We are simply beginning to scratch the floor of what generative AI can do, and but it’s already starting to remodel the advertising and marketing trade. An April 2023 survey of worldwide CMOs revealed that about 70 p.c of their organizations use generative AI, with practically half utilizing it to create higher-quality content material sooner than earlier than.¹ The subsequent soar for enterprises is tips on how to use the know-how to provide content material at scale whereas mastering your model and your voice.
The new Typeface app for Microsoft Teams, out there at present, will assist enterprises make that leap ahead. It makes use of the highly effective mixture of Azure Machine Learning, Azure OpenAI Service, and Typeface’s brand-personalized AI to create content material considerably sooner than people can, permitting firms to scale advertising and marketing efforts and produce a variety of property equivalent to inventive briefs, electronic mail campaigns, multimedia on-line adverts, and extra. And all of it occurs in Teams, the place chats present the enterprise context and collaborative capabilities customers want with out switching apps.
In this submit, I’ll discover how Typeface harnesses generative AI to supercharge branding and advertising and marketing initiatives, how Typeface was in a position to rapidly develop an app for Teams to carry AI-based content material creation into the circulation of labor, and the way the way forward for generative AI may remake advertising and marketing and different enterprise features.
How Typeface personalizes branded content material in a flash
Understanding an organization’s model and voice is important for generative AI to provide efficient inventive property. To assist Typeface be taught, a buyer provides content material examples, fashion pointers, product particulars, and imagery to coach Typeface’s proprietary Affinity AI to construct a singular mannequin for every model. Users can then rapidly generate personalised multimedia content material with pre-built Typeface workflows and templates, together with advert photos, product listings, web optimization meta tags, and extra.
Imagine you’re a advertising and marketing supervisor beginning a social media marketing campaign to advertise a brand new line of apple drinks from a shopper items model. In Typeface, you may rapidly generate a caption and a picture directly, personalized for a particular audience. In lower than a minute, Typeface produces personalised outcomes that may be introduced into quite a lot of social media platforms.²
With a number of clicks, the can of juice will be swapped with different photos to indicate up to date packaging or a completely new drink line, and extra copy choices will be produced in seconds.
How Typeface integrates generative AI into Microsoft Teams
The enhance to inventive output that Typeface can present is evident, so it solely is smart to have that pressure multiplier out there in Microsoft Teams. In truth, Typeface has a layer referred to as Typeface Flow, which is all about providing the app on the platform the place customers work.
“Employees work collaboratively, and we want content creation tools to come to us wherever we already are,” says Vishal Sood, Head of Product at Typeface. “Microsoft Teams is an immensely popular platform where users are already brainstorming and sharing content with their teams, so it’s a perfect fit to bring the power of Typeface to Teams and provide creative value right in the flow of work.”
“The development process was easy, and we were able to stand up the first version of the Typeface for Teams app in just a few days,” Sood says. “Then we worked closely with Microsoft to refine the user experience. It is an extremely valuable partnership for us.”
How enterprises can get essentially the most from Typeface for Teams
Not solely will clients be capable of use the capabilities of the Typeface platform in Teams, they can even have performance unique to the Teams app.
- Employees can brainstorm individually utilizing the private app expertise inside Teams. Once they’ve ideated, they’ll generate property utilizing Typeface AI and share their work on Teams for broader evaluations with out switching contexts.
- Typeface makes use of message extensions in order that customers can leverage the huge quantity of content material they’ve collaborated on in Teams. For instance, they’ll merely right-click on a video of an govt’s speech and inform Typeface to draft a weblog submit from that file.
As illustrated by the factors above, the 2 principal enterprise use circumstances of Typeface for Teams are ideation and collaboration. In the ideation part, workers can use generative AI to go from a clean web page to an entire draft nearly immediately, with extra polish than can be doable manually. Then the draft will be shared simply on Teams for suggestions loops and collaborative refinement in the identical house the place customers, content material, and enterprise context all come collectively.
For these essential suggestions loops, Typeface affords a wealthy, AI-based enhancing expertise. Using the Generative Refine function, customers can spotlight sections of textual content and select from a variety of enhancing choices, equivalent to enhance writing, summarize, and alter tone or language. Similar choices can be found for photos as properly, together with altering particular parts of an image or extending it with AI, including or deleting property from a picture, including filters, and overlaying textual content.
A screenshot of the Typeface app in Teams, displaying an Instagram submit that has been shared in chat.
All content material produced on the platform comes with three layers of brand name management. Typeface is constructed with Azure OpenAI Service, which helps Typeface make sure that every firm’s info is used just for their very own mannequin and to not practice others. Azure OpenAI Service additionally offers content material filtering providers in alignment with Microsoft’s Responsible AI Standards, in order that prompts and outputs are applicable. And the proprietary Typeface Safe layer permits enterprises to point different key phrases or content material that’s off limits.
How Typeface and generative AI will evolve
In the close to future, Typeface goals to increase its app throughout Microsoft 365 to Word, PowerPoint, and Excel. There are additionally plans to leverage the wealth of information in Microsoft Graph, the entry level for Microsoft 365, in order that the app can make the most of contextual enterprise info for producing output, although the privateness of that information can be maintained in order that it’s not used to coach, retrain, or enhance basis fashions. Using that wealthy enterprise information, inventive content material and inner property for HR, finance, and different teams can be constructed with the intelligence of the entire enterprise and shared within the circulation of labor in Teams.
Typeface additionally provides the lacking piece for any a part of the enterprise to create content material at pace: personalization. The app might help set up a middle of excellence for content material creation fueled by generative AI that’s educated in your model and may collect enterprise-wide context.
“Our imaginative and prescient is to create this unified, clever content material hub that learns out of your current property after which personalizes content material throughout advertising and marketing, HR, gross sales, and different use circumstances at scale,” says Typeface Founder and CEO Abhay Parasnis. “Typeface can provide more value by delivering this personalized content fabric on Teams, a platform with hundreds of millions of users across business groups in some of the world’s largest companies. Typeface for Teams will maximize the reach and impact that generative AI can have on branded content creation for all your users.”
Learn extra about harnessing AI with collaborative apps in Microsoft Teams
Give clients an expertise they’ll love by constructing collaborative apps with Microsoft Teams.
Check out these sources for extra info on Teams apps and Microsoft assist:
Discover Typeface for Teams and be taught extra about tips on how to personalize content material creation with generative AI. This integration is obtainable at no extra cost to all Typeface clients who even have a Microsoft Teams account. Not a Typeface buyer however fascinated about making an attempt it? Sign up for a 30-day free trial by including the app and clicking “sign up.”
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1. How CMOs Are Succeeding with Generative AI, Boston Consulting Group. June 15, 2023.
2. This social media copy and picture have been created by the Typeface firm utilizing its proprietary AI solely for advertising and marketing functions. The Cecilié model is solely fictitious and isn’t meant to signify an actual product or firm.