ChatGPT is an artificial intelligence bot developed by OpenAI that has been drumming up buzz throughout the industry among advertisers and brands alike. Giant Spoon, which has worked with clients like Netflix, Petco and General Electric, will leverage the AI tool on Super Bowl Sunday to generate live tweets during the big game.

While there will be someone from the Giant Spoon team who will plug in necessary keywords to generate the copy, the operation won’t be anything reminiscent of a Super Bowl war room, all-hands-on-deck effort, per Cottrell. “It’ll be Giant Spoon tweeting about the ads, and also about the content and about everything that’s happening in the Super Bowl. But there will be no human [team] behind it,” he added.

Part of Giant Spoon’s ChatGPT Super Bowl initiative will be an effort to boost awareness about the agency’s creativity. However, it’ll also be a test for ChatGPT and artificial intelligence capabilities, what the technology can do and what it will mean for the advertising industry.

In the past, Giant Spoon’s experimentation with ChatGPT has been limited to internal graphics, pitch decks and some content creation. Should all go well during the Super Bowl, it could be a glimpse into AI’s potential for future use in client-facing work.

In recent weeks, ChatGPT and AI have been major talking points throughout the marketing industry, with some using it to pull and aggregate information for client briefs, copy writing and other parts of the creative process, similar to Giant Spoon. Others are using the technology to streamline workflow processes. BuzzFeed recently announced plans to leverage ChatGPT for quizzes and other types of content, as the publisher looks to AI to play a bigger role for the company this year.

As AI gains popularity, some marketers are moving beyond the basics of tools like ChatGPT and embracing subscription services. Meanwhile, Google is reportedly testing its own AI chatbot, Bard A.I., that could have similarities to ChatGPT.

But for all of the buzz ChatGPT creator OpenAI has generated, there’s hesitancy in the industry to fully embrace AI, at least for now. To that point, Avocados From Mexico rescinded plans to use ChatGPT in its Super Bowl ad plans, backtracking its original idea to create user generated content during the big game, according to AdAge.

“ChatGPT on the surface may look like the future of creative writing but if you dive in and take a deeper look, it’s approximative at best,” Adan Romero, chief creative officer at Publicis digital agency FKA, said in an …read more

Source:: Digiday

Author: Aaron