"Mostly, he has been met with some rather bland and uninspiring suggestions - but these have been pretty useful in helping to eliminate clichéd routes. "I thought it was a really obvious way to use it," he tells us. "But I was surprised that people thought it was non-obvious, that they hadn't thought of it that way. It was a really simple flip for me - don't expect it to be giving you all the answers yet.""
"As predicted, he was met with platitudes such as "unlock your potential," which wouldn't look out of place on a poster ad on a train, for example. He pushed it further, prompting the bot to give him "surprising" and "unique" concepts, but the system would merely end up quite literally adding in those words. "It doesn't have a brain and is just using historical information.""
"Presenting to clients is another practical situation where Roach feels the server could become advantageous. "If the client pushes us back toward things that are more expected, then we'll have some good evidence that it's a bit pointless and isn't going to be different." This is a sentiment that R/GA senior brand strategist Mario Ramirez Reyes echoes, explaining to The Drum: "You want to steer it closer to synthesis rather than analysis or idea generation."
A brand strategist tested ChatGPT by asking for brand positioning ideas and mostly received bland, clichéd suggestions that proved useful for eliminating cliché routes. Prompting for "surprising" or "unique" concepts often led to literal repetitions of those words, reflecting the tool's reliance on historical data rather than original thought. ChatGPT can serve as evidence during client presentations when clients favor expected directions, demonstrating limited differentiation. Some strategists recommend using the tool for synthesis and analysis rather than primary idea generation to gain more useful outputs.
Read at The Drum
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