How Advertising Can Use AI to be More Efficient

In this month’s blog, Awaken’s Founder & CEO, Chris Parker, shares his expert insights of how AI can be integrated into advertising processes, not only to streamline workflows, but also to enhance creativity and data analysis, ensuring brands and agencies remain competitive and innovative.

The intersection of Artificial Intelligence (AI) and advertising is becoming increasingly significant, marking the start of new workflows and strategic approaches in the industry. From data analysis to creative inspiration or copywriting assistance, these tools can help marketers become more effective, while also using their time more efficiently.

AI in Advertising & Marketing

While Software/Computer Engineering is the top industry using ChatGPT, the Advertising and Marketing sector is not far behind, ranking fourth with one-third of industry professionals engaging with the platform. This trend is amplified in senior executives, with nearly 4 in 5 using AI in their work environments and openly discussing it with their peers.* 

It’s essential to integrate this technology into your workflow now, before you are left behind.

Evolving Uses of ChatGPT in 2023

By the end of 2023, a noticeable shift occurred in how ChatGPT was employed. The focus moved from heavy-duty and exploratory tasks, like data analysis and decision-making, to more practical applications. These included seeking information (a 17% increase), learning (11% increase), skill enhancement (16% increase), and refining existing work (13% increase).*

At Awaken, we mirror this trend, leveraging ChatGPT to refine and suggest improvements to our copy and ideas, helping us identify blind spots and ensure our communication strategies are comprehensive.

Top Five Ways Advertising Professionals Can Utilise ChatGPT to Boost Efficiency

1. Search

   ChatGPT offers a contextual search experience superior to traditional methods. By familiarising the platform with our agency and needs, we obtain highly relevant and targeted responses.

   • Customisation: tailor ChatGPT to your preferences, including language and response style. Give the platform guidance on who you are and what you do.

   • Organised chats: separate chats by subject or project for focused assistance.

2. Inspiration

   With ChatGPT 4’s integration with DALL-E, creating images from text prompts has become a revolutionary tool for storyboarding and inspiration, providing us with specific and relevant visuals that enhance our presentations and client communications.

3. Analysing and Aggregating Data

   Our commitment to data-driven decisions has been bolstered by ChatGPT’s ability to distill and interpret data, transforming numbers into compelling stories and actionable insights.

4. Copywriting Assistance

   ChatGPT streamlines the copywriting process, offering inspiration and helping overcome writer’s block. It’s also valuable for refining final copy, ensuring our messaging is as impactful as possible.

5. Plugins

   ChatGPT allows us to access hundreds of plugins that enhance the platform’s capabilities. These powerful tools integrate third party services, provide up-to-date information and run complex computations.

   Some useful plugin integrations for professionals in the advertising world include: Zapier for creating automated processes; Canva for generating social media posts or graphics; Diagrams: Show Me to create graphs, flow charts and mind maps; and Image Editor to help with quick image adjustments.

The integration of AI through tools like ChatGPT into advertising processes not only streamlines workflows but also enhances creativity and data analysis, ensuring businesses remain competitive and innovative. At Awaken, our experience underscores the transformative potential of AI in advertising, from research and inspiration to copywriting and analytics.

*GWI. AI  & ChatGPT – a year of change. 2023