A banner ad (left) that makes a call to ChatGPT to have its headline replaced with AI-generated copy (right).

Cairns Oneil has launched a new campaign for its client Rakuten Kobo featuring a ChatGPT-powered ad unit for its client.

The programmatic campaign uses AI-powered text generator ChatGPT, as well as content optimization technology from programmatic ad platform Adform, to dynamically generate and optimize headlines using artificial intelligence in banner ads.

Robin LeGassicke, managing director of digital at Cairns Oneil, explains that the dynamic ad unit is built in layers and sends prompts to ChatGPT to automatically create the headline. If the ad isn’t successful after going into market, ChatGPT will disregard the headline and generate a new one.

The units are also being tested for performance against standard digital ads for Rakuten Kobo’s spring campaign.

“The opportunities that ChatGPT and AI technologies can bring to marketing are endless,” LeGassicke says. “By integrating ChatGPT with Adform we were able to create a first of its kind ad unit and execution that will forever change personalization and engagement in media.”

The prompts to ChatGPT are designed to appeal to the audience segment the advertiser wants to target, rather than being personalized down to the individual. The ad unit appears to be no different than other online ad but AI runs in the background to build the headlines and optimize based on performance. The ad unit also has the benefit of being able to go market quickly.

“In today’s oversaturated advertising landscape, it’s imperative for brands to prioritize personalization; however, it is often difficult to do at scale,” says John Piccone, regional president of Adform. “As a result of our partnership with Cairns Oneil and Rakuten Kobo, advertisers can now enhance their campaigns using our [dynamic content optimization] capabilities with ChatGPT, ensuring stronger consumer engagement and ultimately increased performance.”