Generative A.I. Tools and ChatGPT in Advertising, Marketing and Sales
A.I. tools are slowly upgrading the future of digital Ads
ChatGPT Pro which retails for $42 for faster ChatGPT performance could be used at scale at agencies, in advertising and among marketing teams. In theory with ChatGPT, you’ll finally be able to harness the power of AI to make informed, data-driven decisions about meeting your audience’s and customer’s needs.
In practice every marketing team, agency and campaign will require the right stack of tools and prompt-engineering experts. I think in terms of marketing efficiency and automation of campaigns, Generative A.I. will indeed be a game-changer.
Open AI launched InstructGPT as an AI driven language model which was capable of following instructions better and with GPT-4 trained on real-time web information and with better reinforcement learning with human feedback (RLHF), OpenAI and others will get better at driving Conversational A.I. results that are fact-driven and less prone to hallucination.
Golden Era for A.I. at the intersection of Advertising is Coming
The stack of A.I. products and tools that Google (link) will announce at its May I/O event in 2023 will make this all more actionable. It’s Google that sits at the intersection of A.I. and advertising and so it is best positioned to create products for marketing, advertising and sales teams that best leverages A.I. to improve performance, automation and actionable campaigns that integrate these new tools.
ChatGPT has concerned and excited people in many industries as we have witnessed such as educators, marketers, technologists, journalists and writers - but advertisers are also using it to automate Facebook Ad campaigns and many other advertising specific workflows. Eventually, Generative A.I. will enable a lot of marketing and advertising automation.
In 2019, Microsoft invested $1 billion in OpenAI and is expected to invest another $10 billion in 2023. This means agencies, marketers and the industry are creating new ways already in how to leverage ChatGPT in their current workflows and objectives. While today there are conservatively under 1,000 generative A.I. tools on most tool aggregation lists, by 2024 there will already be several thousand.
To manage all of these tools, new corporate educators, consultants, freelancers and of course A.I. tool builders and promoters will arise. There will need to be folk to train other departments on different technologies (ChatGPT, Stable Diffusion, Midjourney, etc.) and A/B testing of the right combination of tools for the right campaigns. Eventually text-to-image will transition to text-to-video and open up yet more possibilities. Eventually coders, game developers and engineers will get in on the action in new ways.
My Twitter and LinkedIn feeds are flooded with lists of tools, ideas on how to leverage A.I. in digital advertising, marketing and even sales. The intersection of A.I. tools and these industries, namely advertising, marketing and sales is going to be rather significant and will take several months for the dust to settle. This will also mean freelancers, consultants and solo entrepreneurs have new tools in their tool kits, to do more with less.
Currently, ChatGPT can do a lot. According to McKinsey, it can undertake interaction labour in a way that approximate human behavior closely and, in some cases, imperceptibly. This means that we can expect it to be able to come up with personalised marketing, social media captions, sales content and more, said McKinsey. What ChatGPT will be able to do in combo with these other tools and via chain of prompting is also something that is still pretty untapped in marketing, advertising and sales.
Influencers, advertising and media personalities are also trying to illustrate what ChatGPT can do. Ryan Reynolds is offering a potential answer to the latter in his latest ad for Mint Mobile.
Just as visual FX and stunt creators never fail to say they are leveraging A.I. for innovative brands, ads and commercials as well like Karen X. Cheng.
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