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Dream Bigger with Luma | Adobe in Hot Water | Siri gets an Upgrade

June 17, 2024

Hello Sunday! Here's the update that's going to make you look smart in the office on Monday (I hope...).

In this week’s update:

  • Dream Bigger with Luma

  • Adobe in Hot Water

  • Siri gets a much needed Upgrade

  • Last time on the Smart CMO

Dream Bigger with Luma

Luma AI just made a surpirse announcement.

They've launched 'Dream Machine' their very own Text/ Image to Video model.

Was anyone expecting this product launch?

Nope!

According to their blog, Dream Machine leverages a scalable, efficient, and multimodal transformer architecture, trained directly on videos to produce realistic and imaginative scenes. It represents a significant advancement beyond traditional image-animation models.

  1. Creative Potential: The tool is designed to help users generate powerful and creative outputs, making previously inaccessible or impossible creative tasks feasible.

  2. Community and Development: The model has received enthusiastic early feedback, indicating its potential to unlock significant creative expression. The development team emphasises the model's ongoing improvement to meet the needs of creative individuals.

Luma Blog highlights the excitement and creative freedom that Dream Machine offers, quoting:

"Early feedback on the model has been enthusiastic and gives us the feeling of a thousand creative minds getting unshackled."

Adobe in Hot Water

What marketeer doesn't use Adobe products at some point in their workflow?

Whether your Designer has their nose buried in a new design project using Adobe Illustrator, or you Video Editor is 5 hours into an edit in Adobe Premiere Pro - there's been some growing concern regarding Adobe's recent privacy policy changes.

A recent changes to Adobe's Terms of Service has confused users. It implied that their work — even unpublished and in-progress projects — may be used to train AI models.

Users of various Adobe apps including Photoshop received a pop-up notice on Wednesday saying "we may access your content through both manual and automated methods, such as for content review."

Source: That Guy Mike (Twitter/X)

But fear not, Adobe have since rolled back those terms with an updated and less vague stance.

For clarity Adobe have said:

We’ve never trained generative AI on customer content, taken ownership of a customer’s work, or allowed access to customer content beyond legal requirements.

So you can now sleep safe in the knowledge that your project files are safe, and importantly, there's no need to involve your Compliance team (*Phew!*)

Read the full response from Adobe here.

Siri Upgrade

Finally! Siri is getting a much needed upgrade.

Now, it's a bit complicated but here's what you need to know:

  • Apple introduced Apple Intelligence (or AI for short...) which is their play to bring AI (Artificial Intelligence for long...) to their products, like the iPhone and Mac.

  • Under the hood, they are just using OpenAI's technology - ChatGPT

If you missed my update on OpenAI's recent lauch of ChatGPT 4o, get up to speed here.

But to show you what excites me about this update, here is a clip from Apple's event that demonstrates "Personal Context":

In effect, it's contextual and has an understanding of your personal context.

Suddenly user interactions will be seamless across your data and apps.

How marketeers and product teams respond to this new mode of user experience will be intriguing, and hopefully generate innovative interactions.

Jargon Breakdown

Our newly introduced feature returns, this time we're talking Conversion Rate Optimization (CRO).

Conversion Rate Optimization, or CRO, is a crucial term in the toolkit of digital marketers, yet its intricacies can sometimes be elusive. CRO involves methods and strategies aimed at increasing the percentage of visitors to a website who take a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form.

How It Works: CRO employs a combination of analytics and user feedback to improve the performance of a website. Marketers analyse data on user behaviour, identify barriers to conversion, and hypothesise changes that might overcome these obstacles. These changes are then tested against the current setup via A/B testing, where two versions of a page are compared, or through multivariate testing that examines the impact of multiple variables.

Benefits:

  • Enhanced User Experience: CRO focuses on making websites more intuitive and user-friendly.

  • Increased ROI: By optimising conversion pathways, businesses can increase the return on their existing traffic and marketing spend without attracting new visitors.

  • Better Insights: CRO provides deeper insights into what works and what doesn’t on a website, which can guide future design and marketing strategies.

Potential Downsides:

  • Resource Intensive: Effective CRO requires time, tools, and expertise to implement and maintain.

  • Short-term Focus: Some CRO tactics may focus too narrowly on immediate gains, potentially neglecting long-term strategy and brand integrity.

Ultimately, successful CRO not only boosts conversion rates but also ensures that a website meets the evolving needs of its users, aligning closely with broader business goals.

📌 Want more insights?

Previously on the Smart CMO: Check out my last summary of Hootsuite's report 'Social Media Trends 2024'.

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