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AI: Marketing Terminator or Teammate?
Gone are the days where the idea of a robot taking over your job was merely a plot of a sci-fi movie. With ChatGPT getting more advanced and the rise of newer AI bots every month that seem to promise the same quality of work for less time (and pay), it’s no wonder that new SMEs are turning to it for marketing and advertising ideas and material.
But is this technological advancement exactly as the prophecy that hundreds of sci-fi movies foretold? That’s why I’m going to test out whether or not the (free) available AI services online can produce from start to finish a publishable marketing campaign with only a business name and prompt.
For the sake of this blog post, I decided to create a campaign for a ready-to-drink cocktail brand named “Boozy”. Targeting mostly American women in their mid-20’s to mid-30’s, I (as the fictional CEO of the company) want it to be attractive, fun, with a feminine flare. What I want out of my robotic team is a campaign slogan, poster, a 15 second advertisement ideas/script, and a pop-up store design that fits the theme.
The Team: ChatGPT and Dall-E
Team member: ChatGPT
I started by going to ChatGPT to get digital marketing campaign proposals for my *hypothetically* soon to be launched business. I simply entered the question: “Give me a digital marketing campaign proposal for a ready to drink cocktail brand named Boozy” and hit enter. The first response of the bot is not what I expected, it gave me more general ideas—nothing special. Something that I think would have gotten me fired if I pitched it to my boss (but I’m a forgiving fictional CEO).
Which is why I asked “How about ideas for the campaign slogan and poster”. This question gave me a better response, something I could work with. I particularly like the first slogan- it’s simple but flexible. The poster ideas were also good and helped me think of what to say to the graphics team regarding posters and renders. So with this we’ve found our campaign slogan: “Ready-to-drink, ready-to-party — Boozy cocktails”. However we still need an advertisement script, so it’s time to ask again. Using my chosen slogan I inputted the question “Commercial ideas using the “Ready to drink, ready to party – Boozy cocktails” slogan and let it do its thing
It gives me three ideas, of which I like the first due to the potential it has (as per usual) . Though I feel that it could still be improved, which is why I copied the text from the first idea and asked ChatGPT to make it more trendy.
Again, it falls behind my expectations but I guess what does a robot know about trendy? We have an advertisement idea, now for the script! It feels too much of an ad, so let’s see if ChatGPT can get me satisfied with their work.
Better! I’ll consider this a win for me – a script and slogan created within 10 minutes, at no cost to me! It’s time to move on to the next department to meet our graphics teammate- Dall-E.
Team member: Dall-E
I think the first thing I want to ask Dall-E is if they created the final mockup for the bottle that I told them to do last week (I didn’t), but let’s see what they can cook up in 15 seconds. I put in the prompt that it’s a ready to drink cocktail brand targeted towards young women. To make it modern and trendy and make the bottle shape interesting and feminine. I was not disappointed by the ideas it gave me. Among the first four, I chose the third one, simply because it looked so interesting- so I asked the bot to generate more ideas based off of it.
Based on the bottle design, I already know what vibe or feeling I want from the designs – as well as the color palette I’m leaning towards. Now for me to ask for a poster. Based on the slogan and the advertisement, I wanted to play on the “ready to drink, ready to party” aspect of the product. So I asked Dall-E to produce “2D art of a cocktail drink spilling,and people partying in the spilled drink.” It produced pretty weird things, but I could see potential and what angle this bot was going.
Rephrasing the question, I asked to make it more soft and feminine, hoping that it would give me the colors that I wanted– and that it did! I love these ideas! The color palette is up my alley and the 3rd on in particular speaks the most to me. So I again asked for more ideas based on the 3rd one, which gave me a series of photos that I would say is the perfect style for posts and maybe even billboard posters.
Still I’m an ambitious fictional CEO, so I want to see this in 3D just in case I plan to hire models. The first 3 results were weird– but one caught my attention immediately. This was better than I imagined, it was feminine, quirky, and most of all it was boozy.
Since I’ve started it’s been around 30 minutes, and I only need one more thing to fulfill my CEO checklist for today – a pop-up store design… this should be good.
…It wasn’t good.
No paraphrasing could make the bot understand what I wanted- which was a whole store layout, not a wall or a social media post. Never mind the difficulty it has producing the right text (Boxey? Bookay? Booy?) I grew tired of trying to get this darn bot to give me what I had in mind, and had me wondering if there was an available AI already for architecture and interior design. In short, I was not able to get a pop-up store design, maybe the design for a singular wall, but not a store.
The Verdict
Based on my experience, it’s going to take major development in AI technologies before marketing teams start being put out of jobs. While AI does produce interesting ideas quickly, the quality is robotic (pun intended) and would still need human tweaks to make it appeal to consumers. The promise of immediate uploadable photos and ideas are false, but it does give you a huge help. Ideas that might have taken 2 weeks and 3 board meetings were made in under 30 seconds, something that SMEs and new business owners would appreciate especially with the little manpower they have. And that’s why I think these types of sites appeal to them greatly, it helps them skip over the most tedious parts and lets them focus on what really matters to them– much like an AI teammate, not so much terminator.
The New Age of Artificial Intelligence
Artificial intelligence is soon becoming the centre of our digital age, if it hasn’t already. As companies are beginning to realize the potential that AI brings, to incorporate them into their businesses does not require as much work as you’d think. According to Adobe’s Digital Trends Report Findings, as of the end of 2018, just 15% of enterprises are using AI. But 31% say its part of their agenda for 2019. Businesses ranging from retail, finance, banking and many others have shown interest in AI to enhance customer engagement, collect customer information, answer basic questions.
It’s not surprising that even Google has jumped into the trend. As of this year, Google has announced the the beta launch of their version of an AI platform. This is to offer developers and data scientists a service for building, testing and releasing their own models. Especially, for beginner developers, the AI part of the platform helps the users move between stages of the development process.
Brands are taking advantage of this option by using AI to enhance their services; from providing excellent customer service to supplying the best information to catch the attention of their users. In North America, Hopper, an upcoming startup has gained traction with their AI-based travel app. Valuing at almost $800 million USD, Hopper uses AI technology to predict prices of flights and hotels helping consumers book for their travel trips at discounted prices. But they also take advantage of the data accumulated from their AI framework where it is used to help build the profiles of their users to determine their best interests. This is an excellent way of determining the right tactics to address their potential consumers by constructing trustworthy relationships.
Cofounder of Hopper Lalonde says,
“It’s similar to how Netflix will recommend a show to you based on what other viewers are watching. What once was done by a human travel agent is now done through a machine that gets smarter each time an action is (or is not) taken.”
To provide the best service instantly might become the new baseline requirement for a business to succeed sooner or later. With the new age of digital technology, excellent customer service may be one of the leading factors that gives a business the competitive advantage. With the help of Facebook’s new development of natural machine learning, businesses are able to provide their assistance by inputting answers to common questions that are asked without a human agent. It’s surreal to think that we are able to use technology to bridge the issues we often face globally, such as language barriers – to reach a worldwide audience.
“Our natural language processing and speech researchers focus on the interaction between people and computers using human languages, both in diverse written and spoken forms, to remove the barrier of language from the ability to communicate.”
Majority of today’s tech providers have developed or incorporated at least one form of AI to reach their business targets and help to provide the best services possible. As we reach a new form of attachment with our devices, it’s fairly simple for businesses to determine the best practices to target us based on their gatherings with the help of AI. Although some may disagree with the overwhelming amount of technology integrated into our lives, the advancement of AI may stay for a while whether we like it or not.
References
Abramovich, G. (2018, February 26). Study Finds Investments In Customer Experience Are Paying Off. Retrieved from https://www.cmo.com/features/articles/2018/2/26/adobe-2018-digital-trends-report-findings.html#gs.5092hr
Lunden, I. (2018, October 3). Hopper raises $100M more for its AI-based travel app, now valued at $780M. Retrieved from https://techcrunch.com/2018/10/03/hopper-raises-100m-more-for-its-ai-based-travel-app-now-valued-at-780m/
Natural Language Processing & Speech. (n.d.). Retrieved from https://research.fb.com/category/natural-language-processing-and-speech/
Ewha [Brand Communication] 