Recently, a trend of AI painting has swept over.
Open major social platforms and find related topics, which are very popular. On Xiaohongshu, there have been more than 200,000 notes related to AI painting; on Bilibili, there are more than 200 million AI painting tutorials; on Douyin, the number of related videos even exceeds 5.3 billion.
It is undeniable that AI painting has become the new traffic password.
01. Why has AI painting become popular?
If you want to figure out why AI painting has become popular, you must first understand what AI painting is.
AI painting is also " Artificial Intelligence painting", which means that AI intelligent technology automatically generates paintings based on user instructions. There are two popular methods at present. One is " text raw picture ", which means that the user enters keywords, then customizes the style and artist's supernatural pictures; the other is " picture raw picture ", which directly uploads photos and automatically generates pictures.
After a large number of netizens' practice, although AI paintings are branded as "artificial intelligence", they do things like "artificial intelligence retarded".
For example, on a domestic AI painting platform, the official tried to enter keywords such as "night, bright galaxy, two people hug", and then chose the concept style. He thought it would be a romantic starry night picture, but he received a horror blockbuster - "The head and body of the starry night are not together".
However, after watching the pictures posted by netizens, I found that this is not the most "successful". After all, there are ▽
@Xiaohongshu user Xindai
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@Xiaohongshu user Xiaoxiao
and
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@Xiaohongshu user Ah Ye
is simply outrageous to open the door - outrageous!
But the more outrageous it is, the more people are getting ahead and more players are participating. According to the official data released by the "Yijian ai Painting" mini program, from September 30 to November 12, the number of platform users increased from 0 to 1.17 million, and on November 11 alone, the number of users increased by 657,000 in a single day. It is said that due to the influx of users, a long queue of 80,000 people was once lined up, which was comparable to the popularity of this year's popular mini-game "Sheep".
So, the question is, why is AI painting so popular?
I think there are three reasons:
First, the uncertainty of the results is addictive. The results of the automatic generation of
AI paintings are very uncertain, which will make people curiosity . But to get the ideal picture, you need the blessing of luck. This kind of experience similar to "opening a blind box" is very addictive. Psychological studies have shown that uncertainty stimuli reinforce repetitive decision-making.
The second is, it acts as the social currency for players.
Players who love AI painting will also spontaneously form various communication groups, establish new social circles, find like-minded partners, share those works that are either funny, flipped, or successful, and gain psychological satisfaction in the process of interacting with other users. As a result, AI painting became a new "social currency". Moreover, in the current environment full of uncertainty, this has also become a way to vent emotions.
Third, it improves the efficiency of content production.
It takes a certain amount of technology and time to produce high-quality picture content, and the emergence of AI painting has greatly improved the creative efficiency and can meet the needs of related industrialization and commercialization. In addition, for some industries (such as art, design, etc.), AI painting has a positive role similar to the "inspiration material library", which can help provide some information and inspiration for creation and broaden your thinking perspective.
02, AIGC brand marketing ideas
In fact, before AI painting became popular all over the Internet, its definition of it in China was more of a branch of AICG.
AIGC (AI-generated content) is AI production content. It is a new generation of content production method after the Web3.0 era inherited PGC and UGC. In addition to painting, AIGC technology can also be applied to the generation of various content fields such as text, images, video, modeling, digital people, and music.
. In the field of marketing content production, AIGC has long begun to penetrate.
Not long ago, relying on text to generate Instagram title, Tiktok video scripts, advertising and marketing texts and other content, the startup Jasper won US$125 million in Series A financing with a valuation of US$1.5 billion less than two years after its establishment. In addition to artificial intelligence companies, many advertising companies are also trying to use AIGC to create.
Blue Cursor has a number of products that have implemented AI draft modules, which can assist marketers in generating news drafts in one click. Previously, Blue Cursor further launched a "Creative Gallery" to use the AIGC algorithm to produce abstract paintings of different styles to adapt to different marketing activity scenarios.
Image source: Blue Cursor Official
Omegium (Paris) In the latest advertisement produced for La Laitière, a yogurt brand under Nestlé , its creative team automatically expanded and supplemented the pictures and details outside the scene by entering descriptive text descriptions with the help of AI technology to maintain the original style of Vermeer's masterpiece "The Maid Who Pours Milk".
Because AIGC has such strong creative power and broad prospects, more and more brands are focusing on this.
On the one hand, as mentioned above, AIGC reduces the threshold and cost of content production, greatly improves production efficiency, and is in line with the current pursuit of brands to reduce costs and increase efficiency. On the other hand, AIGC has always been regarded as one of the important marketing methods in the metaverse. It is already very popular and can attract the attention of more young users and help the brand complete the innovation of youthful and digitalization.
So, how do brands market through AIGC?
1. Lower the threshold for participation.
AI technology is a relatively distant and difficult thing for ordinary users. If you want ordinary users to participate, you must first solve technical problems and lower the threshold for event content so that everyone can easily complete and disseminate it.
For example, the popular Douyin "AI Painting" special effect is a typical example. Data shows that this special effect has exceeded 1,940.9W for people. In addition, Tencent launched a "Dream Telling Dreams" AI painting mini program for public welfare marketing, allowing more people to pay attention to the special group of autism. Not long ago, QQ also launched the "QQ Small World AI Painter" related event, which attracted a wave of attention.
Tencent "Dream Talking about Dreams" activity
Because these activities themselves are fun and interactive, they stimulate the enthusiasm for public participation, and have certain social attributes, thus gaining good communication effects.
2. Created together with artists/creative institutions.
cleverly combines technology and art, which is a new dimension of marketing creativity. For example, foreign artist str4ngething used AI technology to create several sets of Nike virtual sportswear.
AI technology joins forces with artists, which not only can expand marketing influence with the help of celebrity effect, but also enhance the artistic tone of the brand.
In addition to cooperating with artists, creative institutions are also a good choice. For example, Heinz cooperated with Canadian creative agency Rethink to launch the HeinzA.I. Ketchup (Heinz AI Ketchup event), allowing people to see what Heinz looks like in the eyes of artificial intelligence, and indirectly deepening people's memory of the brand symbol.
3, layout the meta universe.
As the main force of future consumer, Generation Z pursues personalized and diversified consumer experiences more. Therefore, brands can empower the meta universe with the help of AIGC to create a more immersive experience for users. Among them, digital virtual people are important carriers.
According to the "Virtual Digital Human In-depth Industry Report" released by qubits, the overall market size of my country's virtual digital humans will reach 270 billion yuan by 2030. At present, the virtual human business has explored a mature commercialization path and has strong autonomy. For example, Baidu and Honor jointly created the first virtual idol AIGC single in China. From lyrics to arrangement, AI is "instructed" by AI, and is sung by Du Xiaoxiao and Gong Jun digital people.
03. AI cannot kill advertising people
It can be foreseen that with the development of AI technology, it will inevitably have a huge impact on the entire society, and eliminate a group of jobs with low creativity and low productivity.
So, will AI steal the job of advertising people?
In fact, whether AI can replace humans is not a new topic. In August this year, netizens around the world had a large-scale discussion. Since an art competition at the Colorado State Fair, the artificial intelligence work "Théâtre D'opéra Spatial" won the first prize. Later, its author Jason Allen revealed that the work was made by AI. As soon as the award information was released, it immediately attracted overwhelming doubts. Many people believed that this was "scientific plagiarism" and "art stitching".
"Théâtre D'opéra Spatial"
AI content production ability is based on a large amount of imitation and learning, and is essentially just secondary processing based on existing knowledge. It cannot break through the boundaries of human cognition, nor can it have its own "soul" and "emotion".
and 's most advanced marketing is often touching with emotion. From this point of view, the two are in themselves contrary.
Therefore, there will be no competitive relationship between AI and advertisers, but a synergy relationship. In the future, AI may become a good helper for advertisers' content production, giving us more time to do more creative and unique advertising ideas.
In addition, there is still a lot of controversy over the issues of intellectual property rights and creative ethics in AIGC. If these problems are not properly resolved, the brand will face huge risks during the marketing process.
And, to take a step back, even if AI has its own consciousness and emotions, Party A may not be able to explain its needs clearly, right?
