The launch of OpenAI’s GPT-4o is a game-changer in artificial intelligence. With its ability to handle audio, visual, and textual data simultaneously in real-time, free of charge, it’s set to further revolutionise how we plan, buy and report on media.
The LLM (Large Language Model) space is becoming increasingly competitive, with Anthropic releasing its competitive Claude models and, more notably, Meta releasing their flagship LLM Llama3 as an open-source product. These developments have compelled the market leader, OpenAI, to follow suit with their latest release. This is a win for all consumers, particularly those in the advertising space.
Democratising technology
The launch of GPT-4o signifies not just a technological advancement but a pivotal shift towards greater accessibility. OpenAI has followed the market and reduced the barriers to entry for this advanced model, making it available to both free and premium users. This move is set to transform the advertising landscape by levelling the playing field.
Increased efficiency: Automation of time-consuming tasks such as data analysis and content generation will allow for quicker campaign turnarounds for all employees, including those who may not have paid for access to GPT-4o.
Creative testing: With financial barriers removed, everyone now has access to experiment with visual AI features, pushing the boundaries of creativity through storyboards and AI-driven innovations for campaigns.
Enhancing Operations
The launch of Chat GPT-4o offers several ways to enhance operations:
Processing Capabilities: GPT-4o’s ability to handle and process data across different formats, including text, audio, and visual, enables a richer analysis of campaign performance across various media types. For media planners and buyers, this means they can more effectively measure and optimise campaigns that span multiple platforms, ensuring a more synergised and effective strategy.
Enhanced Real-time Decision Making: GPT-4o’s improved speed and accuracy in processing real-time data, compared to 3.5, will help to revolutionise media buying when integrated with APIs, particularly in programmatic media. This will enable immediate adjustments to bidding strategies based on live campaign data, facilitated by automated updates, alerts, and custom rules.
Advanced Predictive Analytics: GPT-4o can offer more accurate predictions by learning from a broader range of data inputs. For media planning, this translates into the ability to forecast campaign performance with greater precision, enabling adjustments to media spending to avoid underperformance or wastage, thereby saving costs and enhancing campaign effectiveness.
Improved Consumer Insight Mining: GPT-4o’s ability to analyse and generate insights from complex data sets, including unstructured data such as images and videos, means it can provide deeper insights into consumer behaviour. This facilitates the creation of more targeted, personalised advertising that better resonates with audiences, increasing the effectiveness of media buys.
Reducing the cost of creative production
GPT-4o will lower creative production costs in a number of ways:
Automated Content Creation: GPT-4o streamlines the creation of diverse marketing materials, from web content to product shots. For example, the cost to shoot an automotive product in the desert is suddenly a lot cheaper to execute.
Enhanced Personalisation: By analysing consumer data and browsing context, GPT-4o enables the creation of highly personalised marketing campaigns that adapt messaging based on what users are currently viewing, such as a recently searched recipe.
Preparing for Integration
To fully benefit from GPT-4o’s capabilities, businesses need to consider:
Infrastructure Upgrades: Ensuring that processes are established, brand tone style guides, and prompt sheets are delivered to team members. This will help them to integrate GPT-4o into their toolkit effectively.
Skill Development: Investing in training for marketing teams to navigate the legal and practical aspects of AI is essential to ensure that employees are educated on what is available to them, as well as the potential limitations.
Ethical Considerations: Addressing ethical concerns and maintaining transparency about AI’s role in content creation and data analysis will be increasingly important to preserve trust with consumers & collaborative businesses.
Looking to the future
The deployment of GPT-4o represents not just a technological upgrade but a shift towards a more widespread adoption of AI in the workplace. As we prepare for the marketing sector to be fully AI-integrated, we must embrace the opportunities that this advanced AI model presents.
Author: Ben Rooke - Senior Performance Lead
