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AI Marketing School Newsletter #53

Hi there marketers,

Welcome to AI Marketing School, where we’re helping marketers harness AI to its full potential.

Today, we’re looking at:

• Should marketers combine AI and neuroscience to boost ad ROI?

• We put ‘Midjourney killer’ Ideogram to the test—here’s our verdict

• The latest news, views, tips, and tricks from the world of AI marketing

Hope you enjoy the issue.

Charlie & Tom

THOUGHT OF THE DAY

Combining AI and neuroscience to boost ROI. No-brainer?

Marketing firm GlassView has taken an innovative approach to increasing ad ROI.

The company uses high-tech electroencephalograms (EEG) headbands to detect how consumers respond emotionally to potential ads.

They feed this data into AI models to identify relevant patterns and discover key insights.

Finally, they use what they learn to create neuroscience-backed marketing strategies for their clients.

Freaky? Kinda. Cool? Lil bit.

Why is this even a thing?

• Ads that evoke strong emotions are four times more likely to drive long-term brand equity than those that don’t.

• Therefore, combining neuroscientific consumer data and AI enables marketers to rapidly identify which ad creatives will drive the highest ROI.

Potential results

• GlassView used this approach to launch a campaign for Travel Texas, leading to a massive 97% increase in tourists to the state.

• And to reduce the cost-per-page-landing by 70% for a credit card company.

Red flags 🚩

• To do this, marketers need to invest in the relevant tech and gather groups of consenting consumer groups for testing. This is expensive and time-consuming.

• Feeding brain pattern data into AI models might have unexpected consequences, even if consumers consent. Generative AI is still a largely unregulated field, and it’s unclear how these models might use the information at their disposal.

• What’s more, consumers might not appreciate companies reverse-engineering their emotions to sell them products or services.

Learn how to make ads that convert!

Performance marketing expert, Dara Denney, has spent 10,000 hours & $100 million in paid social ads in the last eight years. In this exclusive Motion series, she'll walk you through how to implement creative strategy to produce high-performing ads. See tactical insights to start building high-converting campaigns today!

AI IN ACTION

Testing Ideogram, the ‘Midjourney killer’

In our last newsletter, we spoke about Ideogram, the free ‘Midjourney killer’ that supports text rendering.

We decided to take our testing to the next level this week and see whether it actually lives up to the hype.

Here’s our verdict.

What we love

• It’s totally free (for now)

• You can render text

• The platform is easier to navigate and use than Midjourney’s discord

• You can create a ton of amazing images

• It suggests prompts to help you get started

What we don’t love

• Sometimes it stops you from generating new images when the system’s too busy

• It often takes a few tries to get the text right

Here are a few images we created—let us know what you think!

BONUS RESOURCES

Here are a few great AI marketing resources and tools that we’ve come across recently. Enjoy!

1. Using ChatGPT to Make Better Decisions

Harvard Business Review explains the best way to use ChatGPT to make business decisions and highlights potential pitfalls to be aware of.

2. Introducing SeamlessM4T, a Multimodal AI Model for Speech and Text Translations

Meta has launched SeamlessM4T, an all-in-one multilingual multimodal AI translation and transcription model that’s perfect for localizing marketing content. It can perform speech-to-text, speech-to-speech, text-to-speech, and text-to-text translations for up to 100 languages depending on the task.

3. The 2023 State of Marketing AI Report

Dig into never-before-seen data from more than 900 marketers on how AI is being used in their work. Find out what tasks they’re using it for, the effect it’s having on their jobs, what their strategy looks like moving forward, and more.

What did you think of today’s email?

Loved it? Hated it? Hit reply and tell us why.

Happy marketing. We’ll see you again on Friday.

Charlie & Tom