2023/03/03
AI: クリエイティブな仲間であり、競争相手ではありません
テージ・レッキが、AIをクリエイティブなゲームチェンジャーとして受け入れる必要性について語る
Author
Cape.io
Author
Cape.io
これはもともとPeachのウェブサイトに投稿されていました。詳細についてはこちらをご覧ください PeachからCape.ioへのリブランド。
マーケティング業界は今年だけで200億ドルをAIに投資します。この機械学習と深層学習の進化は、広告にとってエキサイティングなゲームチェンジャーです。AIが私たちの仕事を奪うというしつこく繰り返される恐怖の煽りから逃れることは不可能かもしれませんが、それは事実ではなく、ただの古いスタイルのクリックベイトです。私の意見では、機械は創造的な解決策を適用する際に、人間の知性を補完するでしょう。では、私たちは何を知っているのでしょうか？
クリエイティブAIを最大限に活用する
2021年には、平均的な人が1日に6,000から10,000の広告に出会いました。恒例の質問が再び浮かびますが、どのようにして目立つのか?! ここで、我々は機械の仲間を利用して、ブランドがノイズを超えて切り抜け、感情的に接続するのを助けることができます。賢い、新鮮な、AI駆動の洞察を使用して、技術を受け入れ、それを有利に利用することができます。
レクサスの2018年のAI生成広告を取り上げましょう。バラエティ誌によれば、それは「広告業界で初めて人工知能によって脚本されたコマーシャル」として宣伝されました。IBMのWatson AIシステムを使用して、視聴者と15年間で最も強くつながった瞬間のデータを収集するために、150件の車の広告が分析されました。その結果、視聴者に共鳴するメロドラマの感情的なストーリーが作成されました。しかし、ストーリーテリングの「魔法」は、人間のクリエイティブなプロセスと視点から来る必要がありました。この例は、大量のデータを迅速かつ簡単に理解するためにAIが私たちに助けを提供できる方法を示しています。
AIを活用して記憶に残る広告を作成するために、必ずしも複雑である必要はありません。もう1つの優れた（そして楽しい）例としては、ライアン・レイノルズのミントモバイルの広告があります。ここで、ライアン・レイノルズはChatGPTの発売を利用し、このツールで自分のためのスクリプトを書かせ、それをそのまま読みました。それは、ChatGPTの言語の能力と革新的なコピーライティングのアプローチを示す、シンプルで手間のかからない1分間の広告です。
この例もまた、AIが大企業に限定されていないことを証明しています。それは全ての人にアクセス可能です。広告主は、IBMのWatsonの力を持つ必要はなく、予算に応じてAIを利用する意欲さえあればよいのです。創造性は、AIを完全に受け入れ、それと一致する準備ができていれば、繁栄し続けます。
疑いを捨てて、信念を採用する
では、職場で機械学習を適用するにあたって、どこから始めるべきでしょうか？ 現時点では、このテクノロジーはまだ非常に新しいものですが、急速に進化しています。コード作成、メールコピー、深い分析などの優れたユースケースはありますが、すべての仕事に完全に採用するには時間がかかるでしょう。
機械を知り、その最良の使い方を見つけましょう。私たちはこれらの技術の進歩を有利に利用し、カスタマイズする素晴らしい機会があります。自転車に乗ることや車を運転すること、コーヒーを上手に淹れることのように、すべては練習が必要です。そして基礎を理解すれば、あなたを止められるものはありません。勇気を持ち、受け入れ、完璧を目指し、効率的なエコシステムを作り出すよう取り組みましょう。AIの仲間はチームランチに参加しないかもしれませんが、過去に必要だったかもしれないスペースと時間を与えてくれるでしょう。
私のアドバイスは、自分が興味のあることに集中し、それが自分に適用されたものを学ぶことです - あまり幅広く見すぎると、圧倒されます。すべての新しいものと同じように、それは教育の一部です。ラジオからテレビへ、ソーシャルメディアへの恐怖からそれを有利に利用することを学ぶまでのように。同じことがAIの領域でも起こると予測しています。自分を伸び伸びとさせてくれるアプリケーションから始めましょう。しかし、それに時間をかけることを忘れないでください。不安なことがあれば、Chat GPTに聞いてください。
ニュース
流行の最先端を行く
マーケティングや広告の最新情報に興味がありますか？毎月発行されるプロマーケターズニュースレターに登録してください。
2026/03/18
No more chocolate at breakfast? Navigating the new LHF ad rules this Easter
As ad compliance requirements evolve in 2026, UK confectionery brands face new restrictions on less healthy food (LHF) advertising. With the January 5 watershed now in effect, ad quality assurance systems must validate timing, placement, and product identifiability to avoid clearance failures this Easter season.
2026/03/16
The future of inclusion: How Cape.io powered Virgin Media Television’s fully accessible ad break during the Men’s Six Nations
As Channel 4’s closed-captioning mandate came into effect in March 2026, Cape.io partnered with Virgin Media Television, Omnicom Media Group and VoiceBox to deliver a truly accessible ad break during the Guinness Men’s Six Nations. More than ad compliance, this moment proved that accessibility can operate at the highest level of live sports broadcasting.
2026/02/27
Navigating Channel 4’s 2026 closed caption mandate
As ad compliance requirements tighten across the UK and Europe, closed captioning has evolved from an accessibility checkbox to a strategic necessity. Whether you're managing CTV campaigns or social media creative, automated ad testing for caption quality is no longer optional - it's fundamental to reaching today's fragmented, multi-screen audiences.
The advertising landscape is facing a seismic shift. By March 1, Channel 4 will become the first UK broadcaster to mandate closed captions across all advertising - including linear TV, streaming, and sponsorships.
The mandate is a redefined standard for global inclusivity. Here is everything you need to know about the new mandate and how to stay ahead of the curve.
2026/02/26
One platform, many realities: How creative automation platforms resolve the global vs. local tension
Scaling global marketing without losing local relevance requires more than brand guidelines and templates - it requires a creative automation platform designed for both global control and local flexibility. Most systems optimize for standardization, but scaling ad creative production across markets demands architecture that enables creative variation and adaptation by local experts without fragmenting brand governance.
Many global advertisers are chasing the same ideal: scale without losing relevance.
Consistency without uniformity.
Efficiency without bureaucracy.
It sounds simple. In practice, it’s one of the hardest tensions to resolve in modern marketing.
The global vs. local challenge isn’t new, but it’s becoming more urgent. As brands expand across markets, channels, and cultures, the question is no longer whether you should scale globally, but how you do so without erasing the nuance that makes marketing effective in the first place.
Everyone is looking for this balance. Very few get it right.
2026/02/11
EPTVI Initiative launches Stage Two to help programmatic TV scale across Europe’s largest advertising markets
Broadcasters, streamers, agencies and ad tech companies including Google Ad Manager, Equativ, Adform, LiveRamp, The Trade Desk, FreeWheel and Cape.io begin work on practical solutions to reduce complexity and speed up adoption.
2026/02/04
The guardrails of growth: Why creative intelligence demands compliance
Generative AI can produce thousands of creative variants, but most compliance systems are still manual, fragmented, and reactive, unable to keep pace with today’s velocity. To move fast without breaking things, the industry needs a new approach: real-time verification, programmatic enforcement, and end-to-end visibility. Embedded inside the stack, not bolted on at the end.
ニュース
流行の最先端を行く
マーケティングや広告の最新情報に興味がありますか？毎月発行されるプロマーケターズニュースレターに登録してください。
2026/03/18
No more chocolate at breakfast? Navigating the new LHF ad rules this Easter
As ad compliance requirements evolve in 2026, UK confectionery brands face new restrictions on less healthy food (LHF) advertising. With the January 5 watershed now in effect, ad quality assurance systems must validate timing, placement, and product identifiability to avoid clearance failures this Easter season.
2026/03/16
The future of inclusion: How Cape.io powered Virgin Media Television’s fully accessible ad break during the Men’s Six Nations
As Channel 4’s closed-captioning mandate came into effect in March 2026, Cape.io partnered with Virgin Media Television, Omnicom Media Group and VoiceBox to deliver a truly accessible ad break during the Guinness Men’s Six Nations. More than ad compliance, this moment proved that accessibility can operate at the highest level of live sports broadcasting.
2026/02/27
Navigating Channel 4’s 2026 closed caption mandate
As ad compliance requirements tighten across the UK and Europe, closed captioning has evolved from an accessibility checkbox to a strategic necessity. Whether you're managing CTV campaigns or social media creative, automated ad testing for caption quality is no longer optional - it's fundamental to reaching today's fragmented, multi-screen audiences.
The advertising landscape is facing a seismic shift. By March 1, Channel 4 will become the first UK broadcaster to mandate closed captions across all advertising - including linear TV, streaming, and sponsorships.
The mandate is a redefined standard for global inclusivity. Here is everything you need to know about the new mandate and how to stay ahead of the curve.
2026/02/26
One platform, many realities: How creative automation platforms resolve the global vs. local tension
Scaling global marketing without losing local relevance requires more than brand guidelines and templates - it requires a creative automation platform designed for both global control and local flexibility. Most systems optimize for standardization, but scaling ad creative production across markets demands architecture that enables creative variation and adaptation by local experts without fragmenting brand governance.
Many global advertisers are chasing the same ideal: scale without losing relevance.
Consistency without uniformity.
Efficiency without bureaucracy.
It sounds simple. In practice, it’s one of the hardest tensions to resolve in modern marketing.
The global vs. local challenge isn’t new, but it’s becoming more urgent. As brands expand across markets, channels, and cultures, the question is no longer whether you should scale globally, but how you do so without erasing the nuance that makes marketing effective in the first place.
Everyone is looking for this balance. Very few get it right.
2026/02/11
EPTVI Initiative launches Stage Two to help programmatic TV scale across Europe’s largest advertising markets
Broadcasters, streamers, agencies and ad tech companies including Google Ad Manager, Equativ, Adform, LiveRamp, The Trade Desk, FreeWheel and Cape.io begin work on practical solutions to reduce complexity and speed up adoption.
2026/02/04
The guardrails of growth: Why creative intelligence demands compliance
Generative AI can produce thousands of creative variants, but most compliance systems are still manual, fragmented, and reactive, unable to keep pace with today’s velocity. To move fast without breaking things, the industry needs a new approach: real-time verification, programmatic enforcement, and end-to-end visibility. Embedded inside the stack, not bolted on at the end.
ニュース
流行の最先端を行く
マーケティングや広告の最新情報に興味がありますか？毎月発行されるプロマーケターズニュースレターに登録してください。
2026/03/18
No more chocolate at breakfast? Navigating the new LHF ad rules this Easter
As ad compliance requirements evolve in 2026, UK confectionery brands face new restrictions on less healthy food (LHF) advertising. With the January 5 watershed now in effect, ad quality assurance systems must validate timing, placement, and product identifiability to avoid clearance failures this Easter season.
2026/03/16
The future of inclusion: How Cape.io powered Virgin Media Television’s fully accessible ad break during the Men’s Six Nations
As Channel 4’s closed-captioning mandate came into effect in March 2026, Cape.io partnered with Virgin Media Television, Omnicom Media Group and VoiceBox to deliver a truly accessible ad break during the Guinness Men’s Six Nations. More than ad compliance, this moment proved that accessibility can operate at the highest level of live sports broadcasting.
2026/02/27
Navigating Channel 4’s 2026 closed caption mandate
As ad compliance requirements tighten across the UK and Europe, closed captioning has evolved from an accessibility checkbox to a strategic necessity. Whether you're managing CTV campaigns or social media creative, automated ad testing for caption quality is no longer optional - it's fundamental to reaching today's fragmented, multi-screen audiences.
The advertising landscape is facing a seismic shift. By March 1, Channel 4 will become the first UK broadcaster to mandate closed captions across all advertising - including linear TV, streaming, and sponsorships.
The mandate is a redefined standard for global inclusivity. Here is everything you need to know about the new mandate and how to stay ahead of the curve.
2026/02/26
One platform, many realities: How creative automation platforms resolve the global vs. local tension
Scaling global marketing without losing local relevance requires more than brand guidelines and templates - it requires a creative automation platform designed for both global control and local flexibility. Most systems optimize for standardization, but scaling ad creative production across markets demands architecture that enables creative variation and adaptation by local experts without fragmenting brand governance.
Many global advertisers are chasing the same ideal: scale without losing relevance.
Consistency without uniformity.
Efficiency without bureaucracy.
It sounds simple. In practice, it’s one of the hardest tensions to resolve in modern marketing.
The global vs. local challenge isn’t new, but it’s becoming more urgent. As brands expand across markets, channels, and cultures, the question is no longer whether you should scale globally, but how you do so without erasing the nuance that makes marketing effective in the first place.
Everyone is looking for this balance. Very few get it right.
2026/02/11
EPTVI Initiative launches Stage Two to help programmatic TV scale across Europe’s largest advertising markets
Broadcasters, streamers, agencies and ad tech companies including Google Ad Manager, Equativ, Adform, LiveRamp, The Trade Desk, FreeWheel and Cape.io begin work on practical solutions to reduce complexity and speed up adoption.
2026/02/04
The guardrails of growth: Why creative intelligence demands compliance
Generative AI can produce thousands of creative variants, but most compliance systems are still manual, fragmented, and reactive, unable to keep pace with today’s velocity. To move fast without breaking things, the industry needs a new approach: real-time verification, programmatic enforcement, and end-to-end visibility. Embedded inside the stack, not bolted on at the end.
お問い合わせ
Cape.ioの可能性を体験してください。
スマートな広告キャンペーン自動化
Cape.ioは、チームやDAM、広告サーバー、DSP、ツールなどをつなげるため、既存のシステムを入れ替える必要はありません。
お問い合わせ
Cape.ioの可能性を体験してください。
スマートな広告キャンペーン自動化
Cape.ioは、チームやDAM、広告サーバー、DSP、ツールなどをつなげるため、既存のシステムを入れ替える必要はありません。
お問い合わせ
Cape.ioの可能性を体験してください。
スマートな広告キャンペーン自動化
Cape.ioは、チームやDAM、広告サーバー、DSP、ツールなどをつなげるため、既存のシステムを入れ替える必要はありません。