"In the second year since ChatGPT was released, the use of the technology in artificial intelligence has gone beyond mere experimentation. This is shown by a look at the marketing of several German companies, from Cola to hardware stores to assistants in cars.
Anyone interested in artificial intelligence (AI) in marketing should take a look at the fizzy drink brand Afri Cola: week after week, an AI tells fictional stories - sometimes as an epic based on Thomas Mann's "Buddenbrooks", but in the writing style of Ernest Hemingway , sometimes as a story about partying frogs on an alien planet, written in the style of Douglas Adams. AI-generated illustrations also give each story a typical scene. Visitors to the websites see a hamster intoxicated and in psychedelic colors and on the brand's social media channels a disc jockey under palm trees. They convey the desired image of a pop culture cola.
The responsible marketing department makes no secret of its AI support: the prompt that is said to have led to the creation can be displayed for every image and story. For example, for a picture of the hamster it says: "/imagine hamster on lsd, psychedelic, palm trees in background, pop art, high detail, wallpaper --ar 3:2". In German, how ChatGPT-4 translates the instruction in detail:
"Imagine a hamster influenced by LSD: psychedelic colors and patterns reflected in his movements. Palm trees rise in the background, completing the image of a tropical dream world. This scenario is done in the pop art style , with a high level of detail that brings every element to life. The whole thing is designed as a wallpaper, in a 3:2 aspect ratio, perfect for transporting every viewer into another dimension."
The shower manufacturer uses ChatGPT and an AI application called Neuroflash as well as the image machines Midjourney and Leonardo AI. A “Criticism of the Week” rounds off each story. Finally, a person with the likeness of Marcel Reich-Ranicki tore up the AI-generated narrative (the criticism was of course also thought up by an AI).
Not everyone uses artificial intelligence so transparently and aggressively. But many marketing teams have been and are experimenting with this: at the fast-food chain Burger King, for example, they asked an AI to suggest unusual product combinations. This is how a chili cheese shake, an onion ring donut and cheeseburger nuggets were created. The latter even made it onto the market, although according to comments on social media not everyone liked them. At Ritter Sport, an AI developed a new type of chocolate with the flavors hummus, apricot and mint.
Beyond such marketing gimmicks, many companies are developing or already implementing AI-supported virtual assistants. The car manufacturer Mercedes will be presenting the next evolutionary stage of its voice assistant in the car at the CES electronics trade fair in Las Vegas next week. It should enable human-like interaction and have emphatic properties that would be influenced by the individual driving style and personal mood, as the Mercedes-Benz Group announced. We can only hope that the machine doesn't draw any wrong conclusions from the mix of a fast driving style and a bad mood.
Deutsche Telekom has been using the “Ask Magenta Voice” in customer service since autumn 2023. Customers of the mobile phone hotline are no longer asked by a voice computer to present their concerns in keywords in several stages, but can formulate them freely in natural language. In the previous version, a third of the queries were solved by the chatbot. Another AI processes the company's incoming mail, around 4,000 letters per working day. The AI “Sherloq” already reliably recognizes 80 percent of concerns and forwards them to the right place. In the future, Sherloq will also automatically forward incoming emails to Telekom mailboxes.
The hardware store chain Obi is developing processes for personalized customer targeting using AI through its Obi Next unit. A dedicated platform called HeyObi supports customers with advice and places tailor-made offers from brand partners. Anyone who is interested in a patio roof, for example, may soon receive corresponding advertising in the next campaign.
Recommendation systems everywhere learn, among other things, to turn shop visits into individual shopping experiences based on purchase history. So-called sentiment analyzes comb through reactions in social media and determine moods. This means that emerging problems with individual products can be identified more quickly and customer complaints can be processed more quickly in the service department.
In any case, the use of artificial intelligence in the business sector is large: According to a representative study by “Forbes Advisor” from last year, 65 percent of US consumers trust companies that use AI technology. Only 14 percent reject this, the remaining 21 percent are neutral on the question." [1]
1. Wie sich Künstliche Intelligenz im Marketing etabliert. Frankfurter Allgemeine Zeitung (online) Frankfurter Allgemeine Zeitung GmbH. Jan 2, 2024. Von Marcus Schwarze
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