In Green Bay, a local restaurant has recently faced social media scrutiny for its utilisation of artificial intelligence (AI) in promotional campaigns. This incident follows a similar backlash encountered by the Green Bay Public Market two months prior, which had also been criticised for employing AI to generate mascot logos.
The manager of the restaurant, Alix Stiles, revealed that the establishment harnesses AI technology for various social media posts. This involves a paid Discord subscription for generating images, alongside ChatGPT, a free tool for crafting captions. Stiles emphasised that small businesses often lack the necessary personnel or financial resources to hire professional photographers or graphic artists to enhance their social media outreach.
The controversy has arisen from a viral AI-generated image that depicted a family dressed in Green Bay Packers gear enjoying a meal in front of a brick wall, a common backdrop at the restaurant. Stiles articulated the creative process behind the image, stating, "I just asked for a family in Packer clothes, eating hamburgers in front of a brick wall, because we have a brick wall, and I thought it turned out pretty good." However, a segment of social media users has called for greater transparency, suggesting the restaurant should use actual photographs instead of AI-generated images.
In defending the restaurant's approach, Stiles remarked on the challenges faced by small business owners: "You're working all day, every day, doing what you can to get by. Who even gets a photographer? Unless you're, like, a corporate business, or you're a really financially well-off business, or a bank or some sort of insurance company, where you've really got to show a good image to the public." Stiles expressed disbelief at the level of criticism directed towards the restaurant over its advertising practices, noting, "That kind of shocked me, just because it's everywhere."
Despite Stiles' fervent confidence in the application of AI in marketing strategies, expert opinions reveal a more cautious stance. Kathy Fredrickson, an assistant professor of marketing and advertising at the University of Wisconsin Oshkosh, expressed concerns regarding the potential long-term effects of using AI-generated content. "You should not publish AI-produced material," she advised, pointing out that social media platforms and search engines such as Google favour original content and may penalise those who rely heavily on AI generation. According to Fredrickson, while AI can serve as a useful tool in the creative process, it should not replace original content entirely: "It defeats the purpose of building your brand with original content when you publish AI-driven content."
Conversely, Alix Stiles remains optimistic about the future of AI in the restaurant's marketing efforts. "It's beneficial," Stiles affirmed, citing the time-saving advantages of AI in today’s fast-paced society, where business owners strive to reclaim valuable personal time. With confidence in this technological approach, Stiles declared that Bay Area Burger Co. will continue to embrace AI for its social media campaigns, aspiring to enhance its online presence and engagement with the community.
Source: Noah Wire Services