In general ChatGPT and Generative AI in Media and Advertising is a technology meant to revolutionize the way media and marketing work. Its ability to create content without human labor grants it the potential to dramatically increase the output of new brands and reshape the dynamics of search advertising. While the U.S. public is largely unaware of the technology and mistrustful of it, a study conducted by Morning Consult revealed that 52% of consumers believe that generative AI will stick around.
ChatGPT is a startup company focused on developing AI-powered, natural language processing and conversational AI technologies. Founded in 2020, the company has developed ChatGPT, a deep learning-text based product, that can generate natural sounding conversations and create content at scale. It allows machine learning researchers and developers to automate text content creation with the added convenience of natural language processing technology.
This technology is also increasingly adopted by customers in the media and advertising field. AI-generated content can be used in the low-risk functions such as mockups and copywriting, where accuracy is of lesser priority. As the drive to combat burnout builds, Generative AI has inserted itself into the industry and is presenting a great opportunity to the companies.
When it comes to strategically important channels such as search ad spending, the trustworthiness of the technology is often questioned. One-fifth of U.S. adults do not believe that AI-generated content may not contain errors, and only 10% regard its output as “very trustworthy”.
For marketers and advertisers, it is essential to watch consumer adoption closely while training on and understanding how assets and data could be used to further teach the AI. Such training will determine the efficiency of AI-generated content and provides an opportunity for continued advances and progress of the technology.
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