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Trend Q&A: Generative AI opportunities and more

Smartphone displaying TikTok
WGSN Original Image, cottonbro studio/Pexels
Mar 29, 2023 By WGSN Insider

AI opportunities for brands, innovation in Gen-Z nightlife and utilising TikTok trends. That and more on today’s episode.

Want to know what’s next? Listen to the show where our experts from around the globe unpack your biggest challenges. This week, WGSN’s CEO Carla Buzasi takes us to London, New York and Los Angeles for a crash course on leveraging trends, TikTok and ChatGPT to support your brand.

Watch the full episode below or read on for highlights of this episode:

Q: How can brands utilise AI programs such as ChatGPT?
“It’s all about the prompt here. What are some reasons to purchase my brand? What are some perceptions of my brand? What’s an unusual viewpoint of my brand? Use prompts to bring about different ways of thinking and iterate, discuss and, crucially, add a human viewpoint and see where you end up.”
– Joe McDonnell, Director for Insight & Lifestyle, WGSN
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Q: Gen Z’s approach to nightlife is giving rise to new drink trends and innovations. What do these look like?
“As young consumers return to the nightlife scene, their new approach to bar and club culture is creating new product development opportunities both in and out of the home. From sober sips to herbal partying companions, mixologists and brands are creating mocktails and spiritless cocktails that stand up to the original alcoholic versions with complex flavours and creative formats.”
– Claire Lancaster, Head of Food & Drink, WGSN
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Q: We admittedly don’t know too much about TikTok, so how can we utilise the app? And where do we even start?
“In your experimenting stage, take it slow and outline your own goals of what success would look like in the first year. Track relevant hashtags on the platform to see what small steps you can take to organically become a part of the conversation and also what audience you want to connect with that align with those company goals.

“Select topics that make sense and where you can add value. You can also leverage marketing guides that TikTok provides to help launch in-app campaigns. So start small, find organic topics to participate in and leverage the tools to grow from there.”
– Cynthia Dipierro, Director of Sales, WGSN
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