BBC Uses Generative AI to Create Marketing Materials for “Doctor Who”
The BBC has implemented generative AI technology to produce marketing materials for its television shows, beginning with the popular sci-fi series “Doctor Who.” The initial phase of the experiment focuses on generating written content, such as emails, push notifications, and search results related to the promotion of “Doctor Who” on the BBC website. The process involves a collaboration between humans and AI systems, with human writers creating the marketing copy and AI generating variations that must be approved by senior BBC marketing team members before publication.
According to David Housden, head of Digital Media Inventory at the BBC, this experiment aligns with their digital marketing strategy of testing and learning how to effectively communicate relevant content to audiences. The utilization of generative AI presents an opportunity to accelerate the creation of additional assets for promoting various content. The success of these AI-generated marketing materials will be measured using industry standard metrics like click-rates, open-rates, and post-impression conversion rates.
The specific AI platform employed by the BBC for this project has not been disclosed. Decrypt reached out to the broadcaster for further information but did not receive an immediate response. However, the BBC has assured that all marketing content created by AI will be clearly labeled with disclaimers, informing readers that they are part of a pilot program and may have been assisted by AI in their creation.
While the current trial run is limited to marketing materials solely related to “Doctor Who,” a positive outcome could potentially lead the publicly funded broadcaster to explore broader implementation of AI technology. By conducting this experiment, the BBC aims to gain a deeper understanding of both the creative possibilities and performance capabilities of generative AI. Additionally, it seeks to gauge its teams’ perspectives on utilizing this technology.
Why Start with “Doctor Who”?
There are a couple of reasons why the BBC chose to begin this AI-infused experiment with the series “Doctor Who”:
1. Full Control: “Doctor Who” is both broadcasted by the BBC and produced by its subsidiary, BBC Studios. This means that the show falls entirely within the BBC’s purview, making it an ideal choice for testing new initiatives.
2. Thematic Alignment: The nature of “Doctor Who,” which revolves around a time-traveling extraterrestrial protagonist battling aliens, robots, and monsters, makes it thematically suitable for undergoing an AI-infused experiment. Throughout its 60-year history, the Doctor has encountered AI on-screen multiple times.
Hot Take: Exploring New Possibilities in Marketing with AI
The BBC’s adoption of generative AI technology to create marketing materials marks an innovative step towards exploring new possibilities in digital marketing. By incorporating AI into their content creation process, the broadcaster aims to enhance efficiency and effectiveness in promoting their television shows. While the current focus is on “Doctor Who,” success in this trial run could pave the way for broader implementation of AI across other programs.
This experiment also serves as an opportunity for the BBC to better understand the capabilities and limitations of generative AI. It allows them to assess how their teams respond to using this technology and gain insights into its creative potential. With clear disclaimers labeling all AI-generated content, the BBC ensures transparency and acknowledges the role of AI in assisting with content creation.
As the BBC continues to explore the applications of generative AI in marketing, it will be interesting to see how this technology evolves and contributes to their overall digital strategy. By leveraging AI’s capabilities, they aim to deliver more relevant and engaging content to their audiences, ultimately enhancing their viewers’ experience.
🤖📺
By
By
