Last November, it seemed the entire world was awestruck by OpenAI’s launch of ChatGPT. Indeed, many were, and for good reason. This was the first time a large language model (LLM) was made available for mass consumption—and in reality, for mass experimentation.
In the world of artificial intelligence, LLMs and domain-specific large language models (DSLLMs) have actually been used for many years.
Still, knowing this is of no help if you don’t know how this type of technology works for your brand. Most examples today are curious individuals playing around with the technology, students and teachers at odds with its use, or creatives on the fence about whether to embrace or boycott it.
With so many unknowns, it’s tempting to brush off generative AI into the zeitgeist, but it’s pretty clear that it isn’t going away anytime soon. In fact, generative AI is something people could be using daily and has the potential to change the entire customer experience, akin to the mass adoption of the iPhone in 2007.
What can generative AI do for marketers?
Generative AI refers to a category of artificial intelligence models that develop new outputs based on the data on which they have been trained. It uses a type of deep learning called generative adversarial networks (GAN) and has a wide range of applications, including creating images, text and audio. ChatGPT specifically is a conversational application built on an LLM.
A unique quality of generative AI is its versatility. There are plenty of potential use cases for both consumer and business brands. Imagine having:
- A suggested campaign with all supporting assets created for you automatically.
- Pre-built ads and voiceover in multiple languages with all imagery ready for promotion without spending hours on creation.
- A DSLLM built specifically for your brand—a branded brain, if you will—that customers can interact with.
- The ability to receive recommended messaging straight to your inbox, highlighting memorable moments for your brand with pre-built copy, ads, promo reels and custom voiceover.
In each case, generative AI can improve team productivity, while creating new ways to enhance customer experiences.
Scale up without exhausting resources
With the assistance of generative AI, brands can take brand-specific, net-new content creation and data extension to an unprecedented scale that goes beyond what’s humanly capable. But that’s not to say that humans are removed from the equation.
Creatives and marketers will still need to be involved in their subjective processes. However, rather than starting from scratch, generative AI expedites creation, makes content more accessible by producing it in multiple formats and languages, and automates the tedious aspects so that marketing teams can focus on strategy and tasks that truly require human attention.
Veritone recently introduced Veritone Generative AI, an enterprise-grade Platform-as-a-Service (PaaS) that can natively support and orchestrate public LLMs like ChatGPT and GPT-3, as well as DSLLMs.
Veritone Generative AI presents an advancement that empowers brands to go beyond what they originally thought was possible. With Veritone Generative AI, brands can use their large amounts of content, data and assets to build custom knowledge graphs and DSLLMs while orchestrating proprietary models with public LLMs.
This provides extensive opportunities to enable net-new, predictive AI-generated content that brands can leverage for greater audience engagement, enhanced human experiences and communications, as well as the introduction of new revenue opportunities.
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Sean King oversees the commercial enterprise division at Veritone, including SaaS technologies and managed services for advertising, licensing, synthetic media and web3. His forward-thinking marketing and operational insights have solidified Veritone’s subsidiary, Veritone One, as a leading AI-powered audio and influencer advertising agency.
