Peter Townshend, Author at SmartFrame

AI in Advertising: Friend or Foe?

Peter Townshend — Tue, 28 Jan 2025 10:49:00 +0000

AI is widely used in advertising, but like any new technology, it requires careful handling. Here, we explore its advantages and challenges

Artificial intelligence (AI) is rapidly transforming advertising, bringing new levels of precision, scalability, and creativity to an industry long driven by gut instincts and demographic segmentation.

Indeed, an article in the Wall Street Journal recently reported that 94.1% of advertising revenue will be informed by AI by 2029.

From machine learning algorithms that fine-tune targeting in real time to generative AI that spins out fresh ad copy, AI-enabled solutions promise deeper consumer insights and higher returns on ad spend.

Yet, as with many disruptive technologies, adoption is not without risks.

Whether leveraging AI for automated ad placement, optimization, or personalized messaging, marketers must tread carefully.

Ethical concerns – such as privacy, bias, and transparency – cast a growing shadow, and poorly implemented AI strategies can undermine consumer trust or even cause reputational damage.

So, is AI in advertising a friend, a foe, or perhaps both?

In this article, we will explore AI’s role in modern advertising, discussing its main benefits, key challenges, and how B2B marketers can integrate it responsibly.

We will also delve into regulatory considerations and actionable best practices for mitigating risks while capitalizing on AI’s transformative potential.

Can AI achieve accuracy and relevance in campaigns?

One of AI’s biggest draws is its capacity to analyze vast amounts of data and derive actionable insights.

By sorting through consumer behavior trends, social media interactions, and demographic variables, AI systems can predict purchasing intent, segment audiences, and personalize content.

This is reinforced by industry uptake. According to a Statista survey, 55% of marketers said they were using AI for advertising, with another 40% looking to do so within the next year. But how accurate is it?

AI in programmatic advertising

AI-driven programmatic platforms like Google Ads or The Trade Desk harness machine learning to automate bidding strategies, allocate budgets efficiently, and optimize campaign performance – and report strong success off the back of the technology.

For example, according to Google Ads, AI-powered search ads helped one of its clients enjoy a 182% increase in signups and a 258% increase in clicks.

This efficiency is especially attractive for B2B companies, where longer sales cycles and high-value deals demand precision at every stage of the funnel. However, this success does not come without risks.

Data bias and the risk of misrepresentation

One major issue is that AI trained on historical data can reflect and perpetuate societal biases.

A famous example involves Amazon allegedly scrapping a sexist AI recruitment tool that, according to a report by Reuters, discriminated against female candidates because it was trained on historical data that skewed towards male applicants.

While Amazon declined to comment specifically, the story provides food for thought when considering how AI can inadvertently reinforce stereotypes or underrepresent key audience segments.

In advertising, such biases can manifest in unbalanced targeting (for example, certain demographics receiving fewer or even exclusionary ads), leading to reputational risks and missed market opportunities.

As an example, a study of Google Ads by Carnegie Mellon University found that women were shown ads for high-paying jobs significantly fewer times than men.

Keeping data fresh and relevant

Another hurdle is data freshness. AI algorithms relying solely on historical datasets may not accurately reflect changing consumer tastes or market conditions.

This can lead to model drift (also known as concept drift), whereby AI models are unable to respond to industry trends, product releases, or shifts in buyer behavior.

A real-world example of model drift is the case of real estate company Zillow and its failed implementation of an automated property valuation algorithm.

This analysis from The AI Journal reports that changes in the market and increased activity between initial testing and expansion resulted in overvaluations of over $500m. The sustained losses forced Zillow to lay off 25% of its workforce back in 2021.

The most comprehensive protection against model drift is the integration of real-time data streams into your AI models using online machine learning. Where this is not possible, the issue can be mitigated by combining information with contextual data or regularly updating a training data set. However, the truth is that any model relying on batch learning is exposed to a level of risk.

The role of generative AI in advertising

Generative AI offers an effective way to expedite the content creation process, enabling marketers to develop ad copy, visuals, and even videos at scale. Popular generative AI tools include Jasper, Adobe Firefly, Midjourney, ChatGPT, and Google’s Veo 2.

According to Hubspot, 84% of marketers believe generative AI boosts efficiency in content creation and 85% believe it improves quality of content.

Using AI for ad creatives

While using generative AI for creativity is a contentious issue, there’s no doubt it can help expedite certain processes. And when used right, it can provide an innovative angle for ad campaigns.

One brand that’s embracing the technology is Coca-Cola, which has received mixed reactions that perfectly illustrate the controversy surrounding the topic.

On one hand, the brand was met with outrage when it recreated its famous Christmas ad using AI. On the other hand, its ‘Create Real Magic’ campaign – a collaboration with OpenAI and Bain & Company that invited digital artists to produce ad creative using DALL-E and GPT-4 – was a great all-round success.

The latter illustrates how generative AI can foster higher interactivity and a sense of ownership among audiences, whether in B2B or B2C contexts.

The former, while arguably more successful in terms of attention, illustrates how strongly your audience may feel about generative AI – a reminder to proceed with caution.

AI content localization

For marketing campaigns spanning multiple regions, localized content can significantly boost relevance and engagement.

This study by CSA Research found that 76% of online shoppers prefer to buy products with descriptions in their own language with 40% declaring they would never buy from websites in other languages.

By combining generative AI with multilingual capabilities – such as integrations with ChatGPT or other translation APIs – marketers can adapt visuals and messaging to suit local cultural norms and linguistic nuances.

Quality control challenges

In theory, this sounds like a no brainer, but in practice it can often be a different story. Generative AI can produce flawed or misleading outputs, ranging from nonsensical text to images that unintentionally violate brand guidelines.

A real-world example of how AI hallucinations can cause problems was the case of a New York lawyer referencing non-existent cases in court after using ChatGPT for legal research. While not specifically linked to advertising, the case paints a worrying picture.

The rapid scalability of such tools means mistakes can go viral before human oversight catches them. That’s why implementing structured review processes – like AI auditing tools, brand safety protocols, and human editorial checkpoints – is extremely important in minimizing the risk of reputational harm.

Risks of over-intrusiveness and brand damage

Personalisation

While AI excels at personalizing user experiences, hyper-personalisation does come with risks. Spotify Wrapped in 2024 was a high-profile example of a big brand missing the mark.

There is, of course, also the risk that personalisation can give insight into sensitive user information such as purchase or Browse histories.

Ad placement

The risk extends to where your ads appear. A Guardian investigation revealed that some programmatic ad placements have landed on extremist or highly controversial websites, tarnishing brand reputation.

For brands that rely heavily on trust and professionalism, appearing alongside inappropriate content can be especially damaging. Regular audits, negative keyword lists, and sophisticated content filters are essential in mitigating these risks.

AI audit committees

Implementing an AI policy that sets rules, boundaries and best practices is an important step in ensuring brand safety when utilizing AI in advertising, but it is surprising how few organizations have anything in place.

A 2023 survey from Deloitte showed that only 13% of respondents had a formalised AI oversight framework, but the importance of AI governance is growing at an alarming rate.

These internal councils can facilitate an ongoing dialogue among marketing teams, data scientists, and legal advisors to proactively spot potential issues and set clear boundaries for AI’s role in advertising.

Ethical concerns and regulatory challenges

Data privacy and consumer trust

Data privacy remains a top concern, especially when AI thrives on large data sets. Whether it’s collecting purchase histories, Browse patterns, or business interactions, brands need to handle data ethically and transparently.

A report by the UK Government shows that 57% of respondents see stolen information as the biggest risk surrounding the gathering and storage of digital data.

The fact that the same study found that “scary” was the most popular word people used to describe AI underscores the need for clear consent mechanisms and accessible privacy policies.

GDPR, FTC, and emerging regulations

In Europe, the General Data Protection Regulation (GDPR) sets stringent rules on data collection, consent, and user rights.

Companies that run afoul of GDPR face steep fines and reputational blowback. Meanwhile, the Federal Trade Commission (FTC) in the United States recently approved a final order against a tech company about deceptive AI practices.

Beyond these existing frameworks, the European Union has enacted the AI Act, which could impose further obligations on developers and users of AI systems. The legislation aims to classify AI applications based on their level of risk, potentially restricting certain uses in advertising.

While it may not have a huge effect on the day-to-day work of ad executives right now, savvy marketers should keep abreast of regulations to ensure compliance and foster consumer trust.

Responsible AI standards

Leading technology firms like Microsoft have introduced Responsible AI Principles, which include guidelines for fairness, reliability, safety, privacy, and inclusiveness.

These internal frameworks can serve as models for smaller organizations eager to establish robust governance around their AI activities. By adopting clear ethical guidelines – such as requiring sound reasoning behind AI decisions or offering user-friendly opt-out options – brands can pre-emptively address consumer concerns.

The future of AI in advertising

While there are some early concerns and bumps in the road, AI in advertising is undoubtedly here to stay. Here are a few of the most prominent emerging AI technologies that offer a glimpse into the next wave of advertising innovation:

Predictive analytics

Leveraging machine learning to anticipate behaviors like lead scoring, churn rates, and high-intent buying signals. By analyzing patterns in CRM data, website visits, and intent signals, marketers can deliver the right message at precisely the right moment in the buyer’s journey.

Virtual influencers

AI personas like Lil Miquela have amassed large social media followings and could provide brands with a controlled, AI-generated persona to interact with potential buyers.

Real-time dynamic creative optimization (DCO)

AI will automatically assemble ad elements (headlines, visuals, calls to action) based on user behavior and context, delivering hyper-relevant creative at scale.

AI-driven conversational ads

Brands can engage prospects through chat-like interfaces on LinkedIn or other platforms, guiding them toward product demos or case studies.

Advanced personalization

Future tools may analyze not just Browse history but also emotional cues like sentiment analysis to tailor messaging at an unprecedented level of detail.

Advanced fraud detection

As AI-driven advertising grows, so will AI-driven fraud. Innovations in fraud detection using machine learning could protect marketers from wasted spend and ensure ad impressions reach legitimate audiences.

By anticipating these developments, marketers can position themselves as early adopters, leveraging AI’s evolving capabilities to outmanoeuvre competitors and deliver higher value to clients.

Final thoughts

AI has already proven itself a formidable ally in advertising, unlocking insights, efficiency, and creative potential that were previously hard to imagine.

From predictive analytics that refine lead generation to generative AI tools that produce tailored, on-brand content in multiple languages, the opportunities for B2B marketers are vast.

Yet, AI’s integration comes with risks: algorithmic bias, data privacy issues, and the potential for reputational damage if poorly executed.

The path forward lies in balancing innovation with accountability. By incorporating human oversight, adopting ethical frameworks, and staying abreast of regulatory developments, brands can position AI as a trusted partner rather than a liability.

As AI continues to evolve – offering real-time dynamic creative, conversational ads, and advanced personalization – those who invest in responsible usage today will be best equipped to reap AI’s transformative rewards tomorrow.

In the end, whether AI is a friend or foe depends largely on how thoughtfully it is deployed. For marketers ready to embrace the future, the key is clear: pair cutting-edge AI with ethical boundaries and human judgment to ensure that, indeed, AI becomes your brand’s most valuable ally.

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Patrick Krupa on the evolution of SmartFrame

Peter Townshend — Fri, 04 Nov 2022 00:06:00 +0000

SmartFrame Founder and CPO Patrick Krupa talks about the process of developing image-streaming technology from an idea into the new standard for digital images

How long have you been in tech?

I’ve been in tech since the internet started. I have a graphic design background, but since I’ve always been technically minded, I transitioned pretty quickly. Many graphic designers learned to make websites because the demand was huge, so I learned new technologies as they emerged, always staying ahead of the game.

What inspired you to create SmartFrame?

At the time I was running a digital agency in Shoreditch, London. I created a web app for a neighbor who was running a modeling agency. The website was so successful that it paid for itself in three months, so I decided to look for ideas for an internet startup myself.

I’ve always had an interest in photography, and it was through an experienced photojournalist contact and many other photographer colleagues that I came to understand one of the main challenges the industry faces: image theft and lack of attribution.

I learned a lot about broken workflows and dysfunctional business models, but most importantly, I met these photographers in person and heard their stories.

I heard about waiting for hours in the rain with no food or restrooms, dealing with hostile attitudes, and being mugged for equipment, but more importantly, stories of journalists who died, became disabled, or were captured by the enemy in war zones, all for the sake of framing that decisive moment.

Hearing about these experiences firsthand is what really makes you respect the photography process, recognize the true value of images, and, in turn, understand the importance of ensuring they are protected.

How did SmartFrame begin?

There was an obvious gaping hole there. You could no longer download movies or music for free, and font licensing was being introduced, but nobody was speaking about the most common internet asset – photography. It was obvious that SmartFrame’s technology could fix this.

After the ‘eureka’ moment, the actual SmartFrame image format was the fruit of laborious research. The challenge was to protect images with existing tech, without forcing users to install any plugins.

At this point, SmartFrame CTO Artur Wiśniewski came up with an idea to try this ‘new thing’ – HTML Canvas. It took a lot of experimentation and polishing, but we had it: the first web-only app that could prevent screenshot attempts.

How has the SmartFrame product evolved and developed over the years?

Hugely. The image viewer was very clunky in the beginning, but nowadays, its performance is flawless. Despite all the functionality, it can provide a faster and better user experience than traditional images, full stop.

We have also built a very advanced infrastructure that includes pretty much the whole digital asset management (DAM) and content delivery network (CDN) for SmartFrame images with API connectivity. Furthermore, we shifted entirely from B2C to B2B.

While the principle remains the same, we started with an idea – an experiment – and developed it into a fully functional, highly advanced, and robust web application. It was a long journey, but I’m glad to say we’re in a very good place today.

How important has user feedback been to this evolution and development?

We have gone through several verticals in our history. We started with photographers, then moved on to image libraries, agencies, and national heritage institutions. We touched on e-commerce and other markets too, but now our main focus is publishers and website owners.

Every client and every integration brings new challenges and learnings, and a major part of my job is to encourage and gather this feedback. It saves a lot of time, money, and frustration.

For example, before we had clients or the budget for good research, we had no choice but to design and build such an innovative product using only our experience, intuition, and a pinch of ego. After a lot of hard work, we had the product at a point where we felt it was ready for launch, but when the users came and began giving us feedback, we ended up rebuilding half of it!

How big a part has internal communication played?

I don’t always get to meet clients and users and indeed the average UX or product designer may never have communications with them. Instead, we rely on first-hand reports from integration and support engineers who deal with users directly.

With that in mind, it’s absolutely essential for the whole team to share information, comments, and feedback internally to ensure we are providing the best possible experience for our clients and users.

Has your overall vision changed? Or does it remain the same?

It is similar but broader. I used to think about the details a lot, but now I’m looking at the big picture and it is vast; the applications and opportunities for SmartFrame are endless.

Basically, it is the image format of the future.

Where would you like to take SmartFrame in the future?

I would like it to become the standard for images on the web, in the same way that PDF is for documents, or Flash was before it disappeared. However, I also realize this may be the end of SmartFrame as we know it.

Once the internet embraces it, it may become open source and be embedded into the browser. That could result in me having to let it go completely one day, but if it means that we created something bigger than us and the whole internet community benefits, it’s a win.

If you could go back in time and speak to your younger self at the beginning of your SmartFrame journey, what advice would you give?

It will take much longer, cost much more, and be much harder than you think. But that means the project will also be much bigger than you think, so always think big and it will become even greater than you ever planned.

Also, if you’re doing the right thing, money is not the issue – time is the most precious thing.

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Smart glasses: Everything you need to know

Peter Townshend — Thu, 03 Nov 2022 12:02:50 +0000

Smart glasses might not have made much of a dent in the wearables market, but the odds are that they aren’t going anywhere anytime soon. Here’s what you need to know about them, including the arguments for and against their use

Smart glasses have been around for some time now, but as the technology becomes more refined and some of the world’s biggest players in tech get in on the action, it begs the question: is there a solid future for these space-age specs?

Before we answer this, let’s try to understand exactly what these are and look at the products that got us to where we are today.

What are smart glasses?

As the name suggests, smart glasses are glasses that combine some kind of technology. They may, for example, have built-in cameras, displays, audio, Bluetooth connectivity, or augmented reality (AR) capabilities, and they usually operate by connecting wirelessly to an app on another smart device, such as a phone or tablet.

Just as smartphones blend technology with a telephone, and smart watches combine technology with a wristwatch, smart glasses bring together technology with a pair of spectacles. They have been around in one form or another for decades; eyewear brand Oakley, for example, claims to have been working on the technology since 1997 and has filed over 600 patents.

However, because the technology existed only behind closed doors, it has never been something that the general consumer could enjoy – until now.

In recent years, this technology has become relatively affordable, sparking the beginning of a new era of modern smart glasses that look like they’re set to quickly become commonplace.

Examples of smart glasses

There are many types of smart glasses that offer different features, so perhaps the most helpful way to understand the format as a whole is to examine the most popular models. To keep things relevant to imaging, however, we will only examine those that have built-in camera technology.

Google Glass

Google Glass was the product that started the current wave of modern smart glasses. Launched in 2013 to great excitement, Google Glass glasses featured a mini display, a camera, and a touchpad, which allowed you to connect with your smartphone to browse websites, take photos, post to social media platforms, and even get directions. Voice commands also meant that much of this could be carried out hands-free.

Google Glass was, however, less of a launch and more of an experiment. The tech was only available to selected developers via the Google Glass Explorer Program and, if you were lucky enough to be selected, the product cost a lofty $1,500. The Glass Explorer Edition was essentially a prototype and the launch was a way to test it in the real world, gathering feedback and improving the technology.

Both the Google Glass Explorer Program and the product were discontinued in 2020. These smart glasses do, however, live on for commercial clients as Google Glass Enterprise Edition, with the aim of helping businesses operate more efficiently.

There are no known plans to bring Google Glass back to general consumers, but we would be surprised if Google didn’t break into this market as the technology gains popularity.

Ray-Ban Stories

With a very public pivot towards the metaverse, and a proven history in VR headsets, it was only a matter of time before the freshly rebranded Meta made its presence known in the smart glasses market.

In 2021, it joined forces with iconic eyewear brand Ray-Ban to produce the Ray-Ban Stories smart glasses, which feature dual 5MP cameras, touch control, and built-in speakers.

One of the biggest issues with smart glasses – particularly Google Glass – has been that, while technologically capable, they simply haven’t looked very good. Understandably, this is problematic in the context of wearable tech. Ray-Ban Stories, on the other hand, sit at the opposite end of the spectrum.

While they undoubtedly look great, they are a little light on features – somewhat surprising considering Meta’s pedigree in the VR headset space.

Snap Spectacles

If Google Glass was more about substance and Ray-Ban Stories more about style, Spectacles from social media company Snap Inc. attempts to find a balance between the two.

The currently available third generation of Snap’s Spectacles offers similar capabilities to Ray-Ban Stories, with dual cameras, audio, and touch controls. However, there is also a fourth generation of Spectacles, which feature dual displays that promise to open up a whole new world of AR possibilities.

They are not currently available to buy, however. Snap is only making them available to AR creators through an online application process, the idea being to properly test their capabilities and develop the effects that can be used with them.

But the fact Snap is not exactly keeping these new glasses a secret is likely a sign that Spectacles 4 will be available to consumers at some point in the not-too-distant future.

Vuzix BLADE

When it comes to consumer-ready AR smart glasses, a leading provider in the field is Vuzix and its BLADE 2 glasses. Vuzix has been around for some time creating smart glasses for commercial enterprises to streamline workflows for front-line workers, but BLADE 2 is a more compact version designed for general consumers.

The BLADE 2 glasses are equipped with an 8MP camera, which can take pictures and stream video, while a transparent screen that sits in the center of the wearer’s field of vision makes AR a real possibility. The glasses are controlled using a touchpad, but also respond to voice commands that work with Amazon’s Alexa technology for the most responsive operation.

Xiaomi Mijia Glasses

The Mijia Smart Glasses, which were recently announced by Chinese tech company Xiaomi, illustrate just how quickly smart-glasses technology is advancing.

In addition to an in-view display, AR functions, and real-time translations, the Mijia Glasses also feature a 50MP built-in camera with a 15x hybrid zoom.

It sounds impressive, although the snag is that these glasses are not yet available to consumers – and it is unclear whether they will ever become available outside China.

Apple Glasses

Very little is known about Apple’s smart glasses offering, but the company’s rumored forays into the category indicate just how mainstream smart glasses may become.

Furthermore, considering the company’s reputation for quality, style, and usability, Apple Glasses arguably have the best shot of striking a balance where others have struggled.

Just as the Apple Watch helped to transform the smartwatch from something out of James Bond into a fashionable part of everyday life, we would expect Apple’s influence to help smart glasses become the norm sooner than you might expect.

The case for smart glasses

The list of potential benefits smart glasses could bring is endless.

AR and point-of-view cameras alone have countless positive applications, both in personal and professional life – so when combined with voice controls and built-in audio, it’s impossible to list them all.

Here are some of the main areas in which they can make a positive contribution.

Entertainment

The breadth of possibilities smart glasses create for entertainment through their AR capabilities is difficult to overstate.

The most obvious of these is gaming. AR games are nothing new, but the accessibility of smart glasses could bring them further into the mainstream, from something as simple as office-desk-whack-a-mole on your lunch break to highly complex platform games in real-life settings.

However, the potential for fun doesn’t stop there. Imagine the possibilities for digital art exhibitions, visually enhanced theater shows, immersive AR movies, or experiential marketing such as interactive restaurant menus or billboard posters.

Safety and security

Smart glasses could also help to increase personal security. At the most basic level, the ability to film an experience in the first person so quickly and easily has the potential to discourage threatening behavior through the Hawthorne Effect.

Furthermore, with the help of AR and facial recognition software, it could be possible to check the credentials of a professional such as a tradesman, cold caller, or police officer before allowing them into your home.

AR could even help to keep you secure in everyday life by providing contextual warnings and safety information. This could range from an alert telling you to ‘mind the step’ right through to more serious warnings about entering restricted or unsafe areas where there is a danger of death.

Communication

There is no doubt that smart glasses could aid communication. Built-in microphones and speakers make it possible to send and receive calls completely hands-free. The same could be true for checking emails and messages, which could be displayed directly in your field of view.

The frame-mounted cameras on smart glasses could also play a big part here. Not only would they make it easier than ever to share photos and videos on social media, but they also open up the possibility to send a live point-of-view (POV) feed of whatever you’re doing. This makes remote supervision, assessment, and collaboration much easier and more effective.

Documentation

Whether it is to record a cycling trip to share with friends, have a skill or activity assessed, or document a situation for legal protection, the ability to instantly record images and videos from the point of view of the photographer without having to hold on to a camera has many advantages.

Convenience

While mobile phones are small enough to fit in your pocket and smartwatches can fit on your wrist, both require a certain level of engagement and physical interaction that can be impossible in certain situations.

Having everything you need in a lightweight and comfortable package that is always in place and is accessible without any physical effort offers a game-changing level of convenience.

The case against smart glasses

While there are many obvious benefits of smart glasses, they are a controversial technology that has attracted plenty of criticism. Bars and other venues even banned Google Glass devices from their premises before they were released.

Below we have outlined some of the most popular arguments against the rollout of the technology.

Privacy

Unsurprisingly, the biggest concern around smart glasses concerns privacy.

With cameras and microphones built into their frames, smart glasses can quickly and easily be used to record people in situations without their knowledge or consent.

Many believe the use of these recording devices could facilitate the illegal collection of biometric and behavioral data, and, in the worst case, could lead to the creation of a surveillance state.

Referring again to the Hawthorne Effect, the knowledge alone that these recording functions could be used may seriously affect freedom of expression, stifling social interaction, discouraging debate, and leading to a reduction in open and effective communication.

Health and safety

The fact that smart glasses are so convenient and easy to use without hands could also be seen as a negative.

The distraction of in-vision displays could lead to a rise in accidents – and when combined with a potential reduction in peripheral vision caused by the often chunky frames required to house the tech, there is real potential for increased injuries and even deaths.

There are also questions on the long-term health risks from prolonged exposure to non-ionizing radiation. While guidelines from the International Commission on Non-Ionizing Radiation Protection (ICNIRP) ensure that smart devices only emit safe levels of radiation, some believe that there is simply not yet enough evidence to be completely sure – especially considering the devices’ close proximity to the brain.

Security

In the same way that smart glasses could help to increase security, they may also do the opposite.

It is highly possible that this technology could bring an end to anonymity which, while in some cases is a great asset, in others is a frightening prospect.

For example, this technology could help government agencies to safeguard the streets against potential threats – but it could also make it easier for oppressive regimes to track down those seeking political asylum.

With this in mind, it’s certainly a technology that needs to be closely monitored, particularly from the point of view of cyber security. If smart glasses are easily hacked, there could be huge implications for security on both a personal and national level.

Copyright infringement

There are also concerns over copyright infringement. With such high-resolution cameras mounted so discreetly on a person’s face, it would be much easier for fraudsters to record ticketed shows and events undetected.

Obvious targets would be movies, stage shows, comedy acts, and musical performances. The same could also be true for still images – for example, artwork or limited-edition photographic prints displayed in exclusive exhibitions.

Conclusion

The possibilities that smart glasses present are undoubtedly exciting, but the technology is something of a double-edged sword that has the potential to cause damage to both individuals and society as a whole.

The biggest problem with technology like this is that the rate at which it develops is far quicker than the rate at which authorities and governments can pass laws to ensure it is properly regulated. By the time they do, it is often too late.

With this in mind, smart glasses technology needs to be handled with great care to ensure it is used responsibly and, ultimately, for good. If we manage to do this, these devices stand a chance of revolutionizing how we live our lives.

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How to stay ahead in marketing: Andy Ashley gives his expert insight

Peter Townshend — Tue, 18 Oct 2022 17:11:06 +0000

Andy Ashley, Global Marketing Director at SmartFrame Technologies, gives us the lowdown on the past, present, and future of the digital marketing industry

What’s your background?

My background is in advertising, marketing, and media. I landed my first job in the industry at a small agency on the media planning side of things, and that led me to work for bigger global agencies such as Saatchi and Saatchi and McCann, which was then known as McCann Erickson. I spent a bit of time client-side as well. It was good fun – I learned a great deal and worked with incredible people.

After that, I moved into smaller digital agencies and got involved in a few startups from a marketing and sales point of view, helping to scale and sell them.

Most recently, I’ve been working in B2B technical solutions where I spent ten years helping to build out the European and – subsequently – global function and strategy of a SaaS company. It was a very interesting role in terms of learning how to adapt B2B marketing strategies in different markets, changing the nuance and focus to get the best ROI out of the efforts in each of those markets.

What attracted you to SmartFrame?

SmartFrame really interested me because it clearly has the potential to be the YouTube for image streaming and ad tech.

With a background in marketing and advertising, I was drawn to the fact that the technology is very visual. At the same time, a large part of my experience has been in ad tech, so the fact that SmartFrame also has that component to it made it an easy transition.

What do you like about the tech startup world?

I like building things. Over the years, many of my roles have involved building out functions and capabilities, so I really enjoy that aspect of it.

In the startup world, it’s a green field. That means you can build up capability pretty much from scratch in terms of things like performance marketing functionality, inbound channels, outbound channels, and so much more.

How has the marketing industry changed during your career?

The biggest change has to be the move from analog to digital. When I first started out, the main form of long-distance communication was the telephone. We drew up media plans with a ruler and a pencil, and our proposals were put into a typing pool to be typed up. There was no such thing as the world wide web, so it was very print, TV, and radio orientated.

When the internet was introduced, it achieved widespread adoption very rapidly, both in terms of consumers and businesses – and suddenly a whole new media channel opened up.

I was involved in the early days, setting up small departments that were running some of the first banner ads, which was the mainstay of digital advertising back then. In a very short period of time, I went from doing media plans with pen and paper to setting up one of the world’s first online gaming sites – so the change was dramatic.

The upshot of this change was the globalization of the industry. When I first started out, there weren’t jobs where you could develop strategies in one country and roll it out in another with ease. However, the increased internationalization that came with the dawn of digital meant that new markets were ripe for going into, opening up a world of opportunity and making international travel more commonplace.

This increased globalization took me from a European role to spending time in China, Japan, India, Singapore, and various parts of North America – mainly the great city of Atlanta. So things became very different, both professionally and geographically.

What is your advice for staying ahead in such a constantly evolving landscape?

I think that you’ve got to have a natural interest in the industry and a bit of natural curiosity. Things change so quickly, so it’s a never-ending quest for learning. For example, in an average week, I will have three or four calls with new technology providers that might complement the work we do at SmartFrame. Some are a better fit than others, but every now and then you come across something truly brilliant that will make a big difference. So being proactive in discovering new technologies and techniques can be extremely valuable.

When it comes to sourcing that information, sign up for news alerts, attend conferences, and listen to podcasts. There’s a lot of great content out there and many fantastic speakers who are happy to provide expert insight.

What are the biggest challenges and benefits of the remote/hybrid working world?

One big challenge is the distance. People often like being in groups, collaborating and working together side-by-side. Moving away from that has been a big jump for a lot of people and it has the potential to impact team building and communication.

The flip side of this, however, is the fact you are not restricted geographically, which means you can get access to talent you wouldn’t normally have access to. Plus, because your team can be based anywhere in the world, it is possible to scale businesses much more rapidly because you don’t have potentially prohibitive overheads that come with bricks-and-mortar office space.

Furthermore, while some have struggled to communicate remotely, many have thrived, with technology arguably enabling a higher level of collaboration. There are so many great tools out there that allow you to disseminate information and act on it much more easily, such as Dropbox, monday.com, and Confluence, and this allows project management to be seamless. And with programs like Slack and Microsoft Teams, you can communicate really effectively too.

Overall, I think the hybrid approach is probably the best if it’s possible. That way, those who prefer the office environment can get it and those who prefer to work remotely can have that too. And I think with the technology available today, it can be easy to achieve.

In this era of such big data, how can we best harness its power?

Today, there’s more data gathered about consumer behaviors than ever. To harness it effectively, you need tools to disseminate and act on that information – and these are rapidly becoming available.

I think artificial intelligence (AI) will be central to decision-making that’s based on big data. The age of AI is really going to start when the tools get more refined, at which point I think it will become the cornerstone of decisioning for every industry, particularly marketing and advertising.

What advice would you give to marketing managers walking the data-privacy tightrope?

I think it’s really important to look at first-party data solutions and technologies that adopt a privacy-first approach. SmartFrame’s contextual in-image advertising system is a great example. It enables cookie-less targeting because it’s matching ads to the content of the image and webpage, as opposed to a user’s personal information.

As the third-party cookie starts to disappear, I think using things like contextual targeting and first-party data solutions will become the norm. And I think people are starting to adapt to that quite quickly. At SmartFrame, for example, we’re seeing a big demand for our contextual targeting solution for that very reason.

How important is technology in achieving marketing objectives?

I think it’s essential in this day and age. The number of things you can do cost-effectively through multiple channels is vast, so when we build marketing strategies, they are multi-tiered and within those tiers, there are several strands because you’ve got to test and learn what works and what doesn’t.

And again, in each different market and each different country, the focus you put on one element will be slightly different from another. So if you’re constantly trying to optimize and evolve, you’ve got to understand all of the nuances and the interplay between them.

That’s virtually impossible to do without good digital tools. And, while there are many systems that can tell you how effective your marketing is, the challenge is putting it all in one place and understanding the whole picture so you can adjust it.

There are some great dashboards out there that tell us which media is working the best, what our cost per lead is, how much market penetration we’re getting, what our share of voice is against different competitors, and more. So I think it’s really important to ensure you have all the right digital systems and tools in place to do the job effectively.

What are the key ingredients of a successful marketing strategy and why?

It all begins with the fundamentals. Who are you trying to influence? What are you trying to do? Who are you speaking to? That’s the bedrock of it.

Next, it’s establishing the size of the market. What is your total addressable market? What is the opportunity?

After this, it’s understanding your competitors in the context of that market. You need to work out how you’re going to compete with them, both in terms of share of voice and messaging. The key to doing that is the value proposition.

It’s essential to understand your customers’ wants, needs, and pain points, and to supply messaging and solutions that meet those needs. Once you have that core value proposition, you can build communication strategies and media channels around it that address those pain points.

While those are the fundamentals of building a successful marketing plan, you also need to consider the day-to-day aspects of putting it into practice.

One of the most important things is to ensure that you’re aligning yourself with other departments – especially the sales and product departments – to make sure you achieve your objectives.

For example, I set out objectives and key results (OKRs), and those OKRs filter down in a waterfall effect. So, while you have an overarching objective, you also have to pull in all of the other departments to make sure you achieve things like MQLs and SQLs. Ultimately, you’ve got to tie that all back into what the business objectives of the company are. Is it realistic? Is it achievable?

What marketing trends are you keeping an eye on in the future?

Possibly the biggest issue at the moment is the demise of the third-party cookie and the rise of first-party data. With privacy laws becoming more restrictive, the industry is increasingly looking for ways to target people without using personal data.

With this in mind, I think shifts toward the attention economy and the rise of contextual targeting will be significant. For example, one report estimated contextual ad spend in 2020 to be around $160bn, rising to $370bn over the next five years – a huge increase.

The growth of AI is another thing to keep an eye on, not just in ad tech, but also in decision intelligence, which will be a big area in marketing.

And finally, there is the issue of data transparency and provenance. The industry is working towards a more open platform and more transparent way of doing business that doesn’t rely on what are perceived as cloak-and-dagger tactics, so I would expect that to also be a key area of development.

The post How to stay ahead in marketing: Andy Ashley gives his expert insight appeared first on SmartFrame.

AI image generators: Everything you need to know

Peter Townshend — Tue, 18 Oct 2022 11:31:44 +0000

AI image generators have exploded in popularity. But how exactly do they work? And why are some people raising concerns about their usage?

Generating images with the use of artificial intelligence (AI) is something that has been widely discussed in recent years. Stories range from positive reviews of how impressively capable this new technology is to fears that it marks the beginning of the end for the photography and creative industries.

But how do they work? And what can they be used for? In this article, we take a closer look at the technology to answer these questions and explore how it has already managed to gain a bad reputation in the photography industry. But first – what exactly is an AI image generator?

What is an AI image generator?

An AI image generator, otherwise known as a text-to-image generator, is a piece of software that uses AI to create digital images from scratch using text prompts input by a human user.

AI image generators have many uses, from functional jobs such as redesigning the interior of your apartment, creative projects like producing fine art, or bespoke images for advertising to potentially more sinister uses such as creating deepfakes.

How do AI image generators work?

At the most basic level, a user inputs a number of keywords into a piece of software and a digital image based on those keywords is created.

This may sound simple, but an awful lot of technology would have been used to create and train the software.

Just like a human, a computer cannot create an image of something it has never seen. Therefore, every AI image generator has been trained on millions, if not billions, of digital images to understand what things look like. It then uses this knowledge to make an educated choice about what to draw when prompted by text keywords.

Without such training, AI image generators would not be fit for purpose. For example, if you had never seen what a cat looks like – or heard a description of one – trying to draw an accurate representation from the name alone would prove difficult. AI image generators can encounter the same problem.

For further reading, we recently wrote an article that f ocused on Google’s SR-3 AI-powered image upscaling technology, which uses very similar techniques.

Can anyone use AI image generators?

Yes and no. In most cases, you do not need to be a software engineer to use AI image generators. Indeed, there are already reports of AI image generator prompts for sale on marketplaces, which makes it even easier for users to create high-quality results.

The more sought-after technology, however, is often subject to waiting lists and paywalls. Anyone can register for access, though, so once the model has been properly tested, you should expect to see AI image generators readily available to the general public.

Examples of AI image generators

Three of the main AI image generator models are DALL-E, Stable Diffusion, and Midjourney. They each have different ways of working and, indeed, different results. Take a closer look below:

DALL-E

Author: OpenAI

Website: https://openai.com/blog/dall-e/

Stable Diffusion

Author: StabilityAI

Website: https://stability.ai/blog/stable-diffusion-public-release

Midjourney

Author: Midjourney

Website: https://midjourney.gitbook.io/docs/

What’s the problem with AI image generators?

Arguably the main problem with AI image generators concerns the general lack of regulation around the technology.

Perhaps the most widely discussed issue is the harm that can be caused by deepfakes, although the problems with the technology are broader than this, and could bring serious issues for the photography industry on many levels.

Deepfakes

Some generators prevent a user from creating images that include celebrities or other famous faces. But as the technology develops and becomes democratized, it is impossible to deny the threat of disinformation that can arise from this.

This article by a photographer who used AI to imagine how dead celebrities would look if they were still alive today shows the remarkable possibilities. Furthermore, the video below shows the somewhat unnerving capabilities of the technology in video.

Learn more: Deepfake videos have us concerned, but are we overlooking a more sinister threat found within them?

Copyright infringement

There are two main issues around copyright and AI image generators. The first is whether the images that are used to train the software have been licensed. The second is the issue of who owns the copyright to the final image.

Image training

As AI image generators are trained using existing digital images, there is also a question over how these images have been sourced – and whether they have been properly licensed.

For example, take a look at this article from The Verge, which includes evidence of an AI image generator reproducing the Getty Images watermark. This suggests the software is being trained using images that have not been paid for.

Furthermore, the question of whether valid model releases have been obtained raises another issue around personal data misuse.

All this evidence has prompted Getty Images and PurplePort to ban AI-generated images from their platforms – and Shutterstock is following suit.

Intellectual property

Another potential problem is the question of who owns the rights to the final image that is produced.

The US Copyright Office recently dismissed a claim by an AI image creator who tried to attribute the rights to an AI-generated image to the algorithm that created it.

US law says that works can only be protected by copyright if they were created by a human. Therefore, if a computer, a monkey, or some other non-human author was responsible for it coming into existence, it is not possible for anyone to claim ownership over that work.

This is, however, a contentious issue that we would expect to continue evolving as the technology grows.

Taking work away from creators

While the above issues focus on specific pieces of AI-generated imagery, there is a wider concern over the photography and creative industries as a whole.

As this technology matures and becomes more capable, people may no longer see the benefit of paying for creative talent.

This issue of democratizing creativity is one that could have a significant impact on not just the photography industry, but also art, CGI, architecture, and much more.

Why is the AOP concerned about changes to the UK’s copyright framework?

It is perhaps unsurprising that many potential issues surrounding AI image generators have caught the attention of the Association of Photographers (AOP), a UK-based organization that promotes and protects the rights of photographers, which has recently released a statement regarding the proposed exception to the UK’s copyright bill – the Text and Data Mining Exception.

In its own words, the AOP states that: “Currently, the Text and Data Mining exception (to copyright protection) permits non-commercial purpose machine analysis of online content, provided that there is lawful access (such as a subscription). It is also limited to prevent the resale or reuse for other purposes and must be accompanied by an acknowledgment of the source.

“This new proposed Text and Data Mining exception for commercial purposes – by the UK government – undermines this by freely allowing the machine mining of all imagery published online for any use by anyone, including AI developers. It would cover both copyright works and those protected by the UK Database Rights.”

It goes on to talk about “serious economic consequences”, saying that the proposal “completely short-circuits the licensing process allowing AI developers and others free commercial access to content for which, under normal circumstances, they would have to license and pay for.”

Identifying AI bots and crawlers as being able to scrape images from creators’ websites and social media pages in an instant, the AOP concludes that this “change in UK legislation would fundamentally turn the tables on creators giving way to economically harmful competition by allowing a content ‘free for all’ and invoking an unfair machine-endeavour vs. human endeavour scenario.”

What does it all mean for the digital imaging industry?

With so much still to be decided, it is hard to predict just how AI image generators will affect the imaging industry.

With bottom lines being squeezed tighter than ever, many commercial organizations will welcome the arrival of a cheaper alternative to traditional methods. But will the appeal of truly human creation ever die? The character that comes with an artist’s unique personality and life experience is something that is impossible to emulate.

With photography, it’s easy to imagine concerns over commercial usage in genres such as fashion or fine art. But in most cases, photography is used commercially as a way to document real-life occurrences or locations, such as a wedding day, a news event, or a travel destination – and it would be extremely difficult to effectively replace this kind of photography with an AI image generator.

There is, of course, also a certain magic in capturing the beauty of a moment you have witnessed. And when you consider this, it’s difficult to imagine a world of humans without photography.

The post AI image generators: Everything you need to know appeared first on SmartFrame.

Press release: SmartFrame joins IAB Europe’s Transparency & Consent Framework

Peter Townshend — Tue, 18 Oct 2022 00:00:55 +0000

London – October 18, 2022:SmartFrame Technologies is delighted to announce its approved status as a registered vendor on IAB Europe’s Transparency and Consent Framework (TCF).

The TCF is a collaboration between IAB Europe and organizations and professionals in the digital advertising industry. It was launched in April 2018 with the aim of providing complete transparency around compliance with the EU’s General Data Protection Regulation (GDPR) and ePrivacy Directive.

The announcement follows the recent launch of SmartFrame’s in-image contextual advertising system, and will help the company to forge ahead in its mission to provide advertisers with a cookie-free way to accurately reach audiences, while simultaneously providing publishers and image creators with a new income stream by distributing ad revenues more fairly.

TCF-approved status certifies that members adhere to regulations when processing personal data, and when accessing or storing information on a user’s device, such as cookies, advertising identifiers, device identifiers, and other tracking technologies. This provides a way to ensure all parties in the advertising chain are working in accordance with the law.

The potential benefits are multiple. Consumers can see who is processing their data and how, while vendors in the programmatic advertising space can know in advance whether or not they and their partners are allowed to process personal data for advertising purposes.

Gregor Smith, SmartFrame’s Head of Global Advertising Sales, says: “We are delighted to be added to the IAB Europe Transparency and Consent Framework in recognition of our privacy-first approach to digital advertising. With third-party cookies soon to disappear, there has been great speculation about what the future holds. This framework provides the industry with the peace of mind it needs in these uncertain times.”

SmartFrame is an image-streaming platform that’s redefining online image display and contextual advertising. This revolutionary technology allows publishers to source and embed high-quality images for free, while also helping content owners and brands to protect their assets and present them in the best possible way. At the same time, it is possible for all parties to benefit from a unique, cookie-less, contextual in-image advertising system.

Such technology feeds perfectly into the ultimate goal of the TCF, which is to ensure that publishers can continue funding themselves through digital advertising; advertisers can continue to reach their audiences; and consumers can rest assured their privacy is being protected.

SmartFrame’s addition to the Framework further bolsters IAB Europe’s mission to raise the standard and trust in digital advertising across Europe.

— Ends —

About IAB Europe

IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Through its membership of national IABs and media, technology and marketing companies, its mission is to lead political representation and promote industry collaboration to deliver frameworks, standards and industry programmes that enable business to thrive in the European market. For more information visit IAB Europe.

— Ends —

Founded in 2015, SmartFrame Technologies is a London-based software provider with an aim to redefine the digital image standard. Its SmartFrame platform allows content owners and brands to protect their assets and present them in the best possible way, while also allowing publishers to source and embed high-quality images, and for everyone involved to generate new revenue streams by way of in-image advertising.

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The 5 biggest GDPR fines and why they were issued

Peter Townshend — Fri, 23 Sep 2022 12:17:21 +0000

Here’s our rundown of the five biggest fines issued under the European Union’s General Data Protection Regulation (GDPR)

GDPR was implemented in 2018 with the aim of protecting personal data and privacy in the European Union (EU) and European Economic Area (EEA).

Since its introduction, there have been a number of big fines for big tech. But with Instagram racking up the second largest fine under the regulation just weeks ago, are there still lessons to be learned?

In this article we list the five biggest GDPR fines since the regulations were introduced, take a closer look at why they were issued, and explore why some believe the regulation isn’t capable of delivering on its promises.

1: Amazon – €746m

Currently, the biggest GDPR fine by far is the €746m whopper that was imposed on Amazon by Luxembourg’s National Commission for Data Protection (CNPD) on 16 July 2021.

The fine was likely triggered thanks to a complaint filed in May 2018 by 10,000 people, through the French privacy rights group La Quadrature du Net. This complaint alleged that Amazon had utilized users’ private data to target advertisements without consent. A full statement from La Quadrature du Net can be found here.

In its company filings dated 29 July 2021, Amazon made clear its disagreement with the fine, saying: “We believe the CNPD’s decision to be without merit and intend to defend ourselves vigorously in this matter.” Amazon filed its appeal in October 2021 and the case is ongoing at the time of writing.

With previous fines for British Airways and for Marriott being reduced significantly, it is possible that Amazon could still shake off this somewhat unwelcome title – so watch this space.

2: Instagram – €405m

The second biggest GDPR fine on the list is the €405m fine Instagram was hit with on 28 July 2022 by the Irish Data Protection Commission (DPC) – Ireland’s supervisory authority for the GDPR.

A statement from the DPC outlined the reasons behind the fine, saying it marks the end of an inquiry into “the processing of personal data relating to child users of the Instagram social networking service.”

The DPC names US data scientist David Stier as the source of information that sparked the inquiry back in September 2020, noting the two main complaints as “the public disclosure of email addresses and/or phone numbers of children using the Instagram business account feature and a public-by-default setting for personal Instagram accounts of children.”

Following the referral of the case to the European Data Protection Board (EDPB) due to objections from a number of Concerned Supervisory Authorities (CSAs), a binding decision was published on 15 September 2022, imposing the €405m fine. The fine was accompanied by an order for Instagram’s owner, Meta Platforms Ireland Limited, “to bring its processing into compliance by taking a range of specified remedial actions.”

Instagram has since updated its settings and released new safety features. However, Reuters has reported that a spokesperson for the platform said: “Instagram disagrees with how the fine was calculated and is carefully reviewing the decision.”

3: WhatsApp – €225m

The third biggest GDPR fine was issued to Meta-owned messaging app WhatsApp in 2021 by the Irish DPC.

It was the result of an investigation that began on 10 December 2018 into what the DPC described in a statement as “the provision of information and the transparency of that information to both users and non-users of WhatsApp’s service.”

Once again, the Irish DPC faced opposition from CSAs, meaning the case was referred to the EDPB, which published a binding decision on 2 September 2021.

The BBC reported a WhatsApp spokesperson saying: “We have worked to ensure the information we provide is transparent and comprehensive and will continue to do so. We disagree with the decision today regarding the transparency we provided to people in 2018 and the penalties are entirely disproportionate.”

WhatsApp launched an appeal against the ruling on 3 January 2022. At the time of writing the case is ongoing.

4 and 5: Google – €90m + €60m

Google was on the receiving end of the fourth and fifth biggest GDPR fines when the Commission Nationale de l’Informatique et des Libertés (CNIL – French Data Protection Authority) found it to be more difficult for French users to reject cookies on google.fr and youtube.com than it was to accept them.

Fines of €90m for Google LLC and €60m for Google Ireland Ltd – in line with the GDPR’s One Stop Shop mechanism – were imposed by the CNIL on 31 December 2021, followed by a 6 January 2022 announcement on the authority’s website to clarify the decision, saying:

“The restricted committee, the CNIL body in charge of issuing sanctions, judged that making the refusal mechanism more complex actually discourages users from refusing cookies and encourages them to opt for the ease of the ‘I accept’ button.

“The restricted committee considered that this process affects the freedom of consent of Internet users and constitutes an infringement of Article 82 of the French Data Protection Act, since it is not as easy to refuse cookies as to accept them.”

It goes on to justify the fine amounts “by the number of people affected and the considerable profits that the companies make from advertising revenues indirectly generated from the data collected by cookies.”

Notably, the CNIL includes that it had already warned Google about these breaches prior to the penalties and that this was taken into consideration when calculating the fines.

Google’s response was one of acceptance, with Reuters quoting a Google spokesperson as saying: “People trust us to respect their right to privacy and keep them safe. We understand our responsibility to protect that trust and are committing to further changes and active work with the CNIL in light of this decision.”

Is GDPR working?

Since the launch of GDPR, many have doubted its effectiveness in controlling the use of data by big businesses, especially the tech behemoths of Silicon Valley.

With this combined top five totaling an eye-watering €1.526bn, regulators seem to be flexing their muscles. But is it enough to make a difference?

Let’s take a look at the numbers.

While €746m is certainly a lot of money, it was approximately only 0.2%* of Amazon’s 2020 annual revenue, which reportedly totaled $386bn. This is far from the maximum 4% of turnover outlined on the GDPR website.

Google had it even easier, with €150m making up approximately 0.09%* of its reported $182.53bn 2020 revenue.

And with revenue of $117.9bn reported for the 2021 fiscal year, Instagram’s owner Meta had generated enough money to match its €405m fine in approximately a day and a half.*

When you consider that many of the tech giants generate a large proportion of their revenues from digital advertising (which in most cases has historically used third-party cookies to target audiences), many could argue that these fines are a small price to pay.

Furthermore, when you combine this with the fact that the long timeframes required to enforce such fines have led to significant backlogs, it’s easy to see why many question how effective GDPR really is.

Having said that, while these fines may seem small in the context of the recipients’ overall revenue, they are by no means insignificant and have certainly grabbed headlines, helping to raise global awareness of the issues surrounding online privacy and personal data.

It is also important to remember that the 4% of turnover figure mentioned above is the maximum penalty. The actual fines that are imposed must reflect the severity of the offense. After all, if every violation was met with the maximum punishment, there would be no reason for a potential offender to hold back.

Finally and perhaps most crucially of all is that, in most cases, the GDPR fines that have been imposed have brought about positive change to the way the recipients handle personal data.

With this in mind, it’s hard to deny that a digital world with GDPR is ultimately a better place than it was without it.

*Calculated using exchange rates correct on the date of the fine being issued.

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Negative body image: Should retouched images be labeled as such?

Peter Townshend — Wed, 21 Sep 2022 14:43:45 +0000

A recent paper reported clear links between negative body image and retouched digital images in advertising and on social media. So is labeling retouched images the answer?

On August 2, 2022, the UK’s Health & Social Care Committee published a report that focused on the impact of body image on mental and physical health.

The report had some alarming findings – and, unsurprisingly, found that retouched digital images were recognized as a driver of negative body image. Here, we look at the broader findings of the report, the recommendations it makes, the role played by digital images in particular, and the ways in which the issue could be mitigated.

What is negative body image?

Negative body image refers to a person’s dissatisfaction with the way their body looks. This could be down to its size, for example, its shape, or its general appearance.

Looking in the mirror and feeling like you could lose a few pounds may be dismissed as a harmless passing thought by many. But in such a hyper-connected world that is dominated by unregulated digital media, negative body image has the potential to develop into a more serious issue.

For example, it has been linked to damaging physical and mental disorders, such as body dysmorphic disorder, anorexia nervosa, bulimia nervosa, and depression.

What were the findings of the report?

The Health & Social Care Committee’s paper reported a number of concerning statistics around body image and mental health.

A 2019 study by the Mental Health Foundation, for example, found that 20% of adults felt shame, 34% felt down or low, and 19% felt disgusted by their body image at some point in the preceding year. The same study found that 13% of adults felt suicidal thoughts as a result of negative body image.

Furthermore, it was found that 21% of adults cited images used in advertising as a cause of negative body image, while 40% of teenagers said their body image issues were caused by images on social media.

In this article, our main focus is on sections 61-63 of the report, which concentrate on the potential link between negative body image and retouched digital images used in advertising and social media. The report states:

“We believe that more needs to be done in regard to the regulation of digitally altered images for advertising and social media use. We heard evidence about the potential harm from online content that promotes an idealized, often doctored and unrealistic, body image and the link to developing low self-esteem and related mental health conditions.”

The report goes on to recommend that specific action is taken, calling for new research into the impact of social media on body image dissatisfaction. It emphasizes the need to better equip new generations with skills such as critical thinking and image appraisal that can help them recognize when an image has been retouched.

It also calls for the clear labeling of retouched commercial images. “We believe the Government should introduce legislation that ensures commercial images are labeled with a logo where any part of the body,” it says, “including its proportions and skin tone, are digitally altered.”

This is a practice already adopted in Norway with the passing of a new law in 2021 that requires content creators to “ensure that the advertisement in which the shape, size or skin of a body has been changed by retouching or other manipulation must be marked.”

What role do digital images play in fueling negative body image?

With so much different content hitting us from so many different angles today, there are countless ways retouched digital images can find their way into our lives and contribute to negative body image.

However, the Health & Social Care Committee’s report quotes a number of individuals who cite social media as playing a significant role. This view is backed up by a study from Science Direct, which found that social networking is positively related to body image concerns.

With a reported 4.7 billion social media users worldwide spending an average of 2hrs 29min a day on these networks, is the connection really a surprise?

Social media influencers in particular have faced criticism for their role in this in recent years, leading to body-positive campaigns like the Dove Real Beauty Pledge and hashtags like #bodypositive and #nofilter, which have helped to put a greater focus on self-esteem and authenticity.

However, while this greater responsibility around commercial content has helped to raise awareness, research shows that the biggest driver of negative body image is actually content from friends and acquaintances.

This is concerning because, while commercial content can be regulated by consumer-protection bodies such as the UK’s Advertising Standards Authority (ASA) and the USA’s Federal Trade Commission (FTC), personal content from friends and connections is much harder to control.

What defines a retouched image?

The idea of labeling an image to indicate it has been retouched – as the Health and Social Care Committee’s paper suggests – is certainly the right sentiment. The only problem is that defining a ‘retouched’ image is harder than it sounds.

It wasn’t long ago that many of us would regard image retouching as a practice reserved for professionals in expensive photo-editing suites, airbrushing images of supermodels on national magazine covers and high-level advertising campaigns.

Today, however, retouching images is easy and often free through software programs and countless apps that can do anything from adding eye shadow to completely reshaping facial features. These apps are simple to use and, in many cases, the technology is so advanced that it can be difficult for the untrained eye to spot.

Apps such as these are the more extreme examples of image retouching being used to deliberately alter a subject’s physical appearance, but there are many other less obvious and arguably less damaging ways to change the appearance of an image. So where do you draw the line?

For example, professional portrait photographers often spend a significant amount of time and effort using image-editing software to ensure their photographs look their best. While they may not change the physical appearance of the subject, it is likely they will make tweaks to contrast or color to enhance the overall result. So should these images be flagged as being retouched?

Even digital images straight out of the camera with no filters or subsequent editing cannot be described as truly authentic due to the processing that happens in-camera between the sensor capturing the scene and the image file being created.

Then there is the question of the hardware that is used. A lens with a moderately long focal length and a wide aperture that can achieve a shallow depth-of-field is usually the most flattering equipment setup for portraiture. Granted, this is not retouching, but could be considered a form of image manipulation. Should this also be taken into consideration?

With so many ways to alter an image, and degrees to which it can be manipulated, what is the answer?

Potential solutions

Labeling images as one or the other is a step in the right direction. But with so much grey area surrounding what constitutes a ‘retouched’ image, the more useful option would be to provide complete transparency over what edits have been made.

This can already be achieved with technology such as the Content Authenticity Initiative (CAI), which is currently in development. By adopting CAI technology, it is possible to automatically attach tamper-evident image provenance data to a digital image in-camera at the time of its capture, such as date, location, author, and technical information.

Furthermore, CAI can track and record every edit that is made to a digital image throughout its lifetime, from simple contrast adjustments or filters right up to compositing and more advanced image editing. It is even possible to view thumbnails of the image before and after edits were made.

Rather than having to determine whether or not each and every image has been retouched, this approach provides the user with all the information they need to make their own decision on the trustworthiness of what they see.

Learn more: Content Authenticity Initiative: What you need to know

Image-streaming technology, which has been used to display the images in the body of this article, can also be useful here.

This method of publishing images online provides built-in captions for context; permanent attribution and theft deterrents for security; and interactive features like Hyper Zoom and full-screen viewing for higher engagement. A demo that incorporates both systems has also been developed.

Conclusion

While some images used for advertising or posted on social media can be problematic, deciding on and labeling retouched images is a complicated and potentially time-consuming process that could be difficult to implement effectively.

By adopting the technologies mentioned above, social media platforms could ensure transparency when it comes to image editing and manipulation, and address some of the issues they have had to grapple with in recent years around negative body image.

They could lead the way in creating safe havens for digital imaging in which users can make their own decisions on the authenticity of the content they are viewing, and this could in turn pave the way for a whole new digital image ecosystem for the wider web in which content can once again be trusted.

The post Negative body image: Should retouched images be labeled as such? appeared first on SmartFrame.

Life of a CTO: Artur Wiśniewski talks about the challenges and rewards of his role

Peter Townshend — Wed, 14 Sep 2022 10:04:57 +0000

We talk to Artur Wiśniewski, CTO at SmartFrame Technologies, to learn about his role and get his advice for overcoming the various challenges faced by CTOs

How long have you been with SmartFrame?

I’ve been with SmartFrame from the very beginning. When I started, I was developing early prototypes that were made before the company was registered.

In the years since, we developed those prototypes into the revolutionary image display technology you see today. And our development continues as we welcome new content owners and publishers to the SmartFrame image-streaming network every day.

How did you get involved with SmartFrame?

I have worked with Patrick Krupa, our Founder and CPO, on several interesting and innovative projects over the years.

We have, for example, built a custom e-commerce system for an essay publishing house, as well as an electronic version of a lighting industry magazine, complete with publishing tools and a reader app for iPad users, among many other things. SmartFrame was one such project that developed from similar circumstances.

What are your main responsibilities as CTO?

My role is constantly evolving, but the most general way to describe it is that I manage the development team operations.

I believe that the most important thing about being a CTO is to unlock your employees’ potential, both individually and as a team. I try to achieve that by gaining hands-on experience and using that to help others succeed, and by learning from my peers and using that knowledge to offer second opinions.

On top of this, I’m also heavily involved with the company’s organizational efforts.

What are the biggest challenges you face as a CTO and how are you overcoming them?

Running a development department in a constantly changing environment is the biggest challenge. Balancing between creating an agile environment, encouraging people to take risks versus managing risks, and following procedures to maintain stability can be demanding.

It’s interesting because there’s no optimal configuration. You need to adapt as the company grows, the market changes, technology expectations change, and so on.

As such, we’re very careful with each decision taken, trying not to ever corner ourselves. The architecture choices we make, and the general theme of small services talking to each other through well-defined interfaces, give us, in most cases, the ability to change course fairly quickly if required.

How have the issues of cyber security and data privacy evolved during your career?

I’ve been interested in web development from a very early age. Since then, cyber security and privacy issues have changed dramatically. Remember search bars in Internet Explorer, for example?

In all cases, the issues people were having back then were remedied either through legislation or better web standards and browser improvements in general. GDPR and the ‘cookie directive’ are the most important pieces of legislation in force now, whereas cross-origin resource sharing (CORS) limitations and increased sandboxing in browsers have both been significant technological developments.

The next thing on the horizon is the blocking of third-party cookies, which is designed to prevent the tracking of individuals across different websites. It is currently only in place in Safari and Firefox (and other more niche browsers), and, considering the low public opinion on the misuse of personal data, I’m honestly surprised that it’s taking so long to achieve across-the-board adoption. The majority of people are still using Chrome, which is the browser keeping third-party cookies alive.

What advice would you give for protecting against online threats?

My advice is to exercise caution in all aspects of online behavior. For example, never install pirated software, always use privacy-oriented browsers where possible, keep your devices updated, and use a password manager.

Also, never set the same password for multiple services. If you do, it’s just a matter of time before your data gets leaked.

Tell us about the importance of user experience.

User experience (UX) is everything, really. After all, our product is designed to be used by humans.

What’s also important is to realize that the ‘user’ in UX means different things in different situations. So in many ways, it is better to take a more holistic view and instead look at it as the overall digital experience (DX).

For example, having well-designed APIs and integration methods is just as important as having well-thought-out graphical user interfaces.

How has the rise of remote working affected your role as CTO?

At SmartFrame we’ve always had developers working fully remote, so we already had processes in place to account for this style of work. For this reason, our day-to-day development team operations haven’t changed.

However, with so many more people around the world seeking to work on a remote basis, and employers no longer needing to limit their recruitment geographically, the talent pool has grown significantly. This combination of factors has meant the rise of remote working has ultimately been beneficial.

What is the most important thing to consider when building a team?

Building a team of developers is a tricky one. I believe it all begins with finding people who are outstanding on a technical level, but also have ambitions to run teams of their own at some point.

Following that, it is important to ensure you always provide enough capacity to cover current projects being developed, while at the same time staying two steps ahead.

Therefore, you should ensure the team is scalable at all times and introduce processes such as CI/CD, code reviews, task management, and quality assurance. These things take time to implement correctly, so it’s important to start early when it’s not so pressing to have them in place.

What advice do you have for finding the best talent?

The usual stereotype of a ‘true’ developer is someone who is not too talkative, generally socially awkward and has a hard time communicating. However, writing good code is not about how many design and architecture patterns you’re able to use, nor how clever you are. Writing good, easily understandable code is a communication skill, which in my experience is as important as technical excellence. Unless you’re looking for a team of one, that is.

Another useful trait to look for – particularly when hiring for a startup – is the ability to adapt to new circumstances. Some people prefer a stable work environment that uses the same processes at all times, and these people tend to feel uncomfortable when things change. At the earlier stages of a company’s development, it’s better to have people that are willing to conceive ideas and execute on changes.

How do you manage a remote team effectively?

We communicate daily, manage work using task-management software, and follow a set of rules to ensure these processes run smoothly. We also operate asynchronously as much as possible to ensure that we don’t end up sitting on calls all day, which can easily be done while working remotely.

And while remote work can be just as efficient as office-based work when managed properly, nothing can replace face-to-face contact for building relationships. That’s why it’s important to ensure the whole team gets together in person from time to time.

What advice would you give for staying ahead of the game when it comes to new technologies and advances in the industry?

For me, it has always been easy to stay ahead of the game because technology is something I naturally find interesting. I tend to read a lot about current developments but also about the history of computing – you wouldn’t believe how many times the same problems are solved over and over again, just in different contexts.

There are many interesting resources for those who wish to learn more about the industry, so everyone should be able to find something that suits them. Personally, I read The Hacker News, and Ars Technica. I also like to keep an eye on Reddit boards such as /r/linux and /r/technology.

The post Life of a CTO: Artur Wiśniewski talks about the challenges and rewards of his role appeared first on SmartFrame.

7 ways to get the most out of image streaming

Peter Townshend — Tue, 30 Aug 2022 11:50:58 +0000

Image streaming is used to display images online, but how can you ensure you are enjoying the full benefits of this innovative technology?

Any new technology can be a little intimidating, especially technology that’s set to change something as significant as the way we publish, view, and interact with images online.

We’ve been using image formats like JPEG to display images online since the early 1990s. So, after such a long time, it’s only natural to be reluctant to embrace a new way of doing things – especially when it involves technology that seems hard to understand.

However, image streaming isn’t complicated. Think how easy it was transitioning from watching MPEGs to streaming video on YouTube, or going from playing MP3s to streaming music on Spotify. And more importantly, consider the endless benefits.

It’s for this reason that we’ve put together the following article, which outlines seven ways to get the most out of image streaming. And if you want to get started with streaming, you can do so here.

1. Use the highest possible image resolution for longevity

The first thing you need to do when streaming your digital images is to upload your original files to a secure server. Once uploaded, these source files can be streamed to infinite websites using an embed code, all without a single copy being made.

When uploading these source files, it’s important to upload images in the highest resolution possible.

This is important for two reasons. First, it will ensure your images work as well as possible with the Hyper Zoom and full-screen features (more on these later). Second, and arguably more important, it ensures your images are futureproofed against ever-increasing screen resolutions.

For example, this image from The Guardian in 2004 was of sufficient resolution for the screens of the time, but nowadays when HD displays are standard and 4K displays are ever-more prevalent, the faces in the shot are almost unrecognizable.

Streamed images take the user’s display into account to deliver the precise number of pixels required. This means that as screen resolutions increase, the number of displayed pixels increases to match, and so your images effectively grow in line with screen resolutions.

That said, a streamed image can only ever be as big as the source file it is being streamed from; it will never be displayed beyond its maximum resolution. That’s why the bigger the original image is, the better.

Learn more: Low-resolution images make sense from the perspective of security. There’s just one problem.

2. Add a caption for context and permanent attribution

Online misinformation and disinformation are ever-increasing problems. Digital images can play a large part and the main reason for this is a lack of context.

Images in JPEG, PNG, and GIF formats can be easily copied and saved with no information or attribution. This makes them very easy for bad actors to repurpose as they wish.

By streaming your images instead, you will not only be protecting them from theft but also ensuring they carry an uneditable caption with them wherever they are embedded. This allows you to guarantee both context and permanent attribution.

Therefore, once an image is uploaded, be sure to attach as many details as you can to provide some background and outline what it portrays. You can always amend this later if you need to.

Learn more: Spotlight: SmartFrame Captions

3. Enable in-image ads for a potential new revenue stream

In addition to giving context, attaching detailed captions and metadata to your streamed images allows them to be matched with contextual in-image advertising campaigns, which have the potential to open a whole new revenue stream for your image content.

Because streamed images are live frames, it is possible to serve relevant ads into them. Enabling this feature is as simple as flicking a switch on the Image details page and means that, provided your images get enough views, you could get paid every time an ad is served.

Learn more: In-image advertising: How it works and FAQ

4. Offer users Hyper Zoom and Full-screen viewing for maximum engagement

Another reason to uploaded high-quality, high-resolution source images is to ensure that viewers can fully enjoy them. Image streaming offers two key ways to do this: Hyper Zoom and Full-screen viewing.

Hyper Zoom is a multi-level zoom function that allows users to explore the finest details of the image, without upscaling or any other degradation. The Full-screen mode, meanwhile, allows viewers to fill their display with the image, removing any distractions so it can be seen in its full, unencumbered glory.

These features can significantly increase user engagement, which can lead to improved page dwell times and a better overall user experience. Not only that, but they can be used in tandem too, and the fact that only details required at the time are delivered to the user means that the whole process is as efficient as possible.

Learn more: More detail than ever: Hyper Zoom meets 100MP images

5. Choose how your images are shared in line with your goals

Streamed images can be shared via a URL, on social media, through email, and by using embed code, and all through the use of buttons that appear within the image frame. These can be enabled, disabled, or customized to suit your specific needs.

Shares via a URL, social media, and email all link back to the page on which the image is embedded when the button is pressed.

Shares via the embed code allow the user to copy the code and then republish the image to their own website.

For this reason, consider what you are trying to achieve before selecting your sharing options.

For limited placement: Disable embedding

If you would like your image to be shared but would prefer it to only be published in one place, we recommend enabling the share button and disabling the ‘Embed’ option.

This way, users will be able to share a link to your image with friends and followers on social media and via email, however, it will only ever be streamed to one URL.

For maximum exposure: Enable embedding

If you would like your image to reach as wide an audience as possible on as many websites as possible, we recommend enabling the ‘Embed’ button.

By doing this, any user can copy the embed code with a single click, then paste it into their web editor and publish the image on their own website. This dramatically increases the chances of it being seen.

For complete exclusivity: Disable all sharing

If you would prefer for your images to be exclusive to your website, it is possible to disable sharing options altogether.

This means that users will not have the built-in option to share the image via social media or email, or be able to embed the image on their own website.

While exclusivity can be beneficial in some cases, this approach will limit potential exposure, so we would not recommend it if you are hoping to capitalize on in-image ad revenues.

Learn more: How do you share high-resolution images online without fear of theft?

6. Add a custom CTA button to direct traffic to your site

Image streaming also provides you with the ability to add a call-to-action (CTA) button to your images. The CTA button can be customized to suit your needs, with the option to edit the button text and the URL.

This is ideal for professional photographers or artists who would like to offer viewers a direct link from their images to their portfolio site.

Alternatively, e-commerce brands can ensure that, regardless of where their official product photography is published online, it always includes a direct link to their online store.

7. Use analytics data to help inform your content strategy

Streaming images gives you access to a range of insights and tracking data that would be impossible to gather from JPEGs, PNGs, and GIFs, or any other file formats that are uploaded online without any security.

With SmartFrame Insights, you can view a variety of metrics, including how many impressions your images have received and the location of their viewers. It is also possible to understand how viewers are interacting with your images through their use of the zoom, full-screen viewing, and sharing functions.

Additionally, image streaming allows you to track exactly where your images are being shown. You can view a list of every URL that contains an embed and block specific websites at your discretion.

This level of insight allows you to make better-informed decisions on your overall strategy, while the power to control the distribution of your images ensures they always appear alongside content that is safe and contextually relevant.

The post 7 ways to get the most out of image streaming appeared first on SmartFrame.