How can I best utilize AI?
This is quickly becoming a key question for business. So, it’s of little surprise that it could have a huge impact on the marketing department as well as agencies.
One of the most exciting areas of AI is how it can be used to bolster humanity’s creativity. AI is already being used to power customer experience through chatbots, but it’s quickly expanding into other areas such as video and copy creation.
While AI has the potential to make a huge positive impact, there are also real concerns around its misuse. Brands and agencies will need to tread very carefully when using AI to avoid creating even more distrust and disillusionment amongst consumers.
- $2.1b predicted size of AI for the social media market
- 80% of brands predicted to use chatbots for consumer interactions by the end of 2020
- 2x increase in the amount of deepfake videos compared to the previous year
In 2019 some social networks started making changes:
- Facebook banned misleading deep-fakes
- Instagram started labeling or hiding images that are photoshopped
- Tiktok introduced a FaceSwap Feature
Like most technologies, deepfakes aren’t inherently bad, they can be used to entertain as on TikTok, or to help deliver a more global reach. Malaria No More A launched a “Malaria Must Die” campaign, where David Beckham appears to speak nine languages using deep fake technology. After watching the video viewers were encouraged to sign a “voice petition” by recording their own voices saying, “Malaria Must Die.” As the technology continues to develop brands will need to weigh the utility and efficiency benefits against consumer sentiment. Creative execution and obvious transparency will likely be key to avoiding any backlash.
E-sports is a growing global phenomenon with over 25.7 million viewers in the US and over 200 million people engaging with it in China. KFC realized that there wasn’t a way to predict who’d win these highly watched matches, so they created a prediction model that leveraged big data to solve the problem. KFC built the Colonel into their mobile app giving fans access to the predictions along with exclusive KFC coupons leading to 203 million views and 70 minutes of brand exposure per day (4x more than planning). More importantly, KFC inserted itself in the e-sports arena, by becoming an invaluable part of their customers’ everyday lives.
Venturing into the realms of transitional creativity, Tech giant Alibaba has created an AI copywriter that produces up to 20,000 lines of e-commerce copy per second. The AI copywriter continuously improves its craft by analyzing lines of copy on Alibaba’s T-mall and Taobao eCommerce platforms to understand what types of copy perform best. Brands wanting to use the platform simply need to insert a link to their product page and click a button to have the system generate AI copy. The biggest benefit to brands utilizing this tool is increased efficiencies through the removal of repetitive tasks allowing creatives to spend more time on big ideas and content for their audiences.
What’s Next:
- Organizations will need new, systematic approaches for unlocking the full potential of human collaboration with AI. People will soon need to learn how to work with the machines and how to better communicate with them.
- Big data will unlock previously incomprehensible insights for brands meaning they can narrow the gap between what brands think consumers want and what they actually want.
- First touch customer service will become increasingly automated and most consumers won’t be able to tell the difference. Humans will only become involved in outlier cases.
- AI will become a go-to resource for iterative creative executions especially if multiple languages are involved. Programmatic media buying solutions will port into social content as turnkey SAAS solutions for personalized messaging campaigns.
- People will begin to demand proof of digital provenance in the content they’re consuming.
