LLM technology has the potential to deliver impactful campaigns, offering excellent ROI for brands and marketers, industry experts say
Shantanu David
issued – June 29, 2023 8:35 AM
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Large Language Models (LLMs) and chatbots built on top of them have become the technology of every enterprise, as artificial intelligence has become an essential part of all types of enterprises, businesses, projects, public works, and personal endeavors. It has become an indispensable tool in the arsenal. LLM is a computer algorithm that processes natural language input and predicts the next word based on what it has already seen.
Microsoft’s ChatGPT and Google’s Bard may dominate the “AI wars” story, but in reality, organizations ranging from Meta to LinkedIn, SalesForce, The Trade Desk and more are building on LLM technology. We are launching our own generative AI and chatbots built with We do everything from writing resumes to developing business plans to creating pitches.
As Amit Nandwani, NCD at Cheil India, points out, one of the biggest impacts of LLM is its ability to “generate human-like content faster and more accurately than ever before.” And with the emergence of these generative AI tools, the environment surrounding copywriters is bound to change. “
Siddharth Bhansari, Founder of Noesis.tech and CTO of Zoo Media, agrees that the use of LLM in media and advertising has grown significantly. “Companies such as Linkedin, Meta, and Salesforce have also announced generative AI tools for advertising copy, and the landscape is changing rapidly. I strongly believe that we should see it as an ally rather than as an ally.”
LLMs are particularly good at extending and standardizing creative processes. Training on effective ad copy and generating similar content helps maintain continuity and consistency across team members. The automation provided by LLM frees up human talent to focus on more strategic and creative tasks.
Mitesh Kothari, co-founder and chief creative officer at White Rivers Media, said: This allows you to create content tailored to personalized and targeted messaging to improve the effectiveness of your campaigns. “
Arvind Jayaprakash, senior vice president of technology at Glance, agrees that LLM will have a major impact on marketing and advertising by automating content generation, improving personalization and providing data-driven insights. I’m here. Content for users. LLMs are heavily involved in current content creation in the moderation process. Glance Smart Most of the images and text displayed to users on his lock screen are entirely generated or powered by his LLM. Also available now, his LLM helps editors manage content efficiently. “
Wizikey CEO and co-founder Aakriti Bhargava points out that AI models are trained on vast amounts of existing data, which can introduce biases and limitations. “Humans provide the expertise, creativity and contextual understanding needed to overcome these challenges. We focus on evaluating, aligning with brand values and marketing goals, and infusing unique style, brand voice and messaging nuances, and ensuring that the output generated complies with regulatory guidelines. We can also verify and ensure transparency and ethical advertising practices.”
Thus, the seemingly endless possibilities of LLMs could be successful in changing the face of the advertising industry in the years to come. “But human creativity is unparalleled, and a symbiotic relationship between AI and humans should move forward to maintain brand voice and credibility,” says Kothari.
Nandwani adds: “We need to embrace technology and use it to our advantage by automating our day-to-day content creation tasks. You can spend your time on it and build an emotional connection with your audience, something an LLM can’t do… at least for now.”
Experts agree that human involvement will not diminish or be affected, but it will need to evolve at a fast pace. The human touch remains important for strategic decision-making, creative contribution, situational awareness, building connections, and addressing ethical concerns. Effective use of LLM technology is intended to complement rather than replace human capabilities, resulting in more efficient and informed campaigns.
Himanshu Arora, co-founder of Social Panga, sees these tools as a way for brands to blend technology and boost their creativity quotient. “Communication efficiency, content development and data analysis will improve. LLM technology has the potential to implement impactful campaigns and provide brands and marketers with a superior ROI.” .”
However, there is a caveat to this. These models can provide a huge amount of output, but over-reliance on them can lead to commoditization and over-generalization of ad copy. Over time, copy can become generic or AI-generated and lose its impact on your audience. But for now, the pros definitely outweigh the cons.
“The impact, according to me, is definitely positive. LLM technology has saved me a lot of time in my daily work, allowing me to develop regular content much faster,” says founder Rohit Varma. In his narrative, he adds: “But to get the gist of it, to see the quality of the output, and to create content that stands out in the crowd. After all, we need witty humor.”
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