In this episode, co-hosts Pete Housley and James Thomson explore whether generative AI can successfully take over the job of the marketer. So they’re putting robots to the test and sending off their team of marketing gurus to do an exercise they’re calling, “Can you not?” In other words, are the marketing gurus able to not write copy, design graphics, strategize, etc., but instead hand it all over to AI? So marketers, can robots take your job? You might be surprised to find the answer right here in this episode of Unprompted.
Meet The Unprompted Crew
Pete Housley is host extraordinaire and CMO at Unbounce. His co-host this episode is James Thomson, Senior Creative Director at Unbounce. And the marketing gurus are Content Manager Garrett Hughes, Art Director Cecilia Martinez, and Manager of Marketing Campaigns Caoimhe Rainey.
Key Quotes
*“It’s a very exciting time to be in the creative industry where we have the ability to leverage some of these tools as part of our toolkits. [We’re] always looking for opportunities to adopt some of these new technologies and tools to augment our processes, get better results at the end of it as well. And I think AI-based tools are no different to that. So, I'm personally excited for the opportunities this gives us as creatives, especially on my team and how we may be able to do more with less and get better results at the end of it, out of our campaigns as well. - James Thomson
*“One of the things that I realized through this exercise is no one tool does it all. I think that in terms of actual work that we did, the bulk of it was moving information or content from one AI platform to another. So we were like pack mules, carrying things up the hill for the next AI tool to model and refine.” - Garrett Hughes
*“I think that is the biggest challenge: It's knowing what to ask for and how to ask for it. And I think that's something that once you have mastered [it], there's no limits to what you can do.” - Caoimhe Rainey
Time Stamps
*[0:55] Introducing the “Can you not?” challenge
*[2:41] How is GoFundMe’s 2022 year-end wrap-up video a great example of using AI in marketing?
*[6:55] Meet the Unprompted team of marketing gurus
*[8:16] The marketing gurus get 24 hours to create a campaign using AI
*[9:56] What was the process of creating a campaign using AI?
*[13:08] Was the AI-generated content usable?
*[13:57] How much time and money would AI save a marketing team in creating a campaign?
*[14:42] Check out the AI-generated landing page for Elebounce!
*[18:51] What tools did Garrett use for writing copy?
*[20:22] Does the marketer still need to play a part in creating the campaign?
*[21:08] What was the creative design process like?
*[23:02] How can you master prompt writing?
*[23:45] What was designing the marketing strategy like?
*[24:24] What was the ad creative process?
*[26:03] How were the images generated?
*[27:47] How successful was the campaign?
*[29:34] The results are in! Can AI take the job of the marketer?
*[31:40] What can we take away from this exercise?
Links
Connect with Pete Housley on LinkedIn
This podcast is brought to you by Unbounce.
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