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Story & character

Does AI-generated copy make for a good ad if it’s specific?

Translated

미모사

“Make your daily drink a little lighter.” This slogan could just as easily be used for any other tumbler. So, would it be any different if we asked an AI to write it “creatively”? We chose a hypothetical tumbler. The product specifications are 350 mL, 180 g, the lid is detachable and washable. I made sure not to claim any features the product doesn’t have. The copy in this article was generated directly by the AI in the same conversation. For the first three conditions, it generated three phrases each in a single response, and for the fourth, it generated three in a follow-up response. This was not an experiment where each prompt was entered separately. This is an example of the AI writing and critiquing phrases based on specific conditions; below are some of them. ① “Highlight the product’s strengths.” → “Light to carry, easy to wash.” ② “Be creative, not cliché.” → “180g in size, 350mL of personal style.” The second phrase includes numbers and a metaphor. However, the term “personal style” also appeared in other phrases under the same condition. Even under the “be creative” condition, familiar abstract terms remained. ③ The third writing prompt featured a college student living alone doing the dishes at 11 p.m. The task was to depict the action of removing the lid to wash it, while avoiding the use of “daily life,” “taste,” “lightweight,” and “special.” → “11 p.m. Wash even the lid—and you’re done.” → “While washing the cup, I take the lid off too.” A scene took shape. However, it ended up resembling a user manual more than an advertisement. Simply including “who uses it and when” didn’t fully address “why they choose this product.” In the follow-up draft, “suggesting purchase criteria” was set as the condition. ④