- LinkedIn’s generative AI tool automates ad copywriting
- Instreamatic’s AI-powered audio ads take customer engagement to the next level
- MNTN announces launch of video editing platform powered by generative AI
Over the last few months, the role of generative AI in marketing has shifted from being a fascinating new concept to a near-obsession for creating original content such as text and images. While the buzz around generative AI in marketing is palpable, much of the conversation has been theoretical, lacking concrete examples of how it fits into existing team workflows and tools. Recently, however, innovative tools have been surfacing that make generative AI more accessible and easier to use. Soon, generative AI will streamline virtually all marketing functions, thereby increasing efficiency, enabling cost savings, and opening doors to unprecedented creative possibilities which will fundamentally transform how businesses operate. Six in ten marketers feel that generative AI will significantly change their role, and over half are already testing or using it. The technology could save each marketer over a month of work time annually. Botco.ai recently surveyed marketers to understand their use of generative AI tools. They discovered that 39 per cent are using it for designing social media images, 42 per cent for social media content, and 44 per cent to write emails. Adobe’s Future of Digital Experiences Report foresees enhancements in work quality, creativity, and customer targeting.
Next, we’ll introduce you to specific examples of the solutions that are streamlining marketing functions, saving costs, and unlocking unparalleled creative potential.
“AI Copy Suggestions can help jumpstart your creativity and reduce the time you spend on your day-to-day tasks so that you can continue to focus on what matters — continuing to produce memorable campaigns and building your brand”
Abhishek Shrivastava, VP of product at LinkedIn
LinkedIn’s generative AI tool automates ad copywriting
LinkedIn, the world’s largest social media network for professionals, is no stranger to AI, having previously launched several AI-powered tools to streamline the creation of job descriptions and offer personalised writing suggestions for user profiles. And now, the company has introduced a new generative AI tool called AI Copy Suggestions, which is designed to help marketing experts craft compelling introductory texts and headlines for ad campaigns published on the platform, essentially automating the entire process. The tool will be incorporated into LinkedIn’s campaign manager and will use Open AI’s GPT model to produce written content. Any time a user starts writing copy for a new ad, the tool will present them with several versions of introductory text to choose from and up to five catchy headlines. The user will be able to either accept the suggestions and post them as they are or customise them to make sure they align with their objectives.
It’s important to point out that suggestions aren’t random. To ensure that the content is relevant to the user and in line with their brand language, the tool constantly reviews their brand page, as well as their target audience and campaign objectives, to obtain valuable insights and use them to guide its output. “We know you’re stretched to do more with fewer resources while driving ROI for your company”, says Abhishek Shrivastava, VP of product at LinkedIn. “AI Copy Suggestions can help jumpstart your creativity and reduce the time you spend on your day-to-day tasks so that you can continue to focus on what matters — continuing to produce memorable campaigns and building your brand”. Similarly, tech giant Google recently announced it will start using generative AI to create advertising campaigns. Once human advertisers upload the relevant content that pertains to the campaign, such as text, images, and video, the AI will use this material to generate ads tailored specifically to the target audience or any other metric.
“Starting from a single original audio ad, our advanced generative Voice AI capabilities can create unlimited new creatives to address each listener as an individual”.
Stas Tushinskiy, CEO at Instreamatic
Instreamatic’s AI-powered audio ads take customer engagement to the next level
Audio ads have traditionally seen very low customer engagement rates. Typically, a voice actor can only record a couple of different versions of an audio ad, which usually isn’t enough to appeal to a wide pool of listeners. But what if there was a way to automate the process and create an unlimited number of variations, ensuring that each ad is relevant to the individual listener hearing it? AI marketing company Instreamatic recently announced the launch of a new AI-powered platform called Contextual Audio Ads, which will enable companies to generate audio ads that are tailored specifically to the listener’s current context and the environment they are in — in real time.
From a single audio recorded by an actor, the platform can generate hundreds or even thousands of versions of the same ad, which simply wouldn’t be feasible for a human creator to do. What’s more, it can incorporate specific details, such as the time of day, local weather, the listener’s location, the app they are using, — even the activity they are engaging in — to serve each listener with a highly personalised ad, making them more likely to be receptive to its message. “Instreamatic’s Contextual Audios Ads are better at capturing a listener’s attention because they speak precisely to that listener’s context and needs in the moment”, says Stas Tushinskiy, CEO at Instreamatic. “Starting from a single original audio ad, our advanced generative Voice AI capabilities can create unlimited new creatives to address each listener as an individual. The result is an uplift in listener engagement, greater ROI, and more meaningful customer connections for brands”.
MNTN announces launch of video editing platform powered by generative AI
Performance marketing company MNTN recently announced the launch of a new video editing platform called Viva, which uses generative AI to produce high-quality video content. The platform enables users to upload existing video content from various sources, including stock footage, their own assets, and AI-generated content, which they can then seamlessly weave together into a compelling new video that aligns perfectly with their vision. But that’s not all. The platform can also create scripts, music, and voiceovers to go along with the visuals. “I believe generative AI will lead to an explosion of new video creation for marketers, with video professionals playing a big role”, says MNTN President and CEO Mark Douglas. “It will bring a new level of speed and lower cost to everything from script creation to storyboarding, to getting those seconds of video you wish you shot. You’ll see multiple versions of the video in the time it takes to create one version now”. Generative AI in video editing platforms like Viva revolutionises marketing by accelerating content creation and lowering costs. It enhances creative flexibility while allowing professionals to focus on strategy and storytelling, thereby amplifying the impact and efficiency of video campaigns.
The best marketing strategies will combine the creative flair of humans with the computational power of AI to really resonate with audiences.
In closing
In the fast-paced world of marketing, AI tools like chatbots, automated writers, and data analysers are becoming important players. However, experts caution that these tools have their own limitations, mostly tied to how well humans can use them. The bottom line is, AI isn’t going to take over the unique, creative aspects of marketing that only humans can provide. In marketing, the real magic happens when human creativity crafts messages, positions brands, and tells stories that emotionally connect with people. No level of technological sophistication can fully replace this human element. But let’s not sell AI short. It’s really good at taking human ideas to the next level. For example, once marketers come up with the core messaging for a campaign, AI can churn out tons of variations of that message, tweaking each one for different audiences or social media platforms. It’s like a super-charged brainstorming partner that helps you reach more people, more effectively. So, while AI doesn’t look to overshadow human creativity, it does aim to enhance it in meaningful ways. In a nutshell, AI tools take the creative foundations laid by humans, make them more streamlined, and even introduce some diversity into them. Looking ahead, it’s pretty clear that the best marketing strategies will combine the creative flair of humans with the computational power of AI to really resonate with audiences.
