“Hype” and “AI” just naturally go together. AI-based copy generator Jasper.ai appeared to promise its latest tool could create a complete marketing campaign from scratch. A closer look finds the scope is more modest: the system can generate a campaign brief and copy for various channels. It’s not clear how far it gets into images and it certainly doesn’t generate lists or buy media.
We haven’t written much about Adobe’s entry in the generative AI footrace because their main focus has been Firefly, a tool for creative departments. But they made a splash last week with an announcement that they’ll indemnify Firefly users against claims of copyright infringement, which is a big concern. The news was probably over-hyped; Adobe’s actual announcement is carefully circumscribed: “enterprises also have the opportunity to obtain an IP indemnity from Adobe for content generated by certain Firefly-powered workflows.”
This B2B marketer survey from LinkedIn has plenty about AI. But I was more intrigued to see that marketers listed tech and analytics as the second most important skill today, behind creative strategy and execution, (53% vs 59%) and actually forecast it would be more important than creative in the future (49% vs 41%). On the other hand, LinkedIn found they’d been adding more creative skills to their LinkedIn profiles than ever. Lots more here.
Salesforce is buying Airkit.ai, which builds low-code, AI-powered e-commerce customer service agents. You might have thought Salesforce could already do that, but presumably Airkit does it better. It doesn’t hurt that the company founders sold a previous business to Salesforce, the company was partly funded by Salesforce Ventures, and the product is already listed on AppExchange. Price was not announced.