Assessing Creative Concepts with Generative AI: A Case Study

Using AI to Assess Creative Concepts (HANDOUT 2)

This case study, "Using AI to Assess Creative Concepts (HANDOUT 2)," authored by Kimberly Whitler, delves into the practical application of generative AI in the realm of marketing and creative decision-making. The central narrative follows Julie Daum, the Chief Marketing and Communications Officer at the University of Virginia Darden School of Business. Daum is tasked with evaluating three distinct creative concepts developed by an external marketing agency, Yes&, for Darden's upcoming marketing campaign.

The Challenge: Evaluating Creative Concepts with AI

The core of the case lies in Daum's dilemma: how to effectively integrate stakeholder feedback with insights derived from generative AI to select the most impactful creative concept. This process aims to advance Darden's brand and reputation. Students are prompted to utilize generative AI to gather feedback on the presented creative concepts and subsequently formulate their own recommendations.

Key Learning Objectives

Through this case, students are expected to:

Assess the Utility of AI in Creative Decision-Making: Understand how AI can assist in evaluating creative output and providing actionable feedback.
Integrate AI and Stakeholder Feedback: Learn to synthesize insights from both AI and human stakeholders to arrive at optimal recommendations.
Identify Potential Drawbacks and Limitations of AI: Recognize the challenges and potential pitfalls associated with relying on AI for creative processes.
Determine Factors Influencing AI Feedback Effectiveness: Analyze what makes AI-generated feedback more or less valuable in a marketing context.
Explore Broader Implications of AI in Marketing: Consider the wider possibilities and limitations of using AI across various marketing functions.

Target Audience and Course Suitability

This case is designed for a diverse audience, including:

Undergraduate Students: Providing an introduction to AI in marketing.
MBA Students: Offering a deeper dive into strategic AI implementation.
Executive Education Programs: Equipping professionals with practical AI insights.

It is particularly suitable for courses focusing on:

Core Marketing
Brand Management
Promotions
Marketing Strategy
Advertising
AI in Marketing

Product Details

Product #: UV9036
Pages: 6
Publication Date: August 07, 2024
Source: Darden School of Business
Price: $5.00 (USD)

Formats Available

The case is available in multiple formats to cater to different learning preferences:

PDF
Audio MP3
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Bundle
DVD
Event Live Conference
Event Virtual Conference
Word Document
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Mobi
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Languages Available

The case is also available in various languages:

English
Spanish
Chinese
Danish
French
German
Japanese
Portuguese
Polish
Russian
Slovak
Traditional Chinese

Copyright Permissions

Users are reminded that copyrighted PDFs are for individual use only. To share the PDF with a team, additional copies must be purchased. Quantity pricing is available for bulk purchases:

1-9 Copies: List Price
10-49 Copies: 10% Discount
50-499 Copies: 15% Discount
500+ Copies: 20% Discount

Conclusion

"Using AI to Assess Creative Concepts (HANDOUT 2)" provides a valuable, real-world scenario for students and professionals to explore the evolving role of AI in marketing. It encourages critical thinking about how to leverage AI effectively while understanding its limitations, ultimately preparing users for the future of AI-driven marketing strategies.

AI concept evaluation