Has AI impacted marketing commercials?

Anthony Lavall

Founder of ContentAutomation.AI

• The last year with generative AI
• Content Automation AI
• Survey results
• Q&A

A brief agenda for this session

~30 minutes

~15 minutes

The change at the bottom shows how “written by people” was removed from Google’s docs.��Tweet from @rustybrick

Sept 14th, 2023

Google permits AI created content

But manual actions are still in full effect…

Post from Alekh Shah on LinkedIn

October 16th, 2023

AI technology is now in the news every day

Text transformer technology is inevitably impacting certain businesses

AI technology is permeating every day life in more significant ways

Time and cost saving content creation

Data from Content Automation AI clients

Why content creation is important for SEO?

Relative marketing channel impressions across Social Media, Email, PPC, and SEO

Establishing trust with the content gatekeeper

Content Automation AI

ContentAutomation.AI

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1. Research
1. Understand the brand
2. Keyword research
2. Prompts
• Creating samples
• Finding best sample for template
3. Post-production
• Scripts to “clean” content
• Human experts to review

Our approach to automated copy creation

Programmatic removal of oxford commas

• Oxford commas are an often unwanted grammatical style�
• GPT tends to generate content with oxford commas�
• The adjacent gif shows a demo of our solution programmatically removing oxford commas from AI generated copy�
• No relying on humans to have to check and potentially miss this when creating content

• Oxford commas
• Case preference
• Idioms
• Passive voice
• Readability grade
• Non ‘stop-word’ count
• Brand-declined words
• Signposting

etc.

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Moreover, solar panels are a reliable and low-maintenance technology. With minimal upkeep, they can last for decades, providing a consistent and dependable source of energy. This reliability adds to their value as a long-term investment, reducing the risk associated with fluctuating energy prices.

Other examples of brand guideline preferences

Example passage of copy created about solar panels using GPT-3.5

Negatives 📛

• They don’t always speak the “truth”
• Prompting can sometimes feel more like an art than a science
• On the odd occasion they will plagiarize
• We are all getting really good at knowing if something was written with AI or not (or at least we’re all very good at assuming that most things are)

Positives 💚

• AI doesn’t get bored or tired when writing about similar subjects
• They are lightning fast
• They have the breadth of knowledge of the web to write about
• New models, such as GPT-4 fine tuning coming out soon, are being released all the time

The positives/negatives of GPT for SEO copy

Survey responses

Has AI Impacted Agency Commercials?

Who are the survey respondents?

• ~80% of the survey respondents are from the agency world�
• ~8% work brand-side�
• ~12% do something else

• The majority of respondents (~46%) are “Optimistic with reservations. I'm cautiously hopeful.” regarding the launch of ChatGPT and other generative AI services�
• A close second (~42%) suggest “AI technology is the future. I'm all in.”�
• The remainder responded with:
• “It feels like an overhyped distraction”
• “Hopeful but have reservations and the technology needs to be monitored” (paraphrased)

Perception of generative AI services?

• ~80% of respondents “strongly agree” or “agree” that they’ve incorporated AI tools into their daily work and business solutions�
• No one picked the “strongly disagree” option�
• I filtered for just the agency responses here and the data is pretty similar; many agree but still some neutral or disagreeing

How much do you agree with this statement…

• ~23% of respondents were “neutral” on the question of AI services having a positive impact on work�
• ~50% “agreed” that AI services were having a positive impact with the remaining having “strongly agreed”

How much do you agree with this statement…

Which stage of integrating AI solutions into your business are you at?

• The answers are much more varied in this question as you might expect�
• ~30% said, “We use ChatGPT or similar individually across our teams to get ad-hoc work done quicker.”�
• ~23% said, “We use AI for some projects on an ad-hoc basis, but nothing is yet formalized.”�
• ~19% said, “We've formally incorporated AI solutions into our product workflows.”

• ~60% of respondents said “Improved efficiency” was the main motivation for adopting AI solutions�
• ~15% said “Competitive advantage”�
• And ~11% said “Enhanced customer experience”

Which of the following motivated you to incorporate AI solutions?

• So now we start to move towards the world of financials…�
• A whopping ~77% of respondents said that “Productivity” is the main business area that has been positively impacted by AI

Which of the following business areas has AI had a positive impact on more than any other?

• ~23% said “Yes”�
• ~11% said “No”�
• ~42% said “Maybe”

Are you saving money or making more money because of AI?

• ~30% of respondents said, “No - cost and output have remained the same.”�
• ~46% of all respondents have suggested they’ve either been able to “Reduced costs” or “Increased output” because of integrating AI solutions�
• The rest are unsure

Are you offering the same services at a reduced cost or increased output, because of AI?

• ~65% of respondents said “no”�
• ~27% of respondents said “yes”�
• The rest pay zero attention to feedback from their management/clients, which you have to respect

Any expectations from management/clients that your budgets/costs should come down because of money saved using AI?

• 100% see AI “Increasing in significance” in their business�
• Interesting as survey responses were split throughout until this question�
• Regardless of prior responses, everyone expects AI to have an increased role in their business in the future

How do you foresee the role of AI evolving in your business in the next few years?

Additional survey feedback (paraphrased)

• Initial reactions from some business decision makers was that AI can perhaps handle all business functions on the cheap
• I think this is something we’ve definitely heard echoed in the last year�
• AI is replacing jobs quicker than it’s creating them
• The recent news this week from Stack Overflow would suggest this is true�
• The technology might not be at the level of quality needed to make a significant impact but for the right business solution it’s getting there�
• (one agency response suggested) that AI development might causing content production to be taken in house by clients
• There was another suggestion that AI will increase competition for agencies�
• Google SGE will further diminish the ever-depleting SERP real estate for SEOs
• But internal use of AI is increasing productivity�
• Many others suggesting that there hasn’t been any negative feedback for their business to date
• One comment is wary about the proliferation of uncited/untrusted content from generative AI

• Google says they are OK with webmasters using AI generated content on web pages
• But they’re still handing out manual actions so that content needs further refining and human-reviewed once generated�
• AI continues to disrupt businesses and becomes increasingly influential in our daily lives�
• SEO opportunities might be in short supply with saturation in the biggest industries and an ever-diminishing SERP (with SGE)
• However, increased productivity opportunities and nascent or lower demand sectors still provide tonnes of SEO value�
• Generative AI technology will only get better
• Where that eventually takes us, who knows, but if I’ve learnt anything from working on Google for the last decade it’s to seize the opportunities as they arise. It’s better to be first.

What have we covered today?

Anthony Lavall

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Founder @contentautomation.ai

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Newsletter @lavall.marketing

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LinkedIn @anthonylavall

Who presented today?

Thank you

Questions?