Several brands, including Infosys, now regularly use AI generation to develop copy, designs and video outputs. Image: Shutterstock They, let’s say, good marketing makes the company look smart. Good marketing makes the customer feel smart. Obviously, this requires intelligence and imagination. In other words, marketing is all about creativity that breaks through the clutter and reaches the customer in a unique way that makes a great impression.
What if we were suddenly blessed with a superpower that makes finding creative ways to engage with our target audience easier and faster than ever? Is AI really this new creative superpower that can put human imagination on steroids?
When it comes to amplifying human creativity potential, AI, particularly generative AI, can make a significant contribution. Facilitate written and visual communication. Idea generation, thought starters, personalized content development, image and video generation, even press release generation are all areas where AI generation can have an impact.
Several brands, including Infosys, now regularly use AI generation to develop copy, designs and video outputs. Brands like Unilever, in fact, have created their own suite of gen AI tools, Homer, to develop promotional texts. In fact, entire campaigns can now depend on AI-driven execution. Remember how Cadbury Dairy Milk Silk used Generation AI and, in collaboration with filmmaker Zoya Akhtar, helped couples create beautiful memories on Valentine’s Day as part of their campaign?
Hyper-personalized awareness. Gen AI can also help conduct granular analyzes of consumer behavior and then generate creative content based on this in-depth understanding of how customer segments interact with various messages. For example, Instacart, the US grocery delivery service, found that questions about meal planning were common among people asking ChatGPT. They created a plugin for ChatGPT with OpenAI.
The plugin allows customers to ask recipe-related questions, such as “I have carrots and rice.” What diabetic-friendly meal can I prepare and what other ingredients should I buy? or “Give me some vegan meal ideas for my picky toddler?” A few clicks and the complementary ingredients can be added to the basket. The promise of hyper-personalization that has eluded marketers for years may finally be a reality.
Read also : What business leaders really think about generative AI
Rapid ideation and experimentation: AI generation is a great resource for marketers to stay abreast of emerging and changing consumer sentiments and test new creative opportunities. It also accelerates idea generation, improves ideas quickly, and helps brands accelerate time to market. For example, Mattel, in developing its Hot Wheels product line, used Dall-e to generate four times more product concept images than before, as well as to inspire some of their hottest new features and designs. interesting.
Facilitate co-creation: Every marketer dreams of bringing their community of buyers and potential buyers to be part of the brand promotion process and participate in brand advocacy and encouragement. The AI generation allows this consumer-community flywheel to truly work harder and smarter for brands.
For example, we launched #RAFAFOREVER, an AI-driven experience to give one billion tennis fans the opportunity to celebrate the greatness of Infosys brand ambassador Rafael Nadal with a personalized piece of art, powered by AI. The creativity he unleashed inspired thousands of tennis fans to join in the celebration and in doing so, also put the spotlight on the Infosys brand. And yet, AI is only as effective as the humans who collaborate with it.
Seasoned marketers have heard the saying: “A well-defined brief is a half-finished campaign.” Rigorous problem formulation is half of all creativity, and problem formulation – like asking difficult questions and considering context sensitivities – remains firmly in the human domain. That said, Generation AI is this wonderful amplifier that makes it easier and more mature for more and more marketers to participate in the creative process.
That’s why it’s revolutionizing creativity in marketing and should be added to the power tools in every marketer’s kit. However, what we call true creativity – the ability to design a unique marketing solution tailored to a unique context, something that has never been done before – is not a commodity. And it’s not something the AI generation is likely to democratize anytime soon.
Sumit Virmani is the global marketing director of Infosys. He writes a series of bi-monthly columns “Brand Breakthroughs” on Storyboard18.
