How to take advantage of AIGC concept dividends? 8 major brands + 4 marketing service providers give reference answers

Introduction: It is better to take action than to worry. Faced with the rapid development, how should advertisers and brand managers survive under the heat wave? Is AIGC a threat or a springboard as the author said? This article will answer your questions.

With the new wave of AIGC coming, are advertisers anxious about losing their jobs?

When AIGC becomes a new content production engine for brands and advertisers, "How do you view the impact of AI on the advertising industry?" has become a topic of concern in the industry. We can all see the anxiety of advertisers, but while you are anxious, some brands have taken the lead and enjoyed the first wave of AIGC concept dividends.

Using AI to generate advertisements, releasing your own AI products... What remains unchanged is that when a new technology is put into use, there will be a lot of "following the trend". Today, TOP will take stock of the companies and brands that have taken relevant actions on AIGC recently, and see how brands will use it to create value when the AIGC era arrives.

1. AI generates pictures to create interesting advertisements

When using AI technology to create, producing pictures can be said to be the simplest way. Brands only need to feed the "mantra" to AI, and they can quickly get beautiful pictures.

1. Fliggy

All materials on Fliggy’s May Day sale are generated by AI.

Keywords: Pyramids, Sphinx, Nile River, Pharaoh, Cleopatra, playing poker

Several keywords with Egyptian elements plus the sudden appearance of "playing poker" make up this impossible AI painting.

Keywords: Iceland, Blue Lagoon, Aurora, Polar bears, wearing bathrobes, hot springs

Obviously, polar bears and Iceland's beautiful scenery are very compatible, and people want to watch the aurora and soak in hot springs with them.

Keywords: Dali Ancient Town, peacock feathers, sea of ​​flowers, meticulous painting

The charm of ancient Chinese cities is depicted through meticulous painting, which seems to be more visible and tangible when traveling. Paintings that require a lot of manpower and time to consider the composition are generated by AI, and each picture has its own characteristics. This set of pictures may be a trip imagined by AI, or a trip imagined by the user.

Fliggy also put it into subway advertising applications, and the slogan "Play cool, be reliable" also fits the tone of Fliggy's AI painting creation.

Fliggy’s AI advertising posters in subways

2. Meituan Best Selection

Coincidentally, Meituan Youxuan also chose the form of AI painting. In early April, its "Money-Saving Girls' Comic" landed in Shantou, Guangdong, and was "serialized" outdoors for 15 days, attracting the attention of passers-by.

Meituan Youxuan's "Money-Saving Girls' Comics" videos Whether it is the hot-blooded boys' comics or the magical little chef, the concept of "saving money" is conveyed to users through this group of girls' comics, and the comic approach makes passers-by feel refreshed.

Meituan's Best Selection of "Money-Saving Girls' Comics"

But if this advertisement is not explained, I am afraid people will not know what it has to do with AI painting. This wave of popularity is still not obvious enough, but it is obvious that using AIGC in content production can save a lot of manpower.

3. McDonald’s

McDonald's released evidence that "McDonald's has existed for thousands of years."

McDonald's AI Works

Bronze hamburgers, jade-made French fries, fried chicken shining with gold... each McDonald's product has been transformed into a cultural relic, displayed before us across thousands of years.

In fact, this set of pictures is "Mai Mai Cultural Relics" created by digital concept artist @土豆人Tudou_man. Although the pictures are not created by the brand itself, it also interacts with fans while riding on the popularity of AI, which can be said to kill two birds with one stone.

2. AI generates materials to empower advertising creation

AIGC can be widely used in text, pictures, videos, etc., but it is impossible to generate creativity. However, as an auxiliary tool, it can bring more possibilities to advertising creation.

1. Baidu

In fact, when we mention AIGC, the first thing we think of is Wenxin Yiyan, which was released by Baidu in March this year.

Wenxinyiyan's performance at the press conference made Robin Li ridiculed by the public. But Wenxinyiyan is still regarded as a brand secret. Baidu Marketing used Wenxinyiyan to try to promote its "2023 Industry Recovery White Paper - Baidu Search Big Data Insights".

Wen Xinyiyan combined the "2023 Industry Recovery White Paper-Baidu Search Big Data Insights" with three classic old movies to create three advertising ideas.

The combination of the recruitment industry and "It's a Wonderful Life" makes the protagonists George and Mary become workers who return to their hometown to find jobs; the vocational education version of "The Wild Geese Are Flying" changes the movie scene to a training class, outputting information related to the growth of vocational education demand; the tourism industry meets "Waterloo Bridge", which uses "missing" to talk about the tourism demand in the industry white paper.

Wenxinyiyan output script

Based on the script produced by Wenxin Yiyan, combined with old movie scenes, funny dubbing and animated stickers, the two are combined into an advertising short film of Baidu's marketing industry white paper.

"AI technology wave helps new marketing methods" is the theme that Baidu tried to express in this video. It is undeniable that Wenxin Yiyan seems to have found the connection point between industry data and old movies, two very different concepts. But if you think about it carefully, it has a stronger sense of separation compared with the formal TVC advertisement.

2. Feishu

At the "2023 Spring Feishu Future Unlimited Conference", the advertising images brought by Feishu were generated by the W Wild Dog AI classmate cabin artificial intelligence program of the advertising company W.

Rather than breaking it down into advertising ideas, we might as well view it as a bold attempt by the brand to use AI advertising. Conceptual images bring visual impact and a stronger thinking effect when explaining the copy. Feishu calls this advertisement "the first AI full-scene advertising film", and it is understandable that it follows the idea of ​​adding adjectives to narrow the scope. It is not a bad thing for brands to invest in the exploration and practice of AI technology.

3. Zhong Xuegao

Zhong Xue Gao launched a new ice cream Sa'Saa, which uses AI in all aspects: the name was given by AI, the packaging was designed by AI, and the taste was suggested by AI. Most importantly, even the "soul" of the product was given by AI: Satisfy and surprise any adventure, any adventure can bring satisfaction and surprise!

Interestingly, this ice cream not only borrows the gimmick of AI, but is also the first product of "Ice Cream Assassin" Zhong Xue Gao, priced at only RMB 3.5. It can be said that it has stacked enough buffs.

At first glance, Zhong Xuegao's operation uses AI to output a lot of content, but upon closer inspection, it seems to lack novelty and has not made much of a splash. It seems that while inviting AIGC, a "traffic star", it is still necessary to deeply combine technology with branding.

4. Taobao

Taobao released the "first fully AI-produced advertising film", which used the magical creativity of the Maker Festival to talk to AI about the future of mankind.

What containers will life be stored in in the future? Can we build a two-bedroom, one-living-room apartment for humans under the sea? Can humans have elf ears in the future? Humans feed AI with all kinds of strange questions, and AI uses images to deliver bizarre possibilities.

"AI imitated at first, but now it creates for us." The novel and unique tone of Taobao Maker Festival is consistent with the colorful world generated by AI. Taobao not only took advantage of AIGC to take advantage of the trend, but also used this advertisement to truly show people the powerful creativity of AI.

5. NetEase Yanxuan

NetEase Yanxuan’s use of AI is reflected in music.

On the occasion of the brand's 7th anniversary, NetEase Yanxuan and NetEase Cloud Music jointly produced the single "As Expected", with AI participating in the entire chain of production including lyrics, composition, arrangement, and singing.

NetEase Yanxuan's song "As Expected" uses a warm tune because of the anniversary. In addition, the song posters are also generated by AI.

NetEase Yanxuan AI-generated posters

"Without Yanxuan's companionship and understanding of users over the years, this song could not have been created." This sentence expresses the platform's gratitude to users, and can also be regarded as NetEase Yanxuan's answer to AIGC's attitude: Perhaps artificial intelligence will be able to replace many things in the future, but it will never be able to replace love.

3. Launch AI products to demonstrate technological strength

After talking about the application of AI in advertising creativity, let’s return to the technology itself. How can AIGC be separated from advertising companies that are good at using AI technology?

1. Point dimension

Dianwei announced information about the 6th Dianjing Award Ceremony held within the company. The entire award ceremony used AI technology to complete all creative art work, and used AI hosts to present honors to outstanding works and teams in the past year, creating the industry's first award ceremony completed entirely by AI.

As they themselves said, "Mastering and skillfully using AI tools will definitely be the core competitiveness in the future." As an advertising creative company, showing their flexible use of AI can be regarded as a bonus from AIGC.

Material map drawn by AI

In addition, Dianwei has also established an AI division to develop exclusive AI products for the advertising industry. Isn’t it a display of courage and strength to boldly try to cater to the new wave?

2. Chopstick Technology

Chopsticks Technology also seized the opportunity to launch various AIGC products under its umbrella, including: all-round content assistant - Xiao K, ScriptAI (short video AI script), short video intelligent deconstructor, multi-language AI dubbing, AIGC Experience Center, etc.

Chopsticks Technology AIGC Products

Combining the advantages of AI with content commercial application scenarios can also bring users a more convenient, efficient and intelligent experience.

3. W

The advertising company W mentioned above wrote in its hard advertisement: W is the first advertising company in the industry to use AI for advertising.

For an advertising company, the title of "No. 1" is enough to attract the attention of many clients. W also demonstrated the technical strength of W Wild Dog Ai Classmate Cabin. In "Ai Classmate - Super Monkey King", all pictures were generated by W's artificial intelligence program.

W "Ai-Classmate-Super Monkey King"

4. AI becomes a hot topic, creating topics to attract attention

If the above cases all use AI to create real advertisements, then BlueFocus, whose stock price has surged recently due to an announcement, has taken advantage of the popularity.

1. Blue cursor

"In order to curb the trend of hollowing out of core capabilities and to lay the foundation for fully embracing AIGC, the management has decided to stop all outsourcing expenses related to creative design, proposal writing, copywriting, and short-term employees indefinitely from now on."

On April 12, the news from BlueFocus caused an uproar among netizens: Does AIGC really put advertising practitioners at risk of unemployment?

BlueFocus East China Headquarters sent an email

On April 13, after the news was released, BlueFocus's intraday increase reached as high as 18.28%, and finally closed up 9.77% on the same day. Some people in the industry believe that BlueFocus's decision was to reduce costs and increase efficiency to a certain extent, but on the other hand, BlueFocus undoubtedly benefited from the AIGC concept dividend, and used such a highly controversial move to arouse people's hot topics and achieved a substantial increase in stock prices.

On April 13, BlueFocus surged. Before making this decision, BlueFocus had already reached a cooperation with Microsoft and obtained AI-related technical support, which is one of the reasons for its stock price rise. At present, the stock prices of other companies related to AIGC are still rising. Obviously, the popularity of AI technology has brought benefits to many companies, and judging from the current situation, this trend of AIGC will continue to blow for a long time.

Advertisement generation and concept dividends, AIGC has become the "top stream" and many companies are rushing to join this wave of human-machine collaboration. Among foreign brands, Heinz Ketchup, Coca-Cola and other brands have also entered the market early, using AIGC technology to attract consumer interaction.

Heinz launches AI ketchup drawing challenge

Conclusion

After looking at so many advertising cases generated by AIGC, TOP Jun noticed that many brands mentioned "AI imagination" when releasing AI ads. But it is well known that AIGC needs to go through Prompts Engineering to output content, and the basis of AIGC comes from past databases.

The "mantra" that AI needs is hidden in people's minds, which is the core competitiveness of creative people. Therefore, TOP believes that AIGC will be an excellent auxiliary tool for advertising companies and brands to produce content now and in the future. The future AIGC content production will still be "people-oriented". AIGC may cause the Matthew effect, and the most valuable thing is still "creativity" itself.

Author: TOP Jun

Source: WeChat public account "TopMarketing"