![]() ![]() More complicated is the area of unwitting copyright and IP infringement. We’re not running St Petersburg troll farms – we have an incentive to stick to whatever rules are agreed. But this doesn’t necessarily mean it’s a massive issue for marketing.Įven if we marketers weren’t the noble citizens we clearly are, who among us would want to risk our brand credibility (and face costly lawsuits) by stealing someone’s IP or engaging in easily traceable fakery? Political commentators talk about threats to democracy from deepfakes, and they may be right. There are certainly potential issues around fake content – faking images, video and audio is a lot easier with AI. ![]() Who in the world of marketing really cares? We’re trying to maximise leads, sales and loyalty, not win the Turner Prize. Some of the concerns are easy to answer, others trickier.įor example, a lot of navel-gazers ask questions such as, “can computer-generated images be considered art?” Generative AI text-to-image programs are not without controversy. But this doesn’t necessarily mean it’s a massive issue for marketing…” Controversy “Political commentators talk about threats to democracy from deepfakes, and they may be right. Several of the designs could have sat comfortably in a 1950s Arne Jacobsen collection. On OpenAI’s site, you’ll see how its Dall-E image generator came up with 30 different designs after being fed the simple prompt: “an armchair in the shape of an avocado”. Some systems allow you to draw an initial outline sketch, from which it creates a complete image. You can ask the AI to produce an image in a particular style – pop art or cubist, photoreal or anime. They also produce images much faster than human creatives, and you don’t need to be able to draw to type a simple text prompt. Particularly useful for marketers, they can generate lots of high-quality image variations at the same time. This reference material enables them to read your text prompts and create novel images from scratch. Image generators reference their own databases, which contain huge numbers of tagged images, including recognisable objects and artistic styles. Type what you want using everyday language, and the AI does the rest. Generating images “You don’t need to be able to draw to type a simple text prompt”ĪI image generators made it big in 2022, with several platforms released that can create novel images from a simple text input (prompt). With generative AI – the ability of computer algorithms to generate content – a text-writing algorithm produces original sentences, paragraphs and articles after being ‘trained’ to analyse vast amounts of existing text.įor imagery, AI programs create original images by analysing the huge number of existing photos and illustrations in their databases. Basically, algorithms take in and analyse data to make decisions and carry out novel actions. The only real question is: does it do what it says on the tin? What is generative AI?Īrtificial intelligence (AI) is of course just a cover-all term for the simulation of human intelligence in computers. If AI gives you the opportunity to create that content quicker, with much greater variety and, of course, more cheaply, why wouldn’t you take advantage of it? That means a lot of creative types spending a lot of time producing content to support our marketing activity, often at considerable expense. We want it to be engaging – to foster everything from awareness of our offerings to brand loyalty and advocacy. Every day, we create a vast amount of content, including text, imagery and video. These questions aren’t trivial for marketers. We’ve just gone through a massive 12 months for generative AI, with major strides and releases in automated image creation and text generation.īut have we reached the point where the thoughts I’m expressing here could have been written by a machine? Could I have saved myself a whole load of time and effort by employing AI to write an article about AI, instead of writing it myself? Could we see a world where imagery and text for major campaigns are generated purely by AI, what are the risks, and what does it all mean for marketers? ![]() ![]() In this first episode, Simon takes the plunge into the world of Artificial Intelligence, examining its role in the marketing landscape as a content creator. Welcome to Simon Says – a new series of articles written by ITG Group CEO & founder, Simon Ward. ![]()
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