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AI Marketing School Newsletter #51

Hi there marketers,

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

Today, we’re looking at:

• Rampant content scrambling

• Is Claude the new copywriting champ?

• Can AI predict Christmas ad campaigns?

Hope you enjoy the issue.

Charlie & Tom

AI IN ACTION

What exactly is Content Scrambling?

If you've come across AI-rewritten stories from mainstream media based on a single prompt, you've encountered "content scrambling." This stealthy digital marketing tactic is rife!

“Black-hat” marketers are taking articles from outlets like CNN, The New York Times, and Reuters, running them through AI models like ChatGPT, and hosting them on their own platforms.

The misinformation watchdog, NewsGuard, recently identified scrambled stories on 37 websites. But these deceptive tactics almost always fly under the radar.

Newsguard could only identify the 37 sites because they had lazily copied and pasted phrases like "As an AI language model..."—a rather ironic giveaway. There are almost certainly thousands of sites scrambling as we speak.

Here's What You Need to Know:

• Scrambling existing articles enhances the quality of the AI-generated content. It's a significant upgrade from the old approach of just asking AI models to craft articles from scratch.

• Content farms can churn out news articles in almost real-time and at an unparalleled scale, making huge sums from ads.

• Major Fortune 500 companies are funding this practice via programmatic ads. You’d hope these brands would prioritize ethics over clicks, but…

• OpenAI has clear guidelines that prevent "plagiarism." But, detecting content scrambling with the current tools is impossible.

Our Take

AI marketing is not about scrambling content. Scams come and go, but reputations last forever. Always automate responsibly.

EXPERIMENT

Is Claude Superior to ChatGPT for Copywriting?

Since its launch in March 2023, GPT-4 has been heralded as the undisputed champ of AI copywriting. But is the tide shifting?

There are papers suggesting that GPT-4's efficiency might be diminishing. Perhaps OpenAI is trying to rake back costs? Or we’re just figuring out the AI isn't as smart as we thought.

While it's hard to confirm these claims, one thing’s for sure–Claude is on the rise!

Our team is increasingly turning to Claude with impressive outcomes. And so is our friend, the Prompt Warrior, Moritz Kremb.

A comparative analysis by Moritz indicated that, in a series of copywriting tasks, Claude wiped the floor with ChatGPT.

For a detailed breakdown, Check out the thread.

AGENCY

Marketing Agency Predicts John Lewis' Iconic Christmas Ad

The John Lewis Christmas ad is a beloved tradition in the UK. This department store goes all out with schmaltzy, big-budget ads that kick off the holiday season.

Saatchi & Saatchi and French collective Megaforce are creating the ad this year. But the Leeds-based marketing agency, Boutique, has stolen the early thunder.

Boutique enlisted ChatGPT to predict the 2023 John Lewis ad plot (visual representation below.) Whether they'll be proven right remains to be seen. For now, though, the agency is benefiting from the viral buzz, with the free press about their clever stunt. Smart.

BONUS RESOURCES

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

1. AI-generated deepfake voice of PM used in Polish election ad

   Poland’s largest opposition party, the centrist Civic Platform (PO), has aroused controversy by broadcasting an election campaign advert that mixes genuine clips of words spoken by the prime minister with fake ones generated by AI.

   
   

2. Google’s Gemini AI is a serious threat to ChatGPT – here’s why

   Google Gemini, combining GPT-4 with AlphaGo techniques, is Google's answer to ChatGPT. With multimodal features and access to vast proprietary data, it will rival ChatGPT in the genAI market, forecast to hit $1.3 trillion by 2032.

   
   

3. How generative AI will change SEO as a profession

   AI is not coming for SEO jobs. However, the industry will have to adapt depending on how Google incorporates AI into search results. Find out how the industry is evolving according to SEO heavyweights.

What did you think of today’s email?

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

Charlie & Tom