GPT-5 or Eleven Labs: Why AI tools like these are good for marketers

If you belong to the 80’s or 90’s ad fraternity, you know that traditional advertising has an embarrassingly humungous carbon footprint. For example, making an ad spot with a crew, traveling to locations by flight or train or ship, checking into hotels, and leaving a ton of litter behind…all add to the carbon mountain. Films shot on thousands of feet of reels have been known to be discarded in garbage cans (ending up in landfills) for decades!

The question of sustainability didn’t arise in the last century. But now, responsible companies need to watch what they are adding, and how they can help reduce emissions. And the good news is, there is hope with AI, and for marketing, there is great news. Even on shoe-string budgets, or no production budgets, creativity and execution can thrive with generative AI.

Ad Spots With AI For Brand Marketing

An interesting use case is Reckitt, a brand we all know because we have possibly heard of or used its products. This CPG giant’s use of the generative AI virtual production model to produce ad spots for some of its brands was reported in ADWEEK.

Not surprising, because all brands that use large volumes of plastic for packaging are turning towards sustainability with specific, measurable, goals. By using virtual production models for brands such as Lysol, Veet, Air Wick, and Delsym, what Reckitt effectively did, was reduce 75% carbon emissions, and decrease 20% of production time. How? By shooting virtually, where NOBODY has to take a train, a flight or a ferry, hire a large crew, and bother with scheduling dates while keeping an eye on the weather, or consume weeks to finish what can now be done in days. Now, any marketer or ad filmmaker will tell you this in a heartbeat: Decrease in production time = Money earned. And in times of recession and shrinking marketing budgets, this use case brings pure joy.

The possibilities of producing high-quality video and audio content, branding, and high-quality brand assets digitally with generative AI, is just the beginning of a whole new world for creative marketers.

Scary Or Good?

Digitization is likely to change the way we marketers look at creating new media like videos and ad spots. The need for a large crew and actors, an on-location art director, a casting director, several production assistants and project coordinators, are rendered null and void with AI technology.

Scary to think about job losses? Yes. And yet, here is also an immense opportunity for all of us to learn new ways of integrating marketing strategy and creativity with generative AI. Marketers like you and I need to learn how to use AI tools and get accustomed to leveraging emerging technologies that can get more done for less without dampening our creativity. Also, less execution time for marketers translates literally to additional time for honing strategy, studying competition, and developing new creative ideas.

In the context of organizations, what is clearly going to be a game-changer is how a start-up or a freelance marketer, or a small company that can’t fund large shoot budgets or create multi-million dollar productions to promote its brand, can now actually compete with the corporate houses within their industry. This is huge because it is levelling the playing field in terms of attracting customer attention, generating interest, initiating interest, and even trials! AI is limitless for everyone if you know how to use it for your purposes. In effect, the difference between your offering and the one from a trillion-dollar company could be practically indiscernible.

Marketers need to start thinking of generative AI as The Great Leveller, the smart disruptor that can be cleverly integrated within their teams. AI tools can unlock creativity through exploration and trial, help enhance output and bring a new perspective to marketing management as a whole.

What Marketers Are Swearing By

So, what's the hype about GPT-5 or Eleven Labs?

GPT-5 – Ready to Deliver?

The hottest tool right now for most marketers is ChatGPT. But, guess what? According to the AI Marketing School, on July 18th, ChatGPT filed its trademark for GPT-5. This is the next iteration of its original GPT model that powers the ChatGPT tool…and it promises to be much more than what it is now though we have to wait and watch. Obviously.?

If you’ve been hunkering down on market expansion due to language barriers and a lack of linguists and translators for your copy and website content, your prayers may have been answered by GPT-5.

Let’s see.

In this version of GPT, it appears marketers may be able to localize marketing content and engage with a diverse global audience. No more trying to find language experts or translators who can write multi-lingual copy (and we know it's not easy!). So, how will this happen with GPT-5? GPT-5 has enhanced translation and speech recognition. Could this mean, we, the harried marketers and sales folks, don’t have to worry when tasked with publishing content or sending out a presentation in Japanese or French? Exactly, so.

Eleven Labs – Is Japanese on the Cards?

The second tool that is now going to be your best friend is Eleven Labs OpenAI because it gives you the voice you need for your ad spots and videos. No more running after a Voice Over artist and a recording studio! If you haven’t discovered it yet, Eleven Labs offers generative Voice AI that can produce the most advanced text-to-speech and voice cloning.

Marketers can create life-like voiceovers for videos and films, and even chatbots and games. Looks like the authors are also being included in the deal because they can create audiobooks, or use the AI voice generator as an ‘easy-to-use text reader.’ By making content universally available in any language and voice, Eleven Labs is literally giving marketers the magic wand that can break geographic barriers in campaigns.

Hasn’t it always been our dream to write dialogues that sound like they are being recited by real humans because we are used to real humans? Eleven Labs can turn text into human-sounding dialogues. What this means is you can easily add a localized language track to any marketing campaign or video. Very impressive.

In the coming months, marketers will be embracing more of AI than they know at the moment, because nobody wants to not save time, or not save money, or not take the pressure off organizing elaborate film shoots if they can do all of those things by sitting at the office, and sipping a Latte with their team, and creating amazing ad spots or films or videos without spending a dime.

Marketing has actually never been so fun. What do you think?

Sources: Eleven Labs, ChatGPT, AI Marketing School, and original experiences that one can't forget

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