The rise of artificial intelligence as a tool and a plaything has been meteoric, and its impact on the advertising industry is already making waves.
In 2011, BMW used Generative Adversarial Network (GAN) to create original art based on over 50,000 paintings across 900 years of history, projecting these designs onto the 8 Series Gran Coupé to show off the car’s silhouette. (They could have called the car the GAN Coupé, just saying.) DALL-E, which takes verbal requests from users and generates images from these keywords pixel by pixel, has been used to illustrate everything from a Cosmopolitan magazine cover, to “a rooftop party in the style of Monet” to, simply, “ketchup.” Last year, Heinz banked on their brand recognition and created the first ever ad campaign generated entirely by DALL-E: “This is What ‘Ketchup’ Looks Like to A.I.”, proving that the term “ketchup” was most likely to return images that looked like Heinz bottles.
The use of AI-generated art—and its language counterpart ChatGPT, which generates natural responses to users’ queries—is controversial, the way new technology divorced from a specific purpose almost always is. How does it impact our industry as marketers?
The implications of artificial intelligence on the advertising industry are myriad. Questions of originality and the very nature of creativity arise. Artists have decried GAN as the new face of art theft, as the model creates its images by sourcing from publicly available artwork all across the web. Writers fear the loss of their jobs, as ChatGPT’s responses become exponentially more natural the more that people use it, allowing plagiarism as it generates content on an enormous scale.
What follows is an interview with the most controversial writer in history.
Hi ChatGPT! Please introduce yourself.
Hello! I'm ChatGPT, a language model created by OpenAI. I'm designed to generate human-like responses to natural language prompts and questions, and I've been trained on a large corpus of text data to help answer a wide variety of questions and provide helpful information. Whether you need help with a specific topic or just want to chat, I'm here to assist you in any way I can.
Do you consider yourself a copywriter or a copywriting tool?
As an AI language model, I don't have a specific job title like a copywriter. I'm designed to generate text based on the input I receive, which can be used for a variety of purposes including copywriting. So, you could say that I am a tool that can be used for copywriting. However, it's important to note that while I can provide suggestions and ideas for copy, it's ultimately up to a human copywriter to craft the final product and ensure that it meets the specific needs and goals of the project.
What do you think about GAN sourcing art from human artists?
Generative Adversarial Networks (GANs) have been used in the art world to create original artworks that imitate the style of human artists. While some people may see this as a threat to the work of human artists, others view it as a valuable tool for artistic expression and exploration.
One argument in favor of GAN-sourced art is that it can inspire human artists to push the boundaries of their own creativity. By generating new and unexpected visual combinations, GANs can provide a source of inspiration that artists may not have otherwise considered.
On the other hand, some people argue that GAN-sourced art is not truly original, as it is generated by an algorithm rather than a human mind. They also argue that it undermines the value of human creativity and the effort that goes into creating original artworks.
Ultimately, the debate over GAN-sourced art is complex and multifaceted. While it is clear that GANs have the potential to generate fascinating and innovative artworks, it is also important to consider the potential impact on human artists and the value of originality in the art world.
How do you intend to revolutionize the advertising industry?
As an AI language model, I don't have a specific agenda or intention to revolutionize any industry, including the advertising industry. However, I can be used as a tool to assist advertisers and marketers in a variety of ways.
My main contribution to the advertising industry is my ability to generate high-quality, natural language text quickly and efficiently. This can be particularly useful in tasks such as generating ad copy, writing product descriptions, and creating marketing content.
One potential way that I could revolutionize the advertising industry is by helping to streamline the process of creating high-quality, effective advertising content. By providing copywriters and marketers with powerful language generation tools, I could help to speed up the process of creating ad copy and make it easier for businesses to generate a large volume of content quickly.
Another way that I could revolutionize the advertising industry is by helping to personalize advertising content to individual users based on their preferences and behavior. By analyzing data on user behavior and preferences, I could help to generate ads that are more relevant and appealing to each individual user, leading to higher engagement and conversion rates.
Overall, my ability to generate natural language text at scale and to personalize content based on user data could help to transform the way that businesses create and distribute advertising content, leading to more effective and efficient marketing campaigns.
However, it's important to note that while AI can be a powerful tool, it's ultimately up to human marketers and advertisers to make decisions based on their expertise and experience.
Are you going to replace me at my job as a copywriter?
As an AI language model, I am designed to assist and augment the work of copywriters, not to replace them. While I can generate high-quality natural language text, I do not have the same level of creativity, empathy, and critical thinking skills that a human copywriter possesses. These skills are crucial for crafting engaging and effective copy that resonates with a target audience and achieves the desired goals of a project.
Instead, my role is to work alongside human copywriters, providing them with suggestions, ideas, and inspiration that can help them to create even better content. I can also help to streamline the process of generating and revising copy, allowing copywriters to focus their time and energy on the aspects of the work that require their unique skills and expertise.
In short, I see myself as a tool that can help copywriters to be more productive, efficient, and effective in their work, but I do not have the ability to replace the creativity and critical thinking skills that humans bring to the table.
Straight from the robot’s mouth. Technology, after all, is never objectively bad or good, but rather a tool—which can be used to either improve human undertakings or wreak havoc. It is ultimately in our hands as marketers, artists, and humans to wield these tools to improve our industry, create campaigns that appeal to human senses and emotions, and draw from our own insights and lived experiences the way only we can.