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With most festive ads this year leaning on handmade animation, Coca-Cola has brought back its AI-generated trucks for a third year. Andrew Tindall argues that audience testing, not comment sections, shows how people really feel.
System1 testing shows men loved the prediction market's 'Just Sports' campaign while women rejected it. McCarthy says mixing sex and gambling raises questions of addiction and responsibility.
Comparing human and AI testing of ten well-known ads, the System1 growth lead finds the machine is good at picking winners and losers, provided it is allowed to say when it does not know.
System1 testing of 18 generative AI ads found higher emotional scores than average, but weaker distinctiveness and fewer 'right-brain' features.
