AI, a real assistant for b2b marketing?

The shockwave caused by Chat GPT and other so-called “generative” AI has reached the business world. B2B marketing and communications have been particularly impacted, both for advertisers and agencies. Here’s a quick look at how AI is being used at bb&b.

Stimulating ideation
A lapse in inspiration can sometimes immobilise the most creative minds. That’s where AI comes to the rescue, offering a continuous stream of ideas unimpeded by censorship, prejudice or other barriers. Capable of being both lucid and obscure (it depends), AI is a sparring partner of choice. We most often use it as a source of inspiration, to enrich and diversify our thinking.

Enhancing analyses
Understanding our customers’ businesses is our first vocation. We make it a point of honour to master the subjects we work on. Researching and deepening our knowledge is part of our daily routine. With just a few clicks and a few seconds, AI gives us access to a wealth of information. It frees up time for what we like to do best: analyse, understand, structure and write!

Creating visuals
2022 marked a change of era in visual creation. At bb&b, Midjourney is now regularly playing its part in design. AI transforms our prompts, the brainchild of our Creative Director @Nadine Guyon, into stunning images. “But the more conceptual the request, the more random the result.” warns Nadine, “While the answer to ‘/Imagine a cat surfing’ is obvious, the response to ‘/Imagine a visual for our client’s marketing campaign’ will certainly come to nothing! The diversity and specificity of the visuals suggested by AI can therefore complement (or even replace) traditional image banks to great advantage. But it would be a mistake to think that AI will soon replace real-world photo and video reporting in b2b environments.

Conclusion
‘No’ to trading human know-how and knowledge for artificial intelligence! But ‘Yes’ to enhance reactivity and results! For us, Chat GPT, Midjourney and Dall-E are ‘super-assistants’. They broaden horizons, enrich thinking and stimulate debate. That’s what we use them for. Sometimes with great pleasure, we must admit 😉

PS: this post has been written by a human.