To get the most out of artificial intelligence, it’s worth looking at how AI can help at different stages of a marketing campaign:
ChatGPT allows us to take a fresh look at existing campaigns. Using AI-based visual tools, such as DALL-E 3 for image creation or Pika for video creation, we can quickly create the first versions of materials needed for a marketing campaign, for example, generating visuals for any slogan. In this way, we can test more concepts in a few hours than the whole team used to be able to do in a day. Just voting on ideas to move forward with is the most fun part of the job.
When we have an approved creative brief, it’s time to create content. Here, we don’t have to rely solely on the talents of copywriters and graphic designers—artificial intelligence steps in to lend a hand. Tools like Jasper can assist in writing by editing news or social media posts based on the information provided in the brief.
However, it is worth remembering that AI marketing campaigns should be carefully supervised by humans, who will, among others, make corrections and control the publishing style. Such cooperation with AI allows us to focus on content strategy and planning, as well as creating polished content of really high quality.
AI proves valuable not only in the process of planning marketing activities but also in their execution — particularly in reporting and optimization. AI-based analytical platforms, such as Google Analytics or Brand24, serve as significant aids to data analysts. They continuously monitor:
Most importantly, based on this data, they can optimize campaign elements – suggesting changes in the media plan, directing ads to the right target groups, or modifying content. Thanks to automation in analytics, we can swiftly respond to any changes in content interest or redirect the budget to where it yields the greatest results.
The past year was full of spectacular AI marketing campaigns. Brands around the world are outdoing each other in engaging customers and creating campaigns based on new technologies. Here are five of the most interesting case studies from the past few months.
One of the most famous examples in recent months is the Heinz campaign. The company decided to explore how ketchup would look according to the popular image generator DALL·E 2. Just a few playful prompts like “Heinz ketchup bottle in space” or “ketchup playing chess” were enough to generate numerous creative and surreal visualizations.
However, the key element was that Heinz didn’t stop at its own experiments. As part of the campaign, the brand also encouraged fans to create and share their own works using DALL·E 2. With a simple encouragement and a contest with prizes, Heinz successfully mobilized thousands of users to create and publish creative images related to the brand.
Although the campaign itself lasted only two weeks, its effects in the form of thousands of shares and mentions on social media are still evident. Heinz demonstrated that even such a simple concept as asking “What does AI see?” can become the foundation for an incredibly engaging campaign.
Source: Campaigns if the World (https://campaignsoftheworld.com/digital/heinz-a-i-ketchup/)
In the fall of 2022, news circulated about a beer created entirely by AI, without human involvement. Night Shift Brewing is a small brewery from Massachusetts, USA, that decided to harness the potential of ChatGPT instead of human creativity.
After providing simple guidelines, “Come up with a name, design a label, and create a recipe for a light IPA with Simcoe hops,” the algorithm quickly presented ready-made solutions. The name AI-P-A, a minimalist label in a retro-futuristic style, and a recipe containing precise ingredient proportions—just a few adjustments from the brewers were needed to create a beer ready for sale.
While the concept of creating a product and its marketing campaigns using AI may seem unconventional, the cost of producing a new product in this way was minimal. Night Shift Brewing gained significant worldwide publicity and media interest as a result. The brewery demonstrated that AI can indeed independently conceive and design a product.
Source: Night Shift Brewing (https://nightshiftbrewing.com/products/limited-release/special-releases/)
Many shoe brands are facing the challenge of not being able to try on shoes online. The agency Hello Monday/DEPT® has come up with a clever solution called the “Shoe Mirror.
It’s an interactive installation that combines the potential of artificial intelligence and m-commerce with consumer entertainment in urban spaces to create an AI marketing campaign. How does it work? Well, screens with cameras resembling mirrors are placed in store windows. When a customer stands in front of such a screen, the camera scans their outfit and then uses artificial intelligence to select a pair of shoes that match their color and style.
A visualization of the indicated shoes appears digitally on the person’s feet, so you can see how the pair will look with the rest of the outfit. Finally, all you have to do is scan the QR code on the screen to be taken to the online store with the model you have just seen and order it immediately.
This example shows the enormous potential of combining solutions based on image recognition (computer vision), e-commerce and attractions in urban spaces.
Source: Dept Agency (https://www.deptagency.com/case/creating-interactive-ads-using-ai-technology/)
Contests with prizes are nothing new in marketing, but the scale of this initiative is impressive. Coca-Cola decided to give digital artists the opportunity to showcase their skills in front of millions of New Yorkers and tourists.
For this purpose, the Spark Studio platform was launched, containing a proprietary AI-based system for generating 3D pop art-style graphics. Participants were to create works inspired by the brand, and the top 30 creators were rewarded not only with cash, but more importantly, the opportunity to exhibit their works publicly.
As part of this AI marketing campaign, artworks were featured on giant digital billboards in Times Square, New York, and Piccadilly Circus, London, for a week. This chance was priceless for young creators, with thousands participating and hundreds of works displayed in Manhattan. The campaign highlighted the strength of AI-based tools for creative expression and their ability to promote a brand while engaging and rewarding a talented community of fans.
Source: Coca-Cola (https://www.coca-colacompany.com/media-center/coca-cola-invites-digital-artist
AI marketing campaigns are not just about generative artificial intelligence. They also involve using AI for consumer trend analysis – one of the most practical applications available. Take ice cream brand Ben & Jerry’s, which, in partnership with parent company Unilever, has turned to advanced analytics to gain new insights into consumer preferences.
The system analyzed millions of social media posts and identified a growing popularity of sweet foods for breakfast. It also noticed a frequent connection of ice cream imagery with morning meals in popular songs. These insights inspired the brand to introduce its first line of flavors crafted specifically for the start of the day: Frozen Flakes, Fruit Loot, and Cocoa Loco.
Although the combination may seem strange at first glance, the novelties have conquered the market and brought the company additional millions of dollars in profit. This shows the power of AI marketing campaigns, created using modern analytical tools, which, combined with the ingenuity of marketers, can lead to unconventional and highly effective actions.
Source: Ben & Jerry’s (https://www.benjerry.com/)
As you can see from the examples above, AI is already radically changing the face of marketing. It opens up entirely new ways to engage customers, test ideas, and execute campaigns at breakneck speed. Used creatively, it can help at every stage – from brainstorming to content creation to optimization and result reporting. But the key is combining these technologies with good ideas to activate customers. That’s when the magic happens.
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Author: Robert Whitney
JavaScript expert and instructor who coaches IT departments. His main goal is to up-level team productivity by teaching others how to effectively cooperate while coding.
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