Artificial intelligence - or AI, as many know it - has exploded in popularity in recent months, with people using it to do research, create images, and pretty much anything else one can think of. For businesses, AI has proven to be a powerful tool as well, and Ford is already capitalizing on that technology in various ways throughout its entire business unit. Now that the power of AI continues to grow, it seems as if Ford has another potential use case in mind, too.
That is using AI for future ad campaigns, according to Ford CMO Lisa Materazzo. "And I think, you know, we have our experts behind us that live this every day,” Materazzo said at a recent event, according to MediaPost. “But it is definitely impacting our world. I think it's impacting marketing in general and in some really exciting ways that make us more efficient and make us better able to to deliver those marketing messages, right place, right time, right consumer.”
“Certainly we see the the advancement in AI to the point where we can do that, especially when we're looking at global product, the ability to take a vehicle and create essentially a digital twin in a variety of different markets, if there are only slight changes to certain aspects of of the vehicle. So that's something that we can do. I think the storytelling is key. So at the heart of everything we do is we want to tell authentic stories, and that we will not veer from, I don't see AI changing that aspect of what we do."
The Blue Oval just rolled out its newest ad campaign - Ready Set Ford - which doesn't use any sort of AI, though Materazzo admits that such a thing remains possible moving forward, at least, in the right context. In the meantime, FoMoCo is using that technology to help combat quality issues during the production process, and to help dealers sell more vehicles, though CEO Jim Farley recently admitted that the tech could wind up eliminating half of existing white collar jobs, eventually.
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Farley using AI for quality issues, how’s that working for you? Recall champions of the world, not really an accolade. Get real people with real world experience to solve the issues.
Advertising is going to AI at it’s most evil. AI will be able to generate a personalized ad that appeals just to you. After AI scrapes every FB and other post you’ve ever made and analyzes every link you’ve ever clicked, it will create an ad that pushes all your buttons and most strongly appeals to you. If won’t be just Ford, it will be everywhere you go online and elsewhere. AI is the dystopian god of the future.