Multimodal AI: what is it, why is everyone talking about it, and how will it change the world of marketing?

15 March 2023

The big news in artificial intelligence this week is the release of GPT-4, an upgrade to the technology behind ChatGPT and other tools. One of the exciting things about this new release is that it is multimodal AI technology, meaning that it can work across text, imagery, video and sounds. That’s really clever and it has the potential to change the way we work in a variety of fields, including digital marketing.

What is multimodal AI?

Multimodal AI is a type of artificial intelligence that can process and analyse a number of different types of data, like text, images, audio, and video. So instead of just getting a text input and then outputting more text, it uses multiple different data modes. For example, a multimodal AI system might use speech analysis to understand what a person is saying, before generating a text-based response.

Multimodal AI systems are already beginning to change the way we live and work. For example, voice-activated assistants like Amazon Alexa and Google Assistant are becoming increasingly popular as they make it easier for us to access information and perform tasks without having to use our hands. In the future, multimodal AI systems will only become more prevalent and sophisticated, providing us with new ways to interact with the world around us.

Google Assistant Multimodal AI by mobile

What is it used for?

Multimodal AI isn’t exclusive to GPT-4. It’s currently used in a number of different technological applications such as self-driving cars, speech recognition and image analysis, and it’s set to become a bigger part of our lives into the future. 

An area we’re particularly excited about here at Wagada Digital is that multimodal AI has the potential to transform marketing by allowing users to create and interact with digital content in ways that were previously not possible. For example, image recognition can be used to create photorealistic 3D images or videos, while speech recognition can be used to generate realistic synthetic voices. The possibilities seem endless and we’re still exploring just what can be done with the new technology.

What is GPT-4?

Developed by a research group called OpenAI, GPT-4 is the latest iteration of the GPT series of advanced language models. You will probably have heard of ChatGPT, an artificial intelligence-powered chatbot based on this technology, which you can interact with by typing in questions and getting responses back. 

GPT-4 takes things a step further with the ability to understand and process not just text but images and other media too. So for example you could upload a graph or chart and GPT-4 would be able to interpret it accurately. GPT-4 also has improved language capabilities and a better memory. 

How will multimodal AI change the way we do business and marketing?

Lots of claims have been made about GPT-4 in its first few days of release, and it remains to be seen how this latest development in multimodal AI will transform the world of business and marketing. One exciting avenue is the analysis of data from multiple sources, such as purchase history, website activity and social media interactions. This will allow businesses to create marketing strategies with campaigns and offers that are tailored to individual customers, making them far more individualised and effective.

Multimodal AI will also be really good at optimising marketing campaigns by analysing data from multiple sources, such as ad impressions, clicks, and conversions. This will allow businesses to optimise ad targeting for specific audiences, improving the return on investment (ROI).

There are also countless creative possibilities opened up by the fusion of text, audio, imagery and video, which will help businesses to create new products, services and experiences that are more natural and engaging for customers.

Contact us for AI-supported marketing

As the technology continues to evolve, it is likely that we will see even more innovative applications of multimodal AI in business and marketing. This means it’s more important than ever to work with expert AI marketers to ensure that you can get the most out of these new tools and technologies. 

Want to chat about how multimodal AI technologies could support your business marketing? Call us on 01727 260 187, email or fill in our contact form to get in touch today.