Shane Rasnak Revolutionizes Advertising with Generative AI Technology
18 July, 2023
In the wake of ChatGPT’s successful launch last year, which gathered significant media attention due to its human-like ability to respond to user inquiries, digital marketing expert Shane Rasnak started exploring its potential. Rasnak, who has a long history of developing online advertising campaigns, recognized the transformative potential of generative AI in the advertising industry. Tasks that previously took him between 30 minutes to an hour, such as creating headlines for Facebook Ads or crafting brief ad copy, are now completed in a mere 15 minutes. But this is just the tip of the iceberg.
Rasnak has also been experimenting with generative AI tools like Midjourney, which converts text prompts into visual images. This tool is particularly useful for those without a background in graphic design and can be used alongside popular graphic editing tools like Canva and Adobe’s Photoshop. Rasnak believes that generative AI’s impact on the digital advertising industry is similar to the advent of social media platforms like Facebook and Twitter. These platforms allowed advertisers to target consumers based on their interests, friends, and likes. Now, generative AI provides them with the ability to create personalized messaging and visuals for their campaigns.
Leading online advertising companies like Meta, Alphabet, and Amazon are all investing in the potential of generative AI. They have recently introduced products or announced plans to develop tools that assist businesses in creating messages, images, and even videos for their platforms. Although these products are still in their early stages and have faced criticism for being prematurely introduced to the market, ad experts believe that generative AI represents the next evolutionary stage in targeted online advertising.
Cristina Lawrence, executive vice president of consumer and content experience at digital marketing agency Razorfish, believes that generative AI will have a profound impact on digital advertising. In May, Meta announced its AI Sandbox testing suite which allows businesses to experiment with generative AI software to create background images and experiment with different ad copy. The company also introduced updates to its Meta Advantage service which uses machine learning to enhance the efficiency of ads running on its various social apps.
As these new offerings continue to improve, businesses could potentially use AI-generated graphics to target specific demographics. For instance, a bike company could target Facebook users in Utah with AI-generated images of people cycling through desert canyons, while users in San Francisco could see images of cyclists traversing the Golden Gate Bridge. The ad text could be customized based on the individual’s age and interests.
Meta’s Advantage service has been gaining popularity among retailers using it for automated shopping ads. According to data shared by online marketing firm Varos, approximately 2,100 companies spent $47 million or about 27.5% of their combined total monthly Meta advertising budgets on Advantage+ in May 2023.
However, there are still several obstacles preventing generative AI from having an immediate significant impact on the online ad industry. One major hurdle is brand safety. Companies are hesitant to outsource campaigns to generative AI due to concerns about biases or offensive content. There are also potential legal issues regarding the use of generative AI trained on data scraped from the internet.
Despite these challenges, there is no denying that generative AI holds immense potential for revolutionizing the advertising industry. For industries such as gym marketing where attracting more gym members is a constant challenge, generative AI could significantly enhance gym lead generation strategies and advertising for gyms through personalized messaging and visuals.
In conclusion, while generative AI is still in its early stages of development and adoption in the advertising industry, its potential is undeniable. As it continues to evolve and improve, we can expect it to play an increasingly important role in shaping the future of digital advertising.