The promise of a world powered by Artificial Intelligence continues to animate a lively debate around ethical, social and legal issues. Among others, institutions, industry and universities are discussing it. Meanwhile, brand communication is also starting to take its first steps in the world of AI and some large companies have already broken the ice. In his New Year’s post Mulino Bianco published a post made with AI on Instagram and Facebook Midjourney.
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Next, on LinkedIn Alessio GarbinBarilla’s Data & Digital Marketing Coordinator for Italy, told more regarding this historic bakery brand’s first foray into artificial intelligence: “The reaction was a surprise“, explains Garbin, “first we published the post on the channels of the Mulino Bianco brand. It was organic content and people loved it as they often do, because we’re lucky enough to have a well-loved brand“.
Then, when on LinkedIn he announced: “We made the first post using the scenarios produced by Midjourney”, a lively discussion ensued involving creatives, illustrators and communicators: “There was an explosion of comments, some negatives. Let’s say quite a few negatives and others, however, positives. I tried to answer everyone, because I wanted to create a dialogue and because I too am wondering which path to take. But following the initial amazement I thought: ‘that’s right.’ Because when you do something new and particularly different, it’s right that you talk regarding it and even heatedly discuss it”.
Meanwhile, companies are trying to define the objectives and strategies for using this technology: “To put it very narrowly – continues Garbin – I think all the big brands today are wondering how to approach AI. Whether you decide to do it to produce visuals or to create copy. We’re not talking regarding Data Intelligence tools, so I take it for granted that brands are already moving in the direction of the perspectives offered by AI”.
For many brands, regarding the possibilities offered by AI, the current one is above all a time for questions and observation: “We are wondering exactly what are the possible ways to go but we have not yet made great strides forward. We are approaching things and trying to understand, especially with agencies and our partners, what are the possible scenarios and what to do“.
The New Year’s post was a first test, the one on LinkedIn was an opportunity to share in detail the various processes followed: “In this phase in which people are questioning themselves, and in which there is also a little fear, making the use of AI explicit in certain areas, I believe, is an ethical practice. For this reason, following creating these scenarios with AI, we were careful to expressly indicate how they were created. In the future, when these processes are cleared, it will probably no longer be necessary. But at this stage I think it’s a good thing to do it“.
Alessio Garbin will participate in the event Ninja Wrap Up: “Why AI Won’t Steal Your Job” scheduled for Tuesday 31 January and Wednesday 1 February, from 12.30 to 14.30.
Here’s what you’ll find in Ninja Wrap Up #1:
Marketing OF AI, WITH AI, TO AI: three declinations of digital branding
con Giuseppe MayerManaging Partner Antifragile
How AI can help you climb the SERP
con Cajetan RomeoCMO Innovation People
All you need to know before using GPT Chat texts
con Matthew Florauniversity professor, entrepreneur, popularizer
What the Barilla pancake tells us regarding the future of brand communication
con Alessio GarbinData & Digital Marketing Coordinator Barilla Region Italy e Manuela SissaHead of Campaigns Kettydo+
Because AI is not the enemy of Copywriters
con Camilla PorettiPre Sales Manager & Max Di BlasiProduct Manager Contents
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