The Turing Marketer Weekly - 3rd Ed.
Week 16 - 2024
Welcome to the 2nd 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.
A. AI NEWS Summaries
Bloomberg - Adobe is buying videos for model training
Purpose: Adobe is purchasing video clips to bolster its AI model development. This strategy is intended to enhance their generative AI capabilities.
Price Point: The company is offering $3 per minute for video clips.
Application: These clips are being collected to train AI models that can generate and edit video content effectively.
Significance: This move is part of a broader trend where companies are investing heavily in AI to improve their tools and services, notably in areas that require understanding and generating human-like media content.
Adobe's move underscores the value of user-generated content as data for training AI systems, a trend that could expand as AI capabilities continue to advance.
The Guardian - Google considers charging for GenAI searches
Subscription Model: Google plans to introduce a subscription model for its AI-enhanced search features due to high computational costs.
AI Search Features: The new AI search will provide direct, conversational responses to queries, similar to competitors like ChatGPT.
Premium Services: These AI search features will be included in Google's premium subscription services, already required for other AI tools in applications like Gmail.
Industry Trend: Reflecting a broader industry trend, this shift towards subscription models is aimed at managing the high expenses associated with advanced AI technologies.
Harvard Business Review - Applied AI within Mailchimp’s Marketing team
Practical integration of AI into the daily operations of a marketing team, specifically the in-house agency at Intuit Mailchimp, named Wink.
AI Adoption in Marketing: The marketing landscape is increasingly adopting AI to stay competitive, with a significant disparity between the necessity for AI usage and its actual implementation in marketing strategies.
Practical Application: Wink successfully utilized AI alongside human creativity to develop a highly effective marketing campaign, exemplifying AI's potential to augment traditional marketing processes.
Creative Process and AI: The team used generative AI to visualize and refine the concept of "clustomers" — a term they coined for undifferentiated customer segments. This helped in visualizing marketing messages more concretely and quickly.
Optimization and Testing: AI also played a crucial role in scripting and optimizing marketing messages based on real-time feedback from focus groups, allowing rapid iteration and refinement of marketing strategies.
Cultural Integration and Experimentation: The article emphasizes the importance of making AI use a routine part of daily tasks, suggesting that regular experimentation with AI can enhance efficiency, foster a deeper understanding among team members, and provide a competitive edge.
Bloomberg - Actors and Fake Video Podcasts Ads
Actors like MJ Wolfe are earning significantly through fake podcast ads, where they create video advertisements styled to look like podcast episodes, blending marketing with a podcast-like authenticity.
Actor and Earnings: MJ Wolfe, distinctive for his muscular build and salt-and-pepper hair, makes between $9,000 to $16,000 a month by creating ads that mimic podcast episodes, charging $195 for each one-minute segment.
Strategy and Industry Impact: These ads replicate a podcast setting to enhance credibility, appealing especially on quick-content platforms like TikTok and Instagram. Similarly, Jacob Steven reports earning up to $25,000 a month, underscoring the trend's profitability and popularity.
Future Aspirations: Despite their success, creators like Wolfe and Steven aspire to transition to full-time acting and independent content creation, indicating a desire to move beyond ad creation to more personally fulfilling roles.
This trend highlights a creative fusion of entertainment and marketing, effectively engaging digital audiences through a familiar and trusted format.
TechCrunch - Google Launches Vertex AI Agent Builder
Google unveiled its new tool, Vertex AI Agent Builder, at the Google Cloud Next event. The no-code platform simplifies the creation of conversational AI agents, enabling users to build and deploy generative AI-powered agents that can perform tasks similar to human interactions.
Key Features of Vertex AI Agent Builder:
Ease of Use: The tool is user-friendly, requiring no coding skills, which democratizes the creation of AI agents.
Advanced Integration: It builds upon Google’s Vertex AI Search and Conversation products and incorporates Google’s latest Gemini large language models.
Enhanced Accuracy: To reduce errors like hallucinations (incorrect answers), it utilizes RAG APIs and vector search techniques.
Grounding Process: The agents use a grounding process that ties answers to reliable sources, primarily Google Search, to enhance the quality and reliability of the information provided.
Practical Application: In a demonstration, Google showcased the agent’s ability to analyze a company’s previous marketing materials and generate new content that aligns with the established brand style.
More announcements on Google’s blog.
DigitTimes - Marketing Productivity increases with GenAI
The research by IDC highlights the significant impact that generative artificial intelligence (GenAI) is expected to have on marketing roles and productivity over the next few years.
Productivity Increase: GenAI is projected to boost productivity in enterprise marketing by over 40% by 2029.
Role Transformation: According to Gerry Murray, IDC's research director, GenAI will handle a substantial portion of work performed by marketing professionals, affecting 40% of the tasks associated with specific marketing roles.
Impact Modeling: IDC's analysis involved modeling the workload across 24 key marketing roles, dividing these into categories like Management and Planning, Branding and Creative Services, and others. This helped estimate the extent to which tasks within these categories could be delegated to GenAI.
Adoption Benefits: The integration of GenAI into marketing tasks will vary by organization but is generally expected to lead to substantial productivity gains.
B. Marketing x GenAI on Social media
Asmita Dubey, L’Oréal - NVIDIA GTC 2024 (Youtube)
Thomasbcn - testing creatives with GenAI
C. Marketing x GenAI Product Launches
Phiture PressPlay - Automated A/B testing powered by GenAI
Phiture's PressPlay technology, utilizing Generative AI (GenAI), significantly boosted Wildlife Studios' app installs. In just two months, PressPlay's automated A/B testing led to:
Deployment of 168 experiments involving 322 variations.
Increase in Conversion Rate: Achieved a 24.1% rise, resulting in 12 million additional projected installs.
Efficiency and Innovation: The technology streamlined the A/B testing process, enhancing Wildlife Studios' App Store Optimization efficiently.
eBay has introduced a new AI-powered feature called "shop the look" to its iOS app, aiming to enhance the shopping experience for fashion enthusiasts. This feature recommends fashion items based on a user's shopping history and showcases how different items can complement their existing wardrobe.
Personalized Recommendations: The "shop the look" section offers personalized outfit suggestions that evolve with the user's shopping habits.
Interactive Experience: Users can interact with hotspots on the app to discover similar items and outfit inspirations, including both preowned and luxury items.
Target Audience: Available to users who have viewed at least 10 fashion items on eBay in the past 180 days.
Spotify has introduced a new feature called "AI playlists" to its music streaming service, enabling users to create personalized playlists using written prompts. This feature, which is currently in beta, is available on Android and iOS devices in the U.K. and Australia.
Key Features of Spotify's AI Playlists:
Personalized Playlist Creation: Users can generate playlists by inputting prompts such as activities, emotions, or even whimsical ideas like "songs to serenade my cat."
Customization Options: After playlists are created, users can refine them by adjusting mood or genre preferences, and can swipe to remove unwanted tracks.
Technology: Spotify utilizes large language models (LLMs) to interpret user prompts and combines this with user listening histories to personalize playlist content.
User Interface: The feature is accessed in the Spotify app under the "Your Library" tab, where users can tap a plus button to start creating an AI playlist.
More on Youtube
D. The Fun Corner
Suno AI - GenAI Audio Generation - Examples
OriginTrail - Chickens x AI
Reddit - What we want vs what we get
