About Advertising, Artificial Intelligence and Stroganoff

By Lucas Borges
Head of content at Ápice 360º agency
Strategy Director at ADVB/SC




Advertising has always been an essential tool for promoting products, services and ideas. However, with the advancement of technology, advertising is changing and adapting to meet the needs of the digital age. Today, artificial intelligence (AI) is becoming more and more common in the advertising industry.

With AI, companies can create more efficient and personalized advertising campaigns, allowing them to reach the right audience with the right message. The technology can also be used to test and optimize ad campaigns in real time, allowing companies to adjust their ads in response to customer needs and campaign performance.

Additionally, AI can help improve the efficiency of the ad creation process. With the use of AI tools, it is possible to automate the creation of ads, reducing the time and costs associated with the creative process. This allows businesses to create ads faster and with fewer resources, while maintaining ad quality and relevance.

However, AI-based advertising can also have its downsides. One of the main concerns is the privacy of user data. With bulk data collection, there is a risk that users' personal information will be misused or stolen by third parties. Businesses must also ensure that their advertisements are not misleading or harmful to consumers.

Well, maybe you haven't noticed, but who wrote all the text above was the AI ​​itself. All I had to do was send, in my ChatGPT, the command “produce a text about advertising in the age of Artificial Intelligence” and that was it! I received these four wonderful paragraphs. By the way, it's “frighteningly charming” to watch the text being built in real time, isn't it? While following “the magic” I started to think about how we, those strange humans – who wrote their own texts when everything was still bush – could be useful from now on. I remembered the discussions we had with a group of businessmen and politicians from Santa Catarina during a mission to Silicon Valley, organized by Senac in 2019.

While thinking about everything we saw there, including an incredible visit to Nvidia's headquarters, I went to fulfill the request of my wife and daughter - who were missing eating my Stroganoff. Modesty aside, as an amateur cook and a professional fat person, I am an expert in this dish (according to both). And then it all became clear to me. The obvious was there, in a pan that was splattering sauce everywhere. I doubt the AI ​​knows one of Stroganoff's great tricks: using Rum in the sauce while the pot boils and turning off the heat before adding the cream. I also doubt that the AI ​​would know the importance of using the meat's own broth in that tomato sauce. Friend, if you put in front of my daughter and my wife a plate of Stroganoff made by me and another made by Artificial Intelligence, I would not lose this dispute for the world.

We are unbeatable and essential in something fantastic: creativity. Of course, as soon as this text is written, the AI ​​will go around teaching people how to make a good Stroganoff. And yes, the damn thing won't even give me credit for it. But what matters to us, professionals and humans, is to understand that creativity will always save us. While artificial, that intelligence bets on “nothing is created, everything is copied”. But we are the ones who create. And we will always be. If nobody created anything amazing, be it an advertisement or a simple dish of Stroganoff, we would live in mediocrity - with or without technology. Therefore, we “get creative”!