The company recently began using generative AI in the space of highly regulated industries, which has long been a tough area for scalable adtech solutions to penetrate. “It’s too early to tell what’s going to be part of the basic platform and what’s going to be a standalone growth business that is big enough to be backed by venture capital.” AI adtech startups go nicheĬonstellation, another adtech startup, bills itself as a marketing firm that specializes in highly regulated industries such as auto manufacturing, biotech and insurance. “What are the features on issues that look really promising today, but would in fact be absorbed as part of the basic value?” Hippeau said.
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These kinds of companies perhaps have the potential to disrupt the industry for the better - instead of working on five or six different variations of the same ad, artists, designers and writers can focus on branding aesthetic, tone and voice.īut startups in this space have to come up with a value-add that goes beyond what free language models already offer in order to produce a long-term business model. Then there’s Typeface, which launched in February with $65 million in funding to create visual branding and blog posts for small companies. The company has raised $131 million, per Crunchbase data.
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It boasts a slogan generator and text summarizer. Jasper, a Canada-based generative AI tool, was trained by copywriters to spit out original ad copy or Instagram captions.
“You let it generate, you give it a prompt, it’s nothing special.” “Marketing content generation - anybody can use the foundation model and let it generate,” said Jeremy Kaufmann, a partner at Scale Venture Partners focused on automation. Both fall under the general umbrella of content creation, which tools like ChatGPT and Midjourney have pioneered for text and visuals. Perhaps it’s not surprising that advertising and marketing are being inundated with generative AI applications. “It requires a little pause to figure out who are going to be the winners.” How do startups compete? “VCs are basically throwing hundreds of millions of dollars at teams that maybe don’t have the right credentials and basically have an idea,” said Eric Hippeau, co-founder of the enterprise-focused VC firm Lerer Hippeau. Startups are popping up that promise to create flawless ad copy and brand design fast, and at a fraction of the price and time it would take people to do that work.īut generative AI adoption in content is still nascent, and venture firms need to make a split-second decision: Should they hop on this fast-moving train with the hope of making it to paradise, and hope it doesn’t crash along the way? Generative AI is bulldozing through every industry possible, and the world of advertising and brand marketing isn’t immune.
Meta, according to CTO Andrew Bosworth, is looking to do something similar across Facebook, Instagram and WhatsApp.
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