You should think about the future of Generative AI

We’ve all generated cool profile pics and poems with Generative AI, but do we really understand its potential impact on marketing and brands? We asked Pranay Bhatia, a Generative AI focused Product Manager at one of the largest tech companies in the world, five critical questions about what’s to come. It got us thinking, and it’ll do the same for you…

The internet is buzzing over ChatGPT’s answers to anything from interview questions to copy briefs to wedding vows. OpenAI’s new release has the usual mix of reactions, some optimistic and some doomsday. At YouShd, we are specifically interested in what generative AI can do for direct-to-consumer brands.

Human and robot Chatgpt

For the uninitiated, Generative AI has taken the tech and social media world by storm. OpenAI’s ChatGPT converses with you in a near-human manner and spits out the best possible person-sounding writing on the topic of your choice. DALL E is an AI image generator that creates hyper-realistic images. There have already been some startups offering AI tools for writing, but none have been good enough to replace human writers… yet. We decided to check out ChatGPT.

You should compare your writing with ChatGPT like we did

Competing with an AI model is terrifying, but our founder gave it a go. Here are a couple of snaps:

ChatGpt response for

We asked ChatGPT the same question. Here is what it had to say:

ChatGPT question

We’re relieved to feel a wee bit victorious, as our writing has a more personable feel. We have also covered different, deeper reasons for empowering customers to be creators.

With the right questions and hints, ChatGPT might get closer to what marketers may want. This Twitter user sought its help in writing UI copy:

ChatGPT conversation

You should consider what’s next for AI and marketing

There is no doubt that AI models will play bigger roles in content creation in the future. We asked Pranay Bhatia, an expert on Generative AI, five questions a marketer may ask about what the future holds.

Team Youshd: Thank you for answering our questions. Lessgo! 

Can brands copyright the content generated by ChatGPT? How to verify if it’s original or generated by AI?

Pranay: Thank you for asking me. Copyright law simply has yet to catch up to this new age of AI generation. Today, in the US, there’s no way to copyright content created by Generative AI like ChatGPT and DALL-E, since copyright as a concept exists for human-created content only. Artists whose images have been used in training these models are also filing legal suits claiming their rights were infringed by this.

As for verification, there’s no easy way to do this at the moment. OpenAI has explored embedding ‘invisible watermarks’ into AI-generated content. China recently mandated the use of watermarks with AI-generated content. 

Team YouShd: Sure, I can create images of myself looking like a Greek god. But why can’t I make (or when will I be able to make) images of me with [insert DTC brand name here]’s products?

Pranay: It’s probably just a matter of time. People have already hacked ways to do this using a combination of generative image models and image-editing software. As image model APIs become widely accessible (e.g., DALL-E API beta was released in Nov 2022), innovative products will be developed for many use cases, including marketing asset generation.

Team YouShd: For search engines, one can submit their sitemap, and the engine crawls the entire website to find relevant information to serve when someone searches. This is how search engines learn about new brands. Is there a way to tell GPT about a newly launched brand?

Pranay: Reports about GPT being added to Bing point to a likely future where generative AI and search engines are combined. And GPT-like AI can access all the content crawled and indexed by search engines, including your new brand! Until then, there’s no way to continuously add new data directly to GPT, since these models are incredibly expensive to train, and so training is done infrequently.

Team YouShd: How far are we from generating video content?

Pranay: The technology already exists but is still in the research and development phase. Meta released Make-A-Video, and Google released Imagen Video, which describes current capabilities but doesn’t provide an open beta. It’s difficult to predict when we’ll see a system open to the public or an API that developers can use, particularly given generating high-quality video will be computationally expensive.

Team YouShd: Anything else that excites you about Generative AI from a disrupting-the-marketing-world perspective?

Pranay: It’s amazing how these tools enable human creativity. If you have an idea, the bar to making that idea a reality is steadily reducing! On the flip side, there are many ways these AI capabilities can be misused, and finding the right safeguards will be critical.

Are you a brand, creator or consumer who is creator-curious? Yes! You should work with youshd. Email [email protected].

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