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02/14/24

OBI CEO Mary Ann O’Brien Speaks to Ad Age on Super Bowl AI Ad Confusion

Super Bowl LVIII shattered records this year with over 123.4 million viewers according to CBS. With that many viewers watching the big game- some of the ads were bound to cause a stir.  

As Ad Age highlights, the “He Gets Us” campaign caused confusion with its Artificial Intelligence (AI) feel. It turns out the ad wasn’t AI-generated.  

The ad entitled “Foot Washing” featured still photos taken by Julia Fullerton-Batten of people with differing views and backgrounds washing each other’s feet- a nod to Jesus washing his disciples’ feet during the Last Supper.  

The style in which the photographs appeared likely caused the skepticism according to OBI Founder and CEO Mary Ann O’Brien. O’Brien told Ad Age there were similarities between the way the photos were shot and the overall aesthetic of AI-generated content. “The images’ over-produced look and heightened color ratios match the content that AI bots typically output,” said O’Brien. 

O’Brien warns AI is now part of daily life but can cause some consumers to feel uneasy. “The viewers negative reaction shows the potential [of AI] to erode consumer trust in brands if they feel misled or manipulated in any way,” O’Brien said to Ad Age Reporter Asa Hiken.  

O’Brien says mistrust can be prevented if brands are upfront and transparent about when they use Artificial Intelligence.  

To read more on what O’Brien has to say about brands using AI be sure to read the full Ad Age article here. 

03/31/23

Be Seen: The Benefits of OTT/CTV Advertising

What are the benefits of OTT/CTV ad placements? For brands considering the use of these platforms, where should they focus? OBI has experience — and success — placing ads on these growing platforms. Read on to discover rationale and results.

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02/13/23

Cut Through the Clutter: Integrated Media Solutions Deliver Maximum Impact

Just because the marketing landscape has changed over the years doesn’t mean you need to sit back and hope your target audiences will discover your brand.
In a cluttered digital environment, an integrated media solution may be just the strategy your brand needs to reach your target audiences with the right message, at the right time.

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09/30/22

Navigating Your Post-Pandemic Marketing Strategy

The world of marketing and advertising was shaken by the pandemic. The sudden cease of nearly all public gatherings pushed the industry into a new age of digital marketing, and companies had to adapt to succeed. With the pandemic winding down, how many of the changes are here to stay? And how can the industry adapt to a post-pandemic landscape? 

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