Kling was instrumental in helping Secret Level produce its Coca-Cola holiday ad.
This is the fourth installment of a new series exploring the ways agencies are experimenting with AI. Are you using an interesting product that’s not listed here? Send an email to [email protected] for consideration.
From fine-tuning email copy to creating podcasts on the fly, ad agencies are looking to AI to support a wide range of needs.
Here are seven AI tools agencies are experimenting with right now (and one worth tracking), along with videos explaining how they work.
Hoppy Copy is an AI email writing platform—designed for those in the marketing industry—that has piqued the interest of purpose agency StrawberryFrog. The platform helps with writing ad copy and has a feature dedicated to building newsletters.
Google has a slew of AI tools, and many are widely documented. One that’s currently building some momentum is the AI note-taking app NotebookLM, which recently introduced a feature capable of producing AI-generated podcasts. Forsman & Bodenfors Global Strategy Lead Tom Suharto shouted out the new tool.
Ethan Millock, a professor at Wharton studying AI, recently shared an example of the tool, called “Audio Overview,” dissecting his book on X (see below). “Google's NotebookLM is the current best ‘wow this is amazing & useful’ demo of AI,” Millock wrote in the post.
Video-generating model Kling vaulted into the spotlight recently when Secret Level, an AI studio behind one of Coca-Cola’s three new AI-produced holiday commercials, emphasized that the video-generating model was good at making human motion “more realistic.”
Kling debuted its 1.5 model in September—making updates to improve “face consistency,” among other things.
Ever wanted to figure out what exactly made a rival's ad work? MagicBrief claims to satisfy that urge, allowing users to analyze performance marketing ads, and also create their own.
StrawberryFrog said it “eliminates inefficiencies from legacy platforms, allowing teams to spend more time on creative development.”
Below, a look at MagicBrief’s Brand Tracking 2.0 tool, which the company announced in August.
DCX Growth Accelerator is a fan of MaxQDA, a tool it uses to analyze and organize qualitative data gleaned from consumer interviews, said Doug Cameron, the agency’s chief strategy and creative officer.
MaxQDA has a “research assistant,” called AI Assist, which can offer support with coding, summarization and more.
Resonate, used by media agency SwellShark, is an AI-powered platform designed to help unearth consumer data and insights. It claims to offer access to over 250 million U.S. consumer profiles.
The tool has been “invaluable” in “helping us find new audiences for our clients, in aligning spend within a channel to our audience’s level of engagement with that channel, and in targeting a consistent audience across platforms,” said David Tucker, SwellShark’s chief strategy officer.
Exverus Media shared that it’s using Vizard, an editing tool that cuts long videos—such as interviews, webinars or conference talks—into short clips that can be shared on social media.
Colossus is closely following Adobe’s unreleased “Project Turntable” tool, which is capable of rotating 2D art as if it were a 3D object.
“Lots of implications for us on the design side of things, if they can bring it to the masses quickly,” said Rachel McEntee, studio manager at the Boston agency, in an email.
Project Turntable isn’t guaranteed to be made publicly available, according to The Verge, as Adobe often teases its new technology to gauge the demand for such features. Nonetheless, here's a quick look at how it works, courtesy of @DJ_Link on X.
