By Jasmine Sheena.

Billion Dollar Boy, Gut, and Mischief are focused on ensuring that work powered by the tech retains a human touch.

It’s been over a year since ChatGPT first rolled out, and while constantly hearing the phrase “generative AI” has been really a(i)nnoying, there’s no doubt the technology has transformed the world. It was one of the hottest topics at CES earlier this year, and SXSW has a dedicated track for the tech.

When something’s trendy, marketers tend to take notice, and we spoke to execs at several agencies about how they have taken ChatGPT and other generative AI tools into their own hands. They told Marketing Brew that, so far, adland has found unique ways to incorporate generative AI into workflows while working to ensure there is still a human touch, all while tech giants and the federal government alike weigh potential restrictions on the tech.

Lead by example

For independent shop Billion Dollar Boy, generative AI has been useful in influencer marketing. The agency set up Muse, an emerging tech arm to help leverage AI for influencer content creation for clients, Thomas Walters, Billion Dollar Boy’s founder and its European CEO, told us. Muse, which has worked with AI artists like Jo Ann and Elmo Mistiaen on brand campaigns, has also worked with brands including Lipton Iced Tea and Versace, Walters said.

“[It’s] really at the bleeding edge of advertising,” he said.

Internally, the agency is interrogating ways to use AI to optimize work, Walters said. BDB set up a taskforce made up of folks across its departments, from leadership to business affairs, to identify workflow problems and figure out how to solve them using AI tools, Walters said. For example, after realizing the agency’s staff was spending a lot of time manually performing due diligence checks on influencers, the agency created a tool it built using ChatGPT that evaluates influencers’ posts and applies a “risk rating.”

Feature Image Credit: Amelia Kinsinger

By Jasmine Sheena

Sourced from Marketing Brew

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