Built Fast, Forgotten Faster
The Ask: Create an expandable platform for Google Gemini Live with the ability to capture and maintain a strong niche in the market
The AI market has exploded in recent years, with seemingly every company wanting to jump on board and release their own product as soon as they can
This has led to a few successes and a lot of flops, as most of these companies fail to differentiate their products or communicate what niche it fulfils
Showcase of just a small percentage of the AI products that have been released since the AI boom
Methodology
Literature Review
Analyzed academic studies on AI and consumer opinion in order to understand on a broad level the health of the AI market
Product Use
Spoke at length with Gemini Live in order to determine what tasks it truly was able to help with, and what areas of focus did it seemingly succeed at better than the competitors
Interviews
Talked in depth with members of Gen Z in order to get an in depth understanding of their use, understanding of, and feelings about AI throughout the past decade
Still Waiting for a Reason to Care
The Problem: The general public does not see a use for AI in their daily lives
The general public is getting overwhelmed by just how many AI products have been released and pushed onto them
They would occasionally use products like ChatGPT and try out new interesting services, but have stopped caring now that so many are being released
Now they mostly just use AI at their workplace, with the growth of AI usage in personal lives slowing since 2023
All these products have focused on getting out the gate so quickly that they have failed to communicate a real use case, which has massively contributed to this lack of interest or care in any new AI product released
Who Bonds With an Interface?
The Insight: People were most excited for and most comfortable with AI when it was personified
Across the board, interviewees positively mentioned early “AI” products such as Alexa and Siri, and that their use of these products continued after the initial hype died down
The personification of these products was something that they genuinely could not help but do, they would talk to them and refer to them as individuals despite knowing they were not
Gemini Live has potential to lean into this personification, as it, much more so than all of the competition, feels like you are talking to somebody
Not Quite Human, But Pretty Darn Close
The Strategy: Gemini Live Feels Like Someone, not Something
Pushes into this land of personification that saw early “AI” succeed in long term everyday usage
Gives Gemini Live a unique selling point that so many products in this AI market lack in the eyes of consumers
While focused on Gen Z, this same idea of personification appealed across the board, meaning that the strategy can be taken further with future campaigns aimed at older audiences
Your Thoughts Finally Have a Plus One
Creative Campaign: Let’s Talk It Out
Sometimes things just don’t make sense until you’ve talked them out with somebody. But sometimes there’s no one around, maybe we don’t want to bother anybody with our ideas, or we’re just too embarrassed to ask. Whatever the case, now with Gemini Live, you always have someone to talk it out with.
360 Campaign aimed at showcasing both humorous and real life use cases of Gemini Live
Focused on making it clear who Gemini Live is, as well as what it is used for
Done via OOH, social, banner, print, podcast, and experiential ads to reach the wide reaching audience at multiple touch points throughout their week
Creative Outputs
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OOH
What it is: OOH placement on a bus showcasing how conversations with Gemini Live actually work
Why it works: A big hinderance for consumers talking to AI is that they don’t know what to use it for and how to talk to it. They tend to talk to AI similarly to how they would talk those bad automated voice systems that you can barely understand when calling a bank. But here it shows that you can interrupt it and talk to it like a person
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Social
What it is: Short social ads to be placed on platforms such as Pinterest
Why it works: Shorter copy like this is crucial to impart and knowledge onto people scrolling through their feeds. These specifically appeal to common creative interest son Pinterest such as reading, art, and writing
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Banner
What it is: A banner ad to be placed in the New York Times showcasing an entertaining back and forth format
What it does: This specifically shows the personality of Gemini Live, something crucial to its success, and positions it as the voice of reason. The boisterous image and lively back and forth is specifically meant to capture the attention of readers
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Print
What it is: A print ad in the Atlantic once again showing a back and forth conversation, this time however, a more intellectual conversation
Why it works: This shows that Gemini Live molds to the needs of the reader, as once again its the voice of reason, but it is an intellectual participating in an in depth conversation about what the reader just read.
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Podcast
What it is: Small intro to a podcast ad that would be done with Radiolab
Why it works: Podcasts are some of the most influential conversations that people listen to nowadays, and here Gemini Live can be showcased as a gifted conversationalist by somebody that the listeners look up to and admire
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Experiential
What it is: In addition to all our ad placements, we would run an experiential challenge called Talk It Longest at the Huddle in the Gradient Canopy Office. Here we would challenge contestants to see who can claim the world record of longest time spent talking with AI
Why it works: This draws attention to Gemini Live while also showcasing that it is not anything like people are expecting. It’s not something you ask a question to and get a single response and that’s it. It instead is something you can truly converse for for hours on end if you so choose.
