LinkedIn launches generative AI tool to write ad copy

Following Meta, LinkedIn has announced a generative AI tool to help automate the writing portion of ad campaigns on the professional network.

Dubbed AI Copy Suggestions, the feature allows users to generate introductory text and headlines for ads. It leverages data from the LinkedIn platform to ensure relevance, while also giving users the ability to make changes (if needed) and keep content aligned with their brand language.

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The capability, which is just beginning to roll out, is the latest addition to the company’s portfolio of AI-driven features, owned by Microsoft. LinkedIn had already launched AI tools for collaborative articles, job descriptions, and personalized writing suggestions for LinkedIn profiles.

How do AI copy suggestions help?

LinkedIn adds AI to its campaign manager using OpenAI’s GPT models. As the company explains, users of the platform are given a switch to enable copy suggestions for the ads they want to post.

Once the feature is enabled, once the user starts composing content for their ad, they will see pre-written, relevant options to choose from and post. The feature uses insights from the user’s brand page on LinkedIn, as well as campaign manager settings such as objective, targeting criteria, and audience, to suggest multiple introductory text options, as well as up to five headlines for the ad campaign.

This feature allows users to accept a suggestion as is or rate and edit it according to their marketing strategy and brand language. LinkedIn shares a note in the workflow that clearly states that the posting party is responsible for the content of the ad, even if it’s AI-generated.

Currently, generating content for advertising seems to be the main use case of large language models in the marketing arena. Last month, Meta announced an AI sandbox that allows advertisers to create variations of basic texts for different audiences via text prompts. Meanwhile, Salesforce’s new Marketing GPT helps companies create personalized emails—complete with subject lines and content—for campaigns.

Reports of The information And CNBC also suggest Amazon and Google want to use generative AI to speed up advertising, with the latter planning to use its PaLM 2 model to help advertisers generate assets for ads.

Generative AI to save time

Generative AI tools like LinkedIn’s can enable marketers to eliminate repetitive and time-consuming tasks so they can focus on strategic and high-value processes. In a recent survey of more than 1,000 marketers conducted by Salesforce and YouGov, 71% of respondents said generative AI technologies will eliminate busy work for them and save an average of five hours per week – or more than a month in a year. year.

“We know you struggle to do more with less while increasing ROI for your business. AI Copy Suggestions can boost your creativity and reduce the time you spend on your day-to-day tasks, so you can stay focused on what matters: continuing to produce memorable campaigns and building your brand,” says Abhishek Shrivastava , VP of product at LinkedIn, said in a blog post.

LinkedIn is currently testing AI Copy Suggestions in English with a small group of customers in North America. This will make the feature available in more languages ​​and regions, and new features will be added in the coming months.

“We have been using it for a long time [AI] to help you reach the right audiences with the right messages at the right time, accurately measure conversions and train our bidding models,” said Shrivastava. “It’s also an important aspect of how we collect signals, like intent, to help you connect with buyers. But our work doesn’t stop there, and we’re excited to continue to invest in this area by rolling out new features over the coming months to help you increase efficiency, jump-start your creative process, and think bigger about your marketing strategies.