It’s common knowledge that AI can have an impact on brand marketing. Because AI does not address human emotions or because AI-based products are not ready to awaken sentiments and evoke desires, some people continue to hold the view that AI will not significantly affect the process of brand marketing communication. This, however, could vary depending on the generation you are from or belong to. Since hyper-personalization is already replacing traditional marketing, which has always catered to a larger audience and is often referred to as mass marketing or broadcasting, some contend that branding and marketing may soon become outdated.

With the rise of digital marketing, media targeting has become more accurate and less costly. With the use of artificial intelligence (AI) in marketing, it has already reached a stage where each person would receive a customised communication. It remains to be seen how long it will take Sri Lanka to get there. However, as AI’s impact is quickly extending to every aspect of marketing, it can no longer be a matter of choice.

Understanding the effects of AI today is more important than later. AI will have an effect on every aspect of the marketing and branding process. Understanding the reasons behind its growing popularity is crucial, starting with research and ending with the commercial production process.
Indeed, nobody would contest that artificial intelligence-generated content won’t appear as realistic as traditional television programs. But contemporary AI-powered ads are becoming more popular and are now also making their way into the emotional advertising space.
Here’s an example of how this little song, which was written to advertise a brand aimed at young girls, was produced.

(Video Link: https://youtube.com/shorts/MYjP_QgzRLk?si=SjZyFPCXUOMKsZ5y) The song was entirely created with AI, and the composer originally wrote the lyrics in Sinhala. AI was used to create a melody for the song. AI cues were then used to transform the same into a music video. The AI software provides even better suggestions after being given the original requests. This song’s video was created entirely with AI prompts. (Check the song using the link:

As you can see, there is no singer, no composer, no art director, etc. for this song. It’s an entirely artificial intelligence (AI) composition if the lyrics weren’t authored by someone. Additionally, keep in mind that AI can now compose lyrics.

In the future, prompt writers will govern a variety of branding and marketing-related businesses, as well as the film and music industries. It may be a problem if the designs are merely meant to be aesthetically pleasing and not authentic. However, it’s important to note that these are the same feelings that individuals had in the 1950s and 1960s when advertising first gained popularity. They all believed it was not real. AI-based creations will be no different. Everyone will eventually accept it, and AI will advance and elevate the game to new heights.

Therefore, it’s a matter of time. It is imperative that we make the decision to accept the challenge and welcome this shift as soon as possible. Experts in the field must act now before it’s too late. Your staff should be prepared to face these new challenges and adapt to changes. If not, the change will leave you behind.