Three New Ways for Marketers to Use Generative A.I.

By now, you’re probably using generative A.I. somewhere within your organization. It’s spinning up copy, offering new ideas, and maybe even generating images. Here over at Substance, we’re always experimenting with the latest tools, and so we have a few things up our sleeve that you perhaps haven’t tried – but probably should.


Idea #1: Create a Review Board

Imagine if Steve Jobs, Richard Branson, David Ogilvy and others of the greatest minds in all of marketing and advertising could be reviewing every piece of marketing you could create. Well now, with ChatGPT, that is literally something you can do.

A little while ago, ChatGPT rolled out functionality for anyone to create their own custom-built chatbot. With that functionality comes all sorts of possibilities – including your ability to create a roundtable filled with whatever famous personalities you want. 

Here’s how to do it: 

  1. Log in to ChatGPT and click on “Explore GPTs” in the left rail
  2. Once you’re there, you’ll see a “Create” button on the top right. Click it.
  3. In the GPT creation screen, ask ChatGPT to create a creative review board filled with a variety of different famous personalities (you can choose whichever personas you’d like at this point)
  4. Next, load up a PDF of creative, or some custom copy and ask the review board what it thinks. You’ll instantly hear what these personalities would like or dislike about your creative


Idea #2: Create a Target Audience Chatbot

Same story here, but this one is perhaps even more powerful: What if you could have your target audience persona reviewing every single piece of your creative with just the click of a button? Well, once again: Generative A.I. is making this possible.

Here’s what you need to do:

  1. Follow steps 1 and 2 above to start creating your own GPT
  2. Ask ChatGPT to create a chatbot persona with a specific personality. At this point, you should describe everything you know about your target audience. Be as specific as possible and very concrete about the things this personality likes and dislikes, especially about being marketed to
  3. Start loading copy or creative into the chatbot. You’ll get real, live feedback from your target persona in just a matter of seconds

While this can’t replace the insights garnered from speaking with real human beings, it’s certainly a valuable input for fast, agile feedback at scale.


Idea #3: Define a Branded Image Style

You are likely spending thousands upon thousands of dollars annually for bland, generic stock imagery. What if you took a step back and defined a way to quickly and consistently build and create your own images that fully align with your brand guidelines?

Using tools like DALL-E or MidJourney, marketers now have the ability to spin up custom images for little to no cost. But we’ve found too few marketers have incorporated these tools into their marketing practice – and even fewer have actually found a way to generate images that are consistent with other elements of their brand.

The trick – and process – is to take a step back. Explore how your team can create images that align with your brand guidelines. Look at those images side by side with other imagery and visual elements that are components of your brand. Then, establish new rules and processes for incorporating these images into your overall visual identity. (Yes, we did just launch a service offering that does this and more. Check out Images of Substance if you’re interested).

Side note: This same consideration is soon to apply to video as well. ChatGPT recently announced Sora, an incredibly powerful video generation tool that has the potential to reduce your reliance on stock video. 


If we’ve learned anything over the past year or so, it’s that the only limit to what generative A.I. can do is our own imagination. We encourage you to experiment with it just like you would any tool and uncover your own uses for it that help you expand the productivity and creativity of your marketing efforts.

This field is for validation purposes and should be left unchanged.