AI in Ad Agencies and Brand
SOCIALDEVIANT
We do things differently—DEVIANTly. Brand building, In-house production, Design and, yes, Advertising.
AI can be a powerful tool in any brand’s toolkit, if used properly. Here we’ll explore what it is, what it can do for you, and how best to use the array of AI tools…
AI: “the ability of a digital computer or computer-controlled robot to perform tasks commonly associated with intelligent beings.”
Artificial intelligence (AI) is increasingly becoming part of everyday life: it’s used in self-driving cars, Alexa, and, most recently, in generative AI tools like ChatGPT. With flashy case studies, hypothetical scenarios, a whole lot of theory, and a dash of fear mongering at the center of most brand and agency AI discussions today, how to practically use AI to drive greater scale and relevance gets lost in the shuffle. Here, we'll highlight when and how you should start using AI today and the limitations of each piece of technology.
In this post we’ll dive into:?
ChatGPT
Quick Take:? ChatGPT is a great brainstorming tool and can assist with simple tasks like composing emails.
What it is: ChatGPT is a natural language processing tool driven by AI to have human-like conversations with the user.?
What it’s good for: For marketers, it can be great for many things: copy brainstorming, keyword research, content ideation, initial drafts of research docs, or even explaining complex topics.
What it’s not: ChatGPT is NOT a replacement for copywriters and strategists. It’s an AI trained by the collective writing of fallible humans. It doesn’t use the internet to locate answers (unlike Alexa sitting on your kitchen counter) and will occasionally be wrong. It’ll pull sources that don’t exist, or case studies that never happened. At the end of the day, you need a human behind the computer to do some critical thinking when using this tool.
Examples in Action:?
Example 1: SOCIALDEVIANT team uses AI to generate song lyrics
Example 2: ChatGPT writes a Mint Mobile commercial
Grammarly
Quick Take: Grammarly is not only a great real-time proofreading tool, but it can also help you refine your writing style.
What it is: Grammarly is a cloud-based typing assistant that aids in mistake-free writing. It’s available to use in desktop applications and sites across the web, so you can write emails with ease and create blog posts with confidence.
Grammarly also has a generative AI feature (GrammarlyGo), with a multitude of parameters. You can choose formality, preferred voice, and have readied replies for every application.?
What it’s good for: Grammarly is best used today by content writers, or any marketer that wants to have solid wording for any and all communication materials.?
What it’s not: Grammarly will never be a replacement for writers. It’s a great tool to add to your belt to help you fine-tune your writing skills. But, while highly accurate, suggestions are not always 100%. It may not catch every mistake, or it may point out a ‘mistake’ that’s actually correct. It’s a great resource for writers, but certainly not a replacement for them.
Example in Action
Example 1:? Share Your Voice. Find your Words. Grammarly?
Adobe Firefly
Quick Take: Adobe Firefly is a useful AI content creation tool coming to Adobe products, and can aid with streamlining editing work flows.
What it is: Adobe products are core for most creatives. Adobe Photoshop is the most popular graphics and photo editing software, with thousands of creatives using it every day. What you may not know about are the generative AI tools within Photoshop and other Adobe apps.
Gone are the days of endless clone stamping thanks to Adobe Firefly. This new Adobe tool is? natively integrated into Photoshop, Illustrator, and Express. With the new generative fill beta, editors can quickly add, expand, or remove material from images in a non-destructive manner using only text suggestions.
According to Adobe, brands and agencies - including IBM, Mattel, and Dentsu - are generating content with Firefly. They claim they’ve even added a way for users to custom-train Firefly with their branded assets to generate more content!
One of the biggest controversies with art generators is how they were trained. Programs like Stable Diffusion were trained on images from the web, but without permission from the artists behind those images. Many companies hold off because of the unclear legal terrain. Adobe believes they’ve resolved that concern, since Firefly trained their AI model only on rights-free material and its own image library in Adobe Stock.
What it’s not: Adobe AI will never be a replacement for good art direction- as with any AI learning tool, you still need a driver. Tools can’t understand nuance and aren’t perfect 100% of the time.?
领英推荐
Examples in Action:
Example 1:? Live worksession
Example 2: Generative capabilities overview
Midjourney
Quick Take: Midjourney is a tool for generating images based on textual descriptions, and can create a wide range of art forms from realistic to abstract.
What it is: Midjourney is an image generating tool. It can create unique, eye-catching images. Some artists have also used Midjourney to help flesh out storyboards or aid in background perspective for web comics. Some brands have already started leveraging generated images in their marketing materials. (Insert Heinz example)
What it’s not: Midjourney and other image generative apps have a lot of legal grey area. One thing’s for sure: it should never be used to plagiarize a specific artist’s style or copy someone’s likeness without permission
Art is human in nature. It’s personal. Suggesting AI can produce art is like saying a brush can paint a painting. Programs like Midjourney will never replace artists because at the end of the day, it’s a tool to aid artists, just like a paintbrush is a tool that aids painters.?
Examples in Action:?
Example 1: AI has yet to overcome the challenge of protecting a creatives work and to what extent legally is something inspiration verse a stolen concept.
Example 2: Hienz had AI reimagine their infamous ketchup bottle in 12 different mock ups.
Fireflies
Fireflies is a tool that generates transcripts and meeting recaps as an extension on virtual meetings.
What it is: Fireflies is known to be the ChatGPT extension for meetings. The AI notes taker.?
What it’s not: Fireflies will NEVER be an Account Manager replacement.
Account Managers are so good at their jobs because they take the time to grow personal relationships with clients and coworkers to understand what would mean the most to recap according to each attendee. They are vigilant on key next steps and close in to project progression.
Today Firefiles could be used as your note taking assistant, tomorrow it could be an account managers home base to help organize all client deliverables and next steps.
Examples in Action:
Example 1: Overview
Summary
AI is here to stay. It's a tool to be leveraged–– to drive scale, relevance, greater speed, and further creative exploration. The capabilities are continuing to expand every day across trend analysis, etc etc. So while you should keep your eye turned toward the possibilities of tomorrow, start by focusing on how you can utilize AI today.
General Watch out Disclaimer: AI is constantly evolving and with that comes a lot of responsibility on the consumer to utilize the tools effectively. There are currently lawsuits on AI tools such as ChatGPT on how they are using consumer data and companies trying to find ways to label AI generated photos to help prevent the spread of fake news. Take your time on verifying what you see on the internet and remember that what you share can be shared. Celebrity deepfakes are coming to advertising, and when authorized, could allow marketers to feature stars without the need for them to appear on-set. But unauthorized? They create a huge legal gray area. It’ll be crucial to monitor the conversation as AI becomes more common across every industry.