Generate Golden Ad Ideas With AI ✨

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🗓️ Wednesday, 1^st May 2024

Hi, and welcome back to Growth Espresso - your one-stop destination for everything e-com.

AI has been a game changer in the advertising world. From generating world class copies to super creative ideas - ChatGPT (and its GenAI sisters) have given us marketers Thor’s hammer to deal with creative block ⚔️ 

But a tool is only as good as the wielder, and in today’s Espresso ☕️, we are going to discuss the FIXIT framework to derive the best creative ideas out of ChatGPT.

This framework is coined by Jeremy Utley, an adjunct professor at Stanford which is intended to give the perfect instructions to GenAI models to get the best creative ideas.

Excited? Let’s get down to business 👇️ 

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Follow these 5 steps when using AI

Here is how to use Jeremy’s FIXIT method.

F - is for having a focused problem statement.

General problems get generic solutions. Instead, you need to define what you’re trying to solve.

A bad problem statement

“Hey ChatGPT, give me some new ad ideas for an electronics brand.”

A good problem statement

“We sell a niche earphone product that has noise cancelling features. The problem is, people often think this is a product for listening to music and we struggle to communicate the true use cases which are improving sleep quality, helping people with noise sensitivity, and reducing anxiety while travelling.

We’ve tried to communicate these benefits but it is hard to communicate them quickly in an ad and people are still often confused. Or the ads become too boring and filled with features, making people ignore them.

We need to figure out how to both communicate the unique use cases of our product, while also getting attention on social feeds. How can we show people these are not music-based earphones while also hooking attention and keeping things emotional?”

 I - is to ideate individually first.

You need to think through the creative problem yourself before going to AI or going to your team.

This prevents you from reaching “cognitive closure” too fast by accepting B+ ideas from ChatGPT or your team brainstorm.

Spend some time thinking, hit a wall, and then bring your new understanding of the problem back to ChatGPT and your team.

X - is to provide sufficient context or background information to AI.

“You need to supply a minimum of 400 characters,” says Jeremy. “The model is only as good as the input and you are the only input AI has.”

I - is to interact iteratively with the AI.

“Have a conversation. Get ChatGPT to ask you five questions back so that it can gather the input it needs,” says Jeremy. "Then, criticize the ideas it gives you, ask it to regenerate, and don’t settle for the first ideas you find.”

T - is for bringing it back to your team.

The ideas are not going to come out perfect. Take the ideas you get from AI and apply your creative judgment. Review them with your team. Be critical. Look for ways to polish.

With the FIXIT model, you'll better use ChatGPT as an input source into your own creativity. It's about interacting with the AI and treating it as a conversational partner rather being passive and waiting for the oracle to spit out finished ideas.

As a bonus, use a few of Jeremy's prompts below to get new ideas flowing back and forth between your team and Gen AI tools.

Source - Motion’s ThumbStop Newsletter