Exploring Generative AI: Combining Text and Visuals for Powerful Marketing Campaigns

Can you recall a piece of content you were working on that was either all text or all imagery? As marketers, we often work with a mix of text and visuals — social posts, ebooks, blog posts, email campaigns, white papers, landing pages and paid advertising. Our best tactics combine words and images to help tell a memorable story, emotionally connect with our audience, and create meaning.

For the most part, generative AI tools fall into two broad categories: Text-based tools like ChatGPT and visual tools like Midjourney or DALL-E. While there is still some separation between these tool types, the growing trend is an integrated approach. This article examines the powerful combination of text-based and image-based generative AI.

If you've been following AI news, you know that major drama has unfolded at OpenAI. This upheaval led some to question the longevity of ChatGPT, OpenAI's flagship platform, without Altman at the helm. While I may be conflicted about the ethical drama playing out in OpenAI's board room, the thought of not having access to ChatGPT and the other OpenAI platforms once again set off my AI anxiety alarm.

Along with millions of other professionals, I have come to rely on ChatGPT to help boost productivity and creativity and do an endless list of helpful tasks. And while there are other AI models and platforms, OpenAI's tools are among the best. They recently integrated DALL-E 3, their image creation tool, with ChatGPT and launched a functionality that allows ChatGPT to "see" and analyze images. This is a perfect example of how generative AI technology is starting to move toward a blended approach between text and visuals.

Another example of this trend is the launch of Microsoft Copilot and Copilot for Microsoft 365. Currently available to enterprise customers via their early access program, Microsoft has reported huge boosts in productivity, with "77 percent of people who have used copilot saying they don’t want to give it up, 70 percent saying copilot makes them more productive and 68 percent saying it improved the quality of their work." Microsoft is also working on rolling out Copilot to SMBs.

You can choose from dozens of tools that use generative AI to do specific tasks like editing videos, writing social copy, creating paid ad campaigns and more. While these tools may prove tempting, I have found that I always get better results working directly with large language models, like ChatGPT, DALL-E, and Midjourney.

Below are some thought-starters on how you can bring together AI text and visuals to help improve your campaigns. Create visual concepts for campaign imagery using ChatGPT, create specific Midjourney or DALL-E prompts, get feedback on campaign visuals, logo treatments, product packaging and more from ChatGPT, create AI customer personas for customer AMA and access a world-class creative director from ChatGPT.

While I prefer to work directly with ChatGPT and DALL-E, there are a few third-party tools blending text and visuals that I find myself going back to repeatedly. These include Microsoft Designer, Canva, PlayPlay, GlossAI, ChatGPT, DALL-E 3 and Midjourney.

Remember that all these tools are exponentially improving week to week. Today's AI platforms are the worst version you will ever use. And while I may be making educated guesses on the tools that will stand the test of time, it's impossible to predict the future.

Generative AI tools, which combine text-based and image-based approaches, are becoming increasingly powerful. OpenAI, Microsoft and many other big AI players are pushing the envelope when it comes to AI-powered tools for marketing. Dozens of tools offer specific tasks such as editing videos, writing social copy, creating paid ad campaigns and more. However, it is best to work directly with large language models, such as ChatGPT, DALL-E and Midjourney, for the best results. Third-party tools that blend text and visuals, such as Microsoft Designer, Canva, PlayPlay, GlossAI and more, are also available. The future of generative AI is unknown, but the present offers us powerful tools to create marketing campaigns that combine words and images to tell an emotional story, connect with our audience and create meaning.

Originally reported by Martech: https://martech.org/genai-for-text-and-visuals-marketings-ai-power-couple/
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