What personal data we collect and why we collect it
Comments
When visitors leave comments on the site we collect the data shown in the comments form, and also the visitor’s IP address and browser user agent string to help spam detection.
An anonymized string created from your email address (also called a hash) may be provided to the Gravatar service to see if you are using it. The Gravatar service privacy policy is available here: https://automattic.com/privacy/. After approval of your comment, your profile picture is visible to the public in the context of your comment.
Media
If you upload images to the website, you should avoid uploading images with embedded location data (EXIF GPS) included. Visitors to the website can download and extract any location data from images on the website.
Contact forms
Cookies
If you leave a comment on our site you may opt-in to saving your name, email address and website in cookies. These are for your convenience so that you do not have to fill in your details again when you leave another comment. These cookies will last for one year.
If you visit our login page, we will set a temporary cookie to determine if your browser accepts cookies. This cookie contains no personal data and is discarded when you close your browser.
When you log in, we will also set up several cookies to save your login information and your screen display choices. Login cookies last for two days, and screen options cookies last for a year. If you select “Remember Me”, your login will persist for two weeks. If you log out of your account, the login cookies will be removed.
If you edit or publish an article, an additional cookie will be saved in your browser. This cookie includes no personal data and simply indicates the post ID of the article you just edited. It expires after 1 day.
Embedded content from other websites
Articles on this site may include embedded content (e.g. videos, images, articles, etc.). Embedded content from other websites behaves in the exact same way as if the visitor has visited the other website.
These websites may collect data about you, use cookies, embed additional third-party tracking, and monitor your interaction with that embedded content, including tracking your interaction with the embedded content if you have an account and are logged in to that website.
Analytics
Who we share your data with
How long we retain your data
If you leave a comment, the comment and its metadata are retained indefinitely. This is so we can recognize and approve any follow-up comments automatically instead of holding them in a moderation queue.
For users that register on our website (if any), we also store the personal information they provide in their user profile. All users can see, edit, or delete their personal information at any time (except they cannot change their username). Website administrators can also see and edit that information.
What rights you have over your data
If you have an account on this site, or have left comments, you can request to receive an exported file of the personal data we hold about you, including any data you have provided to us. You can also request that we erase any personal data we hold about you. This does not include any data we are obliged to keep for administrative, legal, or security purposes.
Where we send your data
Visitor comments may be checked through an automated spam detection service.
Your contact information
Additional information
How we protect your data
What data breach procedures we have in place
What third parties we receive data from
What automated decision making and/or profiling we do with user data
近年來,生成式 AI 技術在廣告領域的應用引發了廣泛討論。然而,這項技術是否真的能為品牌帶來正面效益?最近的案例與研究結果顯示,答案可能並不那麼簡單。
可口可樂公司日前在美國推出一支 AI 生成的聖誕廣告,使用了 Leonardo、Luma 和 Runway 等先進生成式 AI 模型。然而,由於影片中不自然的臉部表情與動作引發了觀眾的反感,廣告效果不如預期。同樣地,玩具反斗城早前採用 OpenAI 的 Sora 創作品牌影片,也面臨類似批評,顯示觀眾對 AI 生成廣告存在一定程度的抗拒。
為進一步探討消費者對 AI 廣告的反應,NielsenIQ 最近完成了一項大規模研究,針對 2000 多名參與者分析 AI 廣告的影響力。研究發現,即使是技術精湛的 AI 廣告,仍會讓觀眾產生認知失調,影響廣告效果。同時,許多 AI 廣告的技術瑕疵,如角色動作與分鏡節奏的不協調,也容易引發「恐怖谷效應」,進一步削弱品牌形象。
NielsenIQ 策略分析負責人 Ramon Melgarejo 指出:「品牌和廣告公司必須非常謹慎地使用 AI 生成內容。研究顯示,消費者對創意的真實性極為敏感,即使是無意識的反應,也可能影響廣告的接受度。」
然而,AI 技術並非全然負面。研究顯示,AI 廣告仍然具備強化品牌印象與識別的能力,即便是低品質的影片,也能在某種程度上成功傳達核心訊息。隨著生成式 AI 工具的進步,真實感與技術問題有望逐步改善,為品牌帶來更多可能性。