Human Advertising and marketing vs. AI + People: Who Gained?


Think about you obtain this inventive transient:

You’re a inventive content material marketer. Develop a advertising and marketing marketing campaign that you’ll pitch to shoppers for the launch of LuminaEdge – a fictional VR platform that gives immersive, multi-sensory experiences.

Your goal is to introduce the product and generate curiosity and adoption by showcasing its limitless potentialities as a medium for leisure, training, and productiveness.

Your goal audiences are:

  • Players and leisure fans
  • Educators and college students
  • Professionals in distant collaboration and coaching.

Your marketing campaign pitch ought to embrace a strategic thought, an idea for a video advert, and a social media content material plan define.

How would you develop this marketing campaign? May generative AI instruments do it for you, or ought to your human workforce deal with the duty?

CMI and its sister web site Streamly lately created this train to see if AI may rival a human workforce within the creativity, strategic focus, and subject material experience it takes to provide distinctive content material advertising and marketing worthy of the viewers’s consideration.

Right here’s the experiment and some teachable moments gathered from the expertise.

AI vs. human: The content material problem

At Content material Advertising and marketing World 2023, three content material advertising and marketing leaders participated in a inventive marketing campaign problem impressed by the British TV present Taskmaster. The train concerned two groups – human and AI. Workforce Human included advertising and marketing leaders Mark Kats and Geoffrey Director from the company Manifest. Workforce AI featured Advertising and marketing AI Institute’s Cathy McPhillips and her chosen AI instruments (ChatGPT, Bard, and Claude).

Each groups had 45 minutes to satisfy the inventive transient. Within the video under, co-hosts Andrew Davis of Monumental Shift and Jordan Thorne of Streamly introduce the problem and question the groups about their ideation and growth processes. The groups then pitch their campaigns, which Streamly delivered to life with movement seize graphics and AI-generated audio content material.

I’ve summarized the marketing campaign ideas, tag traces, and concepts the groups pitched for his or her hero movies and social media plans.

A number of ideas, reminiscent of transcending actuality, spanned each displays. In a little bit of irony, Workforce Human targeted on LuminaEdge’s thrilling technological capabilities, whereas Workforce AI locked in on the tech’s capability to create stronger human connections.

Workforce Human

  • Strategic idea: Actuality is restricted and disappointing – why would you need expertise that mimics or simulates it? Our technique is to push towards the realities of actuality and take away its boundaries.
  • Tag line: LuminaEdge is Un-Actual.
  • Hero video description: We open on a video of a person in a go well with driving a dolphin. The digital camera slowly pans out to indicate that it’s a gaggle of individuals in enterprise garments driving dolphins as they conduct a gathering (see picture under).
  • Voiceover: “Keep in mind actual conferences? How a lot you liked them? Didn’t suppose so. So why does expertise preserve making an attempt to copy them? Why attempt to make on-line training like college within the Nineteen Fifties? Overlook the digital actuality. LuminaEdge is Un-Actual.”
  • Social media plan: Totally different executions would evaluate the actual and the unreal, displaying a boring classroom the place children are sitting at desks and listening to a trainer discuss on the blackboard versus displaying children climbing the Eiffel Tower and going contained in the pyramids – the kind of interactive actions that may rework the classroom expertise.
People dressed in suits riding dolphins show how LuminaEdge makes virtual reality better than reality.

Workforce AI:

  • Strategic idea: On this digital world, we’re all so disconnected. What may Lumina Edge do to convey folks nearer collectively?
  • Tag line: New actuality, shared humanity: Making a digital world that brings folks collectively for participating experiences.
  • Hero video description: The video would spotlight varied actions at Intergalactic Sport Jam – an immersive hybrid gaming occasion the place the bodily and digital worlds collide.  
  • Voiceover: “Think about a world the place distance doesn’t divide however connects. Sport with pals with out boundaries, spanning states, international locations, and worlds. Collaborate face-to-face with colleagues, regardless of the place they’re on the earth. Reconnect with family members, bridging the miles between you. LuminaEdge: the immersive new social universe that transcends actuality, bringing humanity nearer within the digital age.”
  • Social media plan: For TikTok, we might create clips of individuals within the VR gameplay moments. We’d package deal footage from the occasion as pre-roll advertisements for Instagram Tales, Fb, and YouTube.

Who or what gained?

The CMI workforce shared the presentation video in our every day publication and on social media, encouraging neighborhood members to vote for the workforce they felt got here up with the perfect general idea.

Workforce AI’s marketing campaign got here out forward, incomes 68% of the votes.

Don’t infer an excessive amount of from that consequence. The experiment didn’t show (and even assess) the campaigns’ real-world viability. The aim was to disclose and study from the totally different approaches to the duty and the strengths and limitations every workforce encountered.

Each groups talked concerning the expertise within the video under. The takeaways they shared supply useful classes for all content material entrepreneurs within the age of generative AI.  

Lesson 1: AI requires some meeting

As an skilled content material marketer, you acknowledge the extent of perception and strategic focus required to develop a profitable marketing campaign. AI lacks this innate understanding. Workforce AI took steps to allow the expertise to supply a campaign-worthy output. To get responses that match the transient, it crafted prompts that helped the AI engines perceive what it requested them to do.

“Outcomes acquired from every software might be unpredictable, so it wasn’t clear at the beginning which software would give me the perfect consequence,” Workforce AI’s Cathy says. She toggled backwards and forwards throughout three platforms (Google’s Bard, OpenAI’s ChatGPT, and Anthropic’s Claude) earlier than receiving correctly targeted responses.

Associated: AI Can’t Think about Distinctive Content material (However It Can Assist You Create It)

Educate the AI engine

Arising with efficient prompts took appreciable thought – and fairly a little bit of trial and error – regardless of her important expertise with generative AI. “Typically it simply didn’t perceive what I used to be asking,” Cathy says. “It was a number of, ‘Nope, not fairly. Let me repair this.’”

Although immediate engineering is as a lot an artwork as a science, Cathy gives three finest practices to enhance the standard of the output:

  • Be particular. Explicitly describe your audience, tone, copy model, and objectives to attain.
  • Don’t count on perfection within the first try. Goal to get a couple of helpful nuggets from the preliminary immediate. Feed these insights to your AI platform to refine the output and get nearer to the specified outcomes.
  • Create a dialogue. AI doesn’t simply study out of your prompts; it could actually train you to enhance them. Ask what data it must ship extra related responses to your question.  

These steps took time. However Workforce AI regained a partial benefit with the excessive quantity of inventive potentialities the instruments generated – together with concepts Workforce AI would by no means have considered.

Workforce Human’s Mark Kats admits studying to craft extra considerate and strategic prompts may also help content material entrepreneurs who usually don’t use AI. Sharpening these expertise will make us a lot better at writing briefs and guiding our human counterparts to provide simpler concepts,” he says.

Lesson 2: Lean into human inventive benefits

In distinction to Workforce AI’s course of, Workforce Human jumped proper into the ideation section. They discovered it difficult to generate concepts by working solely with one another. “Clearly, there’s worth in leveraging AI as a part of the method,” Mark says.

To search out marketing campaign inspiration, Mark and Geoff leaned into an AI limitation: It responds based totally on information from its coaching set, which may end up in generic and undifferentiated concepts. “To beat the AI, we knew we’d have to do the sort of disruptive, inventive pondering AI isn’t able to,” Mark says.

Disrupt dogmas to tell apart your concepts

Workforce Human targeted on a content material method to take advantage of that weak point – dogma and heresy. Mark described the method:

  1. Establish the dogmas related to the advertising and marketing problem – the associated beliefs accepted unconditionally and unquestionably as fact.
  2. Establish the heresies – the concepts at odds with the accepted beliefs and problem their accuracy.

By pushing on these heretical concepts, novel insights can emerge, taking the marketing campaign content material in thrilling or surprising new instructions.  

Workforce Human explored this dogma of their ideation course of: “Digital actuality expertise is the right automobile for simulating in-person conferences for attendees working remotely.”

They adopted with the heresy: “In-person conferences are fairly boring, and nobody likes attending them. As an alternative of replicating them, we should always rethink them altogether.”

That pondering led them to the central precept for his or her marketing campaign: “Actuality is disappointing. Don’t mimic it; push towards it.” The catchy slogan turned “LuminaEdge is Un-Actual.”

Lesson 3: AI lacks strategic decision-making expertise

Whether or not your brainstorming is AI-enhanced or human-generated, you gained’t essentially transfer ahead with the preliminary concepts. They normally have to be finessed and fine-tuned to suit the marketing campaign transient and align along with your model’s content material technique.

Each groups acknowledged the necessity to slender their concepts to pick out the perfect one to pitch. Mark mentioned he had the benefit of working with Geoff – an skilled strategist. Cathy lamented the shortage of a human accomplice to assist with decision-making.

She says the excessive quantity of data supplied by the AI instruments made it difficult to steadiness amount and high quality. She needed to sift by means of the concepts manually and use her advertising and marketing information to find out which of them had been value pursuing for a completely fleshed-out marketing campaign.

Associated: Don’t Waste AI and Human Potential – Push Them Each To Do Higher

Extra minds, higher content material

This experiment surfaced important benefits of incorporating AI instruments into your marketing campaign growth processes. But, it’s clear the creativity and strategic capabilities delivered to the desk by entrepreneurs are simply as crucial.

As Mark factors out, skilled creators can push concepts in thrilling instructions that machines wrestle to succeed in. However as AI expertise evolves, its means to ship fascinating and efficient outcomes will seemingly develop in leaps and bounds.

This experiment doesn’t finish the AI-vs.-human debate. However no matter which inventive instruments and strategies your workforce pursues, bear in mind these phrases of knowledge from Cathy: “We’re all reaching for a similar aim – making an attempt to do what’s finest for our companies and our clients.”

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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute