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1、AI AND MARKETING:THE MINDS THAT MERGEM&CSAATCHITHINKSGENERATIVE AI IS REVOLUTIONISING INDUSTRIES,INCLUDING MARKETING.By providing innovative tools for brand growth while challenging us to think ethically.Whether its the democratisation of creativity or potential cost savings,the importance of unders

2、tanding and integrating AI is undeniable.The future promises thrilling possibilities,where creativity flourishes and innovation knows no bounds.But it also demands a thoughtful,responsible approach,guided by principles that value human ingenuity,ethics,and authenticity.GENERATIVE AI“The use of ai in

3、 our industry is not an optional extra,its a necessity.a golden opportunity to elevate and expand the innate creativity of our very talented teams”James CalvertHead of Generative AI,M&C SaatchiTHE RISE AND IMPORTANCE OF GENERATIVE AIGenerative AI,particularly Generative Pre-trained Transformers(GPT)

4、,has seen a meteoric rise in popularity.A glance at Google Trends shows that recently search interest has exploded,reflecting a growing recognition not just among tech enthusiasts but also among businesses and everyday consumers.Forecasts vary on the impacts of AI on existing roles across different

5、sectors.However,there is a consensus that within creative,media,and marketing roles,a meaningful proportion,potentially up to 75%of the tasks,might be assisted with Generative AI.The same Goldman Sachs report suggests a significant increase in GDP over the next decade because of enhanced productivit

6、y.The reality is that today,this is all a best guess into the future.Perhaps generative AIs potential is in helping humans in creating unimaginable solutions,rather than replacing them.“Generative AI could eventually drive a$7tn increase in annual global GDP over the next 10 years”Author et al.,Gene

7、rative AI,Goldman Sachs,5th April 20232004200420232023AI AIGPTGPTGoogle Trends Worldwide I Google 2023GENERATIVE AITheres a new set of acronyms emerging as part of this change:-LLMs(Large Language Models)-GANs(Generative Adversarial Networks)-RNNs(Recurrent Neural Networks)-GPTs(Generative Pretraine

8、d Transformers)-RL(Reinforcement Learning)And more.If youre like many professionals in the marketing field,you may not be familiar with these technical terms.Now,with the introduction of ChatGPT,we have a simpler,more accessible way to start working with Generative AI.At first,it might seem like mag

9、ic.In reality,the text LLM model is just adding one word at a time based on probabilistic word selection.It does this over and over,to complete the task specified in the instructions of the text prompt.Generative AIs reach extends far beyond text,into image,audio,and video too.The way a GAN model wo

10、rks is different from an LLM model.A GAN model is multiple models working together.One processes the text prompt and tries to make a first-pass image.A discriminator model then assesses the image,comparing the generated model to the underlying image dataset.This iteration happens many times until th

11、e image is good enough.GENERATIVE AIText InputOneplayermakespicturesRealImagesSampleSampleAnother guesses if its real or fakeRealFakeThey both keep getting better the more they playAn example using Midjourney/Blend/describe/imagine3D render oflooking away from camerain the style ofwith blue and whit

12、e skya handsome man smilingGary Basemanbut,what is the ai doing?These new tools offer a rich landscape for marketers like you to explore,from summarising insights to creating personalised content.The blending of images,the creation of audio,and the understanding of users needs are groundbreaking,ope

13、ning new avenues for creativity and innovation across industries.UNDERSTANDDIRECTCREATEPRODUCEADOPTDELIVERREPORTRapid insights&mappingAnalyseSummariseDecodeClassify RankImpactfulStrategiesStructureOutlineClarifyImproveExpandConcepting&qualifyingvisualsImagineGenerateNarrateBlendStyleBring in-houseat

14、 lower costMastersUpscaleProduceLayoutAt pace withgreater controlVersionsResizingFormatsLocalisationTestingPersonalised&automatedTargetingTailoringTraffickingTrackingOptimisingResponsiveand in-flightAnalyseSummariseAlertBenchmarkRecommendGENERATIVE AIMULTIPLE USE CASES ACROSS THE MARKETING&COMMUNICA

15、TIONS LANDSCAPEAre we in for a dystopian future?Or will it be utopian?Even though the trend is moving at a ferocious pace,the reality is that its still very early into the widespread availability of Generative AI technologies.The same laws and regulations,written before,still stand.Gutenberg created

16、 the printing press in 1436.The distribution of the written word moved from illuminated manuscripts to printed matter.And with it,we experienced the democratisation of knowledge.Indirectly,we also saw the Renaissance Era emerge in the 15th Century.As we look ahead now,its fair to wonder if this is g

17、oing to be the democratisation of creativity.For now,we think its good to consider that“just because we could doesnt mean we should.”Stealing an analogy from the world of hospitality,if you are a shopping centre,you want to automate opening all your doors to efficiently maximise footfall.If youre a

18、5-star hotel,you are better off having someone open the door personally,welcoming your guests,enhancing their experience,and ensuring they want to come back more often.Its less efficient,but overall,more productive.As we look across the creative process,there will be opportunities for both increased

19、 efficiency and to prioritise human judgement to increase productivity.GENERATIVE AIIn the world of performance media,advanced automation and AI arent just add-ons;theyre central to how we operate.With the latest AI advancements,were equipped to roll out campaigns more swiftly and on a greater scale

20、,all while amplifying results for our clients.The likes of Google and Meta are churning out AI-supported tools at a rapid pace,and our team is right there,mastering each one to optimize our clients media campaigns and outcomes.Dane BuchananGlobal Director of Data,Analytics&Tech.M&C Saatchi Performan

21、ce“”Source:Guerrero Art(Pablo Xavier)Source:Michael KingSO WHERE DOES THIS ALL LEAD?a new age of creative collaboration calls for new principlesWhilst we dont know how it will play out,we can be confident saying this is a new age of creative collaboration.So,we think a new age of creative collaborat

22、ion calls for new principles.These provide a guide to marketers like you to balance enthusiasm with conscious action.For those who want to embrace Generative AI thoughtfully,following these principles helps maximise opportunities while minimising risk.GENERATIVE AIEmpowered by AI,agency creative tea

23、ms are able to produce a broader spectrum of work,at a greater quality,while saving on time and money.Rory MacRobertDigital Creative PartnerM&C Saatchi Abel“”implications for marketers:Value inputs over outputs1implications for marketers:be inspired,but never imitate2GENERATIVE AIWe shouldnt use AI

24、as a way to bypass proper insight and engagement with people.A higher quality of thinking leads to superior creative output.Brands should commit to supplying AI education and capabilities to strategists,creatives,designers,and developers,to help them produce the highest quality thinking inputs.Its n

25、ot cool to copy someone elses work.It is ok to draw inspiration from other peoples style,however,in practice,avoid using a current artist,photographer,filmmaker,or any creatives name in a prompt unless its in obvious homage to their work,and the reference would be clear to audiences,or you have expl

26、icit right to do so.In a world of rapid change,one thing remains the same:powerful insights transform outcomes.Excitingly,AI is revolutionising our ability to mine these powerful insights,getting us closer to the truth behind what people really see,say,think,feel,and do,and helping us to connect thi

27、s new understanding to markets,organisations,businesses,and brands more effectively than ever before.Tim SpencerFounder&CEOM&C Saatchi Fluency“”implications for marketers:always disclose the use of ai3implications for marketers:enhance ratherthan replace4GENERATIVE AIAlways disclose the use of AI wh

28、ere its central to the creative development and output.We believe transparency and accountability will help build trust between users and AI systems.Concern over the use of AI remains high.Amnesty International recently came under fire for using AI-generated imagery in social media posts regarding h

29、uman rights abuses in Colombia.Even though the images included text stating that they were produced by AI,and Amnesty Internationals reasoning was strong to protect protesters from possible state retribution,the public still felt misled.As we continue to define whats acceptable and what isnt,opennes

30、s in the use of AI is key.We believe AI operates in the service of human creativity.AI is a great way to break free from a blank page and quickly visualise ideas,but its only one part of the creative process.We are mindful of identifying the opportunities and efficiencies of AI,as well as its limita

31、tions.We are committed to continuing to work with a broad array of creative specialists,redefining our relationship with them to dedicate more time to the sort of thinking that only humans can do.“GenAI is the most powerful tool for augmenting the creative process weve ever seen.But,ultimately,its s

32、till just another tool.As creators,it will always be our responsibility to decide how best to use the tools at our disposal.When and how we use them remains our prerogative.We cant hand over the creative process to technology in the name of efficiency but it is imperative that we adopt it as part of

33、 our creative practice.”Andy ThomasExecutive Creative DirectorM&C Saatchi Re“”implications for marketers:be aware of bias andstrive to overcome5implications for marketers:take steps to protectyour business6GENERATIVE AIAI can only work with what already exists,and we dont have to look far to underst

34、and the biases that are currently ingrained in AI data sets.If left to its own devices,for example,AI will depict CEOs and Creative Directors exclusively as white men.Its our role to understand these technologies and bring diverse human perspectives into the process as we strive to push beyond our o

35、wn biases and shortcomings.Were excited to embrace the opportunities and efficiencies of AI,but were also mindful of proceeding with care.Challenges such as AIs potential intellectual property issues and data security risks have the potential to cause serious problems for brands.Brands should commit

36、 to keeping your data and information protected,by only working with secure tools and private APIs.Generative AI is now a valuable collaborator in our creative endeavours,but we must channel this new power responsibly.We are guardians of our clients commercial data,remain vigilant against misuse,and

37、 are mindful of the ethical boundaries around us.James CalvertHead of Generative AIM&C Saatchi“”If youd like to continue exploring these topics or have any inquiries,feel free to reach out to us at Together,we can navigate the exciting world of generative AI,embracing its potential with wisdom and integrity.