ChatGPTs outputs can also be stiff-sounding. Detert shared an example prompt his team gave ChatGPT that asked it to make a creative brief for an influencer on Meta and TikTok for a lower-calorie soda aimed at women ages 25-34. The prompt also asked for it to be light-hearted and about fashion, but weaving in the message of the drink.
ChatGPT replied with an objective, target audience, key message, a broad example of an influencer for the campaign, and what kind of content they should make. For example, including the phrase, “Refresh your look and your health with my favorite lower calorie soda.”
“The technology is certainly not in a place to replace creators,” BEN’s Folkman said. “But it could give you a competitive advantage if you play around with it,” Indeed some creatives have even been using generative AI to imagine new brand collaborations.
Related: ChatGPT attempts to write Super Bowl ads
While ChatGPT and Bing’s chatbot have led to some interesting conversations, AI is ultimately only as good as the text data that it was trained with. While it may help with the administrative tasks of finding and partnering with creators, marketers agree it can’t replicate the community and creativity that creators bring. Because ChatGPT is based on a data set, it often gives an average answer, pulling from ideas that have already been done.
“If you take what it gives you as a stopping point, that will not work,” Folkman said. “It should be a starting point and then you need to work with it.”
The “holy grail” for Detert would be to type in the scene or concept a brand wants out of an influencer campaign and have an approved finished product appear in seconds that can then be published in a creator’s feed.
“The two biggest blockers of this are copyright laws around AI-generated imagery and videos, as well as all of the brand name, images and logos,” Detert said. “The other is realism. Most AI outputs have made people or things cartoonish.”
from Digital Marketing Education https://ift.tt/cpiwAyd
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