From “Revolutionary” to “Regurgitated”: The Cycle of Generative AI Novelty for Marketing

Updated on: June 7, 2024

We all remember the first time we played with ChatGPT. Whether it was a work assignment or we just needed to see what all the buzz was about – it felt like quite the revolutionary moment. How incredible did it feel to type in a question or a task in natural human language and then watch as the A.I. scoured the internet and generated a response for you that sounds like a real person wrote it?

Are we really this far and is this even real?

A few months later came the dawn of A.I. image generators like MidJourney or DaVinci. The ability to simply type in a prompt and get a beautiful image back, even if it was slightly wrong, felt like a cheat code. Key parts of the marketing industry seemed to be flipped on its head. Everyone was excited for their productivity and scared for their job security all at the same time. Unlimited customized text and imagery was almost at our fingertips – what more could any marketer want? But when it was all put into application, not everything went quite as expected.

Let's fast forward another 6 months…

Headlines like these started popping up everywhere and saturating most online business feeds.

“How to detect A.I. writing”
“Marketing is ruined forever”
“Gen A.I. is creating a regurgitated content cycle”
“Users are not responding to A.I. Imagery”

What felt like the most revolutionary thing to happen since the invention of computers had suddenly created a counterculture. People weren’t responding to A.I. generated content, and marketers were stuck at a crossroads.

Do we keep trying to get A.I. to work so we don’t have to pay for human production? Or do we go back to the human production that worked so well for our business? As much as business owners wanted to save on the cost of real people, they recognized that the lack of demonstrated performance from purely A.I. generated content wasn’t worth the savings.

The mismatch of dreams and reality quickly showed that there had been a key element left out of the A.I. revolution: Human Authenticity

Copywriters who were due to lose their jobs were suddenly needed again to “humanize” the A.I. content.

Designers and photographers who learned to use A.I. effectively were suddenly hot commodities on the job market.

Humans were no longer being replaced, but rather having their efforts supercharged by these new tools.

Once A.I. text and image generation became viewed as a tool to assist human efforts, rather than replace them, productivity and results skyrocketed. The usage of A.I. in marketing is now becoming less of a “nice to have” innovation, and more of a scale necessity for any business dealing with major macro and micro-economic headwinds.

Everyone knew that A.I. would not stop at text and static images. However, no one expected to see A.I. video reach the capabilities with what we have seen from OpenAI’s Sora.


The A.I. Video Breakthrough

With the release of Sora, we seem to have started into the same awe and shock cycle once again.

The ability to create video from a text prompt in minutes is what every CMO’s dreams are made of. The novelty factor of this possibility is at an all-time high.

Despite Sora’s debut to the world being a capabilities preview, it did not stop the conversation and reaction that Sora has the potential to uproot and forever alter the billion-dollar industries of advertising, videography, animation, and even Hollywood.

Tapering Excitement with Reality

But will it? Sora is an incredible breakthrough! But on it’s own, it will miss same key element that all the text and image generators lack: Human Authenticity

Will people respond well to A.I. generated video once the novelty wears off? Will people immediately identify A.I video content as fake? Will we see the same cycle for video generators that we saw for text and image generators?
Sure, at first it will all be groundbreaking and novel. Then this content will create a counter culture because people won’t respond well to the outputs. Finally, they’ll find their place as a tool to enhance human efforts.

We believe A.I. generated videos will do wonders for the marketing industry, but the smartest marketers will use them in a way that does not exclude the genuine human elements that people crave.

The Holy Grail of Generative A.I. for Paid and Organic Social Content

The holy grail of generative A.I. for paid and organic social content lies in capturing and maintaining human authenticity. Using Gen A.I. as a tool to scale the human experience, rather than try to replace it.

This is why was built. was started as part of the Microsoft Pegasus program and was and developed and early partnership with OpenAI. Our service is designed specifically to keep authentic human creativity at the heart of your video content while still utilizing the game-changing power of A.I.

Authentic videos from real people are discovered, sourced and gathered at scale using A.I. powered natural language processing. CIPIO’s A.I. technology searches major social media platforms to find the perfect creators for your brand. It then automates the entire process of gathering the right video content from those creators. Those videos are then segmented by the A.I. into pieces such as hook, problem, solution, social proof, etc.’s Video CoPilot then allows you to type in any prompt such as “Make me a video about [THIS BRAND] targeting [YOUR BRAND’s] audience” and in an instant your segmented content library has been searched and stitched into the perfect video for whatever your desired purpose.

CIPIO.AI Makes Creating Video For Your Advertising Campaigns Easy uses real videos of real people to remix and remake new videos. This is an absolute game-changer for anyone running paid video ads.

With the deprecation of cookies, privacy law changes, and overall platform limitations, ad creative is one of the only levers left for paid media managers to pull.

The speed at which CIPIO’s Video Copilot allows for making ads that can be used in A/B testing is beyond anything that has ever been seen in the marketing industry before…

If a company has 10 videos in its content library, they don’t have 10 ads – they may have 50+. Those 10 videos can be segmented, remixed, and rearranged to find the perfect combination for their audience. Even better, these 50+ video ads won’t take 5-10 hours each to create. Rather, each one is stitched together with a prompt and some fine-tuning that only takes 5-10 minutes.

Now, imagine taking that incredible searching, sourcing, segmenting, and stitching capabilities and combining your authentic human-made content with new A.I. generated video content. The possibilities for creating authentic videos with A.I. assistance are endless.

CIPIO.AI seeks to solve the constant need for new ad creative by helping you scale tests for new and existing content quickly. With Video Copilot, data and A/B testing to find winning elements will happen at lightning speed and at a much more affordable cost. This is a current reality for marketers taking advantage of’s incredible technology.

By using A.I. tools as a way to scale the human experience for marketers, has truly captured the intersection of authenticity and A.I. brilliance.

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