South Africa, Nov. 12 -- ChatGPT's latest campaign, shot using traditional methods and aimed for TV and out-of-home, has reignited a familiar debate: what role should GenAI really play in advertising? The irony of a leading AI brand choosing not to use AI in its own creative and ignoring digital channels hasn't gone unnoticed. Many industry voices have pointed out the irony in OpenAI's decision to hire real directors, cast real actors and shoot the campaign on 35mm film. As Mark Ritson puts it, "It's like watching a teenager finally admit their parents were right all along."

Marketers are clearly enthusiastic about GenAI, but how do consumers feel? Kantar's Media Reactions study from 2024 shows that only 41% of consumers say AI-generated...