In the battle for users' attention: computer-aided creativity
Generative AI produces responses, written text, and ad copy with ease. Seven out of ten marketers in the U.S. stated that they are already deploying the help of these tools in their work. One prominent example is the usage of chatbots which aid communication between marketers and consumers, provide analytical responses to requests, and creatively partake in the customer journey.What is more, the various tools, such as ChatGPT and Copy.ai, fabricate not just responses and images based on prompts but also the so-called contextual creatives – ads that can change their elements according to the target group they are being exposed to. Brands go as far as using solely generative AI, as showcased in a campaign for the global ketchup brand Heinz. Marketers used the text-to-image program DALL-E 2 to test what "ketchup" looks like. The results that all looked like the Heinz packaging proved the brand's recognizability and put advertising in a new state of computer-aided creativity battling for human attention.
