Having never entered a gym in his life nor sat on a tractor, marketing and creative consultant Pip Bingemann enlisted Artificial Intelligence (AI) software to create marketing branding for a hypothetical tractor-adventure vehicle and a warrior style gym.
The outcome which would normally have required input from a team of people including strategists, creative and art directors, writers and models took him about eight hours to complete using only his computer with computer-generated people, words and vision.
This week Pip Bingemann used these creations during his delivery of talks and workshops at Peregian Beach Digital Hub to give people an idea of what can be achieved with rapidly advancing AI programs such as ChatGPT, Bing Chat and Midjourney, but also some of its limitations.
With more than 15 years experience in media, marketing and branding working with leading tech firms and creative agencies in Sydney and across the US Pip developed an interest in using AI to improve branding and marketing outcomes.
Pip said when he first started playing around with AI the answer to his question of whether it can create inspiring branding was no, but now it’s “almost yes“, but “you have to know how it works“.
When it comes to producing word documents AI software operates through the use of mathematical algorithms, codifying words into numbers and working out what, based on probability, the next number will be, he said.
“It’s read the whole internet. That’s good and bad,“ he said. “It’s bad because it gives you average – the mean.“
It’s unreliable because it doesn’t provide reliable sources from which the information was obtained, he said.
“It’s dangerous because people trust technology,“ he said. “The world of deep fakes is increasing and disinformation terrifying.“
On the positive side you can pepper the AI with questions to refine its responses and turn something average that it generates into something exceptional. In only a few months the programs have advanced in leaps and bounds, he said.
Pip said AI was good at understanding concepts and frameworks, good at producing functional, best practise style writing, good at creating lists, providing ideas and it can create a plausible tone in a synthesised voice. It needs help making a creative leap.
During his week as Creative in Residence at the digital hub, Pip covered topics such as using AI for brand development, leveraging AI in creative and copywriting, using AI for market sizing and persona development, and generating imagery for branding and advertising.
Peregian Digital Hub director Chris Boden said they were thrilled to have Pip for the residency and to explore the exciting potential of AI in branding and marketing.
“This residency will be a fantastic opportunity for attendees to gain individualised advice and insights from a world-class expert and to network with other digital creatives, marketers, and designers,“ he said.
