Generative AI in Marketing: Understanding with Examples
Author: Abhay Reddy
ChatGPT (OpenAI) has revolutionized the way we interact with artificial intelligence and made the technology more mainstream. Generative AI is expected to add trillions of dollars to the global economy with 75% of value coming from use cases in marketing, sales, software engineering, R&D, and customer ops. The survey reported that only 14% of organizations were using Gen AI for Marketing and Sales [4]. The best way to understand Gen AI in Marketing is to look at how some of the top companies leveraged this technology to stand out.
Nestle Ad: Used the DALL-E Outpainting feature (OpenAI) to generate new artwork that was an extension of the original oil painting. The directions were given in text format.
Not Morgan Freeman: Deepfake concept by Bob de Jong
Cadbury: Using DALL-E 2 (OpenAI) to create an ad featuring Shah Rukh Khan. Notice the level of personalization and scalability.
ChatGPT (OpenAI) has revolutionized the way we interact with artificial intelligence. It has garnered over 100 million users and receives 1.5 billion visitors per month. Ask it a specific marketing or sales question.
Example: Using ChatGPT to create a Search Engine Marketing (SEM) ad
Virgin Voyagers: Create custom invites to Virgin Voyages by using the ‘likeness’ of Jennifer Lopez
Salesforce Einstein: Most CRMs now incorporate AI that allows sales to leverage Gen AI and predictive analytics to understand a prospect’s propensity to purchase and assist them throughout the sales cycle. Sellers can now automate manual tasks, decipher actionable insights from sales calls, create personalized messages, schedule meetings, and nudge customers for follow-up. The ability to respond quickly at the right time helps accelerate sales.
Jasper: Using a single content brief to create multiple assets such as blogs, case studies, ads, landing pages, and more.
Lexica: Generate AI images from text.
Another example of text to image generator.
Runway: Generating videos from text
Coca-Cola: has been at the forefront of using generative AI for marketing campaigns. The creative team here used a mix of live-action shots, digital effects, and AI to create complex transitions.
Coca-Cola Y3000: Another ad campaign that uses AI to design art for a new limited-edition product. They allow users to generate images and videos with the help of generative AI.
Calm: Used Amazon Web Services (AWS) ‘personalize’ feature to show shoppers personalized recommendations in real-time. Visitors were able to find specific content that resonated with them without having to browse an extensive catalog.
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