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AI Marketing School Newsletter #7

Killer Video Ads

Finally, an AI tool that lives up to its promise.

Waymark brings generative AI to TV and digital video ads. We tried it out, and the results are impressive.

How Does Waymark Work?

For users, it’s straightforward. You search for a brand, choose a vibe (fun, professional, etc.), select an aspect ratio, input any messaging you want to include, and generate a video.

Waymark searches your company online and collects relevant brand assets to generate the script and determine the ad's look and feel.

If you're not happy with the output, no worries! The editing experience is pretty smooth. Just play around with colors, fonts, music, and text until it feels right. And if you're still not feeling it, just generate a new video and give it another go.

Sure, these videos aren't always flawless. Sometimes they can be downright awful. We also encountered some technical hiccups, like videos missing voiceovers. Despite these setbacks, this solution is perfect for small businesses looking to dip their toes into video marketing for the first time.

We had some fun experimenting with Waymark. Check out these two results—one for a national brand and another for a local business.

1. Crumbl Cookie (My prompt: "Introduce our new Cadbury Creme Egg flavor cookie")

2. Pimlico Plumbers (My prompt: “Tried to flush my terrapin down the toilet and ended up with a blockage")

What Does AI-Generated Video Mean for Marketers?

If you’re a national brand with a hefty marketing budget, you won’t use Waymark for anything other than throw-away content. For now.

But here’s the thing. For smaller local brands, Waymark ($250/mo) flips the economics of the creative process, making high-quality video content accessible and affordable like never before.

Here are some of the upsides:

• Personalization: You can personalize videos for specific regions and individual customers, dramatically improving conversions.

• A/B Testing: You can quickly spin up different ideas for videos and test them against segmented audiences.

• Differentiation: You can afford to create daily video content and up your social media game overnight.

• Pitching & Cold Outreach: You can use videos to pitch for work. “Look, I knocked this video up in 5 minutes. Have it for free. Imagine what I can make for you if you pay!”

Coca-Cola Launches Fizzy New AI-Powered Ad

You know things are getting serious when industry giants like Coca-Cola, top-tier consulting firm Bain & Company, and OpenAI join forces on AI projects.

So, what’s the deal?

Back in February, Bain revealed its partnership with OpenAI, aiming to (pardon the consulting speak) "assist global clients in recognizing and utilizing AI's potential to maximize business opportunities."

Bain’s first client to dip their toes in the water is a certified biggie: Coca-Cola.

Earlier this month, Coke unveiled a spectacular "AI-powered" ad, brought to life by the talented London-based visual effects (VFX) team at Electric Theatre Company and Blitzworks, the creative agency behind the campaign.

The ad, set in a museum, brings famous artworks to life with the help of AI, ML, and VFX wizardry. It’s a real treat—give it a watch now if you haven’t already.

It's tricky to pinpoint precisely where AI stepped in. But with support from Bain and OpenAI, Coca-Cola will be weaving more generative AI into their marketing game plan. Stay tuned for updates!

Recommended Reading

Are you part of the 'Laptop Class'? If yes, you'll want to check out the info below. Fair warning, though, the last two sections are pretty dense reads. If you're short on time, just skim the bullet points for the main highlights!

1. Do you consider yourself Laptop Class?

• The oncoming AI earthquake will be like a reverse Industrial Revolution.

• White-collar jobs in the "knowledge economy"—the Laptop Class—may be replaced by AI, while blue-collar workers enjoy job security.

• The elevation of white-collar ideals over blue-collar experience may have been a bad choice in education.

• “The elite sneering at an honest day’s labor may be the economic and educational error of the last century.”

2. An Early Look at the Labor Market Impact Potential of Large Language Models

• 80% of the U.S. workforce could have at least 10% of their work tasks affected by the introduction of GPT-4.

• 19% of workers may see at least 50% of their tasks impacted.

• The influence spans all wage levels, with higher-income jobs potentially facing greater exposure.

3. ChatGPT, Please Take My Job!

• AI won't cause permanent unemployment. It will disrupt labor markets only for the better.

• Humans retain a comparative advantage in interpersonal sectors and "last mile" problems, while AI will excel in scalable, machine-readable tasks.

• The author highlights the need for effective institutions to manage the economy and address existing issues like unemployment, poverty, and inequality.

Thanks so much for reading. With the abundance of content on the internet, your attention means a lot. If you have any suggestions or feedback on how we can improve the newsletter, please shoot us a reply. We'd love to hear from you!

Until next time. Happy marketing.

Tom and Charlie