BecarIA, la nueva integrante del área de Investigación y Estrategia, tuvo un estreno espectacular en la agencia. Our secret weapon to reach all the briefings gave us very good results and we wanted to share it with the whole world in a first episode. So far so good, but what happens if we try to bring BecarIA fully into a proposal?

It was clear to us that the next job for BecarIA would be to start making their own strategies with insights and capture it all in a presentation. If this went well, it would be a great moment.

Since we know its strengths and weaknesses, we decided to test a briefing very interesting for a beverage brand, one of those that speak to a cool target, cultural and sporty at the same time, who reads while lifting weights and visits museums while doing burpees. You know, don't you?

"BecarIA was going to be challenged to realize its first strategic line to connect with a demanding audience and develop its proposal in slides"

BecarIA prepares a winning concept

For this experiment we have ChatGPT, daydrm.ai and SlideGPT. We started working with the prompts needed with ChatGPT. We sent him the briefing that the client gave us and asked BecarIA for a strategic summary, highlighting the benefits of the product. As soon as they had it, it was time to move on to building brand positioning.

To do this, BecarIA used a tool that has been the talk of the town in the world of planning: daydrm.ai. This is an AI functionality designed for planners and creatives, in which you first have to fill in a series of boxes on the target, the product benefits and the objective of the campaign.

Based on this data, daydrm.ai creates a positioning and an insight for your brand. It is important to note that they call insight to a rather long text, more like a rational than an inspirational finding.

After testing it with the prompts of BecarIA, we found that the ideal concept does not emerge the first time around. The reason is that these ideas sound too commercial, with hackneyed concepts like "refresh and recharge" or "a moment of joy". We had to modify the brief, to give more weight to the brand and less to the consumer.

This is how BecarIA managed to capture the differential attribute of the product: 100% natural. From this point on, everything became easier, reaching the conclusion that the ideal positioning to stand out from the competition was "Refresh Naturally".

"Refresh Naturally" is a positioning that has evolved from the brief and is open enough not to constrain creativity.

According to BecarIA, this positioning conveys the natural origin of the product and connects with the belief of users that natural is better for the body and for the environment. A belief that BecarIA does not share, being artificial, of course.

We had an ideal starting point to continue to the next phase: to develop a strategic presentation for this concept. Of course, BecarIA is the one who would take care of this. We couldn't go another day without evaluating their riding skills Keynotes que enamoren a primera vista.

Could it "paint" its reflections on slides or was that going to be too much to ask?

For this purpose, we use a super interesting tool for advertisers called SlideGPT. It needs a series of initial data to create a primitive presentation on any subject. We had heard wonders about her and wanted to see how BecarIA approached the challenge of making its first slides.

We introduced in it the summary of the briefing that BecarIA had done and its positioning proposal “Refresh Naturally”. The result is as follows:

BecarIA (through SlideGPT) offers us introductory slides in which it tells us about the context after COVID, the brand's history and tells us how "Refresh Naturally" should be reflected in the brand's branding.

At the time of making a content strategy and influencers, mention the wellness and health as interesting territories. It also indicates that we should use informative, entertaining and promotional formats in social networks. It even goes so far as to give us some tips on distribution and convince us how consumer ethics play a key role in our brand choices.

Conclusions

In this experiment we sough to bring out the most conceptual and creative side of AI, using new tools designed for planners. We wanted to see BecarIA going beyond research and data, making strategic decisions.

From all this testing, hours of trial and error and conversations with the AI we are left with a few conclusions:

• Working with these programs is not about entering a briefing and getting a job done in seconds. It is more about testing with 10 types of different prompts , to communicate better with the AI, to receive very theoretical information and to read between the lines to find interesting concepts.
• BecarIA's ideas are based on all previous advertising production, saturated with slogans and very commercial positioning. For this reason, many of its proposals do not sound new and could apply to any product. To counteract this, it is necessary to emphasize brand differences.
• However, in the rationales of these concepts, there are hidden threads that you can pull on until you find something higher. Its ability to generate a positioning in seconds increases the probability of finding that strategic key.
• At the presentation level, SlideGPT can help to build a speech and order the parts that should appear in the presentation. If you take it as an outline, it can be very helpful in structuring ideas.

In short, it is clear that BecarIA will continue to gain ground in our agency and take on new challenges. In the meantime, the rest of us will continue to learn how to communicate with her in order to take advantage of her endless desire to lend a hand. Any resemblance to "let's see if we can get her to work alone first thing on Mondays" is pure coincidence.