The Turing Marketer Weekly - 4th Ed.
Week 17 - 2024
Welcome to the 4th 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
WPP Press release - WPP & Google Alliance
Enhanced Creativity with Gemini 1.5 Pro Integration: Integration of Gemini 1.5 Pro into WPP's Creative Studio facilitates the development of richer, more dynamic brand content, leveraging extensive brand-specific information.
Smarter Content Optimization with AI Performance Brain™: The collaboration enhances AI Performance Brain™ with Gemini 1.5 Pro, leading to faster and more accurate predictions of content success, ultimately optimizing campaign effectiveness.
Revolutionizing AI Narration for Video Description: Real-time streaming capabilities for video description and narration, powered by Gemini 1.5 Pro, enable automatic creation of personalized narration scripts, enhancing video creation efficiency.
Hyper-realistic Product Representation through gen AI: Leveraging gen AI and Gemini 1.5 Pro, WPP creates detailed 3D product images that adhere to brand guidelines, redefining product representation in marketing..
TechTarget - Adobe working on mainstream AI tools
B-roll Generation with Third-Party Tools: Adobe is exploring ways to integrate generative AI tools from OpenAI, Runway, and others into Premiere Pro for generating background footage.
Preview of GenAI Workflows: Upcoming tools include Object Addition and Removal, Generative Extend, and Text to Video, enhancing video editing capabilities within Premiere Pro.
Expansion Beyond Stock Images: Adobe's move to incorporate third-party tools provides users with more options and reflects a shift towards a more open ecosystem, aiming to stay competitive in the creative market.
Balancing Trust and Innovation: While venturing into third-party tools presents risks, Adobe aims to maintain trust by clearly delineating coverage under its indemnification clause and offering warnings to users.
Audio Workflow Enhancements: Premiere Pro users can expect new audio workflows, including faster custom audio transitions and AI-based tagging of audio clips, available in May..
Progressive Grocer - Dove is pledging…against AI
Commitment to Authenticity in Advertising: Dove pledges to never use AI in place of real people in its advertising, reinforcing its 20-year campaign focused on real beauty.
Guidelines for Real Beauty Representation in AI: Dove develops "Real Beauty Prompt Guidelines" to ensure more representative images on popular Generative AI programs, extending this commitment beyond its own organization.
Celebrity-Supported Campaign Addressing Technology's Impact: Dove's new ad campaign features celebrities like Reba McEntire and Drew Barrymore, addressing the impact of technology on beauty while affirming Dove's commitment to authentic depictions.
Insights from a New Study on Beauty Standards: Dove releases the findings of a study revealing persisting beauty ideals, with one in three U.S. women willing to sacrifice a year of their life for an ideal look, highlighting the influence of online beauty content, including AI-generated imagery.
Industry Responses to AI in Beauty: Other beauty brands like Estée Lauder and L'Oréal are leveraging AI in various ways, from Estée Lauder's Voice-Enabled Makeup Assistant for visually impaired users to L'Oréal's inclusive beauty tech initiatives, including AI-powered skincare guidance and AR makeup try-ons.
Diverse Perspectives in Beauty Tech Development: While Dove maintains its stance on authentic representation, other brands like Estée Lauder and L'Oréal see AI as a tool to enhance inclusivity and accessibility in beauty, reflecting their unique missions and consumer focus.
See Dove video below in the Marketing x GenAI on Social media segment.
TheDrum - Native Ads expert advice on using AI
AI as a Tool, Not a Replacement: Advertisers should view AI tools as supplements to their creative team, leveraging AI for idea generation while human expertise ensures quality and authenticity.
Understanding AI Limitations: Acknowledging AI's formulaic tendencies, Nexio by Xevio emphasizes refining AI output with human touch, utilizing tools like Taboola's GenAI Ad Maker for optimal results.
Crafting Effective Prompts: Mastering detailed prompts is crucial for AI success, with Nexio recommending thorough instructions tailored to specific campaign elements and target audiences.
Unleashing AI's Image Generation Capabilities: AI enables brands to create visually striking images, pushing creative boundaries with scenarios like solar panels on fire or shoes in unique environments, all at minimal cost.
Transforming Advertising with Generative AI: Generative AI tools empower brands to combat creative blocks, optimize campaign elements, and drive performance at scale, while freeing up creative teams for strategic tasks.
TheInformation - AI influencers
TikTok's Advertising Strategy: TikTok is considering using virtual influencers as part of its advertising efforts, exploring new avenues to engage users and attract advertisers.
Potential Implementation of Virtual Influencers: The platform may leverage virtual influencers to promote brands and products, potentially expanding its advertising offerings and diversifying revenue streams.
Rationale Behind Virtual Influencers: Incorporating virtual influencers could appeal to younger demographics and align with TikTok's creative and innovative image, offering advertisers unique opportunities to connect with users.
Challenges and Considerations: TikTok will need to navigate challenges such as maintaining authenticity and relevance, as well as potential backlash from users or skepticism from advertisers regarding the effectiveness of virtual influencers.
Future of Advertising on TikTok: The exploration of virtual influencers reflects TikTok's ongoing evolution in the advertising space, as the platform seeks to capitalize on emerging trends and maintain its competitive edge in the digital advertising landscape.
B. Marketing x GenAI on Social media
The Code a Dove Film (Youtube)
Meta AI Design “Inspiration” (@AraSrinivas - Perplexity AI CEO)
C. Marketing x GenAI Product Launches
DemandGPT - by Refine Labs
Refine Labs has recently unveiled DemandGPT, a custom AI assistant designed to enhance demand generation marketing through their platform, The Vault. DemandGPT integrates ChatGPT with over 450,000 hours of Refine Labs' insights to offer personalized content and interaction strategies for B2B marketers.
Here are the key features of DemandGPT:
Personalized Interaction: Users can engage with Maxwell, the AI chat host, to receive tailored answers and discover relevant content within The Vault.
Content Discovery and Recommendations: It facilitates effortless navigation and personalized recommendations based on user interaction history, helping marketers effectively implement demand strategies.
Adobe Express Mobile App with Adobe FireFly GenAI capabilities
Adobe has launched the all-new Adobe Express mobile app, enhanced with Firefly AI, designed to revolutionize content creation on-the-go. The app incorporates Adobe's top-tier creative tools and AI capabilities, making it simpler and quicker for users to create high-quality social media content, videos, and graphics directly from their mobile devices.
Main features include:
Enhanced Creativity: Integrates Firefly AI features like Text to Image and Generative Fill, enabling users to craft compelling visuals and texts effortlessly.
Versatile Content Creation: Offers a range of tools for video editing, template design, and social media scheduling, suitable for marketers, small business owners, and students alike.
D. The Fun Corner
HyperSkill - ChatGPT & Wikipedia
Twitter - AI Goals