AI tools can be a good tool when it comes to analyzing data, generating ideas, A/B testing or creating variations of text and graphics for ads. In this area, AI is particularly useful as a tool for inspiring and motivating the creative process. Using tools such as ChatGPT, Bing AI or MidJourney, creatives can easily get new ideas to point them in the right direction. But social media expert Vitezslav Klement warns against over-reliance on AI to generate final content. He made the point at Thursday's Marketing Meeting: AI and Content Creation, a conference hosted by Internet Info.
If ad agencies and marketers start simplifying their jobs by generating all posts and images using AI, Klement said, it could lead to uniformity and a loss of authenticity. This is especially true for social networks, where users are looking for content that is original, original and reflects real experiences. Thus, content generated entirely by AI may have less impact on social networks because these platforms do not support it. "It will be crucial to our success on social media that we continue to share our own authentic content," says Klement. AI can be a great tool for preparing ideas, but the final output should be authentic. The key to success is a combination of technology and a human approach, he added.
On the other hand, AI has its place in various aspects of the advertising industry. Whether it is sentiment analysis, predicting user behaviour or optimising campaigns, its ability to process huge amounts of data is beneficial. In influencer marketing, for example, there are virtual influencers, such as Emma in Germany, which creates videos enticing tourists to visit Germany, or the virtual influencer introduced by Puma. This new form of influencer marketing can be more effective and cheaper than current models.
Virtual influencer Emma, source: official YouTube account
Virtual Nike influencer, source: Nike
Using AI tools at Leo Burnett
Creative agency Leo Burnett has been actively involved in implementing artificial intelligence (AI) into various stages of the creative process for some time now. According to Nikola Foktova and Zdenek Bašus, who shared their experience, AI at the agency finds use in each of the main stages of campaign creation: from research and ideation to execution and effectiveness analysis. In recent years, AI in the agency has been used primarily in the execution phase, i.e., when executing visuals, videos, post-production or creating voiceovers. However, as both speakers noted, tools are now available that cover all stages of the creative process.
Specifically, they introduced BrainWaves, an in-house tool for finding insights. It allows agencies to work with a large database across different market segments. It is designed so that even junior staff can work with it without losing the quality of the results. But both Foktova and Bashus also stressed that final ideas should be original, not copied, and that AI tools should be used for inspiration.
Leo Burnett also uses tools like ChatGPT in the idea generation phase, where getting the prompt right is key. The more detailed and specific the users "chat" with the AI, the better results they will get. Another interesting tool is Character.ai, which allows you to simulate conversations with different characters and use them for inspiration when generating ideas. Other tools used by the agency include Midjourney for creating images or Runway, which allows you to generate still images from video for vertical formats. The Luma.ai. tool is used for post-production of the videos, which allows time to be saved in processing the visual material while still leaving room for human creativity.
AI also has a significant application in testing the effectiveness of creative, a key stage for campaign optimization. Tools such as Neurons are used by the agency to test audience attention and analyze their reactions to different ad formats. This helps the agency better understand what content resonates with the target audience and how campaigns can be improved.
AI tools save time and money overall, but attention still needs to be paid to how they are used and how they contribute to the bottom line. For example, Leo Burnett used AI to create visuals for the Ron de Azur brand.
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Visual of Ron de Azur generated by AI, source.[/caption]
How best to use ChatGPT?
Oldřiška Hradcová from Včeliště focused her talk on ChatGPT, which is currently one of the most used AI tools for text generation. She mentioned that as of November 2024, the paid version of ChatGPT has several new features, including the ability to create multiple chats within a single project (the Projects feature) or the Canvas feature, which makes it possible to make edits to texts without re-generating new text.
ChatGPT is a suitable tool for all stages of text creation. It can help not only in preparing and generating text drafts, but also in editing and finalizing. Thanks to its features, it allows you to quickly generate basic content that can be further developed. When it comes to editing, ChatGPT is also useful for correcting grammatical errors, formatting or inserting calls to action.
For optimal results, however, ChatGPT needs to be delivered from trustworthy and high-quality sources. For example, if the generated text needs to contain specific information, it is better to provide links to relevant articles or study materials. This will minimize the risk of the tool generating inaccuracies.
The way in which we provide the instructions or prompt is crucial for best results. The more specific and detailed the input, the better and more relevant the output will be. Oldřiška Hradcová recommends using as much detail as possible - for example, defining what purpose the text serves, who the target audience is and what tone is desired. It's also useful to specify the role that ChatGPT is intended to play, e.g. "Imagine you're a copywriter for a marketing campaign" - this helps set the AI on the right path and tailor the output to the specific situation.
On the other hand, however, ChatGPT is not ideal for all tasks. In particular, tasks that require up-to-date or rapidly changing information, such as product prices or information that changes in real time.
If personal experiences or opinions need to be included, this needs to be specified. Otherwise the output will be rather universal and will not take into account individual aspects. ChatGPT may also fail to address sensitive ethical issues or take cultural differences into account. It may not capture nuance and context, which can lead to inappropriate or unethical wording. For objectives such as competitor analysis or SEO, ChatGPT does not offer such advanced tools that are capable of evaluating keywords and other analytics. For these purposes, it is better to use specialized tools.
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Sample prompts for ChatGPT; Source: presentation by O. Hradcova (Beehive) at the Marketing Meeting conference[/caption]
Overview of selected AI tools
Michal Bubeníček from Etnetera Motion outlined how to navigate the range of AI tools for marketing communications. The increase in the prevalence of AI in the communications industry is confirmed by the fact that more than 70% of Chief Marketing Officers (CMOs) already use generative intelligence tools in their work. The range of AI tools is expanding rapidly and navigating its capabilities is becoming more difficult, he added.
He also sees the shift in working with creative ideas as a major evolutionary change. Whereas before the problem was primarily the process of executing an idea - that is, making it happen in a concrete form - today AI tools are becoming the key to making sure an idea can be implemented quickly and efficiently.
Michal Bubeníček recommended several tools that can help optimize marketing communication, make work more efficient and bring new creative possibilities. For example, he mentioned the following tools:
- Pika.art: allows the creation of videos from photos, which is useful for quickly generating visual content.
- Sora: a video generation tool that is not yet available in the Czech Republic, but is expected to be launched soon.
- ChatGPT, Copilot, Gemini, Lama AI: these tools are useful for text generation, creative writing and data analysis. They are suitable for copywriters and content teams. ChatGPT 4.0 also includes a visual check feature and verifies that the fonts and design elements used are compliant. It is a useful tool for creating visually consistent content.
- Julius AI: a data analysis and report generation tool that helps marketing teams process and evaluate campaign performance.
- Google Notebook LM: a tool to help organize ideas and information, allowing you to work efficiently with different projects and data.
- Gama: a tool for quickly creating presentations, which can be useful for marketing teams when preparing materials for meetings, sales presentations or internal communications.
- Symphony Assistant: a tool aimed at generating creative ideas for social media content on TikTok. It generates 30-second scripts and storyboards for videos based on data from the platform.
- Midjourney: a tool for generating images and visual content. Midjourney uses AI to create images based on text descriptions.
- Runway: an advanced video creation tool that focuses on animation and advanced image manipulation, allowing for expanded creative possibilities in video production.
- Krea.ai: the platform offers membership for $20 per month and focuses on generating images and videos. Ideal for creating customized visual content.
- Caption.ai: a tool for generating avatars and captioning videos, which is useful for social media content and advertising campaigns.
- Heygen: an advanced tool for generating animated characters and videos with human avatars.
- Eleven Labs: Specializes in audio generation, which is useful for creating podcasts, audiobooks, or sound effects.
- Suno: A music generation tool that can be useful for creating background music for videos or commercials.
Michal Bubeníček also pointed out the importance of legal caution when using AI tools, especially when it comes to content generation. Before using AI for commercial purposes, it is a good idea to consult with lawyers to avoid problems with copyright, licensing or using someone else's material.
Source: mediaguru.cz
