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Today, generative AI appears in about half of all the meetings and conversations I have every day.
But GenAI is not just a hot topic, it is not just changing marketing in a theoretical future, it is now becoming part of marketing’s daily operations.
So I wanted to take a close look at GenAI/AI and share some examples of it being used today. There’s no hyperbole, forward-looking, or anxiety-inducing “Use these 1,000 GenAI tools now or you’ll fall behind” Twitter rants. We provide a personal perspective on the current state of the country, with some practical examples currently being used in areas such as marketing and brand strategy, media, creative, production, and measurement.
Today’s AI applications in marketing
1. Audience segmentation, category and brand research
One startup I spoke to last week uses a large panel of synthetic consumers to generate market research, brand health reports, segmentation studies, pricing, and category entry point analysis. This is a technical and arduous task that normally takes weeks, but can now be completed overnight. . They say they have already achieved 90% accuracy compared to comparable analyzes using real humans analyzing real human data. Basically, you can modify various aspects of the “model share” of any brand. Marketing Week’s Mark Ritson talked about synthetic data and the academic research that underpins it last year, and the practical applications of that theoretical academic research are beginning to become clear.
Another startup, Voop, used GenAI to build a beautiful and simple consumer insights tool that instantly analyzes and summarizes consumer insights in voice or text and suggests next steps or actions. . This is still in beta, but if you look at it you’ll see a variety of practical applications depending on where you are in the industry.
2. Strategy and briefing session
Another company, Briefly, is a GenAI platform that is already helping marketers at several Fortune 500 companies, including Dell, write faster and create better internal briefs. Think Grammarly for a marketing overview.
For the next stage of my strategy journey, Strat.GPT is a tool built by the strategists and engineers at my employer, Jellyfish, to co-pilot brand strategy. Currently serving in many of his briefs for creative live pitches and campaigns.
In particular, it helps strategists gather audience insights and generate recommendations. I personally tried to drive this to generate a new communication platform for my clients. They’re still not as good at this as humans, but to put it simply, they do a pretty good job of generating creative thought triggers that human creators beat.
3. Creative development and production
Brandtech Group, owner of Jellyfish, has a proprietary GenAI platform called Pencil that creatives across the group use to drive paid social advertising faster and at higher volume, on average by 2x. It is produced as a short-term performance. Already used in over $1 billion in ad spend across over 5,000 brands and over a million ads, including the Deckers Group portfolio, he has received top-performing results from new ads generated for brands such as: Accurately predict high social creatives. Ugh.
A little further up the marketing funnel is Gravity Road’s work on Hotel Chocolat’s Velveticer product. The product relies heavily on his GenAI for both the development of the creative concept and its production, with GenAI fused with his CGI process. The resulting TV ad, supported by GenAI, became the first of his to receive the highest star rating of 5.9 on System1’s testing methodology. This is the highest score the company has ever seen for a TV commercial in the consumer electronics category (possibly because chocolate ads tend to evoke more emotion, resulting in a slightly higher average score), and the world Among the top 0.3% of ads tested in the world.
4. Media
It is a source of great annoyance for people on major digital platforms who have been using AI for some time that they have never had anything like the headlines that those currently using GenAI are getting these days. I was there. But AI has been part of Google’s ad bidding process for years, and is fully integrated into new services like P-MAX.
Similarly, Meta’s Advantage+ uses AI to eliminate manual steps in ad creation and automate the generation of a vast number of creative combinations. So, the practical reality is that billions of dollars of advertising spending is being done around the world, especially in the performance space, and AI is already playing a huge role in making that happen, albeit with little fanfare.
5. Measurement
Data company Creative It is evaluated as follows.
An analysis of last year’s $1.3 billion in ad spend (done on a scale that would not be possible without AI) reveals an astonishing 50% of digital ad budgets are spent on creative that is “not platform-friendly.” The statistics have been revealed. This argument suggests that we should all pay more attention to whether 100% of ads adhere to basic platform best practices, and that we should all pay more attention to whether the top 0.1% wins the Lion at Cannes. You need to pay attention.
AI is now helping to power creative testing and measurement, and platforms like DAIVID and Realeyes have pre-trained models that predict human responses to ads in terms of attention, emotion, and memory, reducing costs. Now you can run creative tests at scale. Forbidden for human respondents.
AI blends into the background
As such, GenAI and AI are already being deployed by brands of all types and sizes at nearly every stage of marketing and brand strategy, media, creative, production, and measurement. A wide range of marketing use cases already exist (we’ve just scratched the surface here).
And depending on the rate at which such tools proliferate across the marketing world, it could soon become so pervasive that it just fades into the background, as great new technologies often do. . It will be completely ordinary and even unnoticeable. Or, as Benedict Evans recently said in an interview with Contagious, “AI will just be software.”
Now, I’ve never been obsessed with technology. In fact, I have historically been more interested in what does not change (human nature, the brain, motivation) than what does change (the tools we use to create and distribute communications).
I rarely make predictions, but it seems like we’re witnessing a platform shift that has huge implications for the industry. In some ways it is becoming clear now, and in other ways it will only become clear over the next few years.
Rather than abandoning what we know about what works, let’s build it into the technology we’re developing.
Billions of dollars are flowing into GenAI startups, and much of it is in the marketing space. People are adopting these technologies both in their daily lives and at work. Marketers are likely still adopting faster than non-marketers. Therefore, we should be careful about overestimating the overall speed of adoption from the speed of adoption by marketers.
But it is clearly starting to change the way we do our daily work, and its main effect is helping people do some of the more repetitive tasks faster, helping to save time and money. That’s what I’m doing.
What’s less clear is what people do more effectively: more actionable insights, more intelligent strategies, more impactful creative, more effective (not just efficient) marketing. It is whether it is used considerably to support. It’s up to us, as marketers, to make sure that’s the future we want. Because investors and many AI experts and engineers are understandably less concerned about output quality as a goal than we are. I suspect they are often less aware of what quality looks like than current practitioners. So instead of throwing away what we know about what works, let’s build it into the technology we’re developing.
Shaping your future role
No one can know exactly how this will affect our working lives. It will be a source of excitement and opportunity for some, uncertainty and anxiety for others, and probably a mix of both for most. I think many of us probably feel that there is something happening to us that is out of our control and is moving forward, causing us both anxiety and excitement about the future.
The Account Planning Group (APG), on which I serve on a committee, is establishing an AI working group to help shape the future of AI for planners and strategists. We aim to address the consequences and opportunities and not only capitalize on the excitement, but also hopefully contribute to alleviating the problems. Part of the uncertainty – to make the brand strategist feel like they can shape his GenAI, rather than having the GenAI shape the role. And as Chair, I will soon be inviting people to join us and to work together in a spirit of competitive collaboration.
Although the deliverables are primarily intended for the small advertising planning and strategy community, we hope that the learnings will be useful to everyone in the wider marketing world. And perhaps this will lead to similar efforts in other parts of the industry to help people navigate change (both positive and negative, as all change is). It may encourage you to help.
After all the serious talk, there’s something a little more fun.
Can I introduce you to TomAI, my digital twin that anyone can talk to via voice or text?
It was built by a startup called Twise and co-founded by former BBH colleague Joakim Borgstrom. TomAI is just a really fun experiment for now, but you’ll find he knows a lot of what I’m doing because he’s trained in everything. I have written. Ask him anything the real Tom might know a little about. You can also ask for strategy book recommendations, explanations of performance plateaus, or favorite case studies of effectiveness. Like almost all AIs, he makes mistakes, and like almost all marketers, he mispronounces Les Binet.
In the future, I hope he can have all the conversations and meetings I mentioned earlier while I’m on a beach somewhere overseeing and fine-tuning his responses and brand strategy advice. Masu. He’s not quite there yet, but watch this space.
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