April Fools’ Day marketing pranks can have various outcomes, from delight to anger. The risk of these pranks can either endear customers to a brand or turn them away. Vivek Astvansh, a marketing professor at McGill University, notes that humor can be subjective, with one person finding something funny while another finds it offensive. As April 1 approaches, consumers are urged to be even more skeptical, especially with the rise of artificial intelligence in marketing tactics. AI tools like generative text-to-video tools and chatbots can create authentic-looking content, blurring the lines between jokes, facts, and deepfakes.
AI has played a role in past corporate pranks, with the technology’s ability to transcend human capacity contributing to the hijinks. In 2019, Google claimed to have developed a way to communicate with tulips in their language, “Tulipish,” using artificial intelligence. However, the joke was clearly a one-day event. In 2021, Volkswagen AG announced that its American division would change its name to “Voltswagen,” causing confusion among news outlets and the public. The company initially insisted it was not an April Fools’ gag, only to admit it was later. This prank backfired due to Volkswagen’s prior “diesel dupe” scandal.
Other April Fools’ Day pranks that went awry include Yahoo News falsely reporting that Trader Joe’s would close all of its stores in 2016 and Deliveroo sending fake confirmation emails for $750 food orders in 2021. The accessibility and low cost of AI tools allow more companies to utilize the technology for marketing purposes, potentially leading to more misguided pranks. GPT-4, one of the latest generative AI tools, can quickly create advertising content for companies to choose from and edit before posting. To protect against deception, Astvansh recommends disclosing the use of AI tools and intentions in marketing content, along with digital watermarking to identify AI-generated content.
Sam Andrey, managing director of a public policy think tank, emphasizes the importance of transparency in AI-generated content to prevent deception. While AI can lower production costs and create entertaining content, it should not be used to mislead people. With the potential for scams to imitate loved ones’ voices or prominent figures, deception on a large scale is possible, including from corporate entities. While humorous April Fools’ Day pranks like square Timbits from Tim Hortons and all-flannel interiors from Jeep Canada may be entertaining, using AI for deceitful purposes is unethical.
As AI continues to advance, the threat of deception in marketing campaigns grows. Companies are advised to provide clear disclosure about the use of AI tools in their content, and measures like digital watermarking can help users differentiate between authentic and AI-generated content. With the potential for AI to create sophisticated images and characters, the risk of fraud and deception is a significant concern. As April 1 approaches, consumers should be cautious about the content they encounter, as AI technology becomes increasingly prevalent in marketing strategies.
