Marketers move beyond ChatGPT basics with new tools

AI Basics

As OpenAI begins rolling out a subscription version of ChatGPT, more companies are building custom marketing using the hugely popular text generator. tool.

On Wednesday, the Artificial Intelligence Lab invited people to join the ChatGPT Plus waiting list. Get early access to new features and other perks for $20/month. Marketers, meanwhile, are looking beyond the free version and integrating their own data sets with OpenAI’s large language models. For now, the waitlist is only available to users in the US, but OpenAI says it plans to expand to other countries and regions “soon.”

On the same day that OpenAI announced its pilot subscription plan, content recommendation company Taboola announced a new beta test using ChatGPT. Advertisers can generate campaigns based on historical advertising performance data from past campaigns using Taboola.. According to Taboola CEO and founder Adam Singolda, ChatGPT generates content based on what people are most likely to engage with, which marketers choose to use in their ads on various websites. can.

Taboola and other companies in that category are sometimes known for creating clickbait content, but Singolda said the goal is to generate more relevant and credible ads. The feature will initially be used internally by Taboola’s account to generate titles that his managers can pitch to clients, but may become available as a self-service option in the future.

“Basically, we’re querying titles for each segment we have data for. [on]’ said Singolda. “Different formats and different segments of time have different parameters for consumers to click.

Other companies are building new features leveraging the same technology that powers ChatGPT. Earlier this week, Intercom released a new feature built on his GPT-3.5 for OpenAI to help customer service agents and generate articles for website content.

how long now?

AI has been part of marketing for years, but it’s playing an increasingly role in different parts of campaigns. AI-generated content is still fairly new, but research firm Gartner predicts that by 2025, 30% of outbound marketing messages sent by large organizations will be synthetically generated. . Nicole Greene, Senior Director Analyst, Marketing Practice, Gartner, said:

“I disappeared from The Wizard of Oz behind the curtain. Now that I’m here, I know what I can do,” said Greene. “This is very important, and there’s a lot of hype right now, but we need to understand what we can and can’t do.”

Advertising agencies are also building their own platforms using OpenAI. Late last month, an anonymous “AI-powered” agency called The Uncreative Agency used OpenAI to generate humanless suggestions within minutes based on just a few basic inputs, helping to improve advertising performance. It has attracted attention from all over the world. The pitch is then emailed to the user as a PDF containing the ideas and illustrations. This PDF contains a disclaimer stating that the idea was “obviously not very good… at least not yet.”

Some wondered who was behind the platform, or if it was just a satirical take on current tech trends, but it turned out to be a DDB project. In his first week, more than 12,000 of his top agencies and consultancies used his The Uncreative Agency, according to DDB. DDB is currently launching a new human-AI hybrid platform to implement AI tools for creatives and foster generative AI startups. (The platform is named RAND after iconic art director Paul Rand.)

“OMG, this is both amazing and terrifying at the same time,” DDB EMEA Chief Strategy Officer George Strakhov wrote on LinkedIn last week before revealing his team was behind it. I made it “The ideas it generates are very bad and mostly good.”

AI will spread

ChatGPT is already being used in advertising campaigns for many leading brands. Family tree website Storied recently used ChatGPT and AI art generator Midjourney to create video ads for its online campaign. For Avocados From Mexico’s upcoming Super Bowl campaign, a QR code displayed in the ad will direct people to a website where they can draft AI-generated tweets.

Not every company testing it thinks it will take over all parts of its marketing. CMO Aron North said that just because it’s a “fun experiment” doesn’t mean AI will become “an important part of the marketing calendar.”

“It’s amazing that a computer can write out Ryan Reynolds’ voice, but it’s not the most impressive,” he said.

Generative AI is also growing in popularity at Fiverr, a freelance marketplace platform that connects businesses with people with different skill sets. Searches for AI services have already increased by 1,400%, according to the company, though the exact number was not disclosed. However, a search of Fiverr’s platform conducted by Digiday found 1,600 services available when searching for the term “ChatGPT.”

To sort out the growing demand, the Israel-based company also recently introduced new AI categories for ChatGPT application developers, Midjourney artists and chatbot developers. To promote the addition, Fiverr bought a full-page ad in the New York Times with the headline “An Open Letter to AI” to ensure humans “come in peace.”

I still don’t know if the feelings are mutual.

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