Several major brands have faced criticism for the use of artificial intelligence technology in their advertising campaigns. McDonald’s was forced to withdraw its Christmas advertisement, while both Plátano de Canarias and Coca-Cola received a wave of disapproval on social media. Despite the criticism, these companies have not issued active responses regarding this, which suggests a possible challenge between technological innovation and public perception.
Is a boycott from its subscribers coming?
In contrast, Netflix has made the decision to continue investing in artificial intelligence as part of its approach to enhance the experience of its subscribers. In a statement, the platform announced that AI will play a key role in planning advertising campaigns and localizing subtitles, suggesting an intention to optimize costs and efficiency. However, this strategy raises concerns about a possible reduction in jobs, as automation could replace traditional human roles.
Despite these changes, Netflix has expressed its opinion that it is unlikely the public will care about the method or technology behind its productions. This statement has been the subject of debate, especially after recent incidents where the use of AI in the dubbing of the animated series ‘Banana Fish’ on Amazon Prime Video also generated controversy. Such experiences suggest the existence of widespread discomfort towards the use of artificial intelligence in creative sectors, which could impact the reputation of brands that choose to adopt these tools.
As the entertainment industry delves deeper into the use of artificial intelligence, the discussion about its impact on production quality and employment remains relevant. In this situation, the next steps of companies like Netflix will be key in determining how this relationship between technology and audience criticism will develop.