How AI is revolutionising advertising, content creation
By Abimbola Mohammed
The continued evolution/revolution of Artificial intelligence (AI) has led to a rise in new marketing techniques. The use of AI for advertising now allows companies to measure the effectiveness of their advertising campaigns in real time as it helps advertisers create targeted ads, personalize customer experiences, optimize campaigns and create more engaging content.
In November 2022, OpenAI introduced ChatGPT, which is ‘threatening’ to upend tech behemoths like Google and change advertising forever. Marketing intelligence revealed what practitioners think about how AI is changing the advertising ecosystem.
For Rotimi Bankole, a seasoned media practitioner and CEO, SBI Media, AI is everything as it was predicted to be the most ground-breaking innovation in the 21st century.
“Well, it turns out that AI is no longer a mere experiment. This is because of ChatGPT (Generative Pre-trained Transformer). Call it a smart computer that can provide answers to everything you can think of and also helps you produce anything creative such as writing a story, coding an entire website, developing a movie script, creating a business plan and even helping brands understand their customers better.
“We believe ChatGPT will be the most important innovation for 2023 and beyond. GPT models are trained on large datasets of human-generated text and use a self-attention mechanism to analyze and understand the patterns and relationships within the text. This enables the model to generate coherent and human-like text when given a prompt or context,” he said.
He noted that AI is a game-changer for brand engagement, customer relationship management, product development and even real-time advertising.
On his part, Christopher Penn, Chief Data Scientist at TrustInsight.ai, in an interview with MarTech, said: “AI is good for restructuring content: As I’m driving around taking my kids to stuff, I will record voice memos and have ChatGPT transcribe them. And we all know that what comes out in transcription is not print ready. But we can take that, feed it into the model and say transform this into a copy appropriate for an article. Again, it preserves your voice, it preserves your facts, it preserves your point of view. So it’s a very easy way to generate a lot of content for things like newsletters or whatever. And that’s where these tools really shine.”
Sharing the same view, Matteo Pittaluga wrote in Forbes: “Prompting will become a marketer’s most valuable skill. AI is a tool that is much more useful when it is given the right data. Similarly, if an AI model is used for marketing, it will perform better if it is given accurate data about the target audience, such as their pain points, preferences and behaviours.” In other words, a marketer’s job shifts from coming up with ideas, to defining the premise of what should occur in an ad. It will revolutionize content creation.”
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