This intelligence is not artificial
Can AI up your odds of unexpected marketing?
Apr 26th 2023
It pays to blindside your audience.
Think the Cadbury Gorilla. Or that insane Budweiser ad with the frogs. Or when Spotify wrote ultra-targeted songs for some of the top CEOs in the world.
Since 95% of your buyers aren’t in market when you reach them, brand-level creative needs to be ‘memorable, not clickable’ (check out this article, for more.) And as AI-generated advertising floods the market, creative curve balls could give you an even bigger advantage.
You can’t follow straight lines and arrive in unexpected places. That’s something any creative will tell you: randomness is your friend.
The trouble with randomness? Dead ends are part of the deal.
But with KPIs like yours, big flops can’t be. So, how do you up your odds of creating breakthrough work? The answer might lie in the oldest – and newest – of tools.
