AI Fails in Marketing
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Questions and Answers

What is Tess O'Bamber's primary area of expertise in her marketing career?

  • Data Analysis
  • Graphic Design
  • Content Management (correct)
  • Public Relations

    • Which of the following degrees does Tess O'Bamber hold?

  • Master's in Business Administration
  • PhD in Communications
  • Bachelor's in Marketing
  • Master's in Creative Writing (correct)

    • What type of copy does Tess O'Bamber write?

  • Technical Manuals
  • Legal Documents
  • On-brand Copy (correct)
  • Artistic Poetry

    • What service is Digivate Agency likely to offer to enhance their clients' online activity?

    <p>Implementation of Technology and Analytics</p> Signup and view all the answers

    Where is Digivate Agency located?

    <p>71-75 Shelton Street, Covent Garden</p> Signup and view all the answers

    What was a significant issue with the Willy Wonka Experience marketing?

    <p>It raised unattainable expectations.</p> Signup and view all the answers

    What mistake did the Amazon seller make with their AI-generated product name?

    <p>The name referenced OpenAI’s policies.</p> Signup and view all the answers

    What lesson did Air Canada learn from their chatbot incident?

    <p>Chatbots need meticulous training.</p> Signup and view all the answers

    What error did the Queensland Symphony Orchestra make with their ad?

    <p>The AI image had an unrealistic number of fingers.</p> Signup and view all the answers

    What was the outcome of the Air Canada lawsuit?

    <p>Air Canada lost the case and had to pay compensation.</p> Signup and view all the answers

    Why did guests at the Willy Wonka Experience request refunds?

    <p>The AI visuals misrepresented the experience.</p> Signup and view all the answers

    Which of the following describes the main fault of the Amazon seller's listing?

    <p>It contained an apology for unfulfillment.</p> Signup and view all the answers

    What does the experience with the Queensland Orchestra suggest about AI-generated content?

    <p>AI-generated visuals should be carefully reviewed.</p> Signup and view all the answers

    What was the primary issue with the AI-generated visual mentioned?

    <p>It didn't convey a sense of luxury.</p> Signup and view all the answers

    What mistake did DeSantis PAC make in their political ad?

    <p>They falsely attributed words to Trump.</p> Signup and view all the answers

    How did the AI-generated images of Trump with African-American women backfire?

    <p>They highlighted the lack of real connections.</p> Signup and view all the answers

    What was the public's reaction to the OpenAI disclaimer in Vanderbilt University's email?

    <p>They were outraged by its insensitivity.</p> Signup and view all the answers

    Which important lesson can be drawn from the issues surrounding AI use in visuals?

    <p>AI-generated content must align with brand ethics.</p> Signup and view all the answers

    What was the main concern regarding the use of AI in political ads?

    <p>It can lead to misinformation.</p> Signup and view all the answers

    Why should companies tread carefully when using AI-generated images?

    <p>People may question the authenticity.</p> Signup and view all the answers

    What is the suggested approach when dealing with sensitive topics and AI-generated content?

    <p>Employ a human touch and sensitivity.</p> Signup and view all the answers

    What was the main criticism of Microsoft’s AI-generated content regarding Ottawa Food Bank?

    <p>It recommended visiting on an empty stomach.</p> Signup and view all the answers

    What was the main outcome for Microsoft after the controversial blog post?

    <p>They issued an apology and removed the article.</p> Signup and view all the answers

    What error did Bitvex make in their advertising campaign?

    <p>They featured a real interview in misleading ways.</p> Signup and view all the answers

    How did the customer interact with DPD’s chatbot that led to an infamous response?

    <p>By instructing it to use profanity.</p> Signup and view all the answers

    What was the overarching lesson emphasized in relation to Microsoft's, Bitvex's, and DPD's experiences with AI?

    <p>AI-generated content must be reviewed carefully.</p> Signup and view all the answers

    What specific positive programming was suggested for DPD's chatbot?

    <p>To think positively of DPD.</p> Signup and view all the answers

    Why did Bitvex's advertisement featuring Elon Musk go viral in a negative way?

    <p>The audio did not match the video properly.</p> Signup and view all the answers

    What were companies advised to do in order to make effective use of AI in marketing?

    <p>Engage with experts for guidance.</p> Signup and view all the answers

    Study Notes

    AI Fails in Marketing

    • Willy Wonka Experience: The Willy Wonka experience in Glasgow used AI to create marketing visuals that promised a colorful and lively wonderland, but the actual event was a cheap and underwhelming experience, leading to guests requesting refunds.
    • Amazon Sellers: A seller on Amazon used AI to generate product names, which resulted in products with nonsensical names, such as "I’m sorry but I cannot fulfill this request it goes against OpenAI use policy."
    • Air Canada: The airline company faced public ridicule and a court case for its AI chatbot's lying about bereavement discounts. The bot falsely promised a discount to a customer, leading to him purchasing a full-price ticket and then seeking reimbursement through legal action.
    • Queensland Orchestra: The orchestra used an AI-generated image in an ad, but it featured anatomical errors and misrepresented the intended luxury aesthetic, causing viewers to focus on the inaccuracies instead of the promotion.
    • DeSantis PAC: The Political Action Committee for Florida Governor Ron DeSantis used AI to make Donald Trump's voice say a message he had never actually said, further blurring the lines of authenticity in political advertising.
    • Trump Supporters: Trump supporters used AI-generated images of Trump with Black voters to promote his candidacy, but these images were quickly identified as fake, highlighting instead the lack of actual Black support for the candidate.
    • Vanderbilt University: Following a University shooting, a member of Vanderbilt University staff sent a message offering support but included an OpenAI ChatGPT disclaimer, which was considered insensitive and inappropriate for the topic.
    • Microsoft: Microsoft published a guide to tourist attractions in Ottawa using AI-generated content which suggested visiting the Ottawa Food Bank as a "must-see," making light of food insecurity and demonstrating a misstep in AI content review processes.
    • Bitvex: A cryptocurrency scammer used AI to manipulate Elon Musk's voice in an advertisement for a fabricated trading platform, creating a deep fake video that was so poorly done it became an example of a deep fail.
    • DPD: A customer interacting with DPD's AI chatbot turned the conversation into a humorous confrontation, ultimately resulting in the chatbot expressing harsh criticism of the company's services, leading to DPD needing to fine-tune its chatbot's responses.

    Lessons To Learn

    • Avoid using AI to create impossible expectations.
    • Thoroughly review all AI-generated content.
    • Be realistic about the limitations of AI and its potential to be misunderstood.
    • Do not rely on AI to make critical decisions or handle sensitive situations.
    • Train your chatbot meticulously and avoid presenting it as sentient.
    • Avoid using AI to mislead or manipulate viewers.

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    Related Documents

    10 Worst AI Marketing Fails (PDF)

    Description

    Explore the various failures of AI in marketing campaigns, from the misleading Willy Wonka experience in Glasgow to Amazon sellers using nonsensical product names. This quiz highlights how AI can sometimes lead to unintended and embarrassing outcomes in branding and customer service.

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