In the history of Apple's advertising communications, there are few campaigns that have so highlighted the gap between the imagination sold and technical reality. Apple's latest ad campaign for Genmoji, this featured’Apple Intelligence deployed with iOS 18.2allowing you to generate emojis, is a brilliant demonstrationof the art of marketing conjuring.
Artistic promises that are difficult to keep
The video released just a few hours ago shows aemoji festivalwith fairly successful animations. A chrome skeleton, a dog made from a balloon, a skier, a walking chair, etc. In addition to the music accompanying the advertising spot, which is difficult to bear, these creations are clearly the result of the talent of experienced artists and clumsily mask the profound limitations of the tool.
In fact, the first users encounterto a much more prosaic reality: approximate generations, inoperative voice commands, results systematically below expectations. In any case, these are the comments given by Wesley Hilliard, journalist atApple Insider.
The gap between marketing and technology
So Hilliard tried Genmoji, andthe results are rather sad. «For example, it proved impossible to generate an emoji representing an old gentleman skiing, and the query “twelve-sided die” invariably returned a six-sided die. Likewise, the concepts of “walking chair” and “talking clock” have exceeded the current capabilities of the tool“, he explains. After trying to materialize a “fur cardigan», he ended up with a poor, shapeless textile assemblage with aberrant textures.
A marketing strategy contrasts sharply with the launch of Animoji in 2017, where Apple at least had the decency to presentfunctionalities actually accessible to users.
Between this advertising which seriously flirts with lies and thesewhich had really basic AI functionality, we hope that Applewill further promote Apple Intelligence. It's understandable that the company wants to generate excitement around its new technologies. However, it is certainly notby deceiving his audiencethat she will get there. “It seems that the “artificial” part of AI is taking over Apple's marketing» Hilliard rather rightly concludes in his article. For the moment, Genmoji is not yet ready,but let's hope that Apple sets things right.
- Apple's latest campaign for Genmoji shows successful features, but the reality is quite different.
- Tests show that the tool's performance does not meet expectations, with often inconsistent results.
- Proof that Genmoji is not really ready yet.
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By : Keleops AG
