When Everyone is Average Nobody Stands out
As a chamber member who operates an advertising network that runs advertising for local businesses, I actually pay close attention to ads. A good ad helps me remember the brand and why I might want to purchase … and while I may not be ‘in-market’ for the product or service they offer at that moment, the likelihood I will go to that brand when I am in-market is significantly higher. That’s how advertising works.
Over the past year, it has been impossible to NOT notice the number of ads that have been generated by AI platforms (ChatGPT, Gemini, etc.) that are popping up on social media feeds, community bulletin boards, storefront windows, and even into direct mail.
Industry research predicts that this trend will only accelerate and it is not a good thing.
One neuroscience-based study in particular caught my eye. Below are the main conclusions:
1. AI-generated ads are perceived as less engaging and more “annoying,” “boring,”
and “confusing” than traditional ads.
2. AI-generated ads elicited weaker memory activation in the brain, compared to
traditional ads (translation: they are less likely to be remembered).
3. Low-quality visuals in AI-generated ads increase the cognitive effort required to
process them, distracting from the intended message.
We really shouldn’t be surprised by this. It’s how AI models operate – they are trained on all of humanity’s knowledge and they average it out. You’re basically getting ‘average’ for free. Unfortunately, in the world of advertising, average also makes you invisible.
I care about this because it indirectly impacts the health of my own business. A community media network (like NoCo Community AdSpace) doesn’t attract interest (and attention) if it lacks authenticity.
Since AI usage will continue to proliferate, I’d like to offer some suggestions on how to navigate this new world, whether your marketing consists of posting on Instagram or includes paid options like direct mail, online display advertising, TV or digital billboards.
- Developing brand standards has never been more important. Brand standards codify the voice of your brand (e.g. playful, witty, elegant, etc.) – they consist of a distinct point of view, your visual style and the associated colors and imagery that you believe best represent your business. Start simple by defining your brand colors, a few adjectives that best describe your business, and one sentence that describes why you are different from other options someone could choose. If and when you turn to AI to assist you, demand adherence to those standards.
- Use real photos and videos of your business. AI platforms will continue to improve at image generation – but as customers we are also getting better at recognizing AI generated imagery. Get into the habit of taking lots of pictures of customers at your business, the products that you sell, or your staff working onsite at a client. Use them. Don’t be lazy and ask AI to create them. Instead, ask AI to use them.
- If you’re really not sure how to use AI, request that the AI platform interview you with 5-10 questions before proceeding. And when it’s done, ask it to review and evaluate its own work. You might be surprised that it won’t hesitate to critique itself.
The golden rule still applies: garbage in, garbage out. What you put into AI (your voice, your photos, your reason for being different) determines what you get out of it. Once you’ve done that groundwork, you’ll have something worth showing off, and that’s when visual advertising starts to pay off. Distinctive images of your business, seen again and again by neighbors in the places they already spend time, is how you become the name people remember when they’re ready to buy. If you’re curious what your business could look like screens around town, I’m happy to sit down for a no-pressure brainstorming
conversation.
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