The Consumer Protection Board launched the advertising campaign "Blacklist". This campaign was created by advertising entrepreneur Urmas Villmann. He used artificial intelligence for this purpose. Villmann discussed it in the program "Friday Interview".
In the advertising world, one can see how things are progressing in Estonia. When the situation is tough, companies reduce their advertising expenditures first. Villmann thinks that Estonia is doing well. He is an optimist. Villmann says that Estonia is one of the best places to live in the world.
Estonia is located between three countries: Russia, Latvia, and Finland. These countries are different. Villmann notes that Estonia has its own problems, but overall, it is doing well. He is not a complainer, but rather sees opportunities in problems.
The situation in the advertising world has changed. Companies do not invest in advertising as much as before. Villmann thinks that there are few enticing ideas in the advertising business.
Estonia's problem is its small population. We do not have many taxpayers who cover the state's expenses. But Estonia is not the smallest country in the world. Iceland, Cyprus, and Malta are even smaller.
Villmann has been working in the advertising world for a long time. He graduated from a graphics school but started working in advertising. Villmann liked the fact that advertising could reach many people.
Advertising has changed over time. For example, tobacco and alcohol advertising is no longer allowed. Amsterdam also banned advertising meat products. Villmann thinks that banning is not an effective solution. Alcohol consumption decreased only slightly due to the advertising ban.
In Estonia, sports betting advertisements have become popular. Online casinos and games have spread. Villmann believes that advertisements cannot make people consume alcohol or gamble. Advertisements can only direct people's attention.
Advertisements often use nostalgia. For example, Kalevi sweets are based on nostalgic motives. Villmann thinks that design and packaging are very important. Changing the packaging can increase sales.
Artificial intelligence has changed the advertising world. Villmann says that artificial intelligence speeds up processes. He is not afraid that artificial intelligence will take away jobs. Villmann believes that people who know how to use artificial intelligence are more successful.
The Consumer Protection Board used artificial intelligence in creating the campaign. Villmann says that artificial intelligence helps save time. But in the future, artificial intelligence programs may become more expensive.