Artificial intelligence technology continues to develop, and AIGC (artificial intelligence generated content), as an innovative technology empowerment means, is gradually making substantial breakthroughs for all walks of life.
This wind originated from ChatGPT, in only 2 months, it completed the achievement of 100 million users, and its extended automation generated text, pictures, videos and other forms of content, attracting many brands to use AI for marketing.
Lenovo seized the current AI boom and joined hands with Wenxin Yige to create an AIGC promotional video, which not only visualized product application scenarios, but also took advantage of artificial intelligence traffic to seize a wave of user attention.
Take advantage of the AI boom
Lenovo & Wen Xin created an AIGC promotional video
On June 6, Lenovo held a "commercial-oriented" commercial product launch conference in Beijing, releasing a series of new products including Lenovo Zhaoyang. Before the press conference, Lenovo Zhaoyang and Baidu Wenxin Yige released the AIGC promotional video "Our Workstation".
The promotional video shows the wide range of application scenarios of Lenovo Zhaoyang commercial notebooks in hospitals, government affairs halls, coffee shops, classrooms and other places, and the pictures of each scene in the video are based on the copywriting applied by Lenovo Zhaoyang in various scenes generated by Baidu Wenxin.
This underlying logic is similar to crossover, where brands in different fields blend with each other, resulting in new products that give users a unique impression and visual enjoyment.
Wenxin Yige is an AI art and creative assistance platform launched by Baidu, which can realize the creation of a picture, and users only need to enter a piece of creative text to generate creative paintings.
Lenovo Zhaoyang is an iconic business laptop brand with deep technical heritage, which alludes to a generation of young people who live up to the times and walk towards the sun in the name.
The combination of the two is an expansion of the popularity of Wen Xin Yige, and it is also a wide publicity of Lenovo Zhaoyang's application scenarios, industry status, and product advantages.
The cooperation between Lenovo and Baidu Wenxin is also hoped to further rejuvenate the brand through the recent popular AI gameplay, improve the execution efficiency of creation, and bring more novel and interesting audiovisual enjoyment to the audience.
From the marketing level, the brand has taken advantage of the current public's discussion boom on Chatgpt and AI, closely followed the pace of the times, used AI to output content, and fully tapped the traffic dividend under the attention economy.
Brands do marketing at low cost
The process of highlighting product highlights
It is not difficult to see from the content of the film that the application of AIGC is still in its infancy in nature, and the promotional video of "Our Station" is more of a simple functional presentation, and the processing of storyboards is acceptable.
Different from doing creativity, the disadvantage of the current AI-generated content is that it only stays in simple grafting, in other words, AIGC is an effective way to save costs, but it is still lacking in creativity. However, this method must not be unfamiliar to marketers.
As early as some time ago, the Taobao Maker Festival released an advertising film made by "all AI" for the hot topic of AI, which completely recorded the dialogue, duel and confrontation between humans and AI.
The logic of the short film is not complicated, and it asks questions to the AI on the basis of the "Six Sacred Objects" of the Creation Festival, allowing the AI to answer and imagine the future life of human beings.
Each product will use AI to generate a new art style, bringing different visual effects and unlocking unlimited imagination about the future. Some answers and images may be too fantastic, and those seemingly unreliable imaginations are the reality of the future.
During the dialogue, the film deliberately inserts thoughtful and terrifying words, such as "Since the animal is in the tank, I can build a 'human tank' for the Terrans." "Do people still need a zoo in the future, is it a zoo where people can watch people?"
The return gun at the end of the short film is very interesting - humans feed their good ideas to AI, AI is getting stronger and stronger, then the future of human and AI dominance is still a question worth discussing.
The difference between effective marketing and ineffective marketing is whether the grasp of creativity is eye-catching enough, whether it can seize the mind, and whether it can make users think.
Lenovo & Wen Xin Yige's AIGC promotional film "Our Workplace", the low-cost and efficient output content is remarkable, but it is slightly simple in creativity, and the Taobao Maker Festival film has more artistry, of course, it also lacks spirituality in the artificial sense.
Chatgpt, under the wave of AI
Create a youthful brand image
Since ChatGPT became a global frenzy, the discussion about the future development trend and business scenarios of AIGC (generative AI) in the market has intensified. This has also led many brands to try.
As a hot topic nowadays, AIGC is undoubtedly a heavy weight to attract the attention of the public, just like the meta-universe outlet in 2021, Pepsi and Snowflake Beer have opened meta-universe marketing.
To some extent, the brand does low-cost marketing, highlighting product highlights is only one of them, behind more relying on Chatgpt, AI wave to create a young brand image.
As the post-90s and 00s gradually become the main force of social consumption, "personality", "independence" and "chasing the trend" are the main labels of this group, how to keep pace with the times, and the latest and most cutting-edge marketing methods to obtain users is the key.
Influenced by film and television works, such as "Ready Player One", "The Wandering Earth", etc., the public's imagination of the future is inseparable from AI, and the continuous development of AI also gives humans a natural "sense of urgency", such as "will AI replace humans", "how far is the loss of advertising people"...
Unconsciously "think more" makes the public put AI on the opposite side, this contradiction will trigger user discussion, form a topic, simply put, AIGC can invisibly stimulate the audience's attention.
Fliggy has used AI to create advertisements and place them in the subway. The theme of the advertisement is "what to play on this May Day", Fliggy based on the stacking of keywords and using AI technology to generate nearly 1,000 print advertisements, providing rich imagination space for the public.
Then, Fliggy's first AI anchor, Xi Guifei, went online, conducting live chat and virtual human online PK with the public, providing everyone with new ideas for May Day tourism. The brand hopes to encourage consumers to replace their imagination with real travel, and use travel to discover the unique world in their minds.
It is not so much that AI replaces advertisers, but that enterprises use AI as an auxiliary and carry out a practical application, especially with the help of the current AI traffic east wind, which not only allows the industry to understand the application capabilities of AI, but also adds more topics to the brand.
In the same way, Lenovo & Wen Xin created an AIGC promotional video, to some extent, it is also a process of leveraging power to inject more young and vigorous genes into the brand.
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