AI Content & Crowdsourcing Content
Content Weekly
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AI & content creation
Everyone loves to make big predictions or promises when it comes to AI, and some of these predictions might actually eventuate. When it comes to content creation, we’re not suggesting that AI will take over anytime soon but it can make the job easier. Soft automation tools will make it easier to repurpose copy for multiple formats, and create real-time data visualisations and text to video summaries. Check out our guide to the current AI content tools on the market.
Who is using AI?
eBay has been using AI to connect its huge product range with its huge customer base. Utilising the AI copywriting tool Phrasee, the eCommerce site writes thousands of unique and personalised subject lines for its newsletter in minutes. By automating this, it saves its copywriters hours of crafting content for each segment, so they can focus on higher concept campaigns.
Focus on the little wins
There’s still a lot of distrust when it comes to AI, and digital messaging in general. AI also has drawbacks when it comes to creativity, bugs, encouraging discussion, and looking at the wider campaign. Its strengths are in the automation of tasks humans don’t like doing. It won’t replace humans, but it can make us more efficient — even the creatives.
Importance of crowdsourced content
While most of us were spending more time online than offline, the COVID lockdowns supercharged this situation. With the decline in physical civic space, there has been a massive uptick in digital civic space through the creation of social media accounts and crowdsourced mapping projects. Basically, the digital user is becoming key to sharing information related to not only the pandemic but protests, wars and other civic crises. Just look at the UN’s reliance on user generated content (UGC) to share vital COVID related info.
Can the crowd fact check?
Twitter is looking to its users to fight misinformation. Birdwatch is an attempt by the platform to use crowdsourcing to uncover fake news. Essentially, users can add notes to tweets, flag them as false or misleading, and add links to their source of information. These notes are rated by the community with the most helpful appearing at the top of the Birdwatch feed. Unsurprisingly there have been a few issues, especially around the concept of “rating” the truth.
The persuasiveness of crowdsourcing
Reviews have been part of eCommerce for years now. Potential customers value the real life experiences others have with products and services. This level of trust increases when the content is visual. In a recent survey, 62% of respondents said they were more likely to buy a product if they were able to view customer photos and videos. We live in an age where the crowd is more trusted than the brand or Government. The question is, how do you control that content?
Click2View Picks
🧧🧧 Click2View recently created a series of animated videos to explain Eastspring Investments’ the advantages of Asian Fixed Income (AFI).
👩💼 💼 👨💼 💼 👋 As part of the same campaign, we also introduced the AFI fund managers, showcasing their expertise and trust. Meet Wai Mei and Rong Ren.
👩🔬 🔬 😎 3M is determined to flip the scientist stereotypes with its Beyond the Beaker series. Apparently, they’re normal people outside of the lab.
🌈 😍 How do you differentiate your smartphone in a crowded market? Oppo asked German film score composer Hans Zimmer to create its ringtones.
💥 🤯 Redbull isn’t all about extreme sports — it also gets to curate its favourite crashes (er, finishes) from its Soapbox Race. We think they also sell an energy drink of some sort?
Case study
The Maritime and Port Authority of Singapore
The Maritime and Port Authority of Singapore regulates and manages port and marine services, facilities and traffics within Singapore’s waters.
Why it’s important
Managing one of the world’s top maritime hubs, the Authority had been working with ST Engineering and Kongsberg Gruppen to develop an e-navigation solution to enable safe, secure and efficient shipping.
What we did
To build awareness of the solution, we produced a 2D animation following the voyage of a Digital Trader vessel from Norway to Singapore that showcased all 16 International Maritime Organisation digital services.
The results
The video was screened at both the International Maritime Organisation meeting and 2020 Singapore Maritime Week before becoming a permanent fixture on the official YouTube channel of the Maritime and Port Authority of Singapore.