Generative AI in marketing
Artificial intelligence is entering our daily lives more and more courageously. It is finding its way into many aspects of life, and we are constantly trying to learn it and bring it into our daily professional and personal tasks so as to maximize the effects of taken actions. It is exactly the same in marketing. Since ChatGPT came out, many brands and industries have been trying to take advantage of its capabilities in simplifying daily work and improving contact with users.
Generative AI – what is it and how does it work?
Generative artificial intelligence is a model designed to generate new content based on the data they have access to in various forms. It can be used to create a short text, an unusual image, or even an interesting advertisement. The sky is the limit.
So, how is Generative AI different from other forms of artificial intelligence that we are already more familiar with? Generative AI can learn from available data, and it can extend that knowledge based on the data it generates. In addition, it uses machine learning (ML) techniques to read, process, and generate data. Generative AI is not limited to text only, in the form of message content, and conversation scenarios. It allows the creation of data of various types and formats.
Generative AI, combining the positive features of other artificial intelligence models, allows us to improve, speed up, and make more efficient monotonous daily tasks. Its fast development gives us great opportunities for the future.
Generative AI usage
One of the primary uses of generative artificial intelligence in marketing is content creation. This can be longer formats such as articles, blog posts, and scripts, as well as short texts such as descriptions, message content, and advertisements. The content created in this way will not only be appropriately suited in terms of matter, but also in terms of language style, the nature of the brand, or the character. Based on the existing texts of the brand, generative artificial intelligence can establish, and build a longer narrative with users. The text generated in this way should always be checked by a human to ensure that it does not contain any factual errors or confuse the user. Even artificial intelligence can be wrong 😉
Creating texts for blogs or social networks using, for example, ChatGPT is already a common practice. However, how else can we use text generation?
Applying Generative AI to chatbots or voicebots, we can use it to create a character to whom we give attributes, style of language, or even determine the scope of knowledge. This makes it easy to create a virtual character that can talk to a user about a specific topic, and the number of scenarios is endless.
ChatGPT will also work well as an advisor. All we need to do is update its knowledge base about our products or services, and it will select the right option for the user based on the previous conversation. This is especially helpful, in the case of very detailed data that our customer cares about.
Looking for inspiration, but want to use what you already have at home? Generative AI can help with that. Personalizing inspiration based on given products or preferences is not a problem for artificial intelligence. Using its knowledge base, it matches ideas that meet your needs.
An example of using text generation in a Wroclaw Airport chatbot.
Another very interesting way to use artificial intelligence in marketing is to generate images. It can be used in the form of entertaining the user, transforming well-known images, visualizing inspiration, or our company’s offer. The possibilities are many, and the effects often exceed our expectations, and sometimes the laws of physics 😉 As part of a conversation with a chatbot using AI, we can generate, for example, a new design with our cosmetic products, a visualization of a custom dress as a proposal for a new model, or a photo of a sample meal from the indicated products. Models such as Dall.E or Midjourney give us a wide range of possibilities for creative approaches to image creation.
Example application of generating both description and image from text.
We can use artificial intelligence to generate not only static pictures but also video. Such a feature will work well in the creation of promotional videos, advertisements, 3D models, as well as the visualization of virtual assistants. Generative AI uses a knowledge base in such cases in the form of other videos, but also texts and sounds. Models such as Invideo or Gen-1 Runway give us the ability to apply an effect or sound to a video, transform it, or add animation.
An interesting possible usage of generative artificial intelligence is also the creation of sounds. Based on the available soundtracks, as well as information about the artists (e.g. discography, style, creation time), the models recreate in the smallest detail new songs with the base that listeners are used to. Thanks to models such as AIVA or Soundful, we can listen to new songs created in the style of 1920s music stars, for example. We can also use Generative AI in the voicebots’ production, generating sounds in such a way that conversations with virtual assistants sound as good as possible. With this, we can adjust voice color, tone, or accent, which would often not otherwise be possible.
Advantages of Generative AI
The undoubted and one of the biggest advantages of using Generative AI in marketing is the innovation of this solution. By coming out with a rapidly developing technology we are saying through our brand or solution “Look, we are up to date for you”. Such a way of coming out with something new, and interesting not yet fully known to people catches their attention and interest. The content and solutions in which ChatGPT, for example, accompanies us are often characterized by greater creativity and diversity. Based on such a large knowledge base as generative artificial intelligence gives possibilities for countless variations that would not have occurred to us, but are interesting alternatives for users.
Consumers are increasingly paying attention, and sometimes even demanding that communications and offers directed toward them be personalized. We can easily generate such a unique UX with ChatGPT, for example. By saving some data known to the user and creating an appropriate prompt (an instruction for generative artificial intelligence), we can easily eliminate generic marketing communications to our customers.
Saving time and money is also not without significance. All it takes is a short command, one click and we have a ready-made text, image, or video. We have a base on which we humans, can continue to work. Generating ideas has never been so fast and easy 🙂
Saving time and money
The biggest challenge we currently face when generating content through ChatGPT, for example, is the level of matching responses. There are times when they are not quite on topic or contain factual errors. As part of Generative AI implementations in our chatbots, we are increasing control over what information is passed to users, for example, by expanding ChatGPT’s knowledge base or indicating preferred websites. This data is not passed to OpenAI’s general knowledge base, but it has higher priority. Additionally, particularly important in this case is the sharp eye of the reviewer, who can catch such errors and then process the prompt so that in future cases the error does not happen.
When ChatGPT appeared in Poland, a common discussion on the copyright of the content it creates. By definition, artificial intelligence cannot be an author, so it has no copyright on what it creates. However, this is a very dynamic field and the law does not always keep up with the introduction of appropriate regulations. However, you should always check the rules and regulations of the tool you are using and how such rules are defined there.
When using generative AI, we are not always sure from what sources the work was created. Access to such a broad database as ChatGPT has, for example, can carry the danger of pulling data from unreliable sites. However, it is worth remembering that we can, with a command, collect all the sources that the tool used and check their accuracy
Generative AI is becoming more and more our ally every day during brand creation, relationship building with the users, or marketing campaigns. Together with our clients, we take the benefits of Generative AI by introducing such solutions to chatbots and voicebots. We use this solution in the context of guidance, inspiration, as well as marketing. Using Generative AI in a thoughtful way and our experience allows us to avoid the risks it can bring in order to provide users with an interesting and innovative solution.
As this is a new and rapidly developing field for all of us, let’s test it, make changes, and, above all, play with the possibilities that the ongoing digital revolution gives us.
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