The AI Marketing Newsletter #17

This week: That AI Coca-Cola ad, the Vatican goes AI, bye-bye stock photos and more.

Vatican and Microsoft Launch AI-Powered Digital Twin of St. Peter’s Basilica

The Vatican, in collaboration with Microsoft, has unveiled a cutting-edge digital twin of St. Peter’s Basilica. This AI-driven replica, created using 400,000 high-resolution images captured with drones, lasers, and cameras, offers an immersive virtual experience of the iconic monument.

Microsoft President Brad Smith described the project as “one of the most technologically advanced” ever undertaken, showcasing the potential of AI in heritage preservation and tourism.

What does this mean for marketing?

As AI continues to bridge the physical and digital worlds, marketers can leverage similar approaches to enhance customer experiences and drive deeper connections.

Grateful Dead Jerry Garcia Partners with ElevenLabs

Jerry Garcia's estate has collaborated with AI voice company ElevenLabs to introduce an AI-generated version of the Grateful Dead legend's voice to the ElevenReader app.?The initiative is part of ElevenLabs' broader "Iconic Listening Experience," which includes voice models of other cultural icons such as Judy Garland and James Dean.?

What does this mean for marketing?

This could make it easier for brands to forge emotional connections with audiences using iconic voices to narrate campaigns or deliver custom messages.?

61% of desk workers have spent less than five hours learning to use AI

Slack's latest Workforce Index indicates a notable decline in AI adoption and excitement among desk workers. Why is this? This trend is attributed to a significant lack of training, as 61% of desk workers have spent less than five hours learning to use AI.?

Executives are all in on AI: 99% say they will invest in AI this year, and 97% say they feel some urgency to incorporate AI into business operations.?At the same time, 76% of employees feel an urgency to become an AI expert, showing an intrinsically motivated workforce.?Employees and executives agree that up-skilling is a top priority.

What does this mean for marketing?

To maintain a competitive edge, investing in comprehensive AI training programs, establishing clear usage guidelines, and fostering a culture that encourages experimentation with AI tools is crucial. There are too many courses I've looked at, and training days focus on what AI can do, leaving a gap in how to embed AI into their daily workflow. Learning AI is like learning to drive; you will be a menace on the road if I show you the theory and hand you the keys. Don't learn 'how' to use AI; embed AI into a current workflow and practice using it every day. For this reason, I have been working on creating a training program that helps marketing professionals accelerate their AI learning without any knowledge of technology. If you would like to know more or share your thoughts on how to develop the ultimate AI training for marketing, please DM me.

Adobe Integrates AI Tools into Stock Photography Platform

Adobe has introduced AI-powered features to its stock photography service, enabling users to create and modify images using the existing stock library. This initiative ensures that original creators are compensated when their images are used or altered through AI, addressing legal and ethical considerations in AI-generated content.?

The new tools allow users to start with a stock image and customise it to meet specific needs, with the original creator receiving compensation as if their unmodified image was used.

What does this mean for marketing?

We all probably feel the same about stock images, right? Adobe's AI integration offers a way to create customised marketing materials.

OpenAI Set to Launch 'Operator' AI Agent

OpenAI is preparing to release 'Operator,' an autonomous AI agent capable of performing tasks independently. Scheduled for a research preview and developer tool launch in January, Operator is designed to control computers and execute tasks without human intervention. This development intensifies competition among tech giants like Anthropic and Google, who are also advancing similar AI capabilities. OpenAI CEO Sam Altman has highlighted the significance of agentic systems, predicting that agentic capabilities will "feel like the next giant breakthrough" over simply improving models.

What does this mean for marketing?

For marketers, the advent of autonomous AI agents like Operator could revolutionise operations by automating routine tasks, enhancing efficiency, and allowing teams to focus on strategic initiatives.?

Mustafa Suleyman Unveils AI with ‘Near-Infinite’ Memory

Microsoft AI CEO Mustafa Suleyman has announced prototypes with "near-infinite memory" capabilities, calling it the"critical piece" for the next leap in AI development. In an interview with Times Techies, Suleyman explained that these prototypes allow AI systems to maintain memory across unlimited sessions, enabling ongoing and evolving dialogues.

What does this mean for marketing?

Having an assistant that quickly forgets everything you told it would be impossible to work with, and for many, that has been the case with AI assistants. This move gives your AI assistant the chance to keep learning and improving on its work. I have been creating assistants that sit on top of the ChatGPT model for some time now. These focused GPTs are great, but only when performing a single task (turn this URL into a story from my newsletter); with memory comes the ability to push assistants to a new level.

And finally,?

Coca-Cola has unveiled a series of holiday ads inspired by the iconic 1995 "Holidays Are Coming" campaign only created entirely with AI, drawing mixed reactions from audiences.?

The ads were produced using various tools, including ChatGPT, DALL-E, Stable Diffusion, Pactto, and a proprietary system called Director Magic. Over 100 versions were generated, though some critics argue that newer tools like Runway Video-to-Video could have been faster and more seamless. I argue, why bother? The ads had a hint of uncanny Vally, and the physics were slightly off (Coca-Cola truck awkwardly crabbing its way along the road).

Coca-Cola already created iconic ads with huge amounts of emotional depth that AI can't presently replicate. So, this remake, at best, would only ever be an inferior version of a classic ad. Was this a case of Coke people and their agency feeling like they'd be left behind if they didn't do something with AI??

What does this mean for marketing?

This campaign highlights both the possibilities and pitfalls of AI in creative advertising. While AI can enable rapid, cost-effective production of diverse concepts, it risks alienating audiences if the output feels impersonal or overly experimental.?

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David Sloly