Deft

Choosing the right tools AI for the job There’s a lot of talk about AI changing the way that creative is made, but what does it actually mean in practice? For example, Pencil (now part of Brandtech) was one of the earlier tools for scaling creative ad platforms, its ability to feed AI-driven performance media products like Meta’s ASC with 100’s of creative variants is where it truly shines, but it’s not going to be the right product for your next big brand moment or product launch. A really practical way to start using AI tools is as a creative coach, giving you suggestions and feedback to optimize your creative assets. This was a big part of the Creative Shop’s role at Meta, so I thought I’d try a couple of different models of ChatGPT + Claude.ai on a live Specsavers ad and share some of my insights on how they stack up (see screen shots) ChatGPT 4 - good ChatGPT 4o - better - more depth Claude Opus - better than ChatGPT 4, not as much depth as 4o Remember it’s not about blindly following the recommendations, but using them to spark a conversation Let me know in the comments if you have any experience of using AI models in this way of if you want a link to the deck

🌐 How could AI Reshape the Freelance Economy? The freelance market is undergoing a seismic shift due to the surging demand and supply of AI skills on platforms like Fiverr and Upwork. AI-related searches have skyrocketed with figures like a 1,646% increase for "AI reels" and 3,037% for "AI influencer". As companies increasingly prioritize AI integration—highlighted by a Fiverr report where 39% of U.S. tech execs marked it as a top concern—freelancers are swiftly adapting, leveraging AI to enhance productivity and creativity in their projects. However, the influx of AI isn't without its challenges. Large brands remain "paralyzed" by AI's legal implications, particularly copyright issues, causing hesitation in fully embracing this technology. Despite these hurdles, platforms are innovating, adding AI-assisted tools to improve client-freelancer matches and streamline project briefs. This integration underscores a broader trend: while AI tools are essential, the real value lies in human expertise to refine and implement these tools effectively. #Freelancing #AI #Innovation #LegalChallenges link to full article https://bit.ly/3UTfCGT

🚀 AI Driving 20% of BCG's consulting revenues The chief executive of Boston Consulting Group (BCG), Christoph Schweizer, forecasts that 20% of their 2024 revenue will come from integrating artificial intelligence (AI) into businesses, aiming for 40% by 2026. Generative AI has provided a "huge boost" as clients shift from experimentation to large-scale deployment. Partnering with tech giants like Microsoft, Google, and OpenAI, BCG aids companies in embedding AI into their operations and training executive teams. BCG's AI advisory work has become crucial amid economic challenges, countering slower growth in other sectors. Despite a modest 5% revenue growth in 2023, BCG expects sales to rise "in the teens again" in early 2024. AI tools have transformed productivity in customer service, R&D, and data migration, cutting costs and boosting efficiency. Speaking to colleagues in consulting, they highlight this as a nice PR story to position BCGs AI offering, but what’s clear is that AI is a big boon for consulting and businesses looking to transform. Schweizer credits early investments in AI for their competitive edge, with BCG's 3,000-strong BCG X tech division delivering cutting-edge solutions. He emphasizes a transformative mindset: "We have to change BCG just as much." #AI #Marketing #Innovation full article on the FT (no subscription needed) https://on.ft.com/3UyzIre

Visuals get Naughties with Frutiger Aero Love this piece on Frutiger Aero, the new aesthetic replacing Y2K in Dazed Digital The Frutiger Aero aesthetic is gaining traction online, evolving from the Y2K trends that have dominated recent years. It’s giving me flashbacks with it’s naturalistic, glossy design while leaning into our collective nostalgia for mid-2000s technology that didn’t totally work. According to Sofi Lee, who coined the term, this aesthetic derives its name from the Frutiger font and Windows Aero design language. It's characterized by translucent, glowing, elements that merge the indoors with the outdoors, representing a time when technology became more approachable. It coincided with the rise of touchscreens and brands striving for accessibility. The popularity of Frutiger Aero reveals a longing for hopeful times amid today's permacrisis. Nestled in this aesthetic are familiar motifs like touchscreen phones, Windows Vista's glowing interface, and Wii Sports. It's a digital embrace that reflects a shift from Y2K's futuristic pessimism to an optimistic tech utopia. People seek an escape through these high-definition visuals that reflect nature while contrasting the minimalist, flat designs prevalent today. #FrutigerAero #Nostalgia #Aesthetics #DigitalTransformation

🍫 Big Food's Digital Transformation: Nestlé Example Nestlé's 2022 Investor Desk on Digital Transformation gives you a good sense of how global brand marketers are thinking. This strategy clearly indicates where digital focus lies (or where it was in the simpler times of 2022). First-Party Data: Aiming for 400 million records by 2025, Nestlé is laying a strong foundation for a post-social media era, owning a direct customer relationship. This will enhance personalization and optimize media spending. Shift to E-commerce: With a bold ambition of 25% of sales online by 2025, Nestlé is aligning with shifting consumer preferences. This will help them remain competitive in the digital marketplace. In-housing Creative Production: By establishing over 30 studios for everyday digital assets, Nestlé gains greater control and speed over its creative output, enhancing brand consistency across platforms. Investing in Digital Talent: Adding over 1,000 specialists and continuously training employees, they’re building a skilled workforce ready for the future. It's fascinating to think about transformation teams re-writing an AI-infused version for an investor event later in the year, I can see the benefits across these four focus areas. #Nestlé #DigitalTransformation #AI #Ecommerce Big shout to Simon Andrews and his Fix/Insider email for the HT on the deck, link is here https://bit.ly/3WArQXB

Does writing make us Human? A wonderful love letter to the human writer vs it’s AI counterpart, this long read by Samanth Subramanian in New Republic looks at the act of writing As AI technologies like ChatGPT and Bard reshape content creation, creative humans are at a crossroads: Embrace AI for efficiency or cling to the uniquely human touch in storytelling? Naomi S. Baron's "Who Wrote This?" and Dennis Yi Tenen's "Literary Theory for Robots" prompt a critical evaluation of AI's burgeoning role writing. Baron's analysis reveals an unsettling truth: many consumers struggle to distinguish between texts authored by humans and those generated by AI. This blurring raises pivotal questions about authenticity and brand integrity in marketing strategies. 🤖📝 Tenen illustrates how AI models, fed with 300 billion words, are not just tools but collaborators that offer a new way to conceptualize creativity in marketing. He suggests that embracing AI could lead to a democratization of creativity, potentially enriching the marketing landscape by freeing human creatives to focus on strategy and innovation. There’s lots to ponder in this wonderfully written article, well worth a read! https://bit.ly/3JUCP6A (Spotted in Matt Muir’s excellent Web Curios weekly newsletter)

Peak Fast Fashion? 👗💬 If you’re interested in culture, fashion & commerce you should invest 10 minutes in this long read “Super Cute Please Like” by Nicole Lipman on SHEIN's role in fast fashion. On SHEIN thousands of new items are added every day from trendy prom dresses to daily wardrobe staples, all at extremely low prices. The article also explores the ethical, worker welfare, sustainability and environmental issues linked to SHEIN's rapid production cycles. Ultimately you can feel a cultural tipping point coming through this article, is the adrenaline high from an online purchase really worth it? 🌍🤔 Check out Nicole Lipman’s original article here 👉 https://bit.ly/4a3tp3a

🚀📱 I loved buying crap from kickstarter. My loft is nestling with optimistic projects I funded, the shoes with sugarcane soles, the Sci-Fi fan fic novels and the smart suitcase with a built in bluetooth charger (never used). Reading the reviews of the new AI powered Rabbit R1 reminds me of this optimistic techno-crap time. The R1, designed by Teenage Engineering and hailed as a fun, quirky addition from CES, promises a fresh take on AI gadgets. Its vibrant "leuchtorange" color and unique layout, reminiscent of a Picasso painting, add to its charm. However, while it manages basic tasks like searching for NFL draft info or suggesting nearby restaurants, just like my favourite kickstarter projects, it falls short on practica / advanced features like sending emails or making spreadsheets. 🧐 Although Jesse Lyu, Rabbit's CEO, has ambitious plans for this device, including enhancing its connectivity and adding new features, many promised functionalities are still on the horizon. The R1 is a playful start but leaves us wanting more. Let's see how it evolves! 🐰🔧 Check out David Pierce’s original article here 👉 https://bit.ly/3UhrfY4 #TechReview #Gadgets #AI #Innovation #RabbitR1 #ConsumerTech Feel free to share any guilty kickstarter memories in the comments

“Most work is new work” according to MIT study If you’re worried that AI is going to change your role, it’s nothing new. MIT economist David Autor used natural language processing techniques to identify job related descriptions in patent and census data. His research on job creation in the U.S. reveals that Six out of 10 jobs people currently hold didn't exist in 1940. The US experienced two distinct phases of new-job creation: from 1940 to 1980 middle-class manufacturing and clerical positions, from 1980 to the present - highly paid professional work or lower-wage service work. New jobs emerge from a mix of technological advancements AND changing consumer demands Examples of new job categories from the report "Tattooers" (1950) "Engineers of computer applications" (1970) "Hypnotherapists" (1980) "Circuit layout designers" (1990) "Conference planners" (1990) "Technician, fingernail" (2000) "Solar photovoltaic electrician" (2018) Looking back over the last 80 years of data I’m reminded that the changes we’re going through in Marketing roles are something to embrace, not run away from. Original research paper: https://bit.ly/3JsSkCp MIT News article: https://lnkd.in/eNh8yarE Thanks to @SimonAndrews for bringing this to my attention in his fix newsletter

Can AI reduce men’s fashion returns by 10%? For anyone working in online retail, returns are a major headache, UK shoppers returned more than £4.1bn of online clothing purchases in 2022. ASOS reported that just 6% of shoppers caused a £100m reduction in profits by frequently abusing their returns policy. The biggest day for returns in 2022 was 28 November, the Monday after Black Friday, according to returns specialist ReBound. Moss, a well storied UK mens suits & formawear retailer have piloting an AI-powered virtual try-on tool called Zyler (from Amazon funded Anthropic) on its website, aiming to tackle this issue head-on. The case that Anthropic have made to Moss for the piot Anthropics Technology reports that Zyler can lead to a 10% reduction in returns, as around 35% of shoppers will see themselves in the clothes online before receiving them. Emails incorporating Zyler have a 3x higher click-through rate compared to emails with generic model images. Customers who use Zyler are more likely to become repeat buyers. I’m a big fan of virtual try on’s, L’Oreal and ModiFace are a great example of how the beauty category has been disrupted by this technology. However I believe it’s going to take more than an AI plugin to reduce returns by 10%, L’Oreal spent a long time integrating virtual try ons across their product range and making them mandatory for marketing, something that retailers will need to do if they want to see the same benefits.