"When trying to explain how generative AI tools work using plain English, it's tempting to fall back on language that humanizes the tech. Tools like ChatGPT "think" or "design" responses against prompts set by users; automation workflows become "assistants," chatbots become "copilots" or "wingmen." In that light, perhaps it's unsurprising that regular users are turning toward OpenAI's tech in lieu of therapists, priests or doctors."
"For marketers, the tendency to read a generative AI output as more than the sum of its parts holds potential as well as risk. AI audience personas, for example, use LLMs like ChatGPT, Claude and Llama to help brand execs cut through the morass of consumer data points on which they're expected to base decisions. Audience personas are a long-established tool in the marketing arsenal."
"The personas are matched to the company's target audiences in its key international markets; a persona called "Adele" is used in France, while the company's British and American personas are both called "Lucy". "With this interface, we have all the advantages of a human dialog with the [objectivity] of quantitative information," said Simone Ballarini, head of business intelligence and consumer insights at Lavazza."
Generative AI is frequently described in human terms, causing users to attribute thinking or designing capabilities to tools. Marketers are adopting LLMs to produce audience personas that consolidate consumer data into actionable segments. Persona creation previously required weeks and substantial budgets before 2022, but much of that effort now shifts to AI, with 85% of marketers using generative AI for some tasks per a SAS survey of 300 companies. Lavazza applies AI-generated personas matched to target markets to accelerate development and enable new engagement with quantitative data.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]