It was only a matter of time before advertisers got their hands on AI. To be fair, the technology has been used in ad tech for years, but generative AI, a subtype of artificial intelligence that has obvious—and fun—applications, has instantly changed how marketers are preparing for adoption.
Bots like ChatGPT and DALL-E 2 have exploded into the mainstream, and industry watchers are predicting the tech will soon disrupt nearly every stage of advertising, from brainstorming to copywriting to targeting ads. But there’s a lot more to be said for the tech, including its current use cases, its shortcomings and its downright dangers.
To catch you up to speed, here’s everything you need to know about generative AI.
What is generative AI?
Generative artificial intelligence is a form of AI that, as its name suggests, generates content. Depending on the specific platform’s capabilities, this content can be images, videos, text, audio as well as other mediums. The platforms that have recently become popular generate their content from a user’s input, such as “Produce an image of X” or “What is the answer to Y?”