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A.I passes advertising Turing test for the first time
Plus Meta's new AI models, marketers report positive AI ROI, Twitter's shrinking referral traffic and more
Stephen Davies
May 30, 2023
Good evening. Here’s today’s Dart:
A.I passes advertising Turing test for the first time
Meta’s new AI models can recognise and produce speech for more than 1,000 languages
66% of marketers using generative AI have witnessed positive ROI
Twitter’s shrinking role as traffic source for news publishers revealed
Trending news from around the web
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Highlights if you’ve only got a few minutes
AI passes advertising Turing test for the first time
The AI-generated ads fooled marketing experts and performed better than typical US print ads in terms of creativity and evoking emotional responses. The competition involved 17 marketing experts who achieved only 57% accuracy in distinguishing AI-generated ads from human-made ones. The ads were created using AI tools like ChatGPT and Stable Diffusion, and they were scored based on creative quality and emotional response. While some AI-generated ads outperformed the norm, human review is still necessary to address potential biases or copyright issues. (link)
Meta’s new AI models can recognise and produce speech for more than 1,000 languages
Meta has developed AI models capable of recognising and producing speech in over 1,000 languages, a significant increase from the current technology available. By retraining an existing AI model using audio recordings and text data from the New Testament in various languages, Meta's researchers were able to overcome the challenge of limited labelled training data. Meta claims their models outperform competitors, including OpenAI Whisper, with a lower error rate and broader language coverage. (link)
66% of marketers using generative AI have witnessed positive ROI
According to a study conducted by Botco.ai, marketing professionals using generative AI to develop content have seen positive results. Around 58% cited improved performance as the most important benefit. Other creative processes have seen similar benefits. About 50% cited increased creative variety, and 47% reported faster creative cycles. Of the companies using generative AI, 66% have seen positive ROI, with many seeing up to 3x ROI. Further, 50% said cost efficiencies improved over time. (link)
Twitter’s shrinking role as traffic source for news publishers revealed
PressGazzette discusses the declining significance of Twitter as a traffic referrer for news publishers according to recent data. Chartbeat reveals a decline in Twitter referral traffic over the past five years, dropping from 1.9% in April 2018 to 1.2% in April 2023. The decline in referrals from social media platforms like Twitter and Facebook suggests a decreasing importance of social media as a source of traffic for publishers. The era of depending on social networks for organic traffic is likely to be over. (link)
