Starcom uses ChatGPT to boost the launch of the new Samsung Galaxy S23
Posted: Mon Jan 06, 2025 10:06 am
Starcom , the agency responsible within the Publicis Groupe communications groupfor Samsung's entire communications strategy in Spain and worldwide, together with Precision , its area specialized in advertising activation environments on platforms, have developed the launch campaign for the new Samsung Galaxy S23 , in which they have used artificial intelligence, more specifically ChatGPT , to boost sales of this new device.
To do this, they launched, together with Samsung, a strategy in which the ChatGPT algorithm helped create contextual strategies that would then be activated within the different DSPs ( Demand Side Platforms ). After training the algorithm with different questions and texts related to mobile telephony, technology and the Samsung brand itself, more specific queries were made about the characteristics of the device and doubts that users have before buying this type of phone to implement at launch. This resulted in a series of keywords that were then implemented in the DSPs.
As Alejandro Malanda, Programmatic Strategy Manager for Samsung , explains , “the key point is to train and understand the algorithm to achieve what we expect from it. It is not a magic formula in which ChatGPT returns the keywords, but rather we must evolve with this technology to get the most out of it.” The team specializing in activation generated the keywords using traditional methods for the control group and, on the other hand, they were also in charge of training the ChatGPT tool to get the most out of it. In this way, a test could be carried out on equal terms with parallel strategies, to really measure the results of both.
During the 20 days that this key phase lasted in the launch of the Samsung Galaxy s23, the strategy that used ChatGPT’s contextual intelligence achieved a ROAS 220% higher than other strategies with the same objective, and 120% higher than the same contextual strategy based on traditional methods . According to Arantza Usuain, Digital Performance & SEO Manager at Samsung Electronics , “artificial intelligence is a clear bet in Samsung.com’s Marketing strategy and, of course, we had to take advantage of the singapore number screening potential of ChatGPT for the launch of the new Galaxy S23. Starcom’s knowledge and training of this AI tool has been key to achieving success and increasing sales compared to the previous launch.”
For Jaime Estramiana, Digital Lead for Samsung at Starcom, "this case shows how the key in the near future will be to train and use Artificial Intelligence to our advantage. It is a way of optimizing the campaign before launching it, since there is already an algorithm behind it guiding you where you should go."
ChatGPT is the chat system based on the GPT-3 artificial intelligence language model and developed by OpenAI that is revolutionizing today. Publicis Groupe's different agencies are always at the forefront and study the latest developments in artificial intelligence, such as ChatGPT, to offer their clients solutions that help boost their clients' business.
To do this, they launched, together with Samsung, a strategy in which the ChatGPT algorithm helped create contextual strategies that would then be activated within the different DSPs ( Demand Side Platforms ). After training the algorithm with different questions and texts related to mobile telephony, technology and the Samsung brand itself, more specific queries were made about the characteristics of the device and doubts that users have before buying this type of phone to implement at launch. This resulted in a series of keywords that were then implemented in the DSPs.
As Alejandro Malanda, Programmatic Strategy Manager for Samsung , explains , “the key point is to train and understand the algorithm to achieve what we expect from it. It is not a magic formula in which ChatGPT returns the keywords, but rather we must evolve with this technology to get the most out of it.” The team specializing in activation generated the keywords using traditional methods for the control group and, on the other hand, they were also in charge of training the ChatGPT tool to get the most out of it. In this way, a test could be carried out on equal terms with parallel strategies, to really measure the results of both.
During the 20 days that this key phase lasted in the launch of the Samsung Galaxy s23, the strategy that used ChatGPT’s contextual intelligence achieved a ROAS 220% higher than other strategies with the same objective, and 120% higher than the same contextual strategy based on traditional methods . According to Arantza Usuain, Digital Performance & SEO Manager at Samsung Electronics , “artificial intelligence is a clear bet in Samsung.com’s Marketing strategy and, of course, we had to take advantage of the singapore number screening potential of ChatGPT for the launch of the new Galaxy S23. Starcom’s knowledge and training of this AI tool has been key to achieving success and increasing sales compared to the previous launch.”
For Jaime Estramiana, Digital Lead for Samsung at Starcom, "this case shows how the key in the near future will be to train and use Artificial Intelligence to our advantage. It is a way of optimizing the campaign before launching it, since there is already an algorithm behind it guiding you where you should go."
ChatGPT is the chat system based on the GPT-3 artificial intelligence language model and developed by OpenAI that is revolutionizing today. Publicis Groupe's different agencies are always at the forefront and study the latest developments in artificial intelligence, such as ChatGPT, to offer their clients solutions that help boost their clients' business.