{"id":21200,"date":"2024-03-26T12:24:39","date_gmt":"2024-03-26T19:24:39","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=21200"},"modified":"2025-02-19T14:38:53","modified_gmt":"2025-02-19T22:38:53","slug":"artificial-intelligence-real-impact-viewer-insights-from-under-armours-latest-ad","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/artificial-intelligence-real-impact-viewer-insights-from-under-armours-latest-ad\/","title":{"rendered":"Artificial Intelligence, Real Impact: Viewer Insights from Under Armour’s Latest Ad"},"content":{"rendered":"\n
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Under Armour, together with ToolAI, recently made waves<\/a> in the advertising industry with the use of artificial intelligence (AI) in the production of a new ad. While it\u2019s not the industry\u2019s or the brand\u2019s first foray into AI, the approach garnered press attention and sparked discussions about the future of advertising, particularly with regard to consumer perception and the forward roles of creators and directors.<\/p>\n\n\n\n

No new footage was created for the spot, titled \u201cForever is Made Now<\/a>\u201d, with likenesses and voiceover generated via AI based on existing brand assets and voice recordings.  Under Armour attributed the AI-driven approach to the unavailability of the featured talent. Altered footage shot by other directors for UA ads previously released was also used in live-action scenes. <\/p>\n\n\n\n

While disagreement on the approach has been enthusiastic within the ad industry, we looked to iSpot\u2019s all-industry Creative Assessment<\/a> database to uncover the viewer takeaways.<\/p>\n\n\n\n

Consumer Reactions: A Mix of Enthusiasm and Awe<\/strong><\/p>\n\n\n\n

Remarkably, 38% of viewers were captivated by the ad\u2019s cinematic black and white visuals, dubbing it the highlight of the piece \u2014 significantly higher than the average for similar ads. This reflects the potential impact of AI in creative processes, delivering precision and creativity that deeply engage audiences.<\/p>\n\n\n\n

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Comments ranged from calling the ad a \u201cvisual masterpiece\u201d to applauding its realism and smooth editing. Notably, the ad\u2019s attention rank soared to the 96th percentile, underscoring its ability to captivate and hold viewer interest.<\/p>\n\n\n\n

Viewer sentiment on \u201cForever is Made Now\u201d:<\/strong><\/p>\n\n\n\n

\u201cThe Digital artists who worked on your ad did a fantastic job! The color scheme remained the same throughout. The animation of the skin being flaking away was so incredibly realistic and beautifully made. The reveal of the boxer helped a lot in the overall message of the ad since the company is for fitness. Awesome job!!\u201d Female 16-20<\/em><\/p>\n\n\n\n

\u201cThe ad was very appealing and intense. Audio and visual effects were through the roof. It was like a trailer to a movie. It was also informative.\u201d Male 36-49<\/em><\/p>\n\n\n\n

\u201cThe visual representation for this ad was awe-inspiring. The product-collaboration reveal was very well placed.\u201d Female 16-20<\/em><\/p>\n\n\n\n

\u201ci loved this ad, very different and super intriguing\u201d Female 21-35<\/em><\/p>\n\n\n\n

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Out of nearly 400 consumer comments, none indicated suspicion that AI or previous works were utilized mainly because no AI watermarks or indications were disclosed. This leaves the question of how awareness of AI’s use might have altered viewer reactions.<\/p>\n\n\n\n

The ad’s one-minute duration divided opinions, with some viewers finding it too long, especially since the brand reveal comes late. However, others enjoyed the experience. AI-enabled clustering showed that while 15% of feedback was negative, mainly due to its length or confusion, 56% positively highlighted the ad’s visuals and message.<\/p>\n\n\n\n

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Visual view of verbatims on \u201cForever is Made Now\u201d <\/em><\/figcaption><\/figure>\n<\/div>\n\n\n\n
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Sentiment on \u201cForever is Made Now\u201d clustered by tone<\/em><\/figcaption><\/figure>\n<\/div>\n<\/div>\n\n\n\n
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The Impact of AI on Creativity and Consumer Engagement<\/strong><\/p>\n\n\n\n

\u201cForever is Made Now\u201d achieved excellent breakthrough while also conveying an emotionally Inspiring message, helped by brand ambassador – or rather AI-edited visuals and voiceover of – 2X heavyweight champion Anthony Joshua.<\/p>\n\n\n\n

The ad ranked in the 90th percentile for Change and scoring high in Watchability (87th) and Relevance (83rd). With 70% unprompted recall and purchase intent 17% above the norm, its success indicates strong consumer engagement and potential positive business outcomes.<\/p>\n\n\n\n

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Purchase Intent Percent Scores<\/strong><\/p>\n\n\n\n

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The results for this creative underscore the importance of harnessing real consumer <\/em>data in the creative process. The insights gained from viewer feedback provide valuable information for this and future campaigns. A data-driven approach empowers brands to leverage AI, enhancing rather than replacing creativity, to refine content and drive outcomes.<\/p>\n\n\n\n

In the broader context of the ad industry, Under Armour’s AI-driven ad has stirred dialogue and consumer acclaim. While ethical questions remain, the success of Under Armour’s ad is not just a testament to technological advancements but also to the power of storytelling and creativity – the key to true connectivity.<\/p>\n","protected":false},"excerpt":{"rendered":"

Under Armour, together with ToolAI, recently made waves in the advertising industry with the use of artificial intelligence (AI) in the production of a new ad. While it\u2019s not the industry\u2019s or the brand\u2019s first foray into AI, the approach garnered press attention and sparked discussions about the future of advertising, particularly with regard to… Read More<\/p>\n","protected":false},"author":26,"featured_media":21208,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"class_list":["post-21200","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tv-ad-insights"],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/21200","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=21200"}],"version-history":[{"count":38,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/21200\/revisions"}],"predecessor-version":[{"id":27739,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/21200\/revisions\/27739"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/21208"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=21200"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=21200"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=21200"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=21200"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}