JiiPiiTii
Could An AI Chatbot Creative Director Break The Kenyan Ad Agency Industry ?
By Mark Kaigwa
The Brief - Creating Frankenstein ?
This week , if a client approached Nendo and asked me , " Mark , I need you to create the greatest artificial intelligence ( AI ) copywriter and creative director Kenya has ever known . Here ' s a blank cheque . Figure out how you want to do this , I ’ ll pay for it ..."
With our work at Nendo delivering consumer research and creative campaigns , we wear two hats . One generates evidence , data , and insights . The other generates art , copy , and ideas to get people ’ s attention . I ’ ve long been thinking of approaching this strange question of creating a new employee , not on the factory floor of a manufacturing plant or call centre desk but in the middle of a creative studio and business .
So , what would an AI-based copywriter and creative director be like ? What if it brought together the wit of a Teddie Muthusi , the eye of a Robert Ng ' ang ' a , the glass-ceiling-breaking genius of a Judy Kibinge , the galaxy brain of Jimmy Gitonga , or the curiosity of an Andrew
White ? How would it incorporate the trailblazing of a Max Ngari , the inventiveness of an Angie Njagi , the artistry of a Fady Rostom , or the dotconnecting of a Rehema Chege and the problem-solving of a Tosh Juma or the lens of a Mbithi Masya into its ideas ?
I could go on . After all , it takes a village to raise an award-winning marketing campaign . I ' m yet to list all the clients who took a leap with their briefs and a bet on the bold ideas that followed them through the past decades . As far as creative professionals go , I get inspired by seasoned veterans and vigorous students . There are dozens more I look up to , hundreds more who have influenced me ( many of whom might not even know it ) and greater numbers that I admire .
How would we bring such a chatbot , contraption , or creature together ?
AI & Machine Learning - Our Magic Pill
In the world of ChatGPT , the artificial intelligence chatbot from famed research
As far as creative professionals go , I get inspired by seasoned veterans and vigorous students . There are dozens more I look up to , hundreds more who have influenced me ( many of whom might not even know it ) and greater numbers that I admire .
firm OpenAI , this question is increasingly more achievable . ChatGPT is built on top of one of many Large Language Models ( LLMs ), which tend to be trained on trillions of words . Then , the AI works by predicting which words go together and would valuably respond to a prompt from the user .
What makes this moment particularly curious is that on the 10th of January 2024 , OpenAI launched the " GPT Store ", where developers and lay people alike could build GPTs ( Generative Pre-training Transformers ). This now means that within ChatGPT , there is the ability to build purpose-built GPTs , akin to having apps on an Android or iOS smartphone . So , consider this the virtual abode where our AI creative companion would live . A full-time employee who never takes a day off , working through the holidays , weekends , and around the clock - so long as you prompt the chatbot .
How would we ‘ create ’ our Kenyan AI copywriter and creative director ?
Our first stop would begin with the end product and work backwards . I would start with every great advertising and marketing campaign over the past 25 years . I would take them all from radio ads and their jingles to print ads and their taglines . Then , it evolved to modern times with television commercials and their treatments and scripts , seeking out all the work that moved the needle in Kenyan society .
The aim would be to assemble over 1,000 different types of great Kenyan advertising campaigns from years past . Think of 200 television commercials , 200
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