{"id":606188,"date":"2023-02-09T07:49:16","date_gmt":"2023-02-09T13:49:16","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/02\/09\/giant-spoon-picks-the-super-bowl-to-test-chatgpts-marketing-chops\/"},"modified":"2023-02-09T07:49:16","modified_gmt":"2023-02-09T13:49:16","slug":"giant-spoon-picks-the-super-bowl-to-test-chatgpts-marketing-chops","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/02\/09\/giant-spoon-picks-the-super-bowl-to-test-chatgpts-marketing-chops\/","title":{"rendered":"Giant Spoon picks the Super Bowl to test ChatGPT\u2019s marketing chops"},"content":{"rendered":"
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February 8, 2023\u00a0\u00a0\u2022\u00a0\u00a03 min read<\/span> | By Kimeko McCoy<\/a><\/p>\n<\/p><\/div>\n

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\n\t\t\t\t\tIvy Liu\t\t\t\t<\/p>\n<\/p><\/div>\n

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Instead of human social media strategists and creatives, ChatGPT will be the brains behind marketing agency Giant Spoon\u2019s Super Bowl tweets this year.\u00a0<\/p>\n

\u201cWe\u2019re giving our creative department [Super Bowl Sunday] off and ChatGPT will be generating all of our Super Bowl reaction content,\u201d said Noel Cottrell, partner and creative chair at Giant Spoon. \u201cIt\u2019s literally, we\u2019re handing the keys to the kingdom over to ChatGPT.\u201d<\/p>\n

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ChatGPT is an artificial intelligence bot developed by OpenAI that has been drumming up buzz throughout the industry<\/a> among advertisers and brands alike. Giant Spoon, which has worked with clients like Netflix, Petco and General Electric, will leverage the AI tool on Super Bowl Sunday to generate live tweets during the big game.<\/p>\n

While there will be someone from the Giant Spoon team who will plug in necessary keywords to generate the copy, the operation won\u2019t be anything reminiscent of a Super Bowl war room, all-hands-on-deck effort, per Cottrell. \u201cIt\u2019ll be Giant Spoon tweeting about the ads, and also about the content and about everything that\u2019s happening in the Super Bowl. But there will be no human [team] behind it,\u201d he added.\u00a0<\/p>\n

Part of Giant Spoon\u2019s ChatGPT Super Bowl initiative will be an effort to boost awareness about the agency\u2019s creativity. However, it\u2019ll also be a test for ChatGPT and artificial intelligence capabilities, what the technology can do and what it will mean for the advertising industry.<\/p>\n

In the past, Giant Spoon\u2019s experimentation with ChatGPT has been limited to internal graphics, pitch decks and some content creation. Should all go well during the Super Bowl, it could be a glimpse into AI\u2019s potential for future use in client-facing work.\u00a0<\/p>\n

In recent weeks, ChatGPT and AI have been major talking points throughout the marketing industry, with some using it<\/a> to pull and aggregate information for client briefs, copy writing and other parts of the creative process, similar to Giant Spoon. Others are using the technology to streamline workflow processes<\/a>. BuzzFeed recently announced plans<\/a> to leverage ChatGPT for quizzes and other types of content, as the publisher looks to AI to play a bigger role for the company this year.\u00a0<\/p>\n

As AI gains popularity, some marketers are moving beyond the basics of tools like ChatGPT and embracing subscription services<\/a>. Meanwhile, Google is reportedly testing its own AI chatbot, Bard A.I., that could have similarities to ChatGPT.\u00a0<\/p>\n

But for all of the buzz ChatGPT creator OpenAI has generated, there\u2019s hesitancy in the industry to fully embrace AI, at least for now. To that point, Avocados From Mexico rescinded plans to use ChatGPT in its Super Bowl ad plans, backtracking its original idea to create user generated content during the big game, according to AdAge<\/a>.\u00a0<\/p>\n

\u201cChatGPT on the surface may look like the future of creative writing but if you dive in and take a deeper look, it\u2019s approximative at best,\u201d Adan Romero, chief creative officer at Publicis digital agency FKA, said in an emailed statement to Digiday. \u201cIt\u2019s a tool that might help you get an idea out of your head but it\u2019s not ready to be my copywriter.\u201d<\/p>\n

Despite its status as the latest marketing craze, Romero and others in the industry have yet to be convinced that ChatGPT can be used for consumer-facing initiatives, especially during the biggest advertising moment of the year: the Super Bowl.\u00a0That\u2019s not to say there\u2019s no hope for AI, which does have marketing applications such as building upon creative ideas and delivering visual concepts.<\/p>\n

\u201cIt\u2019s years away from really being something that can talk to society,\u201d Romero said. \u201cWe\u2019re really trying to figure out how do we use it and what\u2019s the best way to utilize it as a tool.\u201d<\/p>\n

At Giant Spoon, ChatGPT is still in the experimental stage and it is yet to be determined if the AI function will play a role in consumer-facing work after the Super Bowl, as Cottrell did not disclose plans for the future.\u00a0<\/p>\n

\u201cWe\u2019re going to be sending out whatever it generates. It could be fun,\u201d he said. \u201cThis is a stunt activation thing to shine a light on our company.\u201d<\/p>\n<\/div>\n

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