Keeping up with AI: 5 creative marketing use cases you can’t miss

Remember when social media platforms like Facebook and Instagram first appeared? Many brands and marketers were sceptical, thinking they were just another trend. Fast forward to today, and they're essential marketing tools. 

The launch of ChatGPT in late 2022 sparked a similar reaction. Some thought it was just a passing fad. But before long, many of us were using it or other AI tools daily to enhance our content creation. So, how is AI being used in marketing campaigns today?

Each month, we'll bring you AI use cases showing how brands and content creators are leveraging AI to take their marketing to the next level.

Reimagine your street, the Dutch way: See how AI brings cycling culture to your doorstep

What industry?

Tourism and hospitality

What is it?

Imagine your street with more bicycle lanes, blooming flowers, and all the charm of the Netherlands. Now you can do that in seconds. Just enter your address and voilà – your street gets a Dutch makeover.

Even if you're not a cyclist, it's a fun way to see what your neighbourhood could look like with a bit of Dutch flair. The Netherlands Board of Tourism and Conventions has launched a clever marketing tool that lets you reimagine your street the Dutch way. Using Google Street View and generative AI , it transforms any street into a scene straight out of the Netherlands – charming, functional, and cycle-friendly.

Why is it effective?

The little AI tool is genius. It highlights the perks of Dutch cycling culture and puts the Netherlands on the map as a leader in urban planning and sustainability. It's got me daydreaming about biking around Amsterdam.

The best part? The before-and-after visuals are so striking, you can’t help but share them on social media. It’s the kind of thing you’ll want to send to your friends, spreading the love and broadening the campaign’s reach.

But here's the real kicker: the tool is fun and easy to use. It's interactive and engaging, so even if you're not into cycling, you'll be curious to see what your street could look like with a Dutch makeover. It's educational and entertaining, making you think creatively about your local spaces.

Explore European cities like never before with AI-powered travel plans

What industry?

Tourism and hospitality

What is it?

Picture this: a travel itinerary that feels like it was crafted by a local, just for you. That's the idea behind the 'Dublin Itinerary Planner.' Created by OpenAI (the makers of ChatGPT) and Dublin City Council, this nifty tool uses GPT-4 technology to give you travel recommendations that go way beyond the usual 'things to do' lists.

If it's a hit in Dublin – fittingly named the European Capital of Smart Tourism for 2024 – this initiative could roll out to other European cities. Imagine having personalised itineraries at your fingertips, no matter where you travel. How cool is that?

Why is it effective?

Well, who doesn't like feeling special? The planner taps into just that. By creating travel plans that feel personal, not just pre-packaged, it connects with tourists on a level that generic guides can't. 

This isn't just about seeing the sights; it's about experiencing Dublin as if you had a local friend showing you around. And because it's powered by AI, the recommendations should get smarter and more tailored to the user with every use. Watch this space.

Turning leftovers into feasts: Hellmann’s new AI tool tackles food waste

What industry?

Food and beverage

What is it?

Ever stared into your fridge and felt like there’s nothing to cook? We've all been there – it's called fridge blindness. Thankfully, Hellmann's has a solution for this all-too-familiar dilemma. Teaming up with Google Cloud, they launched the 'Meal Reveal' app during Food Waste Action Week in the UK.

Just scan what's in your fridge, and Meal Reveal suggests recipes that use those ingredients, ensuring nothing goes to waste. It's like having a personal chef that helps you see the potential in what you already have. No more staring blankly at shelves – just tasty meals waiting to be discovered.

Why is it effective?

Meal Reveal is a clever use of AI that addresses an everyday problem: food waste. The app helps you make the most of what's already in your kitchen, positioning Hellmann's as your go-to for sustainable and practical cooking solutions. 

Every time you use it, the tool markets itself by showing its value in action. Hellmann's really gets what customers need and meets those needs with tech. It's also a fun way to engage regularly, keeping the brand relevant in your daily life. This constant interaction boosts brand loyalty and highlights Hellmann's commitment to reducing food waste, making it a win-win for everyone.

What comes to mind when you think of ketchup? It's probably Heinz

What industry?

Food and beverage

What is it?

Ask anyone to picture ketchup, and chances are, they'll think of Heinz. That was the idea behind the brand's campaign. They asked the AI image generator DALL-E: "What does ketchup look like?"

The goal was simple: show that their iconic bottle is what comes to mind when people think of ketchup. And guess what? The AI nailed it, consistently creating images that looked just like Heinz's classic design.

Why is it effective?

This campaign brilliantly highlighted the deep cultural bond Heinz has as the quintessential ketchup. By having AI visually confirm this connection, Heinz reinforced their brand identity and got their audience involved.

They invited fans to generate their own ketchup images, turning a smart marketing move into a fun, interactive experience that got people sharing online.

What if Van Gogh painted the Faroe Islands? AI-powered art exhibition explores this

What industry?

Tourism and hospitality

What is it?

What would the Faroe Islands look like through the eyes of Van Gogh or Monet? The National Gallery of the Faroe Islands made this dream a reality with a unique exhibition. Here, AI took on the role of the artist, reimagining the islands' dramatic landscapes in the styles of some of history's greatest painters. It was a first-of-its-kind show, using Midjourney, an AI programme that generates images based on text prompts, to create all its displays.

Why is it effective?

The exhibition sparked curiosity and debate: Can an algorithm be an artist? How much can artists use AI before the art isn’t really theirs anymore? It attracted art lovers and tech enthusiasts, putting a spotlight on the islands' vibrant arts scene.

Using AI in this exhibition didn’t replace traditional artists; it just gave them a new set of tools. This blend of modern technology with classic art styles opened up fresh ways to experience and think about art. It did more than catch the eye – it made the Faroe Islands an even cooler place to visit.