Digital Trends: 05.15.24

Sorry that I’m a bit late with this newsletter. Work and life have gotten busy, and since these are still researched and written by a human (call me old-school!) I needed a few extra days.
 
Thanks to everyone who signed for my upcoming marketing and AI beta-bootcamp. These will be run live virtually, likely in three 1-hour sessions over six weeks starting in June. The training will be designed to provide marketing teams with a shared and current understanding of what AI is and how it affects marketing, including relevant use cases and technologies that can be explored today. If you or someone you know is a marketer and is interested in being a 'guinea pig', please enter your information here, and I will contact you later this week with the scoop. Participation costs nothing more than your attendance and honest opinion - the more honest the better!  

AI & Search (Not)

There were rumours that Open AI might launch a Google search competitor this week, but instead it launched GPT-4o (the “o” is for omni). This multi-modal model works with text, vision, and audio as input and output in real-time. I haven’t spent much time with it yet, but the videos of it in use make it appear super user-friendly. This example from the founder of the Khan Academy demonstrating how GPT-4o can be used as a math tutor is powerful. In his fantasic new book Co-Intelligence, Ethan Mollick goes into great detail about the potential of AI as a learning helper.

AI & Platforms

While there are loads of standalone AI consumer apps launching all the time, media platforms continue to roll-out new AI features for advertisers (many of which are updates to AI-enabled tools that have existed for years):

  • Google has added new AI-powered features to Pmax campaigns, such as targeting lost customers.

  • LinkedIn is testing Premium Company Pages which will include tools for creating content and growing followers.

  • Meta now offers AI capabilities for image / ad production, such as swapping out backgrounds.

  • Amazon is using AI to make it easier for sellers to create listings simply by providing a URL.

AI & Work 

Microsoft recently released a very interesting report on AI in the workplace, which highlights the surge in use and need for AI skills. 71% of leaders say they’d rather hire a less experienced candidate with AI skills than a more experienced candidate without. The report explores the types of jobs that will be most affected; some experts are predicting the end of stock photographers and call centres. Even your friendly neighbourhood marketing strategist might be impacted! It’s not all bad news, as the big consultancies advising companies on how to use AI are doing just find thank you very much.

AI & Friendship

Will AI girlfriends actually become a $1B business? It certainly looks like it’s trending that way – which was the biggest ‘aha’ (or rather ‘ew’) moment for me from this report on the top GenAI Consumer Apps. While some academics suggest that these tools can help “lessen feelings of depression, anxiety or even stress”, many lonely teen boys are feeling addicted. Add in the strangeness of a Miss AI contest or an AI girlfriend that is constantly angry with you and it’s not pretty. Hard Fork co-host Kevin Roose recently shared his bizarre experience hanging out with 9 AI friends for a month. Here’s a more optimistic perspective on how technology may help people connect in ‘the loneliness economy’.

AI & Deepfakes

If you’re bored with your AI girlfriend, you can always create a deep fake of a real person. In China, it is becoming popular to build a GenAI avatar of a dead loved one to aid in the grieving process. Fans of Katy Perry and Rihanna created a new version of fan-art by sharing GenAI-created photos of the artists at the Met Gala. And of course, scumbags want in on the AI action, thus a teacher was recently arrested for using AI to deepfake his principal giving a racist rant and another scammer targeted the CEO of WPP.

Fresh Research

  • GenAI & Google: A list of 101 real-world generative AI use cases across industries (creative, data, coding & more).

  • Teen Study (Piper Sandler): Snapshot of US teen brand preferences (TikTok, Nike, Chick-Fil-A FTW!).

  • Global Ad Trends (Warc): Useful report showing the continued growth of social advertising (Meta to overtake linear TV ad revenue this year).

Cool Beans