Artificial intelligence can be applied to any field or sector and advertising is no exception. One of the main problems in this industry is content generation – a headache for many companies due to the large volumes of data they handle. This can be easily solved with the GPT-4 model.

Through generative AI it is possible to generate marketing messages, proposals or automatic descriptions for banners, advertisements, text messages, etc. There are many advantages to doing it this way:

• Variability between bodies of text so they are not all the same.
• They can be written in the style required by the client.
• It eliminates tedious and repetitive manual work.

It’s always better to use real-world examples, so let’s take a look at how we automatically generated over 100,000 product descriptions for our client Atolls.

But, first, let’s go back to the beginning.

What is GPT-4?

The GPT-4 language model is the latest advancement in AI technology. Building upon the success of its predecessor, GPT-3, this model has enhanced capabilities to learn from pre-existing written text and create human-like text.

In addition, GPT-4 can translate, answer questions, summarize paragraphs or give alternative endings to a sentence… Overall, it saves us a lot of time while still delivering variability and linguistic richness in text, along with perfect grammar.

So, how do you make GPT-4 work for you? GPT technology is not a classic natural language solution, it is an artificial neural network with millions of parameters. Large amounts of data are necessary to make it functional, that is, some ‘prior learning’ is necessary to give it the context it needs to create the desired text.

This allows companies and organizations to get better results with lower costs. And that is what our client Atolls has managed to achieve with Narrativa® Navigator.

Atolls

Atolls is a company dedicated to ecommerce content and marketing. They are Europe’s leaders in savings opportunities, rewards and shopping information. Such a high volume of business meant they were having to write 100,000 descriptions to send to their clients by email – a very time-consuming and costly endeavor.

GPT-4 solutions for the Advertising Industry

The interesting thing about GPT-4 is that it learns what we want it to. At Narrativa, we use a number of techniques to do this:

Fine Tuning (generate text with your own style)

Our client wanted the first word in each of the 100,000 descriptions to be written in capitals. This request meant rewriting all the text based on their style, so we “forced” the model to write all the requested words in capital letters.

After this training, GPT knew what was required: a technique known as Fine Tuning.

Paraphrasing

Another common NLG technique that, as the name suggests, consists of paraphrasing and rewriting text based on a command.

Data enrichment (you don’t need to understand your own data)

By means of statistical methods and machine learning we enrich the original data by generating ‘qualifying’ data from numerical variables. For example, in weather reporting, the algorithm can give us a basis for saying when “it’s cold” instead of “it’s 5 degrees”.

The best part is that you don’t need an expert to tell you what temperature is considered ‘very hot’ and what is simply ‘hot’. You don’t even have to understand your own data!

Basically, GPT-4 is shown examples and then is able to adapt its structure and internal parameters to what we are asking it.

What is the end result?

Let’s see what the end result looks like.

From data: NBA Store - 20% OFF (data from the client)

To text: Use this NBA Store discount code and get 20% off your orders (generated by GPT-4).

From data: Photobook UK - 50% off when you spend 50

To text: Get 50% off orders over £50 by using this Photobook UK discount code

The clients get completely legible and variable marketing messages with Narrativa® Navigator.

What control systems are there?

What if something goes wrong? No problem. We have everything set up for perfect results. Our infrastructure ensures that if one machine fails, another will immediately jump into action.

• Advanced reporting system: you can monitor everything, even sending a notification if the text does not meet requirements.
• High availability system: guarantees a minimum level of operational performance.
• Alert system: receive tailored notifications per your own specifications.

This is just one example of what we can do for the Advertising Industry. Another of our clients, Phone House, used our natural language solution to generate 3,000 mobile descriptions in seconds.

Do not hesitate to contact us to discover the perfect solution for your company.