Source: Intuit Mailchimp
AI behavior: AI was used for ideation and proof of concept.
- We used an AI image generator to visualize the concept of “clusters” and how it would appear in campaign assets.
- We used AI images to test our ads with targeted groups. You can then adjust the image to account for the feedback and retest within 15 minutes.
- Text-based generative AI was used as a starting point to translate the concept of “clusters” into other languages.
The campaign was “probably our most extensive campaign in terms of amount of assets,” Taite said, but it took less time to create than other campaigns.
“We came up with this concept in our first meeting,” Taite says. “It typically takes about five meetings to agree on a creative concept.” Taite says that speed depends on the ability to “show” and “communicate” what the concept will look like. I thought it was thanks to you.
Humanity: Taite said that although AI acted as a “colleague”, humans were the main driver of ad production. The “cluster” idea was a human suggestion, and the final campaign creation was done by real people. Taite said that when using AI, people still need to bring context to the table, and in this case it's what he says Intuit Mailchimp's customers are looking for: effective marketing automation and targeting capabilities. I meant to understand.
“Whether it's a cultural context, a business context, a brand context, what really matters is context, and context is what makes great creative,” Tait said.
Make it work: Utilizing AI starts with marketers becoming familiar with it. “Use it every day,” Taite said. For Intuit Mailchimp, this worked as a group to prompt ChatGPT by doing shared exercises individually and comparing prompts in group messages to improve skills.
“What the shared session gave us was confidence that it could automate something in our daily lives, give us better insights, and allow us to work in more efficient but inventive ways. ,” Taite said. .
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