AI, the agency model ?and making content

One cannot live in the marketing world (or any world) these days and not heard about artificial intelligence (AI).?

The most discussed version in my circle is ChatGPT. It was developed by OpenAI and in its 4th version. It has been integrated in many other AI entities including Microsoft Bing and Office apps and works as a stand-alone app.?

People are yelling from the mountain tops about how it will change the marketing world. How it can take over things like writing blog posts or how it can create any image you can dream up.?

To be clear; AI as it stands takes the inputs we provide and scans the internet to collect as many “relevant” inputs as it can source. It then puts them in an order that mimics what a human would do.?

Another specific app that is getting attention is Midjourney. That tool was used in what has been credited as the “the first real mass-level AI misinformation case”,?(link) It is of Pope Francis in his puffer jacket. The image was made by a man in Mexico just playing around. It took the world by storm and many still believe this image to be real. At first glance in a social media feed the image looks real. Under close inspection this image is clearly not. You can see that when looking closely at the pendant and fingers.?

The idea that these apps scan the internet and collect as many inputs as possible to use in their output doesn’t stand well with everyone. Getty has a lawsuit against AI art tool StableFusion (link) claiming they have indexed and used hundreds of thousands of?images, descriptions, and meta data of their images without permission or payment. Obviously, this is not in Getty’s or the creatives they represent best interest.?

Technology like this must be explored and understood. It can and will be used as the business search tool of the present and future. I am not convinced it is the “be all” of the marketing world. Tools are only as good as how they are used.?

At risk of incredible irony, I asked ChatGPT (the free version), “How will AI change the advertising agency model?” Here is how it responded in less that 1 minute:?

AI has the potential to significantly impact the advertising agency model in several ways:

1. Personalization: AI can analyze vast amounts of data to understand individual consumers' behavior and preferences, allowing advertisers to deliver highly personalized and targeted messaging.
2. Automation: AI can automate many routine tasks, such as data analysis, reporting, and ad optimization, freeing up human resources for more creative work.
3. Optimization: AI can optimize ad campaigns in real-time, adjusting factors such as audience targeting, creative messaging, and media placement to maximize performance and ROI.
4. Efficiency: AI can improve operational efficiency by streamlining workflows, reducing waste, and identifying new opportunities for growth.
5. Predictive Analytics: AI can help advertisers predict consumer behavior and market trends, enabling them to stay ahead of the competition and make better-informed decisions.

Overall, AI has the potential to revolutionize the advertising industry by enabling more effective and efficient campaigns, driving better ROI for clients, and fostering a more data-driven and results-oriented approach to advertising. However, it is important to note that AI is not a replacement for human creativity and strategic thinking, and the most successful advertising agencies will be those that can effectively balance the power of AI with the unique insights and perspective of human experts.

Clearly legit. It does seem like we could come up with that as an answer. As I said, this answer came to me in under a minute. There are no edits or requests to “regenerate a response.” I love that it nods to the human creativity and strategic thinking. Maybe, it’s being polite. Maybe its odd I think it can be polite.?

I also asked ChatGPT the question, “what are AI capabilities with making content?” Below is the response:?

Artificial intelligence (AI) has advanced significantly in recent years, and it is now capable of creating various types of content. Here are some AI capabilities with making content:

1. Natural Language Generation (NLG): AI can generate human-like language to create articles, stories, and even reports. NLG algorithms use data inputs to create content that is coherent, grammatically correct, and readable.
2. Content Curation: AI can also curate content from various sources and compile it into a cohesive piece. This can include articles, videos, and images that are relevant to a specific topic.
3. Translation: AI can translate text from one language to another, making it possible to create content in multiple languages quickly.
4. Image and Video Generation: AI can generate images and videos that look like they were created by humans. This technology is especially useful for creating product images, social media posts, and marketing materials.
5. Content Optimization: AI can analyze content to determine what is working and what is not. This analysis can help improve the quality and relevance of content to improve engagement and conversions.

Overall, AI has the capability to automate the content creation process, save time, and produce high-quality content quickly. However, it is essential to note that while AI is incredibly powerful, it is not a replacement for human creativity and expertise in content creation.

We at TorchHouse are experimenting with making images, videos, etc. We are not finding anything we do or we see out in the wild is of the quality we expect … for now. Same goes with script writing or social posts, etc. We will keep pushing.?

With all of this said, there is a time and place for us to use AI. I feel we need to outline that as a capability or a tool for the agency. Clients will bring it up more and more. They will expect a cost savings in the beginning in my opinion. It will be up to us to make it useable and the output to the level we need.?