I’m old enough to remember trying to describe the internet to those who hadn’t seen or used it before. Looking back, the metaphors that I used often made things more confusing (WTF is an information superhighway?) The same challenge exists now with AI. This piece on how metaphors can shape our use of AI is interesting – do we use AI the same way if we refer to it as a 'partner' or an 'assistant'? This post also has a helpful list of considerations for how we might describe (and therefore mentally frame) AI: is it a ‘tool’ or a ‘being’? IBM recently posted a resource that clearly delineates between AI concepts that are often used interchangeably (e.g., deep learning vs. machine learning). If you’re struggling to understand AI, know that you’re not alone “AI is a suitcase word. It’s incredibly complex, ever-changing, and there is still a lot we don’t know….You’re not “not getting it”.
AI & Video
OpenAI recently teased its new text-to-video model called Sora that generates videos up to a minute long that appear incredibly realistic. Sam Altman (as a highly effective PR tactic) invited people to suggest prompts via Twitter / X and shared the Sora results - I’m sure you saw these flooding your feeds. It’s mind-boggling to see such vivid outputs – which further fuel concerns around deepfakes and IP. If you’re interested in the implications of this new technology, I invite you to enter the rabbit hold that is Reddit and you will not be disappointed (fav comment: “one day you can just write to Sora -> "Make a Hitchcock film similar to Psycho but with penguins and have it last for an hour. You will literally be the creator of your own entertainment”). From a marketing perspective, I know a few agencies that have been using these types of tools for storyboarding – it will be interesting to see how Sora impacts production work.
AI & Meetings
A few weeks ago, I jumped on a Zoom with someone I hadn’t met yet. They had their camera off, recording on, and an AI Notetaking app ‘attending’. I felt like I unknowingly stepped into a virtual recording studio. That’s why I love the suggestion made in this post about providing disclaimers in meeting invitations – attendees can request a “bot-free” meeting. We're all going to be using more of these types of tools, particularly for internal collaboration - the benefits are clear and tangible. Slack has announced the release of Slack AI that recaps channels and summarizes threads. Tools like Otter, Fathom, and Read can be used to capture and summarize notes – and can even let you know if you’re talking too much.
AI & Marketing
Marketers are starting to experiment with different applications of AI for new advertising campaigns and digital services. A few that caught my eye:
Ikea: Launched an AI-assistant in the GPT store that helps customers plan product purchases.
Rembrand: Influencers / content creators can use a new AI tool to insert product placements onto walls in their TikTok and YouTube videos.
GuacAImole: A set of AI tools from Avocados from Mexico to help you level up your guacamole game.
Trivago: Since the old Trivago Guy hit a rough patch, he’s been replaced by a new actor voiced by AI – translated into 20 languages.
BodyArmour: Created a Superbowl ad that pokes fun at shitty AI-generated video called Field of Fake.
It’s easy to dunk on these early initiatives like a nacho chip into a fresh bowl of AI-powered guacamole, but these brand teams are learning by doing and gaining valuable experience early in the game.
Vision Pro & Culture
I haven’t tried Apple’s Vision Pro yet, but I’m keen. The early reviews from a technical perspective have been quite positive, however some owners are returning their devices due to headaches and lack of use. It will be interesting to see how these devices fit within broader culture, as everyone has been so quick to shame users for wearing their devices in public. One interesting use case is shopping (or at least browsing) – fun to see how these brands have created mixed-reality shopping experiences. Another use case is in-flight entertainment, which a Maldivian airline announced it will be offering. I’m on an early flight tomorrow morning, and I better not be sitting next to someone pinching and zooming for 4 hours. I’d rather sit next to a mime.
