From ChatGPT to Apple Intelligence, here’s our top 3 tidbits of AI news impacting marketers
By the end of 2024, “must have experience with generative AI” will be written into 20% of Chief Marketing Officer job descriptions. As artificial intelligence tools become part and parcel of marketers’ daily lives, staying updated on the technology is more than just an advantage – it’s critical to staying competitive.
That’s where The Think Tank comes in. We’re launching a new series to provide insights into the AI trends and tools making headlines, along with the practical tips you need to effectively integrate them in your marketing strategies.
Here are our top 3 updates as of July 2024.
ChatGPT: upgrades and downtime
Since its launch in November 2022, marketers have relied on AI chatbot ChatGPT to automate all kinds of activities, from proofreading copy to ideas generation. Chances are, you’ve used it yourself.
Released in May 2024, the GPT-4o update is designed to be twice as fast as previous versions of the platform – and much more human-like. The ‘o’ in its name stands for ‘omni’, reflecting the update’s combination of voice, text and vision into a single model.
Key features of GPT-4o include:
- Real-time interaction: unlike previous models, GPT-4o allows for back-and-forth conversation without waiting for the model to finish its statement.
- Harmonised speech synthesis: GPT-4o can generate different voices and even harmonise them for a more natural dialogue experience.
- Sophisticated conversations: GPT-4o offers more ‘normal’ conversational interactions and can complete more complex tasks, such as translations.
For marketers, the hope is that these enhanced capabilities will improve efficiency when using the tool, boosting overall productivity and improving workflows. It’s worth noting however, that the platform has experienced two major bouts of downtime as of late; over the past 90 days, OpenAI says ChatGPT has achieved 99.42% uptime, the lowest reliability of the four services it tracks (API, ChatGPT, Labs and Playground).
If the service goes down, OpenAI recommends trying a hard refresh on your web browser. Otherwise, it’s worth checking out Gemini, Claude or Perplexity – similar chatbot platforms that share some of ChatGPT’s functionalities.
The incredible power of video AI: Sora v Kling
Building on the success of ChatGPT, you may have heard that OpenAI is in the development phases of Sora, a new generative AI model focused on text-to-video creation. While not yet publicly available, recent sneak previews of the tool have showcased hyper-realistic video clips that stunned designers and content creators.
But Sora isn’t the only tool of its kind. Developed by Chinese tech giant and TikTok competitor Kuaishou, Kling is also making the rounds on tech heads’ feeds. At the time of this article’s release, you might already be playing around with it; as of early June 2024, it’s readily available to the public as a demo.
Kling can generate videos up to two minutes long in 1080p resolution at 30 frames per second, twice the capacity initially announced for Sora. It also avoids other common issues seen in AI video generation, such as extra or impossibly bent arms and legs when depicting people in movement.
No matter which tool you opt for in future, generative AI models like these will enable rapid, cost-effective video content creation with high personalisation and versatility. This will allow marketers to produce diverse, high-quality videos tailored to the needs of their campaigns.
Nevertheless, as with any AI tool, caution and diligence is key. Read our recent blog to find out why tempering AI generated content with human expertise is essential for ensuring credibility in your campaigns.
Apple (finally) enters the AI race
Long-time Apple fans will be well aware of the Worldwide Developers Conference (WWDC), the tech brand’s annual conference. At this year’s event on the week of June 10th, Apple unveiled a new suite of advanced AI and machine learning-powered technologies set to be integrated across its ecosystem of devices and services.
Scheduled for beta release this Autumn, the aptly-named Apple Intelligence aims to ‘help you write, express yourself, and get things done effortlessly’. Key features include an enhanced version of virtual assistant Siri, the use of machine learning models in apps like Photos for image recognition, predictive text suggestions in iOS and more.
Developers also emphasised a commitment to privacy, stating that Apple Intelligence is ‘aware of your personal information without collecting your personal information’. For marketers operating within ever-evolving data protection laws, this reassurance is a green flag, allowing us to deliver personalised content without compromising user data.
Craig Federighi, Apple’s Senior Vice President of Software Engineering, is excited about Apple Intelligence’s prospects, noting: “There are so many benefits for everyone. This release also marks the beginning of a tremendously exciting new era of personal intelligence, with Apple Intelligence delivering intuitive, powerful and instantly useful experiences that will transform the iPhone experience, all with privacy at the core.
We can’t wait for users to experience it.”
For more of our expert insights, check out our Thoughts and News page.
