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Most sweatshop agencies?
Dare I get excited?
Last song you listened to.. go!
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Tom Bagot, RIP
In West Philadelphia born and raised...
Anyone on here worked with Edelman? Pros? Cons?
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First of all you have to know what an insight is. An insight is not an observation. An insight is an inner, unspoken motivation that explains a person’s belief or behavior. AI cannot do this at all, because AI just fetches observations and spits them out to simulate thinking. It doesn’t know how to actually connect any dots, let alone follow those dots deep into the psyche of a human being. Any “insights” are fakes; they are plucked from previously-existing research results. And if your research yields results so generic that an AI bot fudges a passable insight, you are dealing with another problem — brand confusion. Because now you’re using the same exact insight for your brand as your competition’s brand.
At this point I’d be cool with an asteroid blindsiding us.
Rising Star
If you think this is dumb, wait until you hear about the small (but vocal) group of behavioral scientists who actually believe GPT is a good surrogate for human respondents in scientific studies.
Generative AI really has a habit of bringing out our most vapid, mouth-breathing selves.
Ours is real (Persona.Flow), it uses hundreds of pages of data that train the model to represent a set of personas. For each new persona that is requested, we partner with certain data companies to provide us with enough context and user interviews in order to craft that voice. It takes concerted effort and dev in order to train it, so trying to recreate it through uploading a pdf to chatgpt won’t offer the same result. Persona.Flow pretty good though there’s room for improvement ofc
Branding 101 is that you do not want to please everyone. You want to select a single, specific persona that is not being targeted by the competitors. This ensures your brand has a unique position. This specific persona is intended to not include other archetypes, because then your persona becomes aspirational to human beings who might not be that persona but secretly aspire to be them. Good luck trying to get an AI to understand this.
If an AI vomits up a dozen personas, how good can they possibly be? And you can bet at least a few of those personas are the same ones used by your competitors.
This type of shit is why people don't value ad agencies
I think using AI to get top line findings on created assets in lieu of one round of market research isn't the worst idea. But I would be wary of using it to develop strategy. Whatever it comes back with is likely to be very generic.
Look up RAG implementations - if you're relying on off the shelf GPT solutions then what you get back will be dated and irrelevant. But there's been technical solves for that problem for over a year and they're easy to develop and deploy at this point.