Recently, OpenAI released their third version of ChatGPT to substantial fanfare – and for good reason. Due to recent advances in NLP, natural learning processes, this iteration of ChatGPT demonstrates impressive advancements in how current AI models can be trained with vast online datasets to perform many different tasks.
OpenAI built ChatGPT by training a version of their own DaVinci tier model to perform nonspecific functions, but this model could instead be trained with datasets of product descriptions, customer inquiries, social media posts, and marketing materials instead. Users could supplement this public data with internal datasets of customer feedback, reports/analysis, or even by uploading unlabeled data in the form of memos, or prompts.
I took a marketing class in the past that asked students to create a fictional business and then, throughout the course, develop marketing materials for that business. I decided to create a fictional business, called Brief Brief, that offered a subscription service that gave users access to an AI trained to develop marketing materials based on user submitted requirements, publicly available marketing materials and social media content, and a trained understanding of a brand’s voice and identity.
For this post, I’m going to use prompts to adjust ChatGPT’s already impressive training to approximate the capabilities of that hypothetical business. In the long run, It’s important for a marketing AI to automatically develop a voice for each user by accessing databases of publicly available data from the internet. From there, users could upload their own datasets of labeled data, or improve the model by giving feedback and correcting mistakes. This post is only an approximation of the original idea, but even as a demonstration, “Brief Brief 2.0” should be an impressive sign of recent advancements in AI.
ChatGPT uses OpenAI API – a system built on prompts and completions: users input some text as a prompt, and the API will return a text completion that attempts to complete whatever instructions or context you provided. Fine-tuning a pre-trained model involves training the model by introducing prompts, and then updating the model’s parameters so that completions fit the task or domain of the new data.
I started with with the specific task I wanted the AI to perform – ‘write a creative brief.’
Prompt:
A creative brief is a document that sums up a marketing or advertising project.’
‘The goal is to get all stakeholders aligned with creative requirements, establish key messaging, manage expectations, and make it easy for the creative team to execute successfully.’
Write a creative brief written by the marketing team of a marketing automation company that uses OpenAI to generate social media posts using a company’s brand identity and voice.
After some training, this was the customized OpenAI model’s first viable completion attempt:
Completion
Project Title: Social Media AI Marketing Automation Tool
Objective: To create an AI-powered marketing automation tool that generates social media posts for [Company Name], utilizing the company’s brand identity and voice.
Target Audience: Small to medium-sized businesses looking to automate their social media marketing.
Challenges:
- Ensuring that the tool generates high-quality, engaging content that aligns with the company’s brand identity and voice.
- Providing an easy-to-use interface that non-technical users can navigate easily.
Key Messaging:
- [Company Name]’s social media AI marketing automation tool makes it easy to generate high-quality, engaging content that aligns with your brand identity and voice.
- Our tool is user-friendly and accessible, allowing non-technical users to take control of their social media marketing.
Demographics:
- Small to medium-sized business owners and marketing professionals.
- Aged 25-45
- Located in [Target geographical region]
Brand Identity and Voice:
- [Company Name] is a technology company that emphasizes innovation, automation, and ease of use.
- Our brand voice is friendly, helpful, and informative.
Creative Elements:
- Utilize the company’s colors and visual elements in the tool’s interface and generated social media posts.
- Use language and tone consistent with the company’s brand voice in all generated content.
Measures of Success:
- Increase in engagement on social media (likes, comments, shares)
- Improvement in brand sentiment as a result of the generated content.
- Number of active users on the tool
- Increase in sales as a result of the generated content
Team Members:
- Project Manager
- Marketing team
- AI/tech team
- Design team
Timeline:
- Creative Brief approval: [date]
- Development and testing: [dates]
- Launch: [date]
Not bad for a first try. Based on the results of the evaluation, I decided some further iteration was necessary. These were the next few iterations:
Prompt:
I would actually like the objective to be to create an advertisement for the company.
Completion
Objective: To create an advertisement for [Company Name], highlighting the company’s AI-powered social media automation tool that generates high-quality content aligned with a brand’s identity and voice.
Prompt:
Elaborate further on the company’s brand identity and voice. I want it to appeal to millennials in marketing who are a little nerdy but still cool.
Completion
Brand Identity:
- The company’s visual identity should be modern and tech-savvy, with a clean and simple design aesthetic. The color palette should be composed of cool, professional shades like blue and gray. A combination of sans-serif and futuristic typography should be used to convey a sense of innovation and forward-thinking.
- The company’s logo should be recognizable, simple and easy to remember.
Brand Voice:
- The company’s brand voice is friendly, helpful, and informative. It should be approachable and relatable, not too formal. It should reflect a tone of confidence and trustworthiness, but not sounding arrogant or preachy.
- The company’s voice should appeal to a younger, tech-savvy audience, with a balance of professionalism and personality. It should be informative, but not too serious and in a language that its audience can understand, avoiding jargon and technical terms.
- The company should communicate in a way that its audience can relate, making them feel confident and informed about the product and its benefits.
- The company should be seen as a thought leader in the industry, showcasing its expertise and providing valuable insights through its website, blog, or social media.
With this specific target audience, the company’s branding should be designed to be relatable, cool, approachable and helpful. Using language and tone that is easy to understand and modern, with a focus on the target audience and their needs. The overall goal is to build trust and credibility, making the company and its product more appealing to this specific demographic.
Prompt
For the measures of success part of the creative brief, I want to make sure that there is a S.M.A.R.T objective. A SMART objective is one that is specific, measurable, achievable, relevant, and time-bound. Can you revise that?
Completion
Measures of Success:
- Specific: Increase website traffic by 20% within the first month of the advertisement launch.
- Measurable: Utilize web analytics to track website traffic and number of sign-ups for the tool.
- Achievable: Utilize targeted advertising and effective messaging to reach the target audience and increase website traffic.
- Relevant: Improving website traffic and increasing sign-ups for the tool will directly impact sales and revenue for the company.
- Time-bound: Achieve the website traffic increase within the first month of the advertisement launch.
By including specific, measurable, achievable, relevant, and time-bound objectives in the creative brief, it will be clear for everyone to understand what the goals are and help to measure progress and success, therefore making it easier to execute the campaign and make any adjustments if needed.
Prompt
I’d like the target audience section to be threshed out a bit further. Can you reference a cluster analysis derived from hypothetical user data?
Completion
Target Audience:
- Based on data analysis, the target audience for [Company Name]’s AI-powered social media automation tool consists primarily of small to medium-sized business owners and marketing professionals aged 25-45, located in [Target geographical region].
- Through cluster analysis, we have identified three main segments within this target audience:
- Segment 1: Busy entrepreneurs looking to save time on social media marketing
- Segment 2: Marketing managers responsible for overseeing social media campaigns
- Segment 3: Digital marketers seeking to improve their social media content strategy
- Through linear regression analysis, we have identified that the target audience is more likely to be attracted to the tool’s ability to automate the content creation process, generate high-quality content, and improve overall social media engagement.
Keep in mind that this is an hypothetical example and actual data analysis results should be used for a real-world scenario. It’s also worth noting that fine-tuning a pre-trained model may require a large amount of computational resources at scale, and dataset size and quality would impact the results of the fine-tuning process.
A few iterations later, it was time for a second attempt:
Prompt
Can you create a new brief that includes the changes we discussed?
Completion
Project Title: AI-Powered Social Media Advertising
Objective: To create an advertisement for [Company Name], highlighting the company’s AI-powered social media automation tool that generates high-quality content aligned with a brand’s identity and voice.
Target Audience: Based on data analysis, the target audience for [Company Name]’s AI-powered social media automation tool consists primarily of small to medium-sized business owners and marketing professionals aged 25-45, located in [Target geographical region]. Through cluster analysis, we have identified three main segments within this target audience: Busy entrepreneurs looking to save time on social media marketing, Marketing managers responsible for overseeing social media campaigns and Digital marketers seeking to improve their social media content strategy. Through linear regression analysis, we have identified that the target audience is more likely to be attracted to the tool’s ability to automate the content creation process, generate high-quality content, and improve overall social media engagement.
Challenges:
- Creating an engaging and attention-grabbing advertisement that highlights the tool’s key features and benefits in a short time frame
- Reaching target audience effectively.
Key Messaging:
- [Company Name]’s AI-powered social media automation tool makes it easy for small to medium-sized businesses to generate high-quality content that aligns with their brand identity and voice, saving time and effort.
- The tool is user-friendly, accessible and will help businesses to improve social media engagement.
Demographics:
- Small to medium-sized business owners and marketing professionals.
- Aged 25-45
- Located in [Target geographical region]
Brand Identity and Voice:
- The company’s visual identity should be modern and tech-savvy, with a clean and simple design aesthetic. The color palette should be composed of cool, professional shades like blue and gray. A combination of sans-serif and futuristic typography should be used to convey a sense of innovation and forward-thinking.
- The company’s brand voice is friendly, helpful, and informative. It should be approachable and relatable, not too formal. It should reflect a tone of confidence and trustworthiness, but not sounding arrogant or preachy. The company’s voice should appeal to a younger, tech-savvy audience, with a balance of professionalism and personality. It should be informative, but not too serious and in a language that its audience can understand, avoiding jargon and technical terms.
Creative Elements:
- Highlighting key features and benefits of the tool through visual and/or video
- Use language and tone consistent with the company’s brand voice in all generated content
- Incorporating testimonials/case studies from satisfied customers
Competitors:
- [Competitor 1] offers a similar service with a focus on automating social media posting, but does not have the same emphasis on generating high-quality, brand-aligned content.
- [Competitor 2] offers a more comprehensive suite of marketing automation tools, but at a higher price point.
- [Competitor 3] focuses on providing analytics and metrics for social media campaigns, but does not offer content generation services.
The competitor’s section will help to identify the companies that are offering a similar service in the market, and their strengths and weaknesses compared to the company’s service.
Offer:
- A 20% discount off the regular price of the service for those who sign up through the advertisement.
- Offer valid only for a limited time (30 or 60 days, or any other desired time frame)
- The offer and expiration date must be clearly stated in the advertisement.
This section will help to entice potential customers and encourage them to take action and sign up for the service using the provided discount. It also creates a sense of urgency, as the offer is available for a limited time only.
Measures of Success:
- Specific: Increase website traffic by 20% within the first month of the advertisement launch.
- Measurable: Utilize web analytics to track website traffic and number of sign-ups for the tool.
- Achievable: Utilize targeted advertising and effective messaging to reach the target audience and increase website traffic.
- Relevant: Improving website traffic and increasing sign-ups for the tool will directly impact sales and revenue for the company.
- Time-bound: Achieve the website traffic increase within the first month of the advertisement launch.
Team Members:
- Project Manager
- Marketing team
- Design team
- Video production team (if needed)
Timeline:
- Creative Brief Approval: [date]
- Ad development and testing: [dates]
Looks good to me! I even asked it to write some copy:
Prompt
Based on this creative brief, can you write some copy for a Facebook ad that this company might use?
Completion
Sure, here’s an example of some copy for a Facebook ad that this company might use based on the creative brief we developed:
Headline: “Generate High-Quality Social Media Content in Minutes with [Company Name]”
Body copy: “As a small business owner or marketing professional, you know that creating high-quality social media content can be time-consuming and difficult. With [Company Name]’s AI-powered social media automation tool, you can easily generate content that aligns with your brand identity and voice in minutes. Our user-friendly tool is designed to save you time and effort, so you can focus on growing your business. Try it now and see the difference for yourself!”
CTA: “Sign Up Now”
This Facebook ad copy is consistent with the key messaging and creative elements outlined in the creative brief. It uses an attention-grabbing headline to highlight the key benefit of the tool, and the body copy goes on to explain how the tool can help small business owners and marketing professionals save time and create high-quality content. The CTA “Sign up Now” is clear and encourages the target audience to take action.
It is also important to remember that when creating the visual elements (images or videos) for the ad, it should be visually appealing and consistent with the brand identity and design aesthetic, using the color palette and typography defined on the creative brief. The ad’s layout, as well as the use of images or videos will be also important
