The Turing Marketer Weekly - 13th Ed.
Week 27 - 2024
Welcome to the 13th 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): 3 minutes; Estimated time saved: 57 minutes
A. AI NEWS Summaries
The Drum - As advertising AI race heats up, agencies scramble to find their USP
Ad agencies are emphasizing the importance of distinctive brand assets to clients, yet many struggle to differentiate themselves in the burgeoning AI landscape.
Generative AI dominated Cannes Lions 2024, with agencies showcasing similar AI-powered offerings, leading to a lack of unique differentiators.
With all major agencies accessing similar AI models from third parties, it becomes challenging for any single agency to stand out based on technology alone.
To differentiate themselves, agencies must leverage the unique creativity of their talent, as AI tools alone are not sufficient for creating distinct and impactful advertising.
WSJ - All-AI Ad From Toys ‘R’ Us Inspires Debate Over the Future of Marketing
Toys “R” Us has released a video ad created almost entirely using generative AI, featuring a child version of its founder Charles Lazarus.
The ad was made using OpenAI’s Sora tool, which converts text to video, and has not yet been publicly released.
Reactions have been mixed, with some calling the ad “brilliant” and others labeling it an “abysmal insult.”
The ad has sparked discussions about AI’s potential impact on the quality and employment in the marketing industry.
PwC - Productivity or pioneering? Your industry’s GenAI adoption play
PwC plotted 22 industries against the variables of disruption level and adoption ease. Generative AI adoption will broadly take shape in four ways, depending on these factors.
Trailblazers have a high ease of adoption and high disruption potential. These sectors are primed for transformative applications and rapid innovation, such as the entertainment and marketing services industries.
Streamliners are sectors where GenAI adoption is straightforward and primarily enhances efficiency and productivity. Industries like grocery and asset and wealth management fall into this category, focusing on operational improvements and incremental gains.
Disruptors have a high disruption potential but lower ease of adoption due to factors like regulatory hurdles. These sectors, such as pharmaceuticals and private healthcare, recognize the critical importance of GenAI and are motivated to integrate it despite challenges.
Multitaskers have both lower ease of adoption and lower disruption potential. Sectors like telecommunications and retail banking see GenAI as one of many technologies supporting existing operations, focusing on efficiency gains and gradual integration.
Digiday - Marketers race to use generative AI tools, find ways to make humans ‘smarter, faster, better’
CMOs are under pressure to achieve more with fewer resources, with generative AI tools being pitched as a solution to enhance efficiency and creativity in marketing. Companies like Klarna, U.S. Bank, and Toys ‘R’ US are already implementing these tools, while others are testing their applications.
Generative AI is being touted for its ability to speed up processes and make marketing teams more efficient.
Critics argue that using AI merely as a marketing tactic can be ineffective if not aligned with the brand’s goals.
Success stories, such as Mars Petcare's AI-enhanced pet adoption photos, highlight AI's potential when solving specific problems.
B. Marketing x GenAI on Social media
AI Edit means “literally never edit another video again”. (X)
10 most amazing features in Figma AI (X)
Update: Figma has temporarily removed access to their AI tool due to critiscm related to using Apple’s weather app design in the training data set. More information via The Verge
9 no-code projects made in Claude 3.5 Artifacts (LinkedIn)
C. Marketing x GenAI Product Launches
Figma - Meet Figma AI: Empowering Designers with Intelligent Tools
Figma is introducing a suite of AI-powered features designed to help designers overcome creative blocks and enhance their work efficiency.
Figma AI includes tools for visual and asset search, text editing, image generation, and prototyping.
Enhanced search functions allow designers to find specific designs and components quickly, using visual and AI-enhanced asset searches.
AI tools streamline common tasks, such as text translation, background removal, and automatic layer renaming, enabling designers to focus on creative tasks.
Google reimagines Alice’s Adventures in Wonderland with art and AI
This first-of-its-kind experience, powered by StyleDrop running on Google DeepMind's image generation model, Imagen 2, offers a glimpse of how generative AI technology can open up new creative possibilities.
The project showcases the potential of generative AI to evolve creative tools and enhance artistic expression.
Collaboration with artists highlights the importance of using AI responsibly, ensuring it complements rather than replaces human creativity.
Infinite Wonderland demonstrates the capabilities of Imagen 2 in creating new applications and experiences for artists and creatives.
D. The Fun Corner
Reddit - Welcome to the runway
Reddit - Rogue Runway: Intergalactic Edition
X - AI ads on Amazon
That’s all for now. See you next week!