From the agency Tinuiti , the head of emerging technology, Nirish Prasad , assures that “all these tools can be a black box , especially when it comes to the creative action of a brand.”
Jon Morgenstern, chief investment officer at VaynerMedia , says companies are currently in a constant race to see who can launch the most AI-based tools to become the first to emerge, but he finds this move by Google “unsurprising . ”
Morgenstern also says france number screening that using AI tools for businesses can be a double-edged sword . For example, OpenAI 's ChatGPT doesn't work so well that it can only write texts for a brand, as it could damage that company's image .
"It could go wrong and jeopardize the brand's safety and reputation ," said VaynerMedia's chief investment officer.
Katya Constantine , founder of DTC agency DigiShopGirl , says that currently, “there is no transparency in the metrics” offered by AI tools, and that companies need the opposite: “to understand the why of their success and know where it comes from .”
As for the use of AI tools exclusively for advertisers, there are some experts, such as Chirag Shah, a professor at the University of Washington's School of Information, who say that we have to ask ourselves some questions in case the use of these tools goes wrong: "The question we have to ask ourselves is: who is responsible? Google or the advertiser? It all comes down to responsibility ," he said.
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