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AI has revolutionized the advertising industry by helping marketers optimize ad campaigns and reach the right target audience effectively. Advertisers and marketers use AI to create content and materials and even highly personalized ad campaigns that are tailored to the specific interests and behaviors of an individual consumer.
Use of artificial intelligence in advertising
Brands and agencies are increasingly using ChatGPT and similar AI tools for a variety of purposes. Some have even incorporated services directly into the chatbot to establish alliances with enterprise consultancies. For instance, brands can integrate AI directly into their own digital experiences (e.g., web or mobile) through ChatGPT’s API platform. Brands can also offer recommendation engines or shopping assistants for conversational experiences or combine their CRM with AI to better understand customer behavior and preferences.
For marketers, ChatGPT is useful for content creation, lead generation, email marketing, social media management and market research, among a host of other needs and capabilities. In terms of content creation or ad copy creation, while it is still important to have an exceptional team with an accurate pulse on the target audience and demographics, ChatGPT can help streamline the process. It can draft product descriptions, headlines, blog posts, social media posts, video scripts, calls to action and other written content.
For example, Lalaland.ai uses advanced artificial intelligence to enable fashion brands and retailers to create hyper-realistic models of every body type, age, size and skin tone. With these body-inclusive avatars, the company aims to create a more inclusive, personal and sustainable shopping experience for fashion brands, retailers and customers.
Coca-Cola entered into a deal earlier this year with management consulting firm Bain & Company and OpenAI to enhance the creativity of its marketing department, and within weeks, Coca-Cola launched an AI-centric campaign using the latest versions of DALL-E and ChatGPT. The campaign, titled “Create Real Magic,” gave consumers access to a library of hundreds of the company’s visual assets – including the Coca-Cola logo and various bottle and can designs – and invited them to use these assets to create AI-generated artwork. In under two weeks, people created 120,000 different images through the campaign website, with consumers spending an average of seven minutes on the platform.
On the spirits side, Absolut recently partnered with ad agency Ogilvy and used AI for an ad campaign in Canada called “Mix Your Neighborhood.” The campaign created special cocktails to embody the spirit of Canada’s diverse and distinctive neighborhoods. In celebration of National Margarita Day in February 2022, Patron launched the “Patrón dream margarita generator,” an AI system that generates images of margaritas based on responses to three prompts: location, flavor and garnish.
- AI has revolutionized the advertising industry by helping marketers optimize ad campaigns and reach the right target audience effectively
- Advertisers and marketers use AI to create content, materials and highly personalized ad campaigns
- Using AI for advertising raises several legal considerations and does not come without some level of risk