00:00I think there's actually a mathematics behind puns that lends itself pretty well to AI.
00:08You know, that there is, I mean, not to kind of give it undue credit, but there is kind of a methodology to it.
00:18I actually saw an amazing tool that Google Labs have created, which there's almost, I don't know that it's literally put this way,
00:31but there's almost like a pun setting on the interface, and it just kind of spits out every variation of wordplay,
00:43every kind of interpretation of how words are put together.
00:47It was pretty fascinating.
00:48Like, you don't, for all the discussion we have about AI producing video and imagery, you don't hear a lot about what it means for copywriters.
00:59I guess the example they used when presenting it is that up until now,
01:05the only tools that writers have really had in terms of expanding their options are dictionary and thesaurus and maybe a rhyming dictionary.
01:17And this is just kind of expanding that.
01:21They made the comparison to distortion pedals on guitars.
01:27So you're still playing the same tune, but you can kind of experiment with different tones of voice, different timing, rhythms, things like that.
01:39I think at this point, with so much content being created at the same time, you know, that kind of avalanche of content that we all live in now,
01:54finding that unique humorous voice can be tricky.
02:00And, you know, it tends to get sanded down by focus groups and testing and, you know, being localized to different markets.
02:12So it's definitely seen as more of a risk, but I think the rewards are significant.
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