In this week’s video, I discuss the role of Artificial Intelligence (AI) in funeral home advertising. I address three areas: using AI to generate an ad’s content, how AI controls the setup of your ad, and how AI influences who sees your ad.
Watch the video to see examples of a TV script and billboard generated by ChatGPT.
Below the video are AI-generated summaries of the video transcript.
AI Generated Short Summary – AI’s Role in Funeral Home Advertising
John Callaghan discusses the role of AI in advertising for funeral homes. They mention three areas of focus: generating content, configuring ads, and distributing ads. John shares examples of using AI to create a script for a TV commercial and design a billboard, noting that while AI can generate concepts, the images may still be crude. They also discuss how AI impacts the configuration of ads, including the approval process, budget recommendations, and audience size requirements. John warns about the potential drawbacks of relying on AI for distribution, as platforms like Facebook and Google may default to their own AI programs that may not align with the marketer’s goals. He concludes by cautioning people when using AI in funeral home advertising.
AI Generated Detailed Transcript/Summary – AI’s Role in Funeral Home Advertising
Hi, this is John Callaghan. This week, I’m continuing my series on advertising your funeral home. Specifically, we’re going to talk about the role of AI in advertising your funeral home.
If you’re like me, you see AI coming up in business articles everywhere. Everyone is talking about how it will impact the business world. I agree—it will be as big as the internet in changing the business world. So, you can’t ignore AI, and it will impact your advertising. Let’s talk about that. We’ll cover three areas: content, configuration, and distribution.
First, content. Can you use AI to generate content for your advertising? How does AI impact the configuration of your ads? And how does it affect who sees your ads?
For content, let’s look at an example. I asked ChatGPT to write a 30-second TV commercial script for Casey Funeral Homes, one of my clients. I provided a link to their website and asked for suggestions on visuals. The result was a commercial with five scenes:
1. An opening scene in a garden.
2. An interior view of the funeral home.
3. Families gathering in an intimate setting, sharing stories.
4. A compassionate staff member.
5. A closing scene with the Casey Funeral Home sign at sunset.
The script included lines like, “At Casey Funeral Home and Cremation Care, we understand that saying goodbye is deeply personal.” It ended with, “Experience the difference. Casey Funeral Home and Cremation Care, because every goodbye should be as unique as the life lived.” Not bad. I’ve seen worse commercials in the industry.
Next, I asked AI to design a billboard. It generated one that said, “Experience the difference,” but with spelling mistakes like “differance” and “crematiion.” So, while it’s not perfect, AI can create a decent concept.
We also used AI for social media prompts, asking for an image of a family hugging at a funeral. The result was problematic: one lady’s foot was backward, and another person’s arm was bent in an impossible way. AI can generate concepts, but actual images are still crude.
Now, let’s talk about ad configuration. AI impacts the approval process. We’ve seen AI accept an ad in one market but reject the same ad in another. Sometimes, this aligns with political boundaries. AI also recommends budgets. For instance, it suggested a $250 daily budget for an ad when we planned to spend $100. When we adjusted the budget, the predicted clicks barely changed.
Audience size matters, too. AI needs large audiences to work well. Facebook now requires at least 1,000 people in an audience. Also, AI needs a “learning period” to determine how to use your ad, delaying its display.
Finally, distribution. AI programs by Meta and Google decide who sees your ads. Meta’s Advantage Plus often places ads outside the geographic boundaries you set. For example, an ad meant for a 10-mile radius around a funeral home might end up being shown 500 miles away.
AI is a powerful tool in funeral home advertising, but it should be used cautiously. Its role is expanding, and it will revolutionize advertising. However, it’s essential to double-check and refine the AI-generated content and configurations to ensure they meet your needs. Proceed with caution, and stay tuned for more tips on using advertising to win more calls and serve more families.
Bye for now.
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