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Putting the intelligence into AI marketing
In the week that the UK Government announced a plan to boost the AI sector in the UK, I’ve been bombarded with adverts from Google’s Gemini AI.
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The ads focus on a fairly uninspiring conversation between a Google Pixel user and Google’s Gemini AI. The user asks Gemini how his football team will do, then the AI responds with some vague nonsense about needing skill and luck to succeed. The frustration for me is the ad doesn’t try to differentiate between an AI conversation with the phone and what you might experience from Google’s current generation of voice assistant. I’d wager if I started the same conversation with “Hey Google” on my Pixel or other Google device, I’d get the same responses.
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It’s not just Google either. It’s also Apple, which has ads focussing on rewriting emails in a politer way – something that’s helpful but not really an effective demonstration of the difference AI can make. IBM’s at it too, humanising AI through its WatsonX adverts but struggling to describe why we should trust IBM over ServiceNow, for example, which is also advertising in a similar fashion.
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It strikes me there’s an education job to do here and a 30 second TV advert won’t do that. Brands should be looking to paint a narrative of how transformational AI can be as a tool for education, wealth creation, the environment and wellbeing. The public wants reassurance on safety and security, as well as issues such as copyright infringement or deep fakes.
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I know I’m biased, but this issue is crying out for creative PR campaigns that transform understanding and reassurance. I wonder whether any brands are prepared to ditch the expensive ads in favour of something that will educate and inform?
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As this is my first rant of the year, I want to thank everyone who subscribed to the newsletter – either via email or LinkedIn - in 2024. It’s hard to believe that – just two weeks into the new year – two major events have already/are already taking place. If you want to plan your exposure at other key events of 2025, have a read of my colleague Ben Davies’ blog on the must attend shows for the year.
Heading to Mobile World Congress 2025 and want to maximise your press exposure?
Join our FREE webinar on 6th February at 2pm GMT where I will highlight:
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How the press operates at Mobile World Congress
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How the media chooses which stories to prioritise and cover
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How you can help propel your company to more attention at the show
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I have attended Mobile World Congress for more than two decades, running press relations at the event for handset manufacturers, infrastructure providers, app makers, consumer technology companies and special interest groups as well as the UK Government.
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I will share my experience of helping companies become the story at Mobile World Congress and what you need to consider in advance of the event.
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This FREE webinar is open to companies interested in maximising exposure at the event and those curious to understand more about how the media works at major events.
Exhibition & Events Calendar
A round-up of the big events coming your way over the next three months
