij said. “At the very least more images and AI voices. I see them quite often myself, but our sample showed that the majority were simply human-made. That is actually a pleasant surprise.”
Britt Kenter of We Agency, an ad agency that focuses on campaigns with social impact, is less surprised. “Artificial intelligence is used in strategy and creation, pre- and post-production, but we still find it difficult when it starts to take over the ‘humanity,’” she said. “I haven’t had a single briefing yet that said we had to use AI.”
She added that agencies make their own choices in this regard. But she feels an “ethical responsibility” to seek out the human element as much as possible within advertising.
