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Can brand marketers use AI as a tool to amplify rather than limit human creativity?
In a recent commercial for Mint Mobile, actor Ryan Reynolds used a script written by the platform’s AI-powered capabilities to mimic the way he speaks and speaks, saying the accuracy is “a little scary.” I’m here. However, for some brands and his marketers, whether and how AI can support Creative in his marketing is debatable. really scaryCopywriters, content strategists, and other creatives create marketing copy and long-form content in much the same way that ChatGPT does, so we’ve heard a lot about the potential for AI to diminish the role and value of brand marketers and the creatives they work with. There was considerable discussion. But some analysts see AI as an opportunity for brand marketers and creatives rather than a threat.
Is there a role for human-driven AI creativity?
So why is ChatGPT better? According to the Content Marketing Institute, GPT-3, the latest release of the open source AI technology that powers tools like ChatGPT, marks a major shift in the capabilities of these platforms. is showing.
“Each version gets progressively better at producing text that reads as if it was written by a real human being,” the post said. “The release of GPT-3 represents a leap in skill and accuracy compared to GPT-2.”
Generating content based on prompts, ChatGPT is one of many options for brands to create content, from original artwork to blog posts to scripts.According to an article by harvard business reviewthe potential for marketers and brands is immense.
“[Generative AI models] You can ingest content such as images, long text forms, emails, social media content, voice recordings, program code, and structured data. Once the input is processed, the AI platform “can output new content, translations, answers to questions, sentiment analysis, summaries, and even videos.”
Create a copy using our generative AI platform, feature film scriptaccording to a recent article, there is an important caveat harvard business review“To use generative AI effectively, humans need to be involved at the beginning and end of the process. Once a model generates content, it needs to be carefully evaluated and edited by humans.” Automatic The jerky, jerky sentences and word salads generated by early versions of generated content tools can happen even on modern AI platforms. But there are also examples of strong, human-like responses to prompts that can inspire consumers and challenge creatives to craft strong messages on specific subjects.
when I was a columnist Atlantic After participating in a tricky challenge designed to test Chat GPT’s ability to respond to contradictory or unreasonable suggestions, here are some responses:
Even the most sophisticated tools have limitations even with GPT-3. There is no “plug and play” in generative AI. In other words, generative AI should be seen as a tool rather than a potential replacement for human creativity.
How Brand Marketers Use AI to Optimize Creative Talent
Nestle is one of the brands they have. Incorporated AI As a tool to amplify human creativity.company First used AI We now use it as a social listening tool to improve our R&D and product development processes.
“We established an artificial intelligence concept engine that translates (social media) insights into concept suggestions for employees to evaluate.” said Stefan Palzer, Chief Technology Officer.
The company also used AI as a central actor in its recent AI campaign. La Retière A yoghurt magnified from Vermeer’s famous painting “The Milkmaid”.
According to Ogilvy ECD’s David Raichman, brands and creatives looking to AI as a tool have the potential to help agencies streamline content creation.
“AI-generated images are a revolution and every creative industry should embrace it,” says Raichman. “Maybe I’ll have to rethink a lot of my work, but in a good way. Illustrators will be able to sketch roughs more quickly. Photographers and art directors will be able to create mood boards more easily. We see AI as a creativity amplifier, it democratizes the process, we have to keep in mind that it needs to be used in a meaningful way, and the creative people who direct it and not vice versa.”
The technology behind AI-powered image generation is fairly simple. AI tools with text-to-image capabilities CLIP (short for “Contrastive Language-Image Pre-Training”)) to classify and rank input or generated visual information according to Howy Categorized under a specific text prompt. This helps machine learning engines suggest more relevant representations of concepts based on text prompts. The ability to rank is limited by the datasets a particular AI tool can access, as well as by the limitations of the technology itself.
A recent campaign by Hardee’s, designed to add humor to conversations about AI, yielded some humorous results from text-to-image generation exercises.
“With the specter of AI haunting us all, it was the perfect opportunity to show what AI could not do, rather than what it could do. made it an eye-catching reminder (and proof).” Jamie Kenaway saidexecutive creative director of the campaign.
Take-out? AI works best by harnessing human talent as a mitigating force.
Lessons for Marketers: What Can AI-Powered Creative Campaigns Really Do?
Benefits for brand marketers include:
- Simple creative personalization
- Like Nestle, AI can leverage massive datasets to deliver impactful, creative prompts that drive campaign originality. When creatives work with strong concepts, their expertise can make the end result shine, but less manpower is needed at the beginning of an idea.
- Streamlined concept-to-product process
- Hardee’s campaign highlighted AI as a humorous tool for new product development. But Nestlé, as mentioned above, is integrating AI tools into its R&D and product development processes, optimizing social media prompts to quickly track new product ideas.
- Supports large-scale content production
- Creative collaboration between humans and AI has always been controversial, but some content creators see value in seeing AI as a tool rather than a competitor. Tools like Jasper.AI and ChatGPT are no replacement for content authors, but their prompts can speed up repetitive content creation tasks for teams with high-output responsibilities, such as news organizations.
Case in point:
Click here for details Chat GPT.
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