Artificial intelligence tools entered many fields this year, including the worlds of marketing, consumer products and advertising. The market warehouse chain now announces that it will sell kosher wine for Passover from the Adom Collection series, which is branded using two artificial intelligence systems – ChatGPT, which wrote the production story that appears on the label, and Midjourney, which designed it.
According to Itai Naaman, the marketing manager of the chain – which includes about 60 branches – the branding process took only a few hours instead of weeks and months as is usually customary. “In our eyes, this is an alternative that is expected to sweep the retail world on all levels as well,” notes Naaman.
Marketing and strategy expert Avi Zeitan also believes that this is a first swallow and not a one-time “exit”. “The robot actually does all the human processes that most marketing managers do, such as gathering information, looking for inspiration and new trends, and organizes everything.
“Since all the information has accumulated online, including forums and social media, it is clear that such a tool can partially replace the marketing managers and consultants – the system knows how to extract information, build everything accurately, and give a quality product.
“What’s more, artificial intelligence does not replace management – in order for this bottle to be on the shelf, someone needs to manage, plan a planogram. The system can bring the design, but there is also marketing work.”
The advantage for marketing people
The move of the marketing warehouses raises the question of whether in the future the marketing people will not stay only with the “total”, and stay away from the less creative work. “True, but it is actually an advantage, because then the marketing manager will be able to devote time to studying his organization,” says Zeitan.
“In the short term, it seems as if part of the work is being taken from us, and we are being made redundant. But in the medium and long term, the human mind still needs to make a decision that it is suitable for the organization and that it is profitable, and launch the product successfully – these are elements that only humans can do.”
Atara Biller and Alon Vinpress, CEOs and co-owners of the branding company Kati Thanda, explain that in order to make smart use of artificial intelligence tools, one must first research, study the customers and the narrative, and only then present the queries.
“If you want to do branding and sit down to play with ChatGPT, usually superficial and uninteresting things come out,” says Winpress. “I can’t believe that they are replacing serious branding work, that people like us work for several months to get it out.”