An agency executive who requested to speak on background, tested Microsoft’s GitHub Copilot to assist the agency’s engineers and developers. During these tests, when Copilot was tasked with generating code for a specific brand website function, it occasionally produced code directly derived from real-world examples on which it had been trained.
“It will give you somebody else’s code and that’s not good,” the executive said. “This is the issue with all generative AI tools including Dall-E.”
“GitHub Copilot generates unique code suggestions using context provided by the user. Our previous research shows that in rare situations (less than 1%), a suggestion may match code in GitHub’s public repositories, and these matches most often occur when a user has provided little or no context to Copilot,” a GitHub spokesperson told Adweek.
Meanwhile, Digitas is assessing a generative AI tool designed to assist in brainstorming and revising copy for copywriters. It found that the tool frequently generates generic copy and instead has added time to the copywriters’ workflow to verify the accuracy and validity of the generated content, said Digitas’ Buhler.
Human-AI teamwork
The reality of generative AI’s limitations highlights the need for ongoing training.
In a recent study conducted by technology company SOCi, polling over 300 digital marketers, 70% expressed feeling overwhelmed by the rapid evolution of AI and its integration into their marketing strategies, while 42% reported not receiving any formal training on AI and its marketing applications. To address this gap, some agencies are training employees on how to refine their prompts into these tools for desired outcomes.
Brainlab, Media.Monks, Tinuiti, and Digitas are training their employees through prompt engineering, crafting inputs for generative AI tools to ensure the generation of optimal outputs.
“Generative AI will be a big part of our process to speed up the briefing and script development,” said Brainlab’s Julia Amorim, global svp of creative. “It’s essential that our creative directors are well versed in that scale, and it becomes part of their overall toolkit.”
Meanwhile, Digitas uses an internal tool to screen generative AI outputs for plagiarism.
Still, if these AI systems become ubiquitous, there’s a looming danger of brands all having highly similar creativity, which leads to a homogenous brand landscape, said Tinuiti’s Parsad.
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