Meanwhile, a tech startup called Addition has built a free tool that marries AI and Super Bowl advertising at a functional level. A user is encouraged to generate their own Big Game ad by selecting from a list of real commercials that previously aired, and then inputting whatever content they wish to see. The bot will then create a unique script based on those two components of data.
Addition’s machine, like that of Mailchimp, is based on GPT technology, but it differs from ChatGPT in that it is trained on data that is specific to a marketer’s interests. In the case of the Addition bot, this is purely Super Bowl ads from the past 10 years.
“We’ve found that when you take the technology behind ChatGPT, which is great, and combine it with high quality data it unlocks a wide range of new uses for marketers,” said Rick Barber, co-founder of Addition in a press statement.
Ancillary marketing
A notable aspect of the efforts mentioned above is that not one of them is part of a national Super Bowl campaign. They are ancillary in their reach, appearing on social media or owned websites.
There’s a good reason for this: AI is still so new that marketers can’t yet trust it to maintain a leading role in the year’s biggest advertising moment. Avocados From Mexico planned to bring ChatGPT into its Big Game ad but has since canceled that integration. And while AI platform Dialpad is airing a local commercial, the spot only talks about AI, rather than owing its production to it.
The difficulties still surrounding this technology mean that, for now, it must sit on the bench. But that doesn’t mean it needs to do so quietly.
Mailchimp’s Jones said that while his company knew a full-on Super Bowl ad was not in the cards this year, it still wanted to be a part of the game in a creative way. The decision to live-tweet using AI came only three weeks ago—a testament to how quickly the technology is able to churn out ready-to-use content. Mailchimp has since been using the NFL playoffs as a training ground for its AI.
from Digital Marketing Education https://ift.tt/FIpbsCa
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