February 5, 2023

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Generative AI and brands—marketing guide to ChatGPT, DALL-E and other AI


At the moment, the most popular platform is ChatGPT, which rolled out to the public at the end of last year. ChatGPT, like DALL-E, takes text-based inputs, but differs in that it generates text-based outputs, as opposed to images. Its content can be anything from answers to rudimentary questions (e.g. “What is the tallest building in the world?”) to explanations of more complicated queries (e.g. “Explain how a developer could create their own crypto exchange from scratch.”). It can even produce novel material based on highly specific entries (e.g. “Write a song about the fall of Rome, in the style of Taylor Swift.”).

In essence, the bot has been described as a super-capable search engine that can provide clear, instant and humanlike responses for a wide range of queries.

Other popular generative AI platforms include Stable Diffusion and Midjourney, which are both image-to-text generators like DALL-E. And maybe you’ve seen the bots that produce human faces that don’t actually exist? Those are generative AI, as well. 

Related: How AI ChatGPT helped write this Op-Ed

How can marketers use generative AI like ChatGPT for marketing?

Marketers are already experimenting with generative AI platforms to see how they could benefit their business. Perhaps the most common use case thus far has been idea generation, which, while abstract, can still inform a brand’s marketing materials, and at a much faster clip than it would normally take. For example, if an agency is in the brainstorming stage for a new campaign, it can plug relevant queries into DALL-E 2 and see what the platform spits out. The same goes for ChatGPT, which can outline ad copy for just about any concept. 

Some marketers are already using these models to create ready-to-go advertisements. Canadian agency Rethink ran a campaign last year highlighting images of Ketchup generated by DALL-E 2. Earlier this month, Ryan Reynolds debuted an ad for his wireless brand Mint Mobile that was partially penned by ChatGPT. Going forward, marketers expect new and increasingly concrete applications to become available as generative AI develops. 





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