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Imagine being able to create travel marketing campaigns, social media posts and TV ads in seconds with the click of a button.
That’s exactly the direction the travel marketing industry is headed, and the latest developments in artificial intelligence (AI) will soon prove that computers can intrude on what was clearly considered human: creativity.
Computers creating market campaigns and assets are only the first step. Experts believe that one day travelers will be able to walk through an airport or board an AI-designed plane.
A particular subset is called generative AI. AI has traditionally used existing datasets to draw conclusions and make predictions, but it is fundamentally a new, unique product that can be generated based on certain rules given to it. New development.
“This is what set the world on fire in 2022 because AI is eroding what we felt was uniquely human and would never affect machine intelligence—creativity.” The ability to create, which is fundamentally new,” said analyst and author David Mattin on a December Skift podcast episode. Mattin dives into generative AI in his tech and trends newsletter New World Same Humans.
The global generative AI market is worth $7.9 billion in 2021 and is projected to reach $110.8 billion by 2030, according to a late 2022 report from India-based Acumen Research and Consulting.
What it means for travel marketing
Talk of this phenomenon has exploded in recent years, especially when OpenAI released ChatGPT, a chatbot powered by the latest generative AI technology available, in late 2022. OpenAI is his San Francisco-based AI lab founded in 2015, with former Y Combinator president Sam Altman, Elon Musk and others contributing his $1 billion. Microsoft invested his $1 billion in the company in 2019.
The chatbot itself says generative AI will have a lot to do with the travel industry if prompted. Personalized travel recommendations and itineraries, virtual simulated tours of real-world locations, improved travel-related search engine results, and content generation for travel websites. .
Travel marketing can generate personalized ads, predict customer behavior, inform marketing strategies that work best for targeted demographics, and provide personalized customer service.
Marketing agencies are currently experimenting with AI software platforms that specialize in generating marketing copy, marketing campaign ideas, and marketing campaign assets and images. Google is working on a unique technology that uses text prompts to generate art, videos, and edit images. Ultimately, innovators want to be able to start with text prompts and generate Powerpoint presentations, music, and much more.
Jasper, which raised $125 million at a valuation of $1.5 billion in October 2022, is one of the most prominent companies using generative AI, especially in blog posts, social media content, and marketing copy. . According to the company’s website, it can complete its own marketing in 26 languages 10 times faster than a human.
US-based startup Copy.ai, which has raised $13.9 million to date, focuses on the same market segment.
In the long term, the role of Marketing Creative Director may turn into an orchestrator of this technology. Efforts are already being made to perfect the skills needed to develop the specific prompts for these machines that give the best results. .
“Who can most effectively whisper to these models, who can most effectively prompt these models, and who can most effectively iterate on their output to get the best results, will matter. It’s a big skill in itself,” says Mattin.
How it works in a nutshell
Generative AI is based on something called the Transformer model. It’s essentially a new kind of artificial neural network where the sequence of elements identifies patterns in the data that matter. For example, a word in a sentence.
When constructing sentences, the software uses incredibly complex statistical analysis to determine what the next word is most likely to be. The AI has been “trained” on the vast amount of sentences humans have made so far, so the computer can take that data and create new ones based on what humans tend to say in those situations. increase.
Google engineers published the first paper on the transformer model in 2017. This affects many different industries.
DeepMind Technologies, owned by Google’s parent company, uses the Transformers model to decode the structure of nearly every protein known to science (200 million of them), paving the way for major advances in the life sciences. I was.
Besides ChatGPT, OpenAI owns Codex, which converts natural language into computer code, and DALL-E 2, which creates a wide variety of realistic images and art based on user prompts.
The future of generative AI in travel
Marketing is likely the area that will see the most immediate change with this technology, but it’s just the beginning. There are already lawsuits challenging how information is sourced to train generative AI models, but progress is inevitable.
Creating travel itineraries is what ChatGPT is already capable of, and is the first step in being able to overhaul travel agency operations. I requested ChatGPT in mid-December for his week-long visit to New York City focused on contemporary art, and the seven-day list included contemporary museums and galleries, theater and music performances, and associated drinks. We had a few spots that were perfect for our venue. .
It can also be used for hotel distribution and for designing airports, hotels, aircraft, etc. Several platforms for interior design already exist, and experiments are currently underway to explore how AI can be used to create architectural drawings.
In the long term, experts believe that generic hyper-personalized devices powered by generative AI can guide not only travelers, but everyone else, based on their unique interests.
“All brands, whether in the travel industry or not, need to think about the world and how they live in it,” says Mattin.
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