An overview of the most important AI capabilities in marketing, advertising and content creation. I made this presentation to inform, educate and inspire people in the creative industries to familiarise themselves with the incredible toolsets that are already here and in development. I also explain how generative Ai works explore some possible new roles and business models for agencies. Hope you enjoy it!

1. The AI Creative Storm
An overview of the most important AI capabilities in marketing,
advertising and content creation.
By Leandro Righini

2. Intro
AI is like a superpowered version of the cognitive skills that
humans have. It can interact with us in a way that feels
natural and can understand, learn, interpret, and reason
about complex concepts and information. And the best or
worst part depending on your own perspective is that AI can
do all these things faster and on a bigger scale than humans
can. I am personally optimistic that AI will provide tools that
increases our productivity, creativity and capabilities.
Is AI the next buzz word and is it already losing meaning?
I think its fair to say that artificial intelligence will be built
into most products, services and tools and much like the
term digital it will soon be obsolete to raise it up but for now
it's important to get a grasp of what it can offer us and what
are the opportunities.
This presentation is my attempt to provide an overview on
how generative AI works and what it offers us as well as
touching on the ethics involved in using AI.

3. Who am I?
My name is Leandro. Based in Helsinki, I'm a creative director
and filmmaker with a passion for technology.
As a curious and innovative thinker, I'm constantly exploring new
tools and ways to create compelling content with the help of
technology.
In the past year, I have been particularly interested in the
potential of AI and have been deep diving into its capabilities. I'm
excited to share some of what I've learned with you, as I believe
it has the power to inspire and transform the creative industries.
https://linktr.ee/leandrorighini
https://www.linkedin.com/in/leandro-righini/

4. How Models Work
It allows computers to create content in a way that mimics
human creativity.
• Simply put it works by using complex machine learning
models to predict the next word in a sequence or the next
image based on a prompt.
• These generative models have largely been confined to major
tech companies because training them requires massive
amounts of data and computing power. But once the core
generative model is trained and opened up to the public, it
can be “fine-tuned” for a particular purpose or niche with
much less data.
• The ease of training these models has led to people and
companies creating services using specialized models that
can be used for a wide variety of specific purposes.
• To use generative AI effectively, you still need human
involvement at both the beginning and the end of the
process.
Generative AI is already a force to be reckoned with.

5. Capabilities of AI
• Text generation: Large language models can generate text at
scale. This could be articles, product descriptions, blog post,
social media posts, press releases, instructions and fine tune
reports.
• Images, video and animation: AI is getting incredibly good at
making images and its rapidity improving at making videos.
• Avatars, human/face generation, Deepfakes and Clones:
You can now make or order your own virtual avatars to
represent your brand or present your product. What’s more, you
can use a voice clone filter to impersonate actors, celebrities or
distinctive voices.

6. Capabilities of AI
• Coding: AI's can code based on natural
language prompts (NLP). They can already
check and write code and give good
instructions on how to use it. They can also
translate code from one language to another.
• SEO: AI's can automate your SEO helping
with content, optimization and linking.
• Music: Make unique tracks based on the
tempo and tone of your video or on a prompt.
You can also generate voice artist soundalikes
that autotune to the music.

7. 24 June 2022 5 Dec 2022
Prompt: Mandela as a superhero Prompt: Mandela as a superhero
It’s happening so fast.

8. Image credit: https://www.sequoiacap.com/wp-content/uploads/sites/6/2022/09/genai-timeline-7.png

9. Generative AI
Landscape

10. ChatGPT allows users to have natural and engaging conversations with the chatbot. Some
potential uses for ChatGPT include customer service chatbots, virtual assistants, and language
translation.
Some Go-To AI Tools for Content
Creation
Jasper & Copy AI are standout writing apps. The heart of good content is in the writing and
these tools + your own expertise are the start of your content workflow.
Midjourney is an incredible tool for creating images. It’s a general model so I use it for
quick image creation, ideation, as well as for creating seed images for use in Stable Diffusion.
RunwayML is an online editing suite that is daily adding to its arsenal of Magic AI tool.
Its useful for everything from rotoscoping, motion tracking, image creation, inpainting,
out-painting, audio cleaning, color correcting. I love this Runway and use it everyday.

11. Synthesia: Create videos from plain text in minutes starring an talking AI avatar.
More Go-To AI Tools for Content
Creation
Stable Diffusion is an open-source image diffuser that acts as the base for a lot of
experimental services. With stable diffusion you can train models, make images, restyle video,
do video animation, in-painting and out-painting and a lot of niche services – downsize it’s a
bit technical and you have to deal with some coding.
Play.ht offers high quality AI voices for your videos, podcasts and presentations. Some of them are great,
some are ok, but overall, a really useful service with an easy-to-use UI.
Voice AI is an app with a active community training voice clones. I’m not sure how the legality of it works
but its really interesting and fun to play with and it allows you to filter your voice in real time which is
great for doing demo voice overs in different voice styles. Need a PC though.

12. Marketing/sales
Chatbots
ChatGPT
CharacterAI​
Chatsonic
Askjinni
Images
Dalle
Astria
Midjourney
Stable Diffusion
InvokeAI
Synthesia
RunwayML
Podcastle
FlexClip
Pictory
Toonly
Design AI
Video
Jasper
copyai
Rytr
Article Forge
AI Writer
Copysmith
WriteSonic
Peppertype
Ink for All
Closers Copy
Frase
AdZis
Quillbot
Grammarly
Writing
Descript
Otter.ai
Fireflies.ai
Fathom
Transcription
Durable
SurferSEO
Outranking
Sapling
Growbots
On-Page.ai
WriteCream
Ocoya
ManyChat
WriterZen
Crayon
Gong
Audio
Play.ht
voice.ai
Voicemaker
beathoven
Tome
MS designer
Beautiful
Design
Note: this is just a small selection of popular tools.
There are many niche services and tools still out there so start exploring.
AI Tools for Marketing - Dec ‘22

13. • Personalization: Generative AI can be used to create personalized
advertisements or marketing materials that are tailored to individual customers
or target audiences. For example, a generative AI system could create a
personalized email marketing campaign that is based on a customer's past
purchase history or interests.
• Content creation: Generative AI can be used to create original content for
marketing and advertising campaigns. This can include things like product
photography, brand storytelling, video content, social media posts and content,
product descriptions, or even entire websites.
• Targeting: Generative AI can be used to analyze data about consumers and
create targeted advertising campaigns based on that analysis. This can allow
marketers to reach the right audience with the right message at the right time.
• Efficiency: Generative AI can also be used to streamline and automate certain
aspects of the marketing and advertising process, allowing companies to be
more efficient and effective in their campaigns.
Transformation of Marketing
and Advertising

14. The role of Creative Agents
A creative agent will be highly skilled in the use of natural language
processing (NLP) will be trained in various specialized artificial
intelligence (AI) tools.
They may also have access to an AGI (Artificial General Intelligence)
assistant, which is a type of AI that is designed to be capable of
learning and adapting to a wide range of tasks and contexts, in order
to help with ideation and planning.
With the aid of AI, this creative agent is able to produce a range of
content, including strategy, copy (written content), images, design,
and other types of content.
This means that they are able to use their expertise in NLP and their
familiarity with AI tools to create high-quality, engaging, and effective
content that is tailored to their audience.
The use of an AGI assistant can also help them to come up with new
ideas and approaches, allowing them to stay ahead of the curve and
remain creative and innovative in their work.
AI + Creative

15. • The agency works with the client to understand their business goals, target
audience, and helps define the creative direction.
• The creative director at the agency then uses this information to guide the
development of a specialized AI model that is trained on the client's data. This
model is designed to produce various types of advertising assets, such as copy,
images, videos, and more.
• The agency employs creative agents, who are responsible for managing the AI
model and ensuring that it’s producing high-quality assets that align with the
client's vision/goals.
• The creative agents work closely with the creative director to review and refine
the output of the AI model, as needed.
• The agency then uses the assets produced by the AI model to execute
marketing campaigns for the client, using various channels such as social
media and paid advertising.
• The agency tracks the performance of these campaigns and provides regular
reporting to the client, highlighting key metrics such as reach, engagement, and
conversion rates.
Agency + AI Hybrids

16. AI is a tool, not a
threat: use it to your
advantage
• Stay up-to-date with the latest AI technologies and how they are being
used in your industry
• Develop a diverse skill set: in addition to your core skills, it can be
helpful to develop technical skills related to AI and data analysis. This
will allow you to use AI-powered tools and platforms and understand
how to interpret and use the data they produce.
• Focus on creative problem-solving: While AI can handle many routine
tasks, it is still not as good as humans at creative problem-solving. By
focusing on this aspect of your work, you can differentiate yourself and
add value to your team or organization.
• Embrace the benefits of AI: Instead of seeing AI as a threat, try to see it
as an opportunity. AI can help you streamline your work and allow you
to focus on the most creative and strategic aspects of your job.
• Collaborate with AI: By working with AI, you can leverage its strengths
and enhance your own skills and expertise.

17. Ethical considerations of AI
Some of the ethical considerations that should be taken into account
include:
Transparency: It is important to be transparent about the use of AI in
content creation and to clearly label AI-generated content as such.
This helps to ensure that readers or viewers are aware of the source
of the content and can make informed decisions about its reliability
and credibility.
Accountability: It is important to hold those who use generative AI
accountable for the content they create. This includes ensuring that
AI-generated content is accurate and does not mislead or deceive
people and holding those who use AI to produce fake or misleading
content accountable for their actions.
Responsible use: It is important to use generative AI responsibly and
to consider the potential impacts of this technology on individuals,
communities, and society as a whole. This includes considering the
potential risks and benefits of using generative AI, as well as the
ethical implications of using this technology.

18. Drawbacks of using AI
One potential drawback of using generative AI for content creation is
the risk of creating misleading or fake content.
Generative AI algorithms are able to produce large amounts of
realistic-looking content quickly, but this content may not always be
accurate or reliable. For example, AI-generated news articles or social
media posts could contain false or misleading information that could
be used to manipulate public opinion or deceive people.
Another potential drawback is the potential for AI to replace human
jobs in the creative industries.
As AI algorithms become more advanced, they may be able to perform
tasks that were previously carried out by humans, such as writing
articles, creating social media posts or doing voice overs.
This could lead to job loss and disruption in the industry, as well as
potential ethical concerns about the use of AI in place of human
labour.

19. How to train a Generative AI Model
An example of how you would train a generative AI model to create
music:
1.Collect music samples: First, you will need to gather a large dataset
of music samples that you want the model to learn from. These could
be MIDI files or audio recordings of songs in a specific genre, for
example.
2.Pre-process the data: You will then need to prepare the data by
formatting it in a way that can be used to train the model, such as
converting audio files to spectrograms or quantizing MIDI files into a
series of notes and durations.
3.Choose and set up a model: Next, you will need to choose a type of
model to use and set it up with the right layers and settings.
4.Train the model: Once the model is set up, you can start training it
using the pre-processed data. This will involve feeding the data into
the model and using a special computer program to adjust the model's
settings so that it can learn to create new music.
5.Test the model: After training the model, you can test it by having it
generate new music and listening to see how well it does.
6.Make improvements: If the model doesn't create good music, you
can try adjusting its settings or adding more data to try again.
I hope this helps! Let me know if you have any questions.
Collect music
samples
Clean and explore
Data
Process the Data
Choose and Set up
Model
Train the model
Test the model
Make
Improvements
Deploy model

20. Image credit
https://dugas.ch/artificial_curiosity/img/GPT_architecture/in_out.png
How AI’s write so well
Writing
They are not actually that intelligent. They have a
huge dataset and well trained ability to predict
the next words.
Basically an AI predicts the next word in a
sequence based on the words that come before it
using a technique called "sequence generation".
The AI can then use this prediction to generate a
complete piece of text that is coherent and flows
naturally.

21. AI explorations

22. AI Poetry and Art
Dead Robot Society is a TikTok project that reimagines old Masters with new technology. All the poems, art, animation and
voices are made with AI. I originally started this project to test and understand the ability of Copy.ai. It very quickly became a
full workflow using Midjourney for images, RunwayML for animation, Descript for captions, PlayHT for AI voices, VoiceAI for
voice cloning.
My voice - style of
Morgan Freeman
My voice - style of
Oprah Winfrey
AI Voice
AI Voice

23. AI Scene Mixer – Top Gun
AI Scene Mixer is a YouTube project that remixes movie scenes and trailer in different artstyles. The goal isn’t to do it
perfectly. I’m more interested in how well you can easily remix video images into new styles – for me this is a real indicator on
how we are progressing towards remixable and personalised movies and content. Imagine just being able to drop yourself
into a movie or deciding you want to watch Lord of the Rings with a female Frodo. This is an example of a remix of Top Gun.

24. Fail 
Prompt: advertising photo of a perfect mom with her family at dinner

25. No AI’s were harmed in the making
of this presentation.
All images in this presentation are AI-generated
images that were created by the me using my
own original prompts.
I also used ChatGPT and copy.ai as writing
assistants, to help with organising my thoughts
and expressing some of my ideas.

26. Thanks for reading!
I hope you enjoyed reading through my presentation as much as I enjoyed
creating it.
I am extremely excited and inspired by the incredible tools that are now
available to us in the creative world. I have seen a huge increase in my
own creative output and productivity thanks to the use of AI, and I can't
wait to see what the future holds for this exciting field.
Overall, I believe that AI has the potential to be a powerful labor-saving
tool for the creative industries, but it’s important to remember that it is
only a tool and should be used in combination with human creativity and
intuition.
With the right balance of technology and artistry, we can achieve truly
incredible things.
If you found this useful or interesting, please consider sharing it on
LinkedIn, or if you or your team is interested in consultation or
collaboration, please feel free to get in touch.
All the Best
Leandro Righini