– our full day workshop
Artificial Intelligence is everywhere. Even if you’re not using ChatGPT (but seriously, why aren’t you?), Google, WhatsApp, and even some banks are all using AI to enhance their services and make life easier for users. The world of advertising is no different; it’s no longer a question of “why would we integrate AI into our agency?” but rather “when are we going to integrate AI into our agency?”
To answer that question, we brought in an expert. Ross Symons is a multi-talented human who’s harnessed his years of experience in marketing to start shaping a future with generative AI. Recently, he’s been helping other businesses and agencies find opportunities to integrate AI in their creative process. Needless to say, his extensive knowledge of the various AI tools available had us all wide-eyed and eager to soak up any nuggets he could impart.
Session 1:
ChatGPT for brief writing
Up until recently, our copy department considered “ChatGPT” a dirty word. We’ve learned the errors of our ways since then though. ChatGPT is more than just a text generation tool; it can act as a brainstorming buddy, a proof checker, a dictionary, and so much more. ChatGPT doesn’t replace creative copywriting, it enhances it.
We’re not asking ChatGPT to write our copy, and we probably won’t ever. But it has huge potential in helping our client service teams make sure that copywriters get solid briefs with all the context, information, and specs that they need, in a fraction of the time.
There’s a bevy of other tools that can help our client service team. We chatted about note-taking AIs that enable account managers to have conversations in meetings rather than furiously taking notes, using the AI in Adobe Acrobat to summarise PDFs, and even the possibility of creating digital clones that think, speak, and act like their creators. We’re not quite there yet, but we’re starting small and testing the capabilities of these tools so that we can do even more.
Session 2:
Midjourney and image generators
Picture this: your agency is pitching for new TVC work and you need a storyboard. So you brief a copywriter and art director, wait a few days, follow up with Traffic, wait a few more days, and finally receive a storyboard. But what if that could be done in hours instead of days?
Rather than taking a script to an art director, explaining their ideas, and searching for hours through stock libraries for reference images, the copywriter can simply generate their key frame images. No more waiting, debating, or searching. Suddenly, a job that would take multiple people multiple days can be done by one person in one day.
We also know that clients don’t always see how the storyboard will translate into video. That’s where Midjourney comes in. By animating the key visuals and stitching them together, we can now mock up a TVC without ever having to pick up a camera.
Please note: we are referring to concept and reference artwork here, not final artwork. Final artwork would definitely need the human touch.
Session 3:
bringing it all together
So far, we’ve mentioned ChatGPT, Midjourney, and a couple others. But the most mind-blowing part of Ross Symons’ presentation was the magic that happens when you stack different AIs on top of each other.
We’re talking about using ChatGPT to enhance your image generation prompt on Midjourney, using Runway to animate those images, adding some special effects with Pika, getting a voice over from EvelenLabs, and creating background music with Suno.
Go forth and create
