Until a couple of months ago, creating marketing messages for global surrogacy agency ConceiveAbilities was madness. Its staff would spend hours, even days, individually crafting and refining emails, blog posts, and other communiques, taking the organization’s main message and repositioning it to four distinct audiences: target egg donors, surrogates, intended parents seeking an egg donor, and those looking to match with a surrogate, says CEO Cathy Kenworthy.
Then came generative AI: Now the marketing team just asks it to rewrite the statement for each subgroup, using topical contexts. Kenworthy loves incorporating generative AI into her organization’s everyday tasks, since it saves her marketing staff hours of time “so we are able to focus on pressing initiatives.”
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Meanwhile, Taj Reid, global chief experience officer at Edelman, a global communications firm, says that many companies are integrating generative AI into their daily work. His firm recently partnered with a mayonnaise brand to create a campaign driven by AI. Customers could type in what was lurking in their refrigerator, and the AI would generate recipes that aimed to reduce food waste. To emphasize the human element, Edelman partnered with chef and non-chef TikTokers to lead live cooking demos of those very dishes. “That was a fun application of what AI can do,” he enthuses.
He’s also seeing companies use AI to summarize large volumes of data and creatives turning to AI to eliminate that dreaded blinking cursor. “If you’re freestyling, AI can really provide context. If you wanted to pitch a story idea to the New Yorker, for instance, you can tell the AI to pretend it is a writer for the magazine, whose audience is a busy executive. Then you can ask it to take a passage you wrote and make it more eloquent, in the New Yorker style... and it returns a polished pitch.” And, he adds, AI capabilities and use-cases are expanding every day. “Today is the worst AI will ever be,” he says.