Generative AI (Gen-AI) is a term which we are starting to become familiar with, thanks in part to how it is being used by different brands and companies and how it is transforming the field of content marketing. But what are the capabilities of Gen-AI? And what different types of Gen-AI exist?
Generative Pretrained Transformer (GPT): a language based Artificial Intelligence (AI) that, using deep learning, is able to generate human-like text. This type of Gen-AI works by being able to generate new text based on inputs that it has previously received and which it has been trained on. Platforms such as Neural Text or Grammarly offer users the chance to create texts based on simple sentence prompts.
Chatbots: beyond text creation and translation, Gen-AI can now be used to create advanced, human-like chatbots. ChatGPT launched by OpenAI recently caused a media frenzy thanks to the chatbot’s ability to “followup questions, admit its mistakes, challenge incorrect premises, and reject inappropriate requests.”
Text-to-image programmes: For many creative industries, programmes such as Midjourney, DALL-E or Stable Diffusion will be able to change in some part how images are created. By being able to build on or even replicate artwork, gaming, architecture and movies, text-to-image programmes are challenging how we create such content. By prompting such tools with human language, the software is able to build a picture that in a matter of seconds.
Video creation: Gen-AI has the ability to support marketing teams in their video-making tasks. From creating videos with an AI spokesperson like Movio does, to editing a video intelligently, the ways that marketers might create videos in the future is changing.
Gen-AI exists based on the potential it holds to solve a number of challenges and its ability to open up new opportunities for various industries.
Key areas where Gen-AI can intervene:
Like with any new technology, there are reasons to question how it can be used.
Whilst the ability to create endless new types of content has got many people excited, there is concern for some people that this will take away something from those artists and creatives who create original content. Professor of Art, Carson Grubaugh worries that people working within the creative fields of entertainment, video games and advertising risk losing their jobs. Digital artist Grey Rutkowski has also expressed concerns after his style has been copied thousands of times by different AIs. The issue of how such content is copyrighted is therefore one which needs to be questioned.
Along with concern for jobs and the authenticity of original content, there are also worries about how such content will be governed. With language models able to churn out large quantities of text, there is room for error, false information or misleading content. Indeed, when Meta Galactica aimed to train a Gen-AI model how to analyse 48 million science articles in order to create summarised academic papers, the platform was taken down after less than three days, having published incorrect information.
There is as such room for such technology to be misused, create fake information or even automated troll bots. Filters for certain platforms are not sophisticated enough to remove inappropriate content or systemic biases, something which will likely take time to iron out. If such AI programmes are to become as widespread as predicted, these issues are going to become ones which need to be faced, particularly if large brands and companies are going to invest in such technology.
Gen-AI certainly looks to be a game-changing technology and offers substantial benefits to creative teams.
When used with tool such as a Digital Asset Management platform for example, a Gen-AI fuels content production and distribution, opening up new ways of working on campaigns and streamlining relations with other parts of the business.
From personalised e-commerce websites to avatar-led training videos, Gen-AI looks to have an exciting road ahead of it. With careful governance and restrained use of the technology, many brands and companies can use this technology to their advantage.
It’s worth remembering that Gen-AI works from human-created prompts, with the human language still being the key to setting in motion the creation of different types of content. Whilst Gen-AI looks set to become a useful tool in marketer’s and creative team’s kit, it remains a support for human creativity and work. All that remains is to watch this space and see just how far Gen-AI will take us.
Want to try it yourself? Test Wedia.ai free of charge