Who cares?

Dear reader,

The other day at the kitchen table: The fourteen-year-old reports that a schoolmate - let's call him Jan-Torben - has done all his English work with ChatGPT, hiding his cell phone under the bench. Such (and very successful) attempts at deception are happening thousands of times as you read this, so often that we are slowly but surely getting used to it. And why not, we no longer write the emails ourselves, we let the AI do it. However, AI can also be seen as copy intelligence - because as far as we can tell, a chatbot has never, ever, had an original idea, it just puts something together from millions of text documents. Nevertheless, advertising agencies and companies consider it somehow progressive to have headlines and copy written by AI first, and it's so fast! Only incorrigible nostalgics would comment that the quality of advertising still depends on the good idea, and that this always has to do directly or indirectly with language, and therefore ... All nonsense, because a good idea remains a good idea, even if it is conveniently used for different brands. Volkswagen thought the same way and simply copied the idea AND text from an old advertising campaign for Apple for the new (sic!) brand manifesto. To their own astonishment, the whole thing blew up like Karl-Theodor zu Guttenberg's doctoral thesis, and now of course the agency alone is to blame.

And honestly, we are far from raising our index finger any further.

But we are already wondering whether we shouldn't all brainstorm a little again, or even think before we ask the AI for "brand manifesto" or similar things. Or what do you think?

Click here for the article:

https://meedia.de/news/beitrag/18864-vw-rudert-bei-apple-aehnlicher-werbung-zurueck.html