In the fast-paced world of advertising communication, artificial intelligence (AI) has left a mark that is impossible to ignore. From hyper-personalized ads to fully digital models, AI is transforming the way brands communicate with their audiences. It is increasingly common to encounter announcers’ voices that do not exist, models that are virtual constructions, or actors who have never set foot on a film set. This article explores how AI has invaded every aspect of advertising and how, amid this revolution, there remains one tool that is still entirely human: merchandising.
Voices That Aren’t Real: The New Era of the Virtual Announcer
Imagine listening to a radio ad, and the voice speaking to you sounds familiar, but it is not human. Artificial intelligence has made it possible to create virtual announcers, synthetic voices that perfectly mimic the characteristics of a human voice. Brands and advertising agencies are already using these technologies to produce ads without the need to record with real voice actors. Examples such as VALL-E, a model developed by Microsoft, can create voices from just a few seconds of recording, opening infinite possibilities for message personalization. This may seem fascinating, but it raises the question: what is the impact of dehumanizing the voice behind such an intimate message?
Virtual Models and AI-Created Actors: Realities That Don’t Exist
Today, it is not uncommon to find advertising models whose figures are entirely digital. These virtual creations, such as Lil Miquela, a 3D influencer who interacts with her followers on social media, are clear examples of how AI has transformed fashion and advertising. Not only can models be created from code, but so can actors for television commercials. These “digital actors” don’t need rest, have no scheduling conflicts, and can be programmed to play any role in a production. The impact of this is profound, as it questions the authenticity of the faces we see in ads. What does it mean to have a face that has never existed in real life?
AI in the Service of Creativity: The End of Human Limits?
Creativity in advertising has also been influenced by AI. From scriptwriting to the creation of images and videos, artificial intelligence tools allow agencies to produce content with remarkable speed and precision.
Merchandising: The Last Barrier Against the AI Invasion
Even though artificial intelligence has invaded nearly every aspect of advertising communication, there remains one marketing tool that technology cannot replace: Communication through Objects, or merchandising, if we prefer to call it that. Nothing is more real than physical contact with the consumer through objects we value, touch, and want to keep. Merchandising has become a tangible and emotional link between brands and consumers. It is not just a simple promotional item but an extension of the brand that we can carry with us. Just as in a family, where objects have sentimental value, merchandising creates a unique bond that AI still cannot replicate.
While artificial intelligence has proven to be a powerful tool that has completely transformed the way brands communicate with consumers, direct contact through objects remains the last irreplaceable barrier. AI can create voices, images, and even virtual actors, but it cannot replicate the authenticity of a garment, an item, or a souvenir that a consumer chooses to take home. In the digital age, merchandising remains one of the most effective ways to establish a true emotional connection with the consumer. In the end, nothing replaces the experience of owning something physical that we feel is truly ours.
