It’s 2023, and “generative AI” seems to be the talk of the town. 70% of organizations today are exploring the numerous use cases of Gen AI. Artificial Intelligence, LLMs and NLPs have revolutionised how several businesses operate, and the creative industry is no exception. From generating artwork with Midjourney to illustrating landing page copy ideas with ChatGPT, there are multiple ways in which gen AI has impacted the way marketers create ads.
For example, if you want a picture of Chris Hemsworth endorsing your product or a video of Shah Rukh Khan promoting your retail store – it’s possible, thanks to the power of AI. Scroll ahead to find out how AI has evolved over the years and how generative AI can revamp the media and creative industry as we know it.
Evolution of AI over the years
Creative teams and agencies across the world have been harnessing the power of AI in many ways today, but the evolution can be seen in 3 distinct stages:
Predictive AI
Deemed as one of the early use cases of AI in marketing and advertising, predictive AI leverages marketing analytics by running a predictive analysis to track spend data, customer behavior, etc., to understand and forecast customer needs when creating ad campaigns.
Analytical AI
Analytical AI goes a step further and allows your team to compare data across multiple marketing channels. It allows executives to make data-driven decisions when creating and optimising ad campaigns across different platforms.
Generative AI
Gen AI is the new kid on the block right now, with immense potential to explore. As stated by Ashray Malhotra, founder of Rephrase.ai:
“Generative AI is the next big shift. After predicting and analysing, we can now generate completely new campaigns at a level of velocity, cost and time like never before.”
Given this new wave of frenzy, here’s how businesses today are building in the Gen AI space:
As you can see, several businesses are betting their horse on Gen AI because it’s the next big thing.
Use Cases of Gen AI in the Creative Industry
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Generative AI democratises content creation, opening new ways to create written material, illustrations, sound effects, special effects, and more. Its recent maturation has been so rapid some in the media industry have expressed concern that generative AI implies the end of creative professions. The opposite is more likely: just as photography, audio recordings, and computer-generated images have enabled new modes of creativity, rather than making old ones obsolete, generative AI has the potential to both stimulate new forms of expression and enhance familiar ones.
Here are a few ways you can use Gen AI to level up your advertising game:
Image Generation
Tools like Midjourney, Dall E, and Adobe Photoshop’s latest “fill” feature have allowed designers to flex their creative muscles in unimaginable ways. The Heinz AI Campaign is one such stellar example of how
Let’s put this to the test, shall we? Imagine you want Zendaya to promote your latest fashion handbag line. While asking her to model for your brand specifically will take an eternity - Midjourney can make it easy. All you have to do is enter a prompt and witness the magic yourself.
Text Generation
The world went berserk when they discovered ChatGPT, and everyone’s out to find ways on how GPT 4 can benefit their industry. It’s proven most beneficial to copywriters facing writer’s block when coming up with catchy slogans and titles.
Here’s an example of how you can use ChatGPT as an ad copywriter:
Video Generation
While image and text generation is one aspect of Gen AI, video creation is a whole other ball game. Could you imagine replicating a person speaking about a particular topic without going through the hassle of video production, scripting and shooting? We have made this possible at Rephrase.ai.
Our platform converts text to video in just 3 steps: all we need is a 10-minute video of a person looking in front of a camera and saying something so that we can create a digital copy of their voice and face.
This feature has a wide variety of applications, but the use cases fall under two main buckets:
Self-Serve Platform: You can use our intuitive dashboard to select an avatar, select a voice actor and add text on what you want them to say and publish. You can use it to create interactive training videos or make 1000+ videos summarising long-form blogs and lengthy presentations.
Our AI summarises the text and extracts information from Youtube, Vimeo, etc., to optimise the video. A prime example is when we partnered with Bankrate, one of the largest financial publishers in the US, to create a video out of a long blog about student credit cards.
Personalisation: Personalized ad campaigns help brands deliver the right ads to the right audience, which is why it’s critical in devising a campaign strategy.
Source: Adobe
Rephrase.ai can help you create personalised videos at scale to humanise the customer experience and journey.
We collaborated with Mondelez International and witnessed a 35% growth in business, along with $100K worth of earned media.
➡️You can check out the complete case study here.
How to Use Personalised Videos Across the Buyer Journey
Gone are the days when text and print ads were enough to convince your ideal buyer. The buyer’s journey is no longer linear, so you must interact with them across all touchpoints.
One such instance where you can see this in action is with a D2C brand called Beco, where they send a personalised message to your Whatsapp in case of an abandoned cart. Here’s an example of Dia Mirza talking to a customer about resuming their shopping journey on the website:
What’s more, you can change the language for all your multilingual shoppers out there! Suppose you’re shopping for designer wear during the festive season; you can get specialised recommendations for your purchase and a video with Alia Bhatt promoting the same on Flipkart.
“Till now, creative and media operated in two different silos, but the largest power of Generative AI in marketing is to bring them together” - Ashray Malhotra, CEO of Rephrase.ai.
Large companies like Google, Meta and Amazon are already implementing this by automatically optimising ads as per user preferences to increase the CTR.
Ethical Concerns of Using Gen AI in Media
The most common question that arises is, “Is it safe/legal to use images of other individuals and celebrities with the risk that they can be misused?”
When implementing Gen AI in marketing, make sure you conduct the following checks:
Transparency and Disclosure
- Clearly disclose the use of AI-generated content in the ad campaign to consumers.
- Make it evident that certain parts of the campaign are created by AI, not human creators.
Data Privacy and Consent
- Ensure that user data collected for AI-generated ads are handled in compliance with privacy regulations.
- Obtain explicit consent from users before using their data for personalised AI-generated ads.
Bias Mitigation
- Regularly audit and evaluate AI algorithms to detect and mitigate any biases impacting ad content.
- Train AI models on diverse and inclusive datasets to avoid reinforcing stereotypes.
Monitoring and Supervision
- Implement real-time systems to monitor AI-generated content to prevent inappropriate or harmful ads from being published.
- Have a human review process to verify and approve AI-generated content before it goes live.
Responsible AI Usage
- Ensure that AI-generated content complies with advertising standards and regulations.
- Avoid using AI to create false or misleading information in ad campaigns.
Safeguarding Intellectual Property
- Ensure that AI-generated content doesn't violate the copyright or intellectual property rights of others.
- Properly attribute AI-generated work to the correct creators and give credit where it's due.
Avoiding Manipulation
- Do not use AI-generated content to manipulate or deceive users into making decisions they wouldn't otherwise make.
- Be transparent about the purpose of the AI-generated content in the ad campaign.
Rephrase.ai firmly believes in the ethical use of AI and has an ethics policy to meet the best possible standard of authenticity in video creation.
Wrapping Up
Gen AI is not merely a disruptive force; instead, it stands as a catalyst for immense possibilities. It augments human creativity, opening up avenues of collaboration and exploration that were once unimaginable. However, it also demands thoughtful handling as we grapple with bias, ownership, and responsible usage.
In the midst of this transformation, businesses, creatives, and consumers must seize the opportunity to harness Gen AI's power responsibly. By fostering a culture of innovation while remaining vigilant about the ethical implications, we can harness the full potential of Gen AI to bring about positive change and enrich the world of media and creativity.
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