Will AI mean better adverts or ‘creepy slop’?

AI is enabling advertisers to create highly personalized ads that match individual tastes and emotions, but this innovation raises ethical questions about privacy and the potential for intrusive ‘creepy slop’ that may alienate consumers. Advertisers are leveraging artificial intelligence to move beyond traditional demographic targeting, using vast data sets to craft ads that reflect personal preferences in color, music, and phrasing. Companies like Cheil UK, in collaboration with startup Spotlight, employ large language models to analyze online discussions about brands, allowing them to generate thousands of unique ads tailored to subtle psychological and emotional states. This approach aims to deepen the connection between brands and individuals by addressing specific life moments, such as recent holidays or upcoming weddings, rather than relying on broad categories like age or gender. Research supports the effectiveness of this method; a U.S. study found that ads with text personalized by ChatGPT based on personality traits were more persuasive than generic versions, and participants did not object to the AI involvement. However, critics like Alex Calder of Jagged Edge argue that such micro-targeting is inefficient, dubbing it ‘creepy slop’ that fails to achieve mass recall and wastes resources on ads seen by only one person. He advocates for using AI to enhance broad, impactful campaigns instead of fragmenting into one-to-one interactions that lack memorability. Ethical concerns are paramount, as this level of personalization depends on extensive data collection, which many consumers find unsettling, and could be misused in sensitive areas like political campaigning to unduly influence voters. Industry experts, including Ivan Mato of Elmwood, question whether brands should pursue total personalization, warning of reputational risks and the loss of trust if perceived as overly intrusive. Despite these challenges, proponents believe that with ethical guidelines, AI can improve ad relevance and reduce the estimated 15% of digital ad spending that currently goes unnoticed, ultimately benefiting both businesses and consumers. The future of AI in advertising will likely involve ongoing debates over regulation, consumer acceptance, and the balance between personalization and privacy, shaping how brands engage with audiences in an increasingly data-driven world.