Developing ‘Customized AI copywriter’ for Global Top 10 Advertising Agency
Project Success Story
Global Top 10 advertising agency ‘C’:
“We needed to implement a ‘customized AI copywriter’ right away.
Starting the project…
Since the success of ChatGPT, companies in various industries are promoting the adoption of AI copywriters to streamline marketing activities. Representative global services include Jasper and Copy.ai. Using the GPT model, they provide subscription services supporting various tasks such as creating advertising headlines and promotional phrases, and generating product promotion posts. In Korea, KOBACO(Korea Broadcasting Advertising Corporation) and Wrtn.ai provide similar services.
Our client C wanted a customized solution for their services rather than off-the-shelf service. In other words, they needed an AI copywriter which can learn the company’s client-based data and create optimized copywritings, so that it can help human copywriters create an ideation and increase their work efficiency.
Client C is…
As a global Top 10 advertising agency, they led the growth of the advertising industry and is still leading the industry. Not only advertising, but also they have advanced into all areas of marketing communication, including research, consulting, PR, sports marketing, exhibitions, commercial events, and new media businesses, as well as public projects. It is a distinguished company with countless awards, including the world’s leading advertising awards.
- To improve work efficiency
Copywriters spend a lot of time and energy developing ideas. If AI copywriters can generate fast and consistent copies that reflect brand messages or clients’ requirements, they will greatly increase work efficiency by leveraging it as an idea tool.
- To elevate customer satisfaction
If the copywritings are generated from our model trained with thoroughly-selected, high-quality dataset, the copywriters would get the better idea of a more successful copy for their end-client..
- To promptly ready to adapt in the IT environment.
AI is the hottest issue of all businesses of today. The client C would like to build an tech-friendly business environment by effectively adopting such rapidly changing technology trends in their business.
The role of Crowdworks AI is…
- Provide consulting that is essential to the client, such as defining requirements and PoC.
- Annotate the existing data of client C, and collect a large amount of copywriting dataset to build all the data needed to train the model.
- Build customized models by fine-tuning LLM, conducting prompt engineering, and developing APIs.
- Develop web applications for real users to use conveniently.
- Reflect the feedback obtained through real user beta tests during the maintenance period.
- Provide an all-in-one service for the adoption of LLM in short!
The reason why they chose HyperCLOVA…
- HyperClova is a model that understands Korean social and cultural context – it is more suitable for copywriting tasks because it learns better Korean than the GPT model.
- For the same reason, it is more efficient than OpenAI in terms of speed and cost.
- HyperCLOVA X was deployed recently, and additional models were developed by using it.
Insights from Crowdworks’ Project Manager
- Constant discussion during the consulting phase on the understanding of LLM, the purpose of development, and the desired outcome was required.
“The initial consulting process took a long time when we proceeded with the project. Even if everyone agreed to adopt LLM from the perspective of the company, each stakeholder had a different purpose and role to use, what process to use in the work, and what outcomes to want. Depending on whether you are a copywriter, a decision maker, or a technician, their understanding would be different. Client C had also spent a lot of time defining the specific requirements by reaching a consensus that everyone would agree on. I think it’s a necessary process even if the consulting is difficult. In that way, we could create useful services that can be implemented immediately, not just for PR.”
- Unique results could be generated only with fine-tuned data.
“Data is important to generate creative copies for AI copywriters. In addition to the data about C’s clients’ products and services, we have made great efforts to collect various data by product category and client. In particular, there was a demand for creative copywritings to be trained, so we collected phrases using brand names written in ATL(Above-the-line) advertisements. In our labeler pool, people with suitable expertise were put into this project as a group, and we discussed a lot with the Client C.”
- Customized AI copywriters must be easy and convenient for workers to use.
“In addition to building models, we developed our own web applications in English and in Korean. Client C’s AI Copywriter had a friendly name (though not disclosed here but it has a service name) with a persona. Also, we designed and developed a service screen considering intuitive UI and UX. We also set up an administrator page for continuous management of logs, data, and user DB.”
✔︎ Client C’s AI Copywriter Service Screen (Example)
- Check the product name, product description, category, and the items that Client C considers when proceeding with copy-ideation.
- Create the tone & manner of the desired copy and the details, and set the number of copies.
- Ta-da! The AI Copywriter suggests as many copies as you want.
Finishing the project…
Currently, about 40 copywriters from Client C are using AI Copywriter to provide feedback. We will reflect and supplement the feedback during the maintenance period.
The adoption of Generative AI in marketing attracts the greatest attention in all industries. Crowdworks AI is actively discussing the development of a customized AI Copywriter that is similar to Client C and fits unique purposes with other clients.
If you’re interested in our products, click the link below to contact sales!
