The creative industry is abuzz with excitement, fears and anticipation of what recent AI developments may bring. Many generative AI tools have emerged in the marketplace, each promising their own unique advantages. As explored in our previous post, generative AI tools can be a powerful aide to the ideation process. So how do you go about using generative AI to enhance the ideation efforts? For a creative, visual output, text-to-image AI tools will utilize an input-output format. Meaning, the generative AI models are trained to follow instructions in a prompt provided and generate an image based on entered keywords, styles, and more. Bluetext recently leveraged Midjourney to explore its capabilities.
Our Challenge
Bluetext was sought out by a financial software company looking to create an attention-grabbing go-to-market campaign that would improve overall awareness of the unified brand and increase in qualified leads. The campaign needed to be creative and impactful. Visuals needed to be striking enough to capture the attention of their potential customers and differentiate them from their competitors, and compelling enough to effectively address the pain points of their target audience.
One of the ideas that arose during the campaign conception process was to show a hyperbolic demonstration of one of the target audience’s biggest challenges – that dated technology can hold them back, literally. To help with the ideation process and find inspiration for the campaign visuals, Bluetext turned to MidJourney.
Ideation Process:
The process involved a delicate game of trial and error — entering prompts and making tweaks to the keywords, information and instructions we provided in order to try and generate a range of visuals that may fit with the campaign strategy and vision. Here’s a sample of what we tried:
Base Prompt: “Business man, technology holding back”
Refined Prompt: “Realistic, sideview of a businessman sitting in a chair in the office, shirt is connected to printer cables behind him, he is being pulled back from his desk by cables, 8k”
Refined Prompt: “Ultra realistic photo, side view of business man sitting at desk working on a computer, behind him are more computers, wires from the computers behind him are attached to his shirt pulling him away from his desk”
Variations on Selected Image: “Ultra realistic photo, side view of business man sitting at desk working on a computer, behind him are more computers, wires from the computers behind him are attached to his shirt pulling him away from his desk”
Prompt:”Side view photo, young business man looking at computer, wires from other computers behind him are wrapped around his torso, tied to chair, hands on desk, wires tight and look like they are pulling guy away from desk”
Prompt: “Ultra photoreal, ultra-detailed, side view, businessman sitting at desk working on computer, computers behind man have wires reaching out and wrapping around the man, tangling and tying him to chair”
Prompt: “Photorealistic, ultra detailed, side view, young businessman sitting at desk looking at computer, more computers are behind man and have wires reaching out and wrapping around the man, man is tied to chair with the wires, man looks frustrated”
[insert visuals and corresponding prompts]
Outcomes & lessons learned:
As you can see from the examples above, this technology is by no means perfect. After hours of iterating, we struggled to get the visual output to match exactly what we were trying to convey.
This brings us to a few key takeaways. Generative AI tools have very real limitations, like in the realism of art (see the human appendages below) and in output control. Also, while generative AI is a great starting place for brainstorming, it will likely not produce your final product. It is best used as an ideation-stage tool to help get your creative juices flowing.
As demonstrated above, generative AI tools will produce results, but they may not always be exactly what you are looking for. That is why it is important to set realistic expectations for the AI model’s capabilities and refine your prompt writing to produce successful outcomes. The best prompt writing process to follow depends on the specific generative AI tool being used and the desired outcome, but general tips can help improve the quality of the output generated by the AI model:
- Be clear and specific about the desired outcome or task. This helps ensure that the AI model understands what it is being asked to do and produces relevant output. For example, if you are using an AI model to generate a creative writing piece, clearly specify the genre, tone, and other relevant details.
- Provide the AI model with as much, high-quality input data as possible. The quality of the input data can significantly affect the output generated by the AI model, so it is essential to provide diverse and representative input information that aligns with the desired outcome.
- Experiment with different prompts and input data to identify which ones produce the best results. The quality of the output generated by the model can vary depending on the information and instructions provided, so testing out a variety of inputs can help increase your chances of receiving a relevant and accurate response.
- Review the output carefully. While AI models can generate impressive output, they are not perfect, and may require some editing to meet the desired standards.
Interested in head-turning campaign creative for your business? Get in touch with Bluetext to learn how technology-powered creatives can bring your vision to life.
It’s no secret that Conversational AI has become a familiar part of our everyday lives. With the rise of virtual assistants like Siri, Alexa, and Google Assistant, the way that we interact with technology has become more personalized than ever before. But the benefits of AI go far beyond simple voice commands and smart speakers; Conversational AI is a tool that can optimize efficiency in a wide variety of industries and contexts, from customer service to healthcare to education.
Outcomes & Benefits From Business Process Perspective
Conversational AI systems, also known as chatbots or virtual assistants, are designed to provide personalized communication with users. For some, their first thought of AI might include Siri announcing the weather, or Alexa updating their shopping list. However, what many people don’t realize is that the capabilities of Conversation AI go much deeper and can be the key to optimizing business operations. AI can improve the efficiency, effectiveness, and personalization of communication with customers, employees, and stakeholders.
Industry Index
As AI technology continues to advance, businesses across a broad range of industries are discovering innovative ways to integrate it into their operations to enhance processes and productivity. As market offerings of AI continue to expand, almost every industry is finding new and unexpected ways to leverage new technologies. The capabilities of AI are limitless; here are just a few of the most unique and surprising real-world use cases of AI.
- Real Estate: Online real estate platform Compass is using AI to create custom listing videos for clients in just a few clicks. Their AI-powered phrase recognition technology is able to pull out key listing attributes and pair them with the best suited images, generating a professional and personalized video for potential buyers.
- Construction: AI produces a multitude of benefits for construction and manufacturing companies. From increasing safety to optimizing work schedules, AI in the construction industry has proven its value. Buildots, a construction tech company, has created a wearable 360-degree camera that uses AI to monitor construction sites by detecting schedule deviations, incorrect installations, and unsafe conditions.
- Financial: According to Insider Intelligence’s AI in Banking report, 80% of banks are aware of the benefits of Conversational AI in their industry. It enables frictionless, 24/7 customer interactions, lowers the possibility of human error, and increases customer satisfaction for a multitude of use cases, including but not limited to bank transfers, closing and opening accounts, card replacements, and password resets. Aside from these advantages, AI in financial settings can also identify variations in transaction patterns and other warning signs that could indicate fraud.
- Media & Telecommunications: Businesses can leverage AI to monitor and analyze audio and video data to report findings in real time. Call centers, for example, can utilize AI-enabled solutions to transcribe and document phone conversations, which can then be analyzed to detect customer sentiment, identify key topics and issues, and mine discrepancies. Additionally, AI in customer care centers can help bolster real human interaction by managing mundane tasks and helping find a solution in a fraction of the time that it would take a real person.
- Healthcare: AI-powered chatbots can help patients schedule appointments, send reminders, and provide information about appointment logistics. Conversational AI tech can also provide patients with information on health conditions, treatment options, and self-care instructions.
- Higher Education: By leveraging conversational AI, educational institutions can provide more personalized and efficient learning experiences, improve student outcomes, and reduce the workload on teachers and administrative staff. One way that AI can help to automate tasks for educators is by providing automated assessment and feedback on student assignments, while also identifying areas for improvement and recommending learning resources.
Power of Amelia AI
Amelia AI, Bluetext’s partner, and client of brand services, has established itself as an enterprise leader in Trusted AI by consistently providing reliable and secure AI solutions. Amelia uses a combination of natural language processing (NLP), machine learning, and cognitive reasoning to understand the intent of user requests and provide relevant responses. Unlike traditional chatbots, Amelia learns from every interaction, evolving and improving its understanding and responses over time in order to better all future interactions.
One of the key advantages of Amelia is its ability to integrate with existing enterprise systems, enabling seamless communication across departments and workflows. Amelia can also be deployed across multiple channels, such as web, mobile, and voice, providing a consistent and personalized experience to end users. Amelia is able to optimize business efficiency across all types of industries by streamlining processes and elevating customer service and experience. For example, Amelia AI was hired to fill the role of Virtual Engineer for CGI clients, specifically handling incident resolution and ticket management. Through the engagement, Amelia helped CGI reduce client outages by 30 percent.
Amelia also paired up with Visionworks to transform their customer experience operations by operationalizing the process to schedule eye exam appointments, provide order status updates, answer store-related questions, and more. Amelia represents a significant step forward in the development of conversational AI, providing organizations with a powerful tool to improve customer engagement, reduce costs, and drive innovation.
The Future of AI Optimization
As natural language processing and machine learning algorithms improve, AI technology will become increasingly adept at understanding and responding to human speech in more complex and nuanced ways. Companies that have successfully incorporated AI into their business operations have proven that they can automate routine tasks, reduce operational costs, and enhance customer satisfaction and retention. Beyond improving processes, AI technology can lend valuable insights into customer behavior and preferences, ultimately improving and personalizing their experience. With the potential to transform nearly every aspect of business, it’s no wonder that AI is becoming an increasingly popular technology for companies to adopt.
In recent years, the field of artificial intelligence (AI) has made incredible strides in developing sophisticated algorithms and models capable of producing new content, ideas, and even entire works of art. This technology, known as generative AI, works by using machine learning algorithms to generate new content based on the patterns it has learned from massive stores of data. Generative AI tools are quickly gaining traction in the world of marketing, with brands and creatives around the world starting to experiment with the technology to bring their visions to life.
With generative AI tools, marketers can jumpstart their design and creative ideation process, experiment with new formats and ideas, and even help ensure their messaging resonates in the marketplace. In this blog, we will delve into the world of generative AI and explore the creative possibilities and opportunities that this technology offers.
Generative AI Tools & Process
From design to copywriting, generative AI can significantly enhance traditional ideation processes and has made it easier to create high-quality content quickly. It’s well known in creative fields the ideation process is the toughest hurdle, once an idea is conceived the execution flows naturally. So the thought of removing the age-old writer’s block or creative slump is game-changing for creative minds across every medium. However, while A.I. can produce impressive results, it’s by no means a magic wand. The tools require a great deal of human input and forethought to guide the AI algorithms and improve the overall quality of the output. In this way, generative AI is a powerful sidekick to humans, rather than a replacement.
So, how do you go about using generative AI in your ideation efforts, and what tools are available to you? Well, that answer depends on what you are trying to accomplish. If you are looking for some sort of written output, you will want to use a generative AI tool that uses natural language processing to generate a text response. If you are looking for a creative, visual output, you’ll want to use a text-to-image AI tool. Regardless, these tools will utilize an input-output format. Meaning, the generative AI models are trained to follow instructions in a prompt provided by the user and generate a human-like response in the form of a detailed, written answer or image.
Now, where to start? There are countless generative AI tools out in the market today that can be leveraged as creative writing and design jump-off points. ChatGPT, from OpenAi, is a free (and increasingly popular) online conversation tool and language model that can be used for various applications including answering questions, writing content, text translation, topic research, or report generation. In the world of marketing, ChatGPT can aid in writing content and blog posts, creating brand messaging, and even name ideation.
Jasper is another AI copywriting tool that is particularly great for headline ideation and social media content writing. Jasper also enables you to experiment with different messaging and see what copy resonates the best with your audience. Jasper has a browser extension that allows the model to help improve and create tailored content for your brand, anywhere you are working online. Similar to ChatGPT, Jasper works based on prompts. You can choose between utilizing pre-made templates or open-ended commands in order to guide the model to produce content output you’re looking for.
Here’s a quick example of what using one of these copywriting tools (ChatGPT) for help with a naming project may look like:
- Building your prompt: First, you’ll want to provide ChatGBT with some relevant information about your brand or product so it can understand the context of your request. Start by defining your brand or product in a few simple sentences and provide ChatGPT with some related keywords and key differentiating factors. Then, ask ChatGPT to generate name ideas for your brand or product based on the information and keywords you provided.
- Refining the output: After ChatGPT generates a list of name ideas, review the suggestions and refine them based on your preferences, brand values, or market trends. Remember that A.I. is based on machine learning, which takes feedback data to generate more content similar to the positive outputs and less like the content with negative outputs. Much like training a dog, you must make it clear what outputs you want to positively or negatively reinforce to shape the desired behavior. And ultimately, practice makes perfect. The more inputs and feedback you provide, the more data A.I. tools collect and leverage to improve their outputs. ChatGPT will generate more suggestions based on the refined criteria, and repeat the cycle until you see a name that fits your vision or sparks new ideas of your own.
Much like copywriting, there are several design and visual-focused generative AI products available to marketers and creatives alike. In addition to ChatGPT, OpenAI has also created an AI model focused on visual output. Named DALL·E 2, this model can transform natural language descriptions (or prompts) into realistic images and art. Two other popular text-to-image models include Stable Diffusion and Midjourney, the latter of which was recently leveraged by Bluetext on a client project.
Generative AI Takeaways
Because generative AI is not a perfect technology, in order to get the most out of these tools, it is essential to understand their strengths and limitations.
Some of the main benefits of generative AI include:
- Creativity & Exploration: Generative AI tools have the ability to generate novel and creative outputs that can be used for a wide range of marketing purposes. They can explore new ideas and insights that may not have been discovered through traditional methods.
- Efficiency: Generative AI tools can automate tasks that would otherwise be time-consuming or difficult for humans to perform, such as generating complex visual or written content.
- Personalization: Generative AI tools can create customized outputs based on specific inputs or user preferences, which can be used to create personalized products or services.
In contrast, generative AI tools have several limitations and concerns, some of which are:
- Output Bias: Generative AI tools can amplify biases present in the training data, leading to outputs that reflect societal or cultural biases.
- Limited Control: Generative AI tools can sometimes generate outputs that are difficult to control, leading to unpredictable or undesirable results.
- Contextual Understanding: Generative AI models cannot comprehend the nuances of human language, emotions, or cultural references, which can result in inappropriate or nonsensical output.
- Intellectual Property: Ownership and copyright of content generated by these tools is unclear, leading to potential legal challenges.
Actual or A.I.? This image of the Pope sporting a Blenciaga puffer jacket went viral as an example of A.I.’s powerful potential to trick viewers.
In conclusion, the potential of generative AI tools is vast and can have a transformative impact on creative processes. However, it is important to acknowledge AI’s imperfections. Keep in mind at the crux of A.I. is machine learning, meaning the technology is always learning, digesting more data to refine its ability and improve outcomes. The more practice and use these tools get the better the ultimate result. Creatives and marketers should approach their use with realistic expectations and carefully consider their application in specific contexts, but embrace the possibilities and inspiration the technology offers with open arms. And remember – there is a certain level of human input that will always be required to make creative visions come to life.
As marketing professionals improve at optimizing their advertising campaigns around personalized messaging and graphics for target audiences, a “Time Machine” strategy of targeting prospects will become more prominent in 2019.
What’s a Time Machine for marketing? It’s a new approach to targeting the best prospects based on what they might have done – or attended – in the past.
Tracking behavior via AI and advanced analytics of individuals who have attended an event in the past and targeting them for digital outreach offers a new avenue of personalized digital marketing. In one recent example, Bluetext identified everyone who has gone to see a sports team over the past year, with the intent of serving up ads for with offers to buy season tickets or branded merchandise. Only recently have the data analytics and AI been available that could identify who attended a game over the past year. That’s why we call it “Time Machine” technology.
Yet, Time Machine strategies don’t stop at just attendance. Personalization also means setting up a whole system of user personas, messages for each persona, and specific creative that will appeal to them. Then, if prospect (A) performs action (B), they receive item (C); while prospect (X) performing acting (B) will result in them receiving item (Z). So while two individual prospects may have both gone to the same game, getting them to buy the tickets for next season may require different messages to push them over the finish line. Tracking behavior via artificial intelligence and targeting audiences for digital outreach is just one of the ways that a “Time Machine” strategy leverages deep data as a new avenue of personalized digital marketing.
Personalization is powerful because it solves the problem of relevance. Traditionally, ads were targeted at mass audiences, meaning that the vast majority of impressions were useless because they were not relevant to the viewer. A Time Machine strategy, paired with a robust personalization system, means that you can deliver more relevant ads and, in turn, have a better chance of converting more prospects.
At the end of the day, a Time Machine strategy is all about increasing relevance by matching an individual’s past behavior with a message and/or creative that compels them to repeat that behavior. Your brand’s value proposition, communicated in the prospect’s language, matching their expectations, and addressing their unique needs and desires, will be more meaningful with a Time Machine strategy.
Learn how Bluetext can help you make the most of the top marketing trends for 2019.
Move aside, Don Draper. Artificial intelligence (AI) is moving in. Compelling creative and hard-hitting headlines aimed at the general masses are only a fraction of the modern marketer’s job description. With reams of data about millions of online consumers at their disposal, marketing professionals today more closely resemble a nerdy math geek, a spreadsheet in hand, than the smooth-talking Mad Men of old. In 2019, they’re more effective, too.
AI makes marketing smarter and more effective. That’s thanks to the advent of Artificial Intelligence in digital marketing. Although AI has been around the industry for some years, the power of AI to deliver personalized, relevant, and timely ads to an individual online is only growing stronger, and marketers are growing savvier with their new tools. By employing multivariate testing methods in advertising, marketers can test all of the traditional elements of an ad campaign – imagery, headlines, Call-to-Actions (CTAs), and color – and add the mountain of consumer data into an AI engine that will deliver the right ad to the right person at the right time in the right place. Rudimentary tests will optimize around single ads that perform the best to a broad audience. The best Mad Men of 2019 will use multivariate testing to serve unique combinations of each variable in a single ad for a single category of user. AI is here.
Artificial intelligence is offering a powerful new tool to digital marketers, who can use the capabilities of AI to both test and modify how marketing campaigns are delivered to target audiences in a far more personalized way. Before the advent of AI, the testing of banner ads or email campaigns would have been limited to A/B variables, such as subject lines for email or headlines for digital banners. Fancy experiments could also test different graphics, but it typically would be limited to two or three versions at most.
No more ‘spray and pray’. Appeal to individual consumers in 2019. With AI, marketers can now test a wide variety of media attributes, including colors, font, calls-to-action, and background image specific to an individual consumer. AI can assess that person’s past preferences to predict what will have the most impact. That opens up much greater opportunities with retargeting. Not only can the ad display the same product that the consumer was considering from the day before, but it can also suggest, as just one example, the angle of the image that would be the most appealing to that consumer.
The brains of AI, of course, are its algorithms. While AI software may vary in their algorithm, all deliver modern marketers with the unprecedented ability to make real-time calculations about advertisement opportunities. Known as Moment Scoring, AI can determine the likelihood that a digital consumer will engage with an ad and make the desired action based on the goals of the marketing campaign. More than just delivering ads in the moment, AI in 2019 is more cost-efficient by predicting what marketing actions to take in which moments, thereby optimizing your campaign’s spend toward those users that are most likely to convert from prospect to customer.
If you’re not using AI, you’re already losing. According to a report by eMarketer, advertisers around the world have caught on to the power of AI for their marketing campaigns. Nearly 40% of advertisers surveyed indicated that they already use AI’s media spend optimization tactics to make their campaigns more cost effective, with another 31% indicating that they plan to use that tactic. Dynamic creative – ads that change automatically based on the AI’s information about an individual user’s behavior, location, and interests – is already employed by 42% of respondents and is planned to be used by an additional 27% of those surveyed. All of this is to say, if you’re not yet incorporating the power of artificial intelligence into your digital marketing efforts, you’re already losing to the competition.
For a digital marketing campaign that optimizes your budget and delivers results thanks in part to the powerful tools of Artificial Intelligence, partner with Bluetext.
Learn how Bluetext can help you make the most of the top marketing trends for 2019.
Dynamic content may be the next big thing for digital marketers. In the marketing world, as personalization becomes more in demand, the power of artificial intelligence and data analytics to deliver personalization through dynamic content generation is taking on a larger role. That artificial intelligence is taking the guesswork out of marketing. No longer do digital marketers need to “hope” that, for example, a blue-themed campaign landing page with lots of large images or a certain type of blog post will appeal to all audiences. Artificial intelligence can provide real insights on messaging, graphics, color schemes, and even the types of content that marketers push out to target audiences.
This evolution may be closer than you think. In fact, according to eMarketer, forty percent of marketers in a recent survey responded that they were currently using AI to fuel their dynamic creative. That number was consistent with audience targeting and segmentation, creating a clear path to real personalization. This tactic has given advertisers the unparalleled ability to know their audience through identification, segmentation, and targeting.
Because various types of testing can be done now thanks to AI, marketers are able to find the optimal way to target a particular consumer. This includes elements such as colors, fonts, call to actions and images. Targeted advertisements not only serve a consumer the product they were looking at in the days or weeks before but in a way that would be most appealing to him or her, increasing the likelihood of engagement.
Beyond customizing the content that users are served, consumers are increasingly interested in curating their online experiences as well. That helps explain the endless number of social media platforms available to us.
We recently worked with the cognac company, Courvoisier, to launch their Honor Your Code campaign microsite which truly defines what we mean by “user-generated content.” The site encourages users to create a meme by uploading a photo, adding their hometown, and choosing a “code” that they respect and honor. Memes are then shared to social media, and ingested into the CMS by an Instagram API to display in a scrolling mosaic grid. Users are also able to explore the “Heatmap” by clicking on cities across the country to view other codes being shared and possibly even their own.
The Honor Your Code site on mobile provides for a unique user journey with more of a “native social” experience. Videos and Instagram posts display in a scrolling, digestible way users have become accustomed to. The site also features age authentication and a product locator.
It’s no question that people love personalized content. According to Janrain, 74 percent of online consumers get frustrated when content on the websites they visit has nothing to do with their interests. It’s clear that generating dynamic content for your audience is vital to a brand nowadays, so why not take a deeper dive into each individual’s profile to better understand what will work with that specific target audience? It is much more effective to serve content types and styles that the individual responds to instead of a blanket assumption of one-size-fits-all.