One more question given Artificial Intelligence (AI). Here’s Dr Bhaskar Das in the June 22 edition of Das ka Dum. Read on…
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Q. Ogilvy is asking brands to disclose the use of AI-led influencer content to the public, so as to avoid deception. Is this the way to go?
A. There are two elements in your question. One is AI-led Chat GPT. And the second is the credibility of the influencers. Both of them have their pitfalls and are currently prone to misuse because all types of so-called innovators have jumped onto the bandwagon. Ogilvy is right because while a brand’s image takes a lot of time to build, it can be destroyed very fast in case consumers find the content suspicious. It’s better to be safe than sorry. The role of influencer may not be bad per se and can be creatively used, combined with intelligence and after checking veracity.