Embracing Generative AI:
Boost Marketing Impact with Technology.

Technological advances are generally associated with increased results: more, better, faster, easier. Those improvements often make once-specialized tasks or skills more accessible to a larger audience.

In the case of recent versions of generative artificial intelligence (a type of artificial intelligence that can use deep-learning models to create a wide variety of content as prompted), technology pushes into areas once reserved only for human brains: Creativity.

"Recent versions of generative AI are now pushing into areas once reserved only for human brains: Creativity."

The more that people contribute to and embrace generative AI, the more accurately the technology can respond. Quality results improve when the prompter employs skill, understanding and strategy to the AI request.

While generative AI’s benefits are attractive–it’s fun to discover the results, and it can save time and resources, to name a few–when it comes to marketing and creative executions, brands should consider when and how to embrace AI as an extension of their team.

Generative AI Marketing Applications.

As a discipline, AI has been around since Alan Turing coined the phrase in 1950. Since then, AI has played a role in computers identifying and processing statistical models and patterns, and expanding problem solving. Recent, near-ubiquitous use includes digital voice assistants.

With the release or updates to platforms like ChatGPT and DALL-E, generative AI and its uses have taken off in a new way. Marketers have been eager to utilize the tools, coming up with a range of use cases, including:

  • Copywriting
  • Content topic generation
  • SEO analysis and creation
  • Image and video creation
  • Advanced chatbot support
  • Audience creation
  • Code generation, completion and debugging

Generative AI’s benefits to marketers depend on what AI platform you ask:

  • ChatGPT notes that “generative AI allows marketers to automate content creation and personalize it to each individual’s preferences, resulting in higher engagement rates and increased revenue.”
  • Meanwhile, Google’s Bard explains that “generative AI can help marketers save time, money, and create more personalized and engaging content.”

There is still a need for a human approach and oversight: Generative AI can only work from existing information it has access to, and platforms prominently display limitations and disclaimers to results.

However, the popularity of these tools is present; fewer than 6 months after ChatGPT debuted, the PR Council issued generative AI use guidelines. Relying on AI can put brands and organizations at risk of accuracy, legality or liability, security, and sharing proprietary or confidential company information.

That isn’t to say there isn’t a time and place for the use of generative AI for creative and marketing solutions. Success lies in the strategy.

A Human Touch to Technology.

As an agency, Modern Climate is forming our vision of what the longer-term opportunities may be, while staying focused on how we can identify practical applications that make a difference today.

We consider the dynamic of novelty vs. practical application when weighing the best solutions for our clients and partners. With so many tools to choose from that produce varying results, we are committed to testing, refining and learning.

With a client-as-partner approach, Modern Climate has implemented a generative AI use policy, which touches on:

  • Transparency of use (internally, with clients and with consumers)
  • Information (not) allowed in prompts
  • Laws, limitations, policies, regulations and the like

Use Case: Image Creation Quickly and at Scale.

Looking to provide a robust, timely and cost-effective solution to refresh a client’s visual assets, Modern Climate leaned into generative AI image creation.

Alongside the client, Modern Climate defined keywords, facts and details to develop a visual look and feel for all assets. The goal was to ensure all assets look like they could be a set of images created by one photographer or artist.

Once the strategy and direction was established, we conducted an inventory of what was needed to support content and design, noting not only what should be in the image, but also thematically how it should be displayed.

To create original images–by honoring intellectual property given that generative AI results are created from existing information–our agency policy guides us to not include reference images, “in the style of” language, or proprietary or sensitive information.

Next, Modern Climate met with the client’s legal representation to assess risk. Since this technology and its uses are constantly evolving, and in light of established and potential litigation, the client is soliciting indemnification protection via insurance products that are developed and marketed for the express purpose of protecting against claims of infringement specifically for AI generated images.

Based on the defined imagery look and feel, and specific image needs, we crafted original prompts to produce visual assets. Through methodical repetition and adjustment, educated learnings and refinements, we were able to create a vast library of unique imagery.

Your Strategic Partner.

Generative AI’s marketing use cases are vast and ever-growing. It takes skill, understanding and strategy to execute the technology well in marketing.

Modern Climate is committed to staying on the forefront of using generative AI to support the work we do when and as it makes sense, and helping clients do the same. We support our partners with a strategy as specific as each of their needs, focusing on nuances in the tools and projects.

From unique image generation, to content planning and strategy, to persona and audience development, and beyond, Modern Climate is invested in the ethical and legal use of generative AI.

Embrace Generative AI

Contact Modern Climate to learn how we can help you find ways to infuse your marketing with generative AI.

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