M+AD tests contentious story-writing software

AUCKLAND, Today: M+AD has experimented with ChatGPT – the revolutionary and controversial new software that allows you to turn rough notes (or PR releases) into real stories.

For the test, M+AD designer Chris Grimstone used a press release we ran last week (scroll down for the links to that version). Here’s ChatGTP’s results …

Culture releases new report on Kiwi social media use
New report into the social media landscape in New Zealand, the first of its kind, dispels common myths and assumptions that have been plaguing marketing planning in recent years. Culture, who took out the top spot for Australia and New Zealand’s social media agency of the year in 2022, commissioned the report with insight platform GWI to assess the latest trends in New Zealander’s social media use and how it impacts our retail and shopping habits. Crucially, it also revealed how brands can use the data to better inform their marketing strategy. In an age of reduced budgets and hyper focus on effectiveness, this is the data marketers need in their back pocket. Emily Ostrowska, Head of Strategy & Performance at Culture, says that in the current climate it’s crucial brands understand the impact of where they’re placing their marketing dollars. “With brands tightening their belts and looking for more cost-effective channels to deliver to their marketing objectives, naturally social media is experiencing increased focus. Social commands the same daily penetration as linear TV (but with longer time spent), with Gen Z New Zealanders reportedly spending almost three hours a day – ahead of the global average. “The way in which we’re interacting with the platforms is changing though, which has impacts for broader digital spends,” she continues. “For instance, social media ads have now overtaken search and word of mouth for brand discovery for Gen Z. This has an obvious impact for traditional search budgets and the type of social content brands create.” The report reveals that although we’re still using the platform to be entertained – it’s increasingly being used as part of the shopper journey. “This means we need to be far more intentional, and insight driven with our content. We’re working with brands to turn their rich SEO pages that would traditionally live on their website into social first content,” says Ostrowska. Platform use has changed dramatically in the last 12 months, with the meteoric rise of TikTok, leapfrogging Instagram to be NZ’s second favourite platform of choice (excluding Millennials). With Baby Boomers seeing the highest growth year on year. Facebook is still number one for most of the population, Gen Z excluded. “But for how much longer will Facebook remain in the top spot,” she says. “We’re seeing consistent decline across most age groups; it seems it’s not dead just yet. “Although social media is an increasingly important part of the marketing mix, the behaviours of different audiences are nuanced and require careful consideration. Brands need to have a firm handle on their strategy – with a clear role for channels and content, or risk being left behind,” concludes Ostrowska.

How to use it
To use ChatGPT, simply type in a question or topic and the AI language model will generate a response. You can use it for various purposes such as getting answers to your questions, generating content ideas, or practising your writing skills. ChatGPT is available 24/7 and can provide assistance with a wide range of topics.

• M+AD’s edited version (published last week)
• chat.openai.com