Join us on this journey as we delve into the exciting possibilities of generative AI for postcard creative. We will showcase some of the examples of generative AI in action and offer tips and resources for anyone interested in experimenting with this cutting-edge technology.
You may have heard about this thing called ‘Generative AI’ or a tool called ‘ChatGPT.’ Many experts are confident that this software will either ruin humanity (hello Skynet) or give us endless free time by taking on all the mundane tasks (maybe Wall-E?).
As marketers, words and pictures are essential to our work. We use the word ‘creative’ in ways no one else does – because creativity in those domains is so important.
So – will Generative AI create all of our creative and put the creatives out of work?
Well, I started using ChatGPT as early as 2022 – so I qualify as an expert! My ‘Hello World’ moment in this vein was an ode to the software development team at NaviStone written by AI, in tribute to this talented group, you can read it in all its glory at the end of this post.
In the spirit of discovery, let's see if the OpenAI tool DALL–E can generate compelling postcard designs for some cases like what we see at NaviStone.In my first example, I asked the tool to create... - “A 6" by 9" postcard that will convince parents to bring their family to an all-inclusive beach resort in Hawaii.”
As you can see – DALL-E doesn’t really write copy, or I did not specify ‘in English’ so this is one of the many languages I don’t speak.
And the system DID clearly understand some of the key attributes and attractions of Hawaii – the beach.
But are any of these particularly attention-grabbing? Would you spend the money to mail any of these? I am thinking no on both counts.
But – creative is only as good as the brief – so perhaps I can do better!
In my second example, I asked the tool to create... “A 6" by 9" postcard selling life insurance to dads who participate in extreme sports, focused on the benefit of giving you peace of mind knowing that your family will be provided for if you get lost forever in the Gobi Desert on your next extreme vacation.”
Well, those are some extreme sports! In fact, some of them (is that desert rocket sled surfing?) may have just been invented right now. I haven’t been to the Gobi Desert but those seem like reasonable depictions of what I would expect it to look like.
However, the algorithm seems to have assumed that we would be bringing our children, or a scarecrow, along on our extreme adventure to the Gobi. And it’s worth noting that once more the system has missed perhaps the simplest part of the brief – the dimensions!
We’ll try one final time.
In my third attempt, I asked the tool to create... “A postcard in the style of Homer Winslow selling roofing services, showing a family and their home. The roof of the home has been damaged by a storm and the family is outside, worried that their home will no longer protect them from the cold New England winter that is soon to begin.”
This feels like progress!
DALL-E pretty much nailed the style of Winslow Homer, who is both unlikely to sue and whose style is awfully familiar to homeowners in New England.
There is a family in each picture, and in most of them there is obvious roof damage that looks like it could be from a storm.
Are any of these truly finished products? Not exactly.
Could one of these be refined for use in retargeting households that are researching new roofs? Maybe?
Of our three experiments this seems by far the most credible.
So, to answer our question after this exhaustive scientific experiment – Generative AI does NOT seem likely to replace all creative roles in the marketing industry anytime soon.
But as the thousands of blog posts and ‘how to’ guides on LinkedIn suggest – there is some real utility here. Even the ability to generate specific draft versions of concepts in the creative process could be a real accelerator for delivering great images and copy.
If anyone chooses to use any of the artwork or concepts above – feel free, we only ask that you drop us a line with the results!
As promised at the outset - the first ever AI generated heroic song about writing software to improve the performance of direct mail!
In the world of marketing and advertising,
Where the competition is fierce and unforgiving,
There's a hero who stands out from the rest,
A software developer on a mission to be the best.
Chorus:
Writing code, crafting algorithms,
Tackling problems, making direct mail more effective.
With his skills and his determination,
He's a hero of the digital nation.
Verse 2:
He spends his days and nights at his keyboard,
Creating software that will make direct mail more rewarding.
He analyzes data and tests out new strategies,
To help businesses reach their goals and make history.
Chorus:
Writing code, crafting algorithms,
Tackling problems, making direct mail more effective.
With his skills and his determination,
He's a hero of the digital nation.
Bridge:
His name is known throughout the land,
A legend in the world of marketing and advertising.
With his software, businesses can thrive,
And achieve success that they never thought possible.
Chorus:
Writing code, crafting algorithms,
Tackling problems, making direct mail more effective.
With his skills and his determination,
He's a hero of the digital nation.