{"id":7061,"date":"2024-07-24T01:49:01","date_gmt":"2024-07-24T05:49:01","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/07\/24\/artificial-yes-intelligent-tbd\/"},"modified":"2024-07-23T12:10:34","modified_gmt":"2024-07-23T16:10:34","slug":"artificial-yes-intelligent-tbd","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/artificial-yes-intelligent-tbd\/7061\/","title":{"rendered":"Artificial? Yes. Intelligent? TBD."},"content":{"rendered":"<h1 class=\"wp-block-heading\"><em><strong>Learn from Doing As AI Meets the Next Generation of Marketers<\/strong><\/em><\/h1>\n<p class=\"wp-block-paragraph\">Mara Dettmann, UK Strategy Director, Laundry Service<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Joya Scarlata, Director of Digital Marketing, InterraIT<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With Rafaela Bresolin and Jordan Willis, MA in Advertising students at University of Arts London<\/p>\n\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n<p class=\"wp-block-paragraph\">It can seem like advertisers are allowed to have two opinions on AI.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The first is \u201cAI will take over our jobs!\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The second: \u201cAI is useless for advertisers!\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Yet neither POV is correct.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Currently, many industry leaders are fixated on the theory and their own preconceptions of what AI is. As a result, much of the conversation around AI in marketing revolves around the big picture topics: <em>Can<\/em> AI replace human marketers? <em>Will<\/em> it? What\u2019s the future of creativity in the AI age? And look, there\u2019s nothing wrong with going to those places; possibility starts with imagination. But the aforementioned two directions for our collective imagination seem to veer towards fear and pessimism, and they\u2019re rarely informed by the actual applications and capabilities of these technologies.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The tendency to picture world-changing scenarios over the practical uses of AI for our daily tasks is why it\u2019s no surprise that <a href=\"https:\/\/searchengineland.com\/survey-70-of-marketers-feel-overwhelmed-by-ai-changes-433440\">70 percent of marketers feel \u201coverwhelmed\u201d by the pace of AI developments<\/a>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To this point, our friend and fellow AI enthusiast Dr Paul Caplan asked if we could create a task involving AI for his MA in Advertising students at University of Arts London. And we knew straight away what we wanted to see: a challenge that was all AI practice with no AI theory. So we set them the deceptively simple task of creating an entire marketing campaign working with AI as their partner in crime, and write a report off the back of it telling us about all the ways in which they used AI, how it worked, and where it fell short. From an array of impressive submissions, students Rafaela Bresolin and Jordan Willis\u2019 reports stood out by taking risks and getting especially innovative, pushing AI in marketing to its limits.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Our experiment crystalized what we&#8217;d suspected with our hypothesis: Advertisers are too focused on the big picture conversations around AI in marketing.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To really understand how AI will impact the industry, brand decision-makers need to start using AI in practice as the insights of an immersed learning approach will always provide better direction than intangible projections.<em>\u00a0<\/em><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here, some takeaways from Jordan and Rafaela\u2019s projects that demonstrate the power of imperfect action over hypothetical philosophizing.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>ACTION DEFIES TACTICAL EXPECTATIONS<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Using AI in the creative industries isn\u2019t just about AI-generated copywriting and art creation; it\u2019s also about shaking up behind the scenes. Jordan\u2019s project took a unique approach: while most used AI to deliver creative output, he focused on how AI can help in other, less expected ways. Jordan specifically evaluated ChatGPT\u2019s scope to fulfill the role of a project manager.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The learning? Don\u2019t think that AI in advertising is just about using ChatGPT to write social posts or Midjourney to generate storyboards. There\u2019s huge potential to use AI to help with marketing operations.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">\n\n\n<p class=\"wp-block-paragraph\"><strong>ACTION EMPOWERS LEARNING BY DOING<\/strong><\/p>\n\n\n\n\n\n\n<\/h2>\n<p class=\"wp-block-paragraph\">Action also empowered our participants to get the most out of AI by getting playful and experimenting. While Jordan tried to push AI to its limits focused on one specific role, Rafaela\u2019s project had ChatGPT take on a range of different functionalities, from creative to strategic. She then evaluated where it was successful (and where it wasn\u2019t). But Raf also experienced firsthand the limits of AI tools for productivity: \u201cWe found it hard to push AI beyond generalizations.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The learning? Using AI tools is the best way to see where the tools can help you (and in how many different ways), but also where their limitations lie.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>ACTION PROVES HUMAN SUPERVISION IS STILL ESSENTIAL <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Both Jordan and Raf found the real value of using AI tools when they treated them as a collaborator, not as an expert in itself. In Jordan\u2019s words, \u201cWithout human intuition, ChatGPT can become a Yes Man \u2013 it works best as a partner, not an automation.\u201d Raf also saw this: while she noticed that \u201cAI is very good at producing answers that <em>sound<\/em> right\u201d like very confidently presented \u2013 but ultimately factually incorrect \u2013\u00a0 insights on Gen Z.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The learning? Get a feel for where you can and where you can\u2019t trust AI tools to help with your job. The more you use the tools, the easier you\u2019ll find it.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, the fear of the unknown will be balanced by what is known, so dive in. Advertisers in themselves won\u2019t be replaced by AI, but those who don\u2019t start using it risk getting left behind. And AI isn\u2019t useless, provided the quality of the human input is refined. The first generation of true AI experts will include all those who make the leap from imagination to effort.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The learning? Get a feel for where you can and where you can\u2019t trust AI tools to help with your job. The more you use the tools, the easier you\u2019ll find it.<\/p>\n","protected":false},"author":7,"featured_media":7062,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[17],"topics":[2],"class_list":["post-7061","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Artificial? Yes. Intelligent? 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