The Rise of AI Models, the Impact on Advertising

In the heart of Addis Ababa, a digital revolution is underway. AI-generated images rapidly replace human models in Ethiopian advertising, offering cost-effective solutions and unlimited creative potential. This transformation is not just a trend but a significant shift reshaping how brands communicate. However, it raises a profound question: What does the future hold for the human faces that were once the industry’s hallmark? EBR’s Mintesinot Nigussie delves into the thoughts of models and advertisers on the rise of AI, the challenges it poses to their craft, and the uncertain road ahead as creativity and employment intersect in this rapidly evolving landscape.

Artificial Intelligence (AI) is not just a tool but a marvel that is revolutionising our world and reshaping the global economy. At its core, it’s designed to think and act like humans, completing tasks in seconds. By processing vast amounts of data to identify patterns, AI makes decisions faster than humans ever could. One of the most exciting developments is Generative Adversarial Networks (GANs), which enable machines to create realistic images with minimal input.

AI’s reach extends from communication tools like ChatGPT (a chatbot that one can interact with by typing in text or voice) to healthcare, where it detects early signs of cancer, finance, education, and agriculture. While these innovations promise to improve lives, they also raise concerns about job security, with many workers fearing AI could replace their roles. The IMF reports that nearly 40% of global employment will, in one way or another, be implicated by AI-driven automation. However, this does not mean that all implicated people will be at risk of losing their jobs. Still, they will need to integrate AI into their workflow and processes, which, in a way, will cut some redundancies and reduce human involvement in repetitive workflows.

Of all sectors, advertising exemplifies the shift as AI rapidly replaces human models with AI-generated imagery. Valued for its cost-effectiveness and high-quality output, AI has become a powerful tool in the industry, significantly as the COVID-19 pandemic increased demand for digital content. Brands now favour AI-driven models for flexibility and lower costs, transforming creative processes and industry economics through faster campaigns, precise targeting, and more significant innovation. In Ethiopia, AI-generated images are widely used in social media, ads, apps, and billboards, gradually replacing human models. Additionally, media outlets like Addis Fortune have adopted AI journalists, marking a significant change in the industry.

Khalid Sied, a model and an actor, is increasingly concerned about the rise of AI-generated images in the fashion industry. After four successful years in his career, he observes with unease how more brands are opting for AI to replace human models in advertising campaigns. “Although it’s still in the early stages, many companies prefer AI to bypass the complexities of working with human models,” he noted. His concerns reflect those of many in the industry as AI reshapes traditional roles in fashion and advertising.

Moreover, as AI technology advances in video production, it can create high-quality videos with human-like voiceovers, scene creation, and seamless editing. This rapid evolution may seem daunting, but it allows producers to innovate and adapt. Khalid’s concerns highlight the urgent need for innovative strategies to stay relevant in an evolving landscape.

Nahom Abera, a digital marketing specialist, highlights AI’s impact on Ethiopian advertising. “Previously, companies relied on graphic designers, which were time-consuming and costly. Now, AI can produce multiple design options in minutes with just style and colour inputs,” he says. This shift streamlines processes and democratises access to quality visuals, enabling small businesses to create professional content without large teams. However, he warns about potential drawbacks, particularly the lack of authenticity in AI-generated images. “In cities like Addis Ababa, where visual literacy is better, these images can feel less relatable, reducing trust in the content,” he explains.

A local savings and credit company marketing officer recalls the frustration of assembling posters from Google images. “Now, we use AI not just for cost-effectiveness, but to save time, reduce hassles, and enhance our strategies,” he shares. This shift enables the team to explore new creative ideas and connect innovatively with their audience.

As AI continues to evolve, it offers compelling advantages like rapid content generation and cost savings. However, despite these benefits, there remains a critical need for the human touch, emotional insight, creativity, and authenticity that AI cannot replicate. The question is: Can AI truly replace the depth and relatability that human professionals bring to the industry?

According to Nahom, AI-generated visuals are unlikely to replace human models fully in Ethiopia’s advertising industry anytime soon. However, AI will capture a significant market share. As AI tools become more sophisticated and accessible, more companies will incorporate them into their strategies, extending beyond images to include videos, infographics, personalised content, and consumer behaviour analysis.

A self-employed 28-year-old, Amina Tesfaye, states, “As a consumer, I appreciate the creativity of AI-generated visuals, but I often find them lacking the authenticity of human models. I connect better with brands that showcase real people and genuine emotions in their advertising. It makes me feel like they understand and value their audience.”

Khalid agrees that while AI grows in advertising, it will only partially replace human models sometime soon. Brand ambassadors and certain ads still require a personal touch. “Some things, like creating the right vibe, need real models to connect emotionally,” he explains. Seid believes that those who embrace AI can turn challenges into opportunities. “Learning to use AI for enhancing visuals and creating videos can open up new roles,” he notes, adding that he uses ChatGPT to draft letters. For him, adapting to technology isn’t just necessary; it’s a distinct advantage in the evolving advertising landscape.

Nahom also emphasises that while some view AI as a competitor to graphic designers, it is a complementary tool. “AI doesn’t replace creativity, it enhances it,” he says. AI offers new opportunities for innovation and efficiency, transforming the creative process for both companies and designers.

“Companies should start by understanding their brand’s image and values while evaluating their target audience’s preferences and habits,” Nahom advised. This understanding is crucial when using AI to ensure the generated visuals align with the brand’s identity and resonate with the audience. He also highlighted a significant risk of AI-generated visuals: potential damage to reputation due to perceived inauthenticity. If consumers find the content misleading or lacking genuine connection, it could undermine their trust in the brand.

Additionally, Nahom emphasised the importance of considering cultural nuances when deploying AI-generated visuals. In Ethiopia, overlooking cultural contexts can lead to content that may be seen as offensive or inappropriate, harming the brand’s reputation and alienating potential customers.

He believes advertising will likely adopt a hybrid model, blending AI-generated content with human elements. AI will enhance efficiency and personalisation, while human models will remain crucial for building brand identity and forging emotional connections with audiences.

Seid suggests diversifying skills will help to remain relevant in an ever-evolving landscape. “TikTokers are stepping into modelling roles, so we should embrace content creation using AI as an opportunity since the fields are interconnected,” he said. He emphasised that relying solely on modelling is no longer as profitable as it used to be in today’s market. It needs to build a reputation and fame to remain a focus of attention in the industry. The democratised access to social media has practically widened the avenue for everyone to gain fame and fan bases, which later translates into advertising and modelling opportunities. Only visual and performing artists used to have these privileges in the past. With the advent of Social media, entertainers, Journalists, activists, TikTokers, public figures, and celebrities have also gained the chance to model and serve as brand ambassadors. AI-generated pictures are also replacing human models to save costs.

Indeed, the creative sector—particularly advertising—is transforming significantly. AI-generated images are increasingly replacing traditional human models due to their cost-effectiveness and creative potential. However, this shift raises concerns for models, photographers, producers, and makeup artists as AI takes over complex content generation and design roles.

Indeed, AI is poised to alter how advertisements are conceived and produced drastically. By leveraging AI-driven tools, advertisers can now more efficiently, quickly, and cost-effectively generate creative concepts, content, and visuals.

In an article published on LinkedIn, Seth Silver, a senior creative consultant in Los Angeles, explains how AI affects the advertising industry. He explains that this doesn’t mean AI will replace human creativity; instead, it will augment it. He argues that AI can offer a variety of content iterations at an unprecedented speed, enabling creative teams to explore more ideas and refine their campaigns with data-driven insights. Moreover, AI’s capability to understand and generate human-like text and images will allow for the creation of personalised and compelling narratives that resonate with diverse audiences.

Silver further explains that one of the most significant impacts of AI on advertising will be targeting and personalisation. AI algorithms excel at analysing vast amounts of data to identify patterns and insights that humans might overlook. This capability enables advertisers to understand better their audience’s preferences, behaviours, and buying habits. Of course, this reduces dependence on human expertise for decision-making and potentially leads to job losses for people providing the services.

No technology is inherently good or evil; its impact depends on how we use it. While considering AI’s long-term trajectory, addressing its immediate effects on the labour market becomes essential. Acquiring the skills to adapt to these evolving changes and circumstances will take time. The challenge lies in balancing innovation with the livelihoods of those in advertising, emphasising the need for reskilling initiatives. Models and creative artists should diversify their skills, embrace new technologies, and advocate for standards prioritising human creativity and collaboration alongside AI advancements.EBR

13th Year • October 2024 • No. 134