Generative AI in marketing - statistics & facts
The newest artificial intelligence (AI) subindustry – generative AI – has set foot on the marketing scene. The algorithms using deep learning to generate imaging, text, and other creative formats can now create advertising campaigns. Not only does AI aid marketers in various customer-related tasks, but it also has the potential to participate in the creative part of the marketing process – from writing copy for numerous channels to fabricating social media images, as well as audio and posts. WPP, the biggest ad agency in the world, announced their new partnership with the giant tech corporation Nvidia which would aim to transform the way brands create content by integrating generative AI on a much bigger and more tailored scale. In the demo case of the AI engine's functionality, a 3D imaging of a car was used and then superimposed in an AI-generated video and various contextual landscapes – depending on the target audience – business or family-oriented, London or Rio-based, etc. The partnership might put a start to a potentially new era for the usage of AI in marketing.
What is more, the various tools, such as ChatGPT and Copy.ai, fabricate not just responses and images based on prompts but also the so-called contextual creatives – ads that can change their elements according to the target group they are being exposed to. Brands go as far as using solely generative AI, as showcased in a campaign for the global ketchup brand Heinz. Marketers used the text-to-image program DALL-E 2 to test what "ketchup" looks like. The results that all looked like the Heinz packaging proved the brand's recognizability and put advertising in a new state of computer-aided creativity battling for human attention.
In the battle for users' attention: computer-aided creativity
Generative AI produces responses, written text, and ad copy with ease. Seven out of ten marketers in the U.S. stated that they are already deploying the help of these tools in their work. One prominent example is the usage of chatbots which aid communication between marketers and consumers, provide analytical responses to requests, and creatively partake in the customer journey.What is more, the various tools, such as ChatGPT and Copy.ai, fabricate not just responses and images based on prompts but also the so-called contextual creatives – ads that can change their elements according to the target group they are being exposed to. Brands go as far as using solely generative AI, as showcased in a campaign for the global ketchup brand Heinz. Marketers used the text-to-image program DALL-E 2 to test what "ketchup" looks like. The results that all looked like the Heinz packaging proved the brand's recognizability and put advertising in a new state of computer-aided creativity battling for human attention.
