Will AI mean better adverts or 'creepy slop'?

Will AI mean better adverts or'creepy slop'? Imagine one night, you're scrolling through social media on your phone, and the ads start to look remarkably familiar. They're decked out in your favourite colours, are featuring your favourite music and the wording sounds like phrases you regularly use. Welcome to the future of advertising, which is already here thanks to AI. Advertising company Cheil UK, for example, has been working with startup Spotlight on using large language AI models to understand people's online activity, and adapt that content based on what the AI interprets an individual's personality to be. The technology can then mirror how someone talks in terms of tone, phrase and pace to change the text of an ad accordingly, and insert music and colours to match, say, whether the AI deems someone to be introverted or extroverted, or have specific preferences for loud or calm music, or light or dark colours.