Harnessing the Power of AI in Digital Marketing: A Burns' Night Case Study

Social media, for better and for worse, has become an integral part of our daily lives, and its growth and influence show no signs of slowing down. With millions of users engaging on platforms like Instagram, Facebook, Twitter, and TikTok, the demand for captivating and relevant content is higher than ever.

Alt Text

Artificial Intelligence (AI) has emerged as a powerful tool in the realm of social media content creation, offering innovative solutions to streamline processes, enhance creativity, and boost engagement - especially for time-limited businesses who require social media to build brand awareness, connect with their customers, and boost conversions.

To put all of the above to the test, we decided to utilise AI in the creation of a social media post celebrating Burns’ Night. For this project, we leveraged AI technologies, including Google Gemini for creating the poem and Photoshop Native AI Tools for image creation, to craft a Burns’ Night post that not only commemorated the occasion but also showcased the potential of AI in marketing services.

The Power of AI in Content Creation:

AI has revolutionised the way content is created, allowing marketers to generate high-quality, personalised content at scale. By harnessing the power of natural language processing (NLP) and machine learning algorithms, AI can analyse vast amounts of data, identify trends, and generate compelling copy tailored to specific audiences. This enables marketers to create engaging social media posts, blog articles, ad copies, and website content that resonate with their target demographic.

For our Burns' Night post, we employed Google Gemini (previously known as Bard 😉), a state-of-the-art language model developed by Google, to generate the content. By inputting relevant keywords and prompts related to Burns' Night, such as Robert Burns quotes, Scottish culture, and traditional celebrations, Google Gemini generated captivating and informative copy that captured the essence of the occasion. The AI-generated content was not only well-written but also tailored to the search intent of the target audience, ensuring maximum visibility and engagement on social media platforms.

Alt Text
Alt Text

Enhancing Creativity with AI-Generated Imagery:

In addition to AI-powered content creation, we also utilised Photoshop Native AI Tools to create the image accompanying our Burns' Night post. These AI-driven tools leverage advanced image recognition and editing techniques to enhance creativity and streamline the design process.

Alt Text

Leveraging Advanced Image Recognition:

Through AI-powered image recognition, Photoshop's AI Generative Fill tool analyse visual elements and patterns to suggest creative enhancements, enabling designers to bring their visions to life with precision and efficiency. Starting with an image of Rabbie Burns' face we were able to add a body, alter the background, change scenery and add in extras.

Using Google Gemini we were able to generate a a set of poems in the style of Robert Burns. By 'ingesting' a wealth of previous poems by Burns and others, Google Gemini was able to generate a poem that captured Burns' style but was tailored in content and tone to our specific prompts. It is recommended when using current AI tools to generate multiple options, and edit-down or select your preferred result while keeping-an-eye-out for oddities (the AI did unfortunately mistake the Scottish term sh*te as a positive term, persistently including it in its output until we tailored our prompt to explicitly avoid the term!). 

Alt Text

Driving Results with AI-Powered Marketing Services:

The success of our Burns Night campaign demonstrates the immense potential of AI in driving results across various marketing services, including Social Media, SEO, PPC, and Web Design/Development. Through innovative applications like Google Gemini for crafting the poem and Photoshop's Generative AI tools for the image, AI played a pivotal role in curating captivating content that resonated with our audience.

Enhancing User Experiences through Personalisation:

AI-driven personalisation techniques enable marketers to deliver tailor-made experiences to individual users, fostering deeper engagement, bolstering brand loyalty, and ultimately driving higher conversion rates. By leveraging the capabilities of AI, we can create meaningful interactions that leave a lasting impression on our audience.

Alternative AI Image/Text Generators:

  • OpenAI's Chat-GPT for Text Generation: GPT-3 offers human-like text generation across diverse topics, making it versatile for content creation, copywriting, and translation tasks.
  • OpenAI's DALL-E for Image Generation: DALL-E translates textual descriptions into detailed and realistic images, ideal for visualization and illustration needs.
  • NVIDIA's StyleGAN for Image Synthesis: StyleGAN generates high-resolution, photorealistic images with fine control over visual attributes, perfect for virtual fashion, interior design, and advertising projects.
  • Deep Dream Generator for Artistic Image Manipulation: Deep Dream Generator transforms images into surreal artworks using deep learning algorithms, inspiring creativity in artists, designers, and photographers.
Alt Text


AI represents a game-changing technology that is reshaping the digital marketing landscape. By harnessing the power of AI in content creation, marketers can unlock new levels of creativity, efficiency, and effectiveness in engaging with their target audience. As we continue to explore the possibilities of AI-driven solutions at Radiator Digital, we are confident that they will play a pivotal role in shaping the future of marketing services and driving sustainable growth for businesses in Glasgow and beyond.

Curious how AI might be able to benefit your content and processes? Let's chat

My name is Insert Name and I am interested in


You are currently previewing this page.

Exit Preview