Can AI Automate Advertising Creativity? What follows will blow you away…
I asked ChatGBT to write a slogan for a bigger banana, a commercial for an electric scooter, develop a campaign for a basketball shoe, and provide direction and copy for a war movie poster. Before we get to the results, consider the following.
According to GroupM, AI-enabled marketing today accounts for nearly half (45%) of all advertising globally. A Deloitte survey of early AI adopters showed that three of the top five AI objectives as marketing-oriented: enhancing existing products and services, creating new products and services, and enhancing relationships with customers. By 2032, AI will influence 90% of all ad revenue, to the value of over $1.3 trillion.
Marketing leaders are enamoured with AI:
“The great thing about AI is that it can predict and learn in real time what the audience is going to be receptive to…[so we can] create a great value exchange between the brand and consumer in ways we weren’t able to do before.” Bob Lord, Senior Vice President, IBM
“I want to make sure the consumer gets what they are expecting. They are moving fast. I really want them to have what they want.” Beth Mach, Chief Consumer & Communications Officer, TrueCar
“You have to have a dependency on AI to turn the data into insights at the speed it needs to turn so you can make decisions and activate in near-real time.” Kirk McDonald, Chief Executive Officer, GroupM
AI is viewed as a way of gaining more insights, faster and better. Marketing leaders see the technology as a an ever-learning predictive algorithm. Consider Whole Foods’ Just Walk Out stores. Dotted with sensors and cameras, these outlets allow shoppers to shop and leave without stopping at the register. Purchases are monitored and charged through AI.
According to Blog Social Media, “all purchases are tracked to an individual level, allowing Whole Foods to leverage AI to analyze shopping activity, identify patterns, and predict future behaviors. This initiative also opens the door to hyper-personalized marketing: if a customer regularly buys pasta, basil, and tinned tomatoes, the retailer could serve them with a promo code for other Italian-related ingredients.”
Euroflorist uses an AI-driven approach to A/B testing. It ran a multi week experiment with four generations of testing. The winning selection grew website conversion rates by 4.3%.
Heinz with the help of marketing agency Rethink Ideas launched what they described as “the first-ever ad campaign with visuals generated entirely by artificial intelligence.” Prompts related to ketchup (like “ketchup in outer space” and “ketchup scuba diving”) frequently produced images that mostly resembled bottles of Heinz.
The agency urged consumers to share their own AI prompts for ketchup-based imagery, with the best creations featured in social media and print ads. It is truly a creative campaign. Rethink Ideas cheekily mentioned in Blog Social Media, “It turns out that just like humans, AI prefers Heinz.” The fact is Heinz has built over a hundred years of ketchup equity and that is why its recognizable image popped so frequently.
These are fascinating examples of AI usage. There have long been online slogan and logo generators but these were based on databases of assets developed by human beings. In essence, they are “dumb” search engines. With AI, outputs are derived from machine learning. When it comes to creativity in marketing, generative artificial intelligence is used to create new content, including audio, code, images, text, simulations, and videos.
Recent breakthroughs drastically change content creation and the technology is accelerating and increasingly influencing marketing and advertising. Even today, results can be impressive as illustrated by these three relatively simple examples.
Example #1 — Generate a Slogan
We asked ChatGBT to provide a slogan for a bigger banana. This was the first answer and not half-bad. It also has humous undertones that could drive an entire campaign. Look out copywriters!
“Go Bananas with Our Jumbo Delight!”
Example #2 — Create a Commercial
We asked ChatGBT to create awareness and sales for an electric scooter. The format, detail and creativity of the commercial it produced are undeniable. It was developed in seconds versus the weeks and months it may take a creative director and team to whip one up.
Introducing the Future of Urban Mobility: Electric Scooters!
[Opening Scene: Busy city streets bustling with people, cars, and traffic congestion]
Narrator (energetic and enthusiastic voice-over):
“Are you tired of being stuck in traffic? Wasting precious time and energy commuting in the concrete jungle? It’s time to revolutionize your urban travel experience with our cutting-edge Electric Scooters!”
[Scene transitions to a rider effortlessly gliding through traffic on an electric scooter]
Narrator:
“Imagine effortlessly weaving through the city, zipping past traffic jams, and arriving at your destination with a smile on your face. Our electric scooters are the perfect solution for efficient and eco-friendly urban transportation.”
[Visuals showcasing the sleek design, compactness, and advanced features of the electric scooters]
Narrator:
“With their sleek design, lightweight construction, and compact size, our electric scooters offer the ultimate freedom and flexibility to navigate through tight spaces and crowded streets. Say goodbye to parking woes and hello to hassle-free mobility!”
[Scene showcasing the eco-friendly nature of electric scooters, with images of clean air and green environment]
Narrator:
“Join the electric revolution and be a part of creating a cleaner, greener future. Our electric scooters produce zero emissions, helping to reduce pollution and preserve the environment for generations to come. You can now ride with pride, knowing you’re making a positive impact on our planet.”
[Scene featuring a rider effortlessly folding and carrying the scooter, showcasing its portability]
Narrator:
“And when you reach your destination, our electric scooters seamlessly fold and become incredibly portable, making them perfect for multi-modal transportation. Take them on the train, store them under your desk, or easily carry them up the stairs. Your urban adventure awaits!”
[Scene showcasing the rider enjoying the smooth and exhilarating ride on the electric scooter]
Narrator:
“Experience the thrill of gliding through the city streets, feeling the wind in your hair, and arriving at your destination faster than ever before. Our electric scooters provide a smooth and comfortable ride, with powerful motors, responsive brakes, and advanced suspension systems, ensuring an exhilarating journey every time.”
[Closing Scene: A group of riders happily exploring the city on their electric scooters]
Narrator:
“Don’t let traffic hold you back. Embrace the freedom, convenience, and excitement of electric scooters. Join the movement and unlock a new level of urban mobility with our innovative electric scooters!”
[On-screen text: Brand Logo, Website, and Contact Information]
Narrator (enthusiastically):
“Get ready to ride the future! Visit our website or contact us today to discover our range of electric scooters and start your electrifying journey towards a smarter and more connected urban lifestyle!”
[Fade out with upbeat music playing in the background]
Example #3-Develop a Campaign for a New Basketball Shoe
Once again, produced in seconds, this is a comprehensive outline of a campaign that could help inform an advertising brief though there are also surprising specific ideas. The shoes are to boost player confidence, highlight how they help with precise footwork, encourage the sharing of performance tips, and offer free customization.
Most impressive is the specific definition of target audience. This is an innvative shoe for serious players. If it takes off, then the gigantic audience of amateur players will emulate the pros and buy the shoe (very Air Jordan). ChatGBT created a strategy faster than it takes to type one’s name.
Campaign Title: “Unleash Your Game”
Campaign Tagline: “Rise Above the Competition”
Campaign Overview:
“Unleash Your Game” is an advertising campaign that aims to promote a new line of basketball shoes. The campaign focuses on empowering basketball players to elevate their skills, boost their confidence, and reach new heights on and off the court. By emphasizing the superior performance, style, and innovation of the shoes, the campaign seeks to position them as a must-have for serious basketball players.
Campaign Elements:
TV Commercial:
Create an action-packed TV commercial showcasing basketball players of different ages and skill levels wearing the shoes. Highlight their explosive moves, precise footwork, and remarkable performance while playing the game. The commercial should be accompanied by an energetic soundtrack and conclude with the campaign tagline, “Rise Above the Competition.”
Digital and Social Media Campaign:
Utilize various digital platforms and social media channels to reach the target audience. Develop engaging content such as short videos, GIFs, and interactive posts that highlight the unique features of the shoes. Encourage users to share their own basketball stories, tricks, and tips using campaign-specific hashtags. Collaborate with popular basketball influencers to create buzz and generate excitement.
Print and Outdoor Advertisements:
Design visually striking print ads to be featured in basketball magazines, sports publications, and billboards near sports arenas. Showcase the shoes in action with captivating images capturing the essence of the campaign. Use powerful headlines such as “Elevate Your Game” or “Unlock Your Potential” to grab attention and convey the key message.
Influencer Partnerships:
Collaborate with professional basketball players, trainers, and coaches who are well-respected within the basketball community. Have them endorse and provide testimonials about the shoes’ performance, comfort, and durability. Leverage their social media following to reach a wider audience and build credibility for the product.
In-Store Promotions:
Partner with basketball retailers to create in-store experiences that allow customers to try on and test the shoes. Offer exclusive discounts, limited-edition merchandise, or free customization options to incentivize purchases. Train store staff to provide detailed information about the product’s features and benefits.
Community Events and Sponsorships:
Sponsor local basketball tournaments, leagues, and community events. Set up a booth or interactive area where players can test the shoes, participate in mini-games, and win prizes. This will create brand visibility and allow potential customers to experience the shoes firsthand.
Online Contests and Giveaways:
Organize online contests where participants can win a pair of basketball shoes by sharing their basketball-related stories, showcasing their skills, or participating in trivia quizzes. This will encourage engagement, increase brand awareness, and generate user-generated content.
Celebrity Endorsements:
Secure partnerships with basketball celebrities who align with the brand’s values and target audience. Have them wear the shoes during games, share their experiences on social media, and feature in campaign-related content. This will create aspirational appeal and attract fans who admire and follow these athletes.
Example #4-War Movie Poster
The instruction was to create a poster for a war movie. ChatGBT does not provide AI graphics so it explained, “Sure! Here’s a description of a poster for a war movie along with a visual representation.”
Title: “Battlefront Heroes”
Design:
The background of the poster is a dark, ominous sky filled with smoke and explosions, indicating the chaos of war. In the foreground, we see a group of soldiers in military uniforms, their faces determined and resolute. They are positioned in a dynamic formation, symbolizing unity and teamwork.
At the center of the poster, there is a bold, stylized title “Battlefront Heroes” written in gritty, rugged font that evokes a sense of strength and bravery. The letters are slightly weathered and bear traces of battle, reflecting the harshness of war.
On the top right corner, there is a close-up image of the film’s main protagonist, portrayed by a notable actor. The character’s face shows a mix of determination and vulnerability, giving viewers a glimpse into the personal struggles faced by the soldiers.
In the bottom left corner, we have the tagline of the movie: “In the heart of darkness, heroes emerge.” The tagline is written in bold, contrasting font, emphasizing the movie’s central theme of heroism in the face of adversity.
Throughout the poster, there are glimpses of various war-related elements, such as tanks, helicopters, and explosions, to convey the intensity and action-packed nature of the film. Additionally, there are silhouettes of fallen soldiers in the background, paying homage to the sacrifices made during war.
The overall color scheme of the poster leans towards darker tones, with shades of gray, brown, and deep red, which creates a gritty and somber atmosphere.
At the bottom of the poster, there are the release date and the names of the director and lead actors, adding a touch of professionalism and credibility to the movie.
Overall, the poster aims to capture the essence of the war movie by highlighting the heroism, sacrifices, and emotional journey of the characters, while also showcasing the intense action and drama that unfolds on the battlefield.
(Note: As an AI text-based model, I’m unable to create visual images directly. However, you can use the description provided to guide a graphic designer in creating the poster.)
What Can We Conclude?
Like any new technology, the debate wages around whether AI will replace people. It will. There is no doubt of that but the benefits will be providing advertising professionals with more and better information to set direction, base ideas, and create content.
AI also prompts concerns around privacy, governance, and uninvited personalization which will be fascinating. Statistica found that marketers now prioritize using AI for targetting.
Keith Reinhard, Chairman of DDB Worldwide, recently shared his greatest concern for the marketing and advertising industry, “It might be the lack of time. The time to think, time to shape an idea and let it grow, time to let it work in the marketplace, time to work together, time to care, time to rest and reflect. I have no idea how to overcome our obsession with speed.”
Speed is a significant promise of AI. As Reinhard highlights, creativity requires thought, reflection, and constructive iterations. Most brands are blasting messages more frequently causing white noise. AI will not slow things down, in fact, marketers have a high desire for speed (the three quotes at the start of this article from marketing leaders all concerned speed).
For me, the biggest threat from AI ironically may be the generic. AI will become an assembly-line of sorts. Brands will have access to the same technology, algorithms and process. Marketing is all about differentiation. That means it will be the interpretation and use of insights that will make the difference. As always, any new amazing technology requires human intervention. Still it is concerning to think that advertising professionals may first answer a brief by typing a query into an artificial intelligence engine.
For fun, I asked ChatBGT, “What is the future of AI in advertising?” It gave a long answer with this concluding paragraph, “Overall, the future of AI in advertising will revolve around leveraging advanced algorithms, machine learning, and big data to deliver more personalized and targeted ads, enhance customer experiences, and optimize advertising campaigns for better results. However, ethical considerations and privacy concerns will also play a crucial role in shaping the industry’s future.”
