AI Didn't Come To Play (or Did It?)

Let’s play a game, shall we? We spy with our Sparky, little eye new uses of AI nearby.

ChatGPT: Nearly four months after its debut, the company is releasing a next-gen version, GPT-4. OpenAI (the creator of ChatGPT) says the new and improved tech performs well on standardized tests and will provide more targeted, accurate responses to queries. It even passed a simulated law school bar exam with a score in the top 10 percent.

Google: The tech giant unveiled new AI features being tested for its Google Workspace products, including Docs, Gmail, Slides, and Sheets. The upgraded tech leverages AI to catch users up on email threads with a summary, compose text, and build slide presentations (including with audio and video) based on prompts or queries.

Discord: With the introduction of AutoMod, the messaging social platform is incorporating an AI-powered feature to handle moderation. AutoMod will monitor conversations on Discord’s servers and tip off admins when users violate rules. But don’t worry — Discord says this AI hall monitor is sophisticated enough to take conversational context into account so users aren’t unfairly punished. AutoMod is not Discord’s first foray into AI, and the platform is launching a few more, including Avatar Remix, which allows users to add fun elements like hats or mustaches to fellow users’ avatars.

Grammarly: From copywriters to college students, one of the most pressing concerns about AI has been its potential to replace original writing. But cloud-based editing assistant Grammarly has been demonstrating how to use AI as a strategic tool (not a replacement) for writers for 14 years. Now, the app is incorporating conversational AI too. The update, dubbed Grammarly GO, will give users the ability to generate text for emails and documents in a similar way to ChatGPT. Beta-testing for the new future is set to begin next month.

While controversy around AI continues to swirl, these new features prove the tech’s power and influence is just getting started. To properly utilize AI tools, embrace experimentation. Carefully research and test the tech’s capabilities before implementing it into your marketing strategy. And remember — AI is only as effective as the humans using it.

TL;DR: AI tools continue to explode. Be strategic in your exploration of the tech’s potential for your business.

Reddit? Now You Can Watch It

Short-form videos are coming to the front page of the internet. Reddit is introducing TikTok-style discovery-based feeds for video and text.

The update is not entirely new as the app launched its own video-sharing feature back in 2017. Previously, once you watched a video on Reddit, you could swipe up to keep seeing more video posts. The difference is it will now be a more intentional user choice. With the update, when Redditors open the app, they now have the choice of the Read feed (all written content) or the Watch feed (all videos all the time), which is very similar to scrolling the For You feed on TikTok.

Video has dominated social media, as evidenced by TikTok’s strong engagement amid other platforms’ struggles. If your brand has yet to extensively use videos in your social media marketing strategy, Reddit could be the perfect entry platform. The app has proven marketing value for brands, particularly for market research and social listening. Be on the lookout for the launch of Watch mode and how it may impact the platform.

TL;DR: As the video wars between social platforms rage on, Reddit offers users a unique choice between video- and text-based feeds. Brands should consider how to leverage video on this app known for highly-engaged users.

WHAT LIT US UP

The Surreal World

A celebrity endorsement is a huge coup for any brand. Keto cereal company Surreal is boasting that everyone from Dwayne Johnson to Serena Williams loves its products. In a series of viral billboards and an accompanying video posted across social channels, Surreal featured big-name customers singing the praises of its cereal. The only catch? They weren’t actually celebs, just regular people who shared a name with famous stars. (Have you ever thought about how many Michael Jordans there are in the world?)

As the cheeky video opens, text announces Surreal can’t afford big name celebs, so they got the next best thing. People who share names with A-listers are then shown introducing themselves, trying the cereal, and giving the products rave reviews. (Except for Serena Williams' namesake, who had to admit the cereal was “not my cup of tea.”) The end of the clip shows the cereal boxes emblazoned with the message announcing it's the favorite cereal of Dwayne Johnson, Michael Jordan, and Portuguese soccer star Ronaldo.

The video racked up a million views on Twitter, and people were impressed by the brand’s silly and self-deprecating stunt. Some even chimed in with suggestions for more potential ambassadors, with one user indicating she knows a Tina Turner, Keith Richards, Chris Pine, and Sharon Osborne who would be available for a “laughably small fee.”

The fun campaign built awareness for the U.K.-based cereal brand that launched last year. It’s an excellent example of the power of running with a creative concept (even if it’s been used before) and not being afraid to laugh at yourself or your brand. And it also shows that you don’t have to spend a lot for an effective campaign. Surreal paid the celebrity doppelgangers about $240 each to participate. Never hesitate to have fun and think outside the box (no pun intended) when crafting campaigns.

TL;DR: Cereal brand Surreal enlisted regular people who share names with celebs to endorse its products. The funny stunt was a hit on social media, giving the new brand a big boost in recognition.

ICYMI

From Deepfakes to Bing’s Chatbot, AI-Generated Content Is Everywhere. Here’s How To Spot It

via Insider

TikTok Enters the Search Ad Market, Challenging Google and Microsoft

via Search Engine Land

The AI Revolution Has Outgrown the Turing Test: Introducing a New Framework

via TechCrunch

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