As Open AI’s ChatGPT and other generative AI models become more widely available in 2021, it will significantly change how content, ads and other communications are created. This shift has the potential to affect agencies, as smaller organisations may be able to in-house tasks they might have previously depended on agencies to execute. However, AI technology can also be helpful to agencies, making content production more efficient and allowing them to better serve their clients.
Stephen Marcinuk, co-founder and head of operations for Intelligent Relations, a low-cost tool that uses AI to help companies craft news pitches, believes that AI will help marketers do what they’re good at. “For creative content — ads, blocks of text on a website, sales emails, things of that nature — AI is good at getting from zero to something 80-to-90 percent there,” he said. Generative AI chatbots can produce a number of creative options in short order, which humans can then choose from, edit and finalize.
However, Marcinuk also warned that some jobs will be lost in the next two-to-three years, and that upskilling across the marketing industry will be necessary to learn how to use this technology and do jobs better. For agencies, this means having more marketers focused on strategic thinking and client relations management, as well as brand positioning, testing and analytics.
Adobe’s new Firefly AI-powered offering further demonstrates how AI might help people complete work with tools they weren’t trained to use. “The tool itself has the intelligence to help you,” said Marcinuk. “That’s what you’re seeing with Firefly and different ad tools. You don’t know how to write great ad copy? Well, what do you want to say? It will help you say it in the right way.”
Generative AI models can also connect users with outside data sets that can bring a higher level of competence to writing and other creative tasks. This way, agencies can pitch new clients quicker without having to research an entirely new industry. It can also improve language proficiency for non-native speakers.
As generative AI tools advance, smaller organisations may become able to manage tasks they’d traditionally outsource to agencies. For instance, the Intelligent Relations platform uses AI models to generate appropriate news pitches while also finding news organisations and reporters likely to be interested in the pitch.
Organisations of all sizes will need to take another look at their budget and staffing. While AI capabilities improve, it will be important for marketers to manage their AI tool much like employees.
“It will still be important to have humans in the loop for approval [of content],” said Marcinuk. “It’s the same as managing a person — communicate the standard and help employees hit the standard. Same with ChatGPT. You’ll have to say ‘no that’s not good enough, make it less verbose.’ You’ll still have to manage your AI for the foreseeable future.”
As Open AI’s ChatGPT and other generative AI models become more widely available this year, it will significantly change how content, ads and other communications are created. This shift has the potential to change how agencies work, as smaller organisations may be able to in-house tasks they might have previously depended on agencies to execute. However, AI technology can also be helpful to agencies, making content production more efficient and allowing them to better serve their clients.
Stephen Marcinuk, co-founder and head of operations for Intelligent Relations, said that AI will help marketers do what they’re good at. Generative AI chatbots can produce a number of creative options in short order, which humans can then choose from, edit and finalize.
Marcinuk also warned that some jobs will be lost in the next two-to-three years, and that upskilling across the marketing industry will be necessary to learn how to use this technology and do jobs better. For agencies, this means having more marketers focused on strategic thinking and client relations management, as well as brand positioning, testing and analytics.
Adobe’s new Firefly AI-powered offering further demonstrates how AI might help people complete work with tools they weren’t trained to use. Generative AI models can also connect users with outside data sets that can bring a higher level of competence to writing and other creative tasks, helping agencies pitch new clients quicker without having to research an entirely new industry.
As generative AI tools advance, smaller organisations may become able to manage tasks they’d traditionally outsource to agencies. It will be important for marketers to manage their AI tool much like employees
Originally reported by Martech: https://martech.org/why-chatgpt-may-be-a-blessing-and-a-curse-for-agencies/
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