From Mad Men to machines? Big advertisers shift to AI

FILE PHOTO: A view of a Nestle, La Laitiere product cover in a supermarket in Paris, France, August 8, 2023. REUTERS/Stephanie Lecocq/File Photo

LONDON (Reuters) - Some of the world's biggest advertisers, from food giant Nestle to consumer goods multinational Unilever, are experimenting with using generative AI software like ChatGPT and DALL-E to cut costs and increase productivity, executives say.

But many companies remain wary of security and copyright risks as well as the dangers of unintended biases baked into the raw information feeding the software, meaning humans will remain part of the process for the foreseeable future.