If you work in marketing for a brand, you can’t ignore generative AI
It’s moving rapidly from text-to-image generation to text-to-anything (including repeatable tasks across MS Office tools, spreadsheets, CRM and loads more)
Part of this rapid explosion is new releases of large language models (LLMs) which improve the quality and quantity of data input, and in theory, the results you get back
The latest offering from Open AI is ChatGPT. They launched a beta version of ‘the world’s best chatbot’ last week and have had over a million users since. Wild.
It’s been variously described as ‘The new Google’ ‘dangerous as hell’ ‘scary good’ and my personal favourite, ‘stochastic parroting’
It’s based on improved language learning – GPT3.5 and has a ton of possible uses – both useful and dangerous
Here’s a brief I (it) put together. based on the prompt ‘Create a brief for a new digital product for Coca-Cola
Project: Coca-Cola Digital Product
Goal: To create a new digital product that enhances the customer experience and drives engagement with the Coca-Cola brand.
Target Audience: Coca-Cola customers, with a focus on young adults aged 18-34.
Key Features:
•Interactive and engaging user experience
•Personalization options to tailor the product to each individual user
•Integration with popular social media platforms
•Rewards and incentives for regular use and brand advocacy
•Easy access and user-friendly design
Benefits:
•Improved customer satisfaction and loyalty
•Increased brand awareness and engagement
•Enhanced data collection and analysis for targeted marketing
•Potential for new revenue streams through partnerships and sponsored content
Brand Values:
•Fun and enjoyment
•Youthfulness and vitality
•Inclusivity and accessibility
Messaging:
“Refresh your world with Coca-Cola’s new digital product”
“Experience the Coke life like never before”
“Connect with friends, earn rewards, and have fun with Coca-Cola”
Overall, the goal of this project is to create a digital product that truly adds value for Coca-Cola customers and helps the brand continue to thrive in a digital-first world. We believe that our team has the expertise and creative vision to make this product a success.
While this is entirely made up by AI – it’s still better than some briefs I’ve seen 😂
It cracks open questions about IP, ethics, speed, quality control, truth, and competitive advantages…
For those future-thinking brands, there are also a ton of possible use cases within marketing from creating briefs, writing and testing ad copy to blogs to wiping out once and for all the blank page problem. This has been possible for a while with a variety of AI tools – the difference now is that the outputs are getting better, rapidly.
Align this with improved workflow, platform thinking and human review and edit, and you have a powerful (cost-effective) means from which to start experimenting, getting content out quicker, helping your team to automate – and also handling higher-up-the-foodchain tasks around strategy, customer experience and enhancements.
Interesting times. What do you think? is your business leaning into emerging technology to create revenue and reduce costs? We’re helping forward-thinking brands to understand the landscape and how to apply it to their marketing and operations – if you’re interested in finding out how we can help you keep competitive, drop us a line.
—
