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One area we’re focused on for integrating AI is AdOps, which traditionally is a highly manual and repetitive process and a perfect candidate for automation. Automation enables a reduced order-to-cash process time, allowing for quick invoicing and smoother cashflow; faster revenue reconciliation means a more cash-positive business and a faster ability to reinvest in new business initiatives or new hires. —Jay Kulkarni, CEO and founder, Theorem
Branding and packaging
Using OpenAI’s GPT-3 and DALL-E 2, we let AI create the packaging and product descriptions for seven trendy new products from scratch. From wagyu to oat milk, each product was tested with a nationally representative sample of 300 U.S. consumers to gauge the believability and effectiveness of concept and branding. Each product was graded on a 1-10 scale in seven key measurement areas: overall appeal, likelihood to purchase and others. Results are measured against Zappi’s established norms for product performance, which we’ve gathered by testing over 100,000 products to date.
In short, the AI-created products greatly underperformed with consumers, ranking in the bottom 33% of every product ever tested on our system. Despite aesthetic designs and descriptive language, consumers found the products disjointed and, in some cases, potentially dangerous or irresponsible. It wasn’t all bad, however: The AI-designed products performed well for uniqueness, signaling AI’s potential as an idea generator. —Steve Phillips, CEO and co-founder, Zappi
Thought leadership
As more people start leaning on ChatGPT, we expect to see a lot of subpar thought leadership getting pushed out. This presents a real opportunity for those with genuine points of view to stand out and build credibility for themselves and their companies, and to use AI as a supporting tool to do it faster than ever before.
What makes great thought leaders compelling is the unique perspective they’ve built from years of distinct experiences and a willingness to share it at moments when their business, industry trends and customer needs intersect. An overreliance on AI for thought leadership content creation and contributed commentary robs it of the thing it needs to stand out—originality. AI should absolutely be incorporated as a tool for creating efficiencies, but there are still real limitations in what it can deliver and risks in trusting what it generates, especially because OpenAI hasn’t provided much transparency into the data set the chatbot was trained on. —Brendan Shea, svp, content, INK Communications Co.
Cultural bias
With 1 out of 4 Gen Zers in the U.S. being Latinx, a lack of representation and expertise across general marketing teams and the democratized power of AI at our fingertips, brands and marketers will be inclined to leverage this technology to find efficiencies to engage with Latinx audiences. I cringe at the idea of any marketer crafting multicultural marketing strategy around AI-generated content and justifying it as a cultural source of truth.
When it comes to the multiculturalism of Latines, AI is unable to reflect the diversity of our ambicultural, language-fluid experiences—but more dangerously, its outputs can become an enabler of stereotypes and cultural and linguistic insensitivities. Marketers need to be aware of the technology’s elevated bias when it comes to the Latinx audience, and they need to think of culture-filtering workflows and strategies as they navigate AI adoptions. —David Velez Mejia, executive strategy director, Remezcla
