Using AI to create advertising characters causes mixed reactions in Japan

According to Yahoo News , AI technology can not only create photos or text, but also create 3D models that are used for videos to create promotional videos. Specifically, Japanese beverage brand Ito En released an advertisement in early September for its new beverage line, Oi Ocha Catechin green tea, along with an unnamed female advertising character. About a month after uploading the ad to YouTube, the company confirmed in a press release that the model in the video was created using AI technology.

3D character created by AI in Ito En commercial

The woman in the video initially appears to be middle-aged with silvery black hair, but after drinking the green tea, she transforms into a young girl. The TV commercial highlights the rejuvenating and antioxidant properties of green tea.

The problem is that the character in the ad was created by AI, as Ito En has admitted, although the company has not explained how the AI ​​was used. It appears that the AI ​​designed the 3D model, and then graphic design and animation experts used that model to create the ad.

In addition to models, AI also helped Ito En create the logo for its green tea drink Oi Ocha Catechin. A report from SoraNews24 said that Ito En had its designers create more than a dozen designs before submitting the drafts to the AI ​​review process. This means that AI took over not only the advertising but also the entire marketing of the product.

Using non-existent people has always been controversial. For Ito En, it has the advantage of not having to pay a salary, not causing scandals even if she is famous, and being able to work 24 hours a day, 7 days a week without complaining. But it also has its downsides. On Japanese social media, many people claim that when they find out that the person appearing in the ad does not exist, they lose interest in the product because the ad creates a feeling of emptiness.

Overall, AI will become more present in advertising, but advertisers will have to be careful how they use it. Using it indiscriminately without consideration can work against the advertisers themselves.

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