The Turing Marketer Weekly - 12th Ed.
Week 26 - 2024
Welcome to the 12th edition of The Turing Marketer - where we delve into the transformative role of Generative AI in the marketing landscape, examining its implications for ad agencies, innovative AI-driven marketing tools, and strategic insights from industry leaders.
Estimated reading time (at 200wpm): 4 minutes; Estimated time saved: 35 minutes
A. AI NEWS Summaries
MarTech - How Brands Like Klarna and Mars Are Using AI in Marketing Operations
Learn how four big brands use generative AI to streamline marketing, from creative ideation and copywriting to data analysis and advertising.
Mailchimp uses AI for quick visual concept creation and script variations, enhancing creativity and personalization while building "AI fluency" among employees.
Klarna employs AI to produce thousands of marketing images, reducing costs by $6 million annually, and integrates AI at every stage of its workflow, saving $10 million annually.
JPMorgan Chase partners with Persado for AI-generated copy, achieving click-through rates up to 450% higher, and plans to expand AI into internal communications and customer service.
Mars developed the ACE tool, using AI to predict ad effectiveness with 85% accuracy, generating $30 million in optimization benefits by enhancing media targeting and impulse purchases.
BCG - How GenAI Is Shaping the Future of Creativity in Marketing
As generative AI (GenAI) continues to advance, it significantly impacts the creative process in marketing, making content creation more efficient and personalized.
Personalization at scale becomes standard: GenAI lowers production costs, allowing marketing teams to create and modify content to fit local needs while incorporating customer feedback swiftly.
Creative roles become more strategic: By automating labor-intensive tasks, creative teams can focus on refining concepts and enhancing brand differentiation. New roles such as creative technologists and quality engineers will emerge.
New sources of competitive advantage: Organizations can transform customer interactions by unblocking the flow of work, data, and ideas, leading to innovative and effective marketing strategies.
Marketing Beat - Reckitt Generative AI Pilot Shows How the Tech is a Game-Changer for Marketing
Consumer goods giant Reckitt has implemented a generative AI pilot to demonstrate the transformative impact of the technology on modern marketing.
Generative AI helped speed up concept development by up to 60% and increased ad adaptation and localization by 30%.
The pilot, conducted over four months across various teams, showed improvements in insights, creativity, and productivity.
The primary benefit was reducing mundane tasks by up to 90%, significantly improving the quality of work.
Performance Marketing World - Six things we’ve learned from seeing AI in action
Media.Monks and Meta collaborated to boost Forever21’s click-through rate and return on ad spend using machine learning and GenAI solutions. The executives shared their insights on the impact of GenAI in a recent discussion.
Fear is holding brands back. Many brands are hesitant to adopt AI due to fears of job losses and uncertainty about its application.
AI can return time to the creative. GenAI enabled Forever21’s team to focus on creative concepting by automating more formulaic tasks.
Machine learning gets results. The use of Monks.Flow led to a 71% higher click-through rate and a 66% higher return on ad spend.
The value of test and learn. Adopting a test-and-learn approach helps in refining creative assets and understanding customer insights.
Creativity is key. Creative diversity and compelling content are crucial for driving performance on Meta platforms.
Collaboration is essential. AI fosters closer partnerships between brand and performance marketers, with human review remaining important.
WPP - WPP and IBM team up to revolutionize business-to-business marketing with generative AI
WPP and IBM have launched WPP Open for B2B, a new B2B marketing solution powered by IBM's watsonx AI and data platform, aimed at transforming how marketers engage with clients and prospects throughout the buying journey.
WPP Open for B2B helps marketers identify and engage buying groups, improving ROI by addressing complex B2B marketing challenges.
The platform leverages AI-powered insights to deliver personalized and consistent experiences across channels and long-term campaigns.
IBM is the first user of this platform, aiming to accelerate its AI-driven marketing and communications transformation, with additional support from LinkedIn to enhance understanding of buying groups.
B. Marketing x GenAI on Social media
Further retail media announcements from Cannes Lions International Festival of Creativity have arrived (LinkedIn)
Newest AI feature for Facebook Ads (LinkedIn)
C. Marketing x GenAI Product Launches
Product Hunt - revid.ai
revid.ai is an all-in-one tool designed to create viral short videos for platforms like TikTok, Instagram, and YouTube. The AI-driven platform simplifies video creation from scripting to final editing, making it accessible to users without video editing skills.
Users can search for viral video inspiration and generate high-quality scripts.
The tool offers AI-generated footage or stock videos, repurposing content from various sources.
Features include lifelike voiceovers, synced captions in over 100 languages, animations, and automated daily content delivery.
Every - Introducing Spiral
Every has launched Spiral, a prompt builder that automates 80 percent of repetitive writing, thinking, and decision-making tasks. This tool aims to streamline the creation and adaptation of content for various formats and audiences.
Spiral repurposes text for different channels, helping users like podcast hosts, editors, designers, and writers generate content efficiently.
Notable users such as Ali Abdaal and Lenny Rachitsky praise Spiral for speeding up the conversion of media into written content.
Spiral is designed to automate routine tasks, allowing users to focus more on creative work, and is available for paid Every subscribers alongside the AI writing app Lex.
D. The Fun Corner
YouTube - Luma AI Animates Memes
YouTube - Hedra AI Animates & Gives Voice To Still Images
That’s all for now. See you next week!
I loved learning more about AI. Hedra AI for images is insane...