ChatGPT, MidJourney, Dall-E… AI is on everyone’s lips, evoking a future where machines rival human intellect, and many believe this could well mark the end of traditional content production as we know it. No way! At tigrz & Tastee we rely on these new technologies which remain, to date, only tools that complement the expertise of our content strategists and art directors.
When it comes to meeting the specific objectives of content creation, several AI-powered tools stand out for their features.
A glossary of resources:
- Productivity and efficiency gains in production: Automating tasks such as reformatting and cut-outs simplifies the workflow. Moreover, these are free tools, thus allowing production efficiency.
- Increased content production: Automating certain tasks makes it possible to produce faster and therefore produce more content. This point is particularly relevant in a context where platforms such as TikTok recommend posting several pieces of content a day to maximise virality. Tools such as Adobe Sensei make it possible to resize and crop visuals automatically. Klutz GPT, for example, can generate scripts or expressions in After Effects. A significant time saving for content creators.
- Reactivity to real-time trends: AI makes it possible to source trends faster and makes adopting trends easier, thus allowing you to catch trends on the fly. This reactivity is crucial in a landscape where trends are ephemeral and require rapid publication to stand out.
- AI is royalty-free: An essential asset, because each brand can use AI-generated content according to its needs, notably for promoting its content. This freedom facilitates distribution and use of the content without constraints.
Will AI-powered content guarantee performance similar to traditional content for brands and ensure brand safety?
Let’s dive together into the universe of creative AI, where ChatGPT and Dall-E shine. In this era of algorithmic writing and generated images, how are brands adapting? What opportunities arise for pioneers? Let’s break down concrete examples together to navigate this constantly changing digital landscape, where AI and human creativity meet.
AI to enrich and produce content from scratch
- ChatGPT: Generates text content based on instructions, covering various writing needs.
- Dall-E: Creates original images from text descriptions to enrich visual communication.
- Capy.ai: Automates the production of marketing content, including titles, descriptions and ads.
- ElevenLabs: AI voice generation from text & voice cloning.
- Midjourney: Automates content writing and allows personalisation for brands, optimising interaction and conversion.
- Meta’s Advantage+: Automates campaign management.
Advantage Campaign Budget: manage your budget at campaign level to give the Meta algorithm the opportunity to do its artificial-intelligence work and therefore capitalise on the audiences generating the most performance. Advantage + Audience: based on profile matching rather than on a strategy targeting specific audiences or personas. Advantage + Creative: adds creative optimisations to content (brightness filters, music, 3D effects, etc.).
What opportunities for brands?
AI brings undeniable benefits to brands in content production, shaping their strategy with agility and precision.
Trends emanating from the field of AI have taken social platforms by storm, TikTok first, revealing a constantly evolving landscape.
#IATrends generated an impressive avalanche of views (6.1 million) on TikTok, underlining the growing interest in this innovative field.
Among these trends, one of the most notable is AI-manipulated music covers. Some creative minds have found a playful way to merge famous songs with singers’ voices, creating astonishing fake covers that defy expectations.
Another structuring trend crystallised around AI filters, bringing manga-style avatars or faces to life. These surprising trends, catalysed by AI, testify to the seemingly limitless potential of the technology to breathe a new dimension into online creativity.
Content creators have even dedicated an editorial line to AI.
AI stimulates the creativity of content creators.
Some adopt traditional approaches, giving tips on using AI in conventional content. Likewise, touches of humour flourish, such as Michou guided by AI for 24 hours, merging reality and technology in an entertaining experience.
Some, like @Biographix on TikTok, run their community with content produced solely by AI. Here, AI animates historical figures through visuals and voices, bringing life and engagement to famous facts and biographies in an unprecedented way. This variety of initiatives reflects the breadth of creativity generated by AI, touching on the educational, the comic and the artistic.
Brands draw inspiration from it and get talked about through AI.
Bescherelle unveiled an innovative media campaign to highlight the importance of choosing words.
The advertising campaign reminds us that AI does not correct mistakes and does not take subtleties into account. These subtleties and errors were incorporated, leading to singular and revealing results.
The visual creations strictly respect what was requested, so it is up to the user/brand to pay attention to the spelling and the words used.
The Bescherelle case nonetheless reminds us that human intervention remains key in the content production process. The first player in the optical sector to seize the Artificial Intelligence trend, Alain Afflelou challenges Jackson, the brand’s expert optician, to take on Chat GPT in a novel and captivating interview. Development of 2 “Who is the expert” episodes in which we can see the Afflelou expert comment on, embellish and correct Chat GPT’s answers to underline the importance of turning to healthcare professionals, more precise and qualified than technology to date.
A quirky but above all educational interview that made sure not only to entertain but also to convince of the need to go to a store to benefit from personalised advice. The split screen made it possible to underline the AI vs. expert match with a surprising ping-pong between man and machine: brand content and storytelling at the heart of the operation’s success.
A concept that proves to be a real success on social networks: nearly 7.5M users reached by the campaign and more than 4.5M videos viewed. Beyond its visibility, the campaign generated broad engagement, with more than 13.8k reactions and nearly 120k 100% views.
A sign that AI still has to progress to completely replace humans?
Going further. See also tigrz’s Content & Influence expertise and our Content Strategy approach.
On the same topic: « How creative AI changes the game: producing differently, not just faster » and « XR content in 2024: how to create surprise and engage? ».
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