Generative AI: The Good and The Bad
We’ve all had the ‘ah ha’ moment when using tools like ChatGPT for the first time, but what role does generative AI really play in modern marketing? And is it a force for good, or evil?!
Before we dive in, it’s important to understand what we do at Hotglue which can be broadly summed up in three words:
We generate ideas, content, strategies and insight.
We prepare the things we generate, using best-practice tools and techniques.
We distribute the prepared content in a variety of ways, often using industry-leading platforms and technology.
When it comes to Generative AI, its advantages sit firmly in the first bucket. It’s going to help us to generate ideas, content, strategies and insight. But what are the risks here?
First, lets look at the pros:
Increased efficiency: Generative AI can automate many of the time-consuming tasks involved in marketing, like coming up with content ideas, massaging copy, and helping us to decipher and distil large amounts of data. This can free us up to focus on more strategic initiatives.
Improved personalisation: Generative AI can be used to create personalised content and experiences for each customer, helping to increase engagement and drive conversions.
Language translation: We can use GAI tools to create content in multiple languages to reach a wider audience.
And now, the cons:
Accuracy: Generative AI is still a relatively new technology and is not always accurate. These large language models will take time to get to a point where we won’t need to correct them, or adjust our input prompts.
Bias: Depending on the topic, generative AI models can be biased, which can lead to problems like creating content that is unintentionally offensive or discriminatory.
Lack of creativity: Generative AI can be used to create content, but it cannot replace human creativity (yet). AI is the orchestra, but we’re still the conductors for the time being.
Hotglue has fully embraced generative AI technology this year. Every single team member is using AI in some form, and the tech has infiltrated many of the tools that we already use on a daily basis, including Canva, Brandwatch, Adobe Creative Cloud & Google Workspace.
Our dedicated #ai-experiments channel on slack is one of the busiest channels on the platform, brimming with great examples of ways in which AI is changing our world.
We are, of course, being very careful when it comes to our clients’ sensitive data. Using the tools responsibly and ethically will continue to be a focus for us as they become more available and useful.
It’s a great time to be in advertising! You either strap in for the ride, or get left standing on the platform…