| | Why is Bytedance’s video editor CapCut so popular, and what are rivals doing about it?
Chinese video-editing app CapCut has been making waves amongst creators and influencers as an accessible yet powerful piece of software. Rivals are now scrambling to compete with its prosumer pull for amateur editors and small businesses alike. |
Friday reading:
AI, summarily summarising?
Since the latest wave of generative AI enthusiasm - and possibility - kicked off with the launch of ChatGPT in November 2022, it seems that one of the most effective applications of the technology is summarisation. We're now seeing everything from chat summaries on social and video platforms to summaries appearing above search results that are designed to save the user from sifting through web pages.
John Herrman recently wrote in New York Magazine's Intelligencer that "Summarization is AI’s big hammer, and every digital interface looks like a nail."
He argues that the tech world has forgotten that some things are better read first-hand, and summarisation in the wrong contexts risks filtering much of digital life through a layer of AI intermediary jargon, which threatens to turn joy into drudgery.
Saying that, there are apt and relevant use cases for summarisation, notably improving customer service, which was often already relying heavily on scripted responses. The question is, how many more superfluous applications will we see?
AI increasingly being used for market research
Marketing Week has highlighted more key findings from its Language of Effectiveness research, this time revealing that close to half (46.2%) of marketers are already using AI for market research. Perhaps unsurprisingly given the cost of AI technology, the uptake of AI for market research is higher among large corporations, with 48.5% putting it to this use versus 38.2% of SMEs.
Marketing Week also found that the use of AI is slightly higher for B2C than B2B organisations across use cases like market mix modelling, testing creative, and audience targeting and segmentation.
As AI and machine learning in various forms become more prevalent, it's incumbent on organisations to make sure their teams are trained to use the technology effectively. We recently took a look at some Dotdigital research that highlights the skills shortfall surrounding AI tools in marketing teams. |
Fast Track to Digital Marketing: Next intake, September 17th
Fast Track to Digital Marketing is an 8-week training course covering the key digital marketing topics every marketer should understand. Your team will come away armed with the latest techniques to drive growth and be able to: understand key issues, frameworks and strategies; communicate confidently with stakeholders; and benefit from practical skills that can be immediately actioned . |
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| The Marketing Capability Leaders Forum
September 26th, Waterloo, London, 9am GMT
At Econsultancy HQ, we’ll be hosting our Q3 meet-up for senior leaders in marketing and ecommerce. You’ll hear from a panel of marketing leaders as they reveal how they have navigated transformation, placing capability at the heart of their strategies.
Please note, the forum is invite-only, so registrations are subject to approval. |
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