How Chewy Can Use AI to Improve their Marketing

We used ChatGPT and Midjourney to create stock photos for Chewy's marketing.

How Chewy Can Use AI to Improve their Marketing
Credit: AI art by Chris McKay

As a proof of concept, we recently used ChatGPT and Midjourney to ideate a marketing campaign photoshoot for Chewy. The process involved a series of steps that demonstrated the potential benefits of using AI-powered tools to streamline the creative process for marketing teams.

Step 1: Identifying the Objective

By providing the right context, we ensured ChatGPT was properly set up to help us.

The first step in any successful marketing campaign is to identify the objective. In this case, our goal was to create an unforgettable editorial curation of pets for our client, Chewy. We wanted to showcase some of the most adorable pets in the world, and we knew that we needed a creative and innovative approach to stand out in a crowded marketplace.

Step 2: Brainstorming with ChatGPT

To help us generate ideas for the photoshoot, we turned to ChatGPT, a powerful AI language model trained by OpenAI. We asked ChatGPT to provide a list of pet categories and animal breeds for each category. We then asked it to provide art direction, scene descriptions and photography equipment for each animal. Finally, we used these details to generate '/imagine" prompts for Midjourney.

Tip: Ask ChatGPT to format structured data in a table to make responses easier to read

Using ChatGPT allowed us to quickly generate a diverse and creative set of ideas for the photoshoot, without the limitations of traditional brainstorming methods. ChatGPT is able to generate ideas that you may not have thought of yourself, and gives you a solid foundation to build upon.

Step 3: Visualizing Concepts

Once we had a list of potential themes and concepts, we used Midjourney to refine the ideas and explore different directions for the campaign. Midjourney allowed us to visualize different scenes and settings based on the ideas generated by ChatGPT, helping us to better understand how each concept might look in a real-world photoshoot.

Step 4: Selecting the Best Concepts

After refining the concepts, we selected the best ideas based on factors like visual impact, relevance to Chewy's brand, and appeal to the target audience. We then used Midjourney to create detailed art direction for each concept, including specific camera equipment and settings, lighting, and props.

Finally, we used Midjourney to create a mock photoshoot for each concept, allowing us to see how the final images might look in a real-world scenario. The result was a series of stunning images that brought Chewy's marketing campaign to life, showcasing the potential of AI-powered tools to streamline the creative process and help marketing teams create engaging, visually stunning content more efficiently.

/imagine capturing a shot of a Golden Retriever in mid-air catching a frisbee or tennis ball, using a Nikon D850 camera with a 70-200mm f/2.8 lens set at 135mm, in a bright and sunny park setting.

/imagine taking a photo of a cute French Bulldog snuggled up on a plush couch or bed, using a Sony A7 III camera with a 50mm f/1.4 lens, in a cozy indoor setting.

/imagine capturing the strength and beauty of a majestic Siberian Husky surrounded by snow and ice in a winter wonderland, using a Nikon D500 camera with a 24-70mm f/2.8 lens set at 35mm.

/imagine capturing the playful and curious nature of a cute Dachshund exploring a whimsical garden or park, using a Fujifilm X-T30 camera with a 35mm f/1.4 lens set at 35mm.

/imagine taking a photo of a stylish Poodle looking elegant and sophisticated in an upscale setting such as a boutique or cafe, using a Sony A9 camera with an 85mm f/1.4 lens set at 85mm.

/imagine capturing the beauty and grace of a regal Persian cat in a sophisticated position in a luxurious living room or palace, using a Canon EOS-1D X Mark III camera with a 100mm f/2.8 lens set at 100mm.

/imagine taking a photo of a wild and adventurous Maine Coon cat perched on a tree branch or exploring a rustic, natural setting such as a forest or cabin, using Nikon D6, 70-200mm f/2.8, 135mm

/imagine taking a photo of a cute Scottish Fold cat curled up on a window sill or bookshelf, using a Sony A7R IV camera with a 50mm f/1.8 lens, in a cozy indoor setting.

/imagine capturing the playful and curious nature of a Ferret exploring a tunnel or ball pit, using a Canon EOS R6 camera with a 24-105mm f/4 lens set at 50mm.

/imagine taking a photo of a cute Guinea Pig in a cozy indoor setting with hay or grass bedding, using a Nikon Z7 II camera with an 85mm f/1.8 lens set at 85mm.

/imagine taking a photo of a cute and fluffy Chinchilla in a cozy indoor setting with wood chips or bedding, using a Fujifilm X-T4 camera with a 50-140mm f/2.8 lens set at 140mm.

/imagine capturing the spiny beauty of a Hedgehog in a rustic setting such as a forest or log, using a Sony A7S III camera with a 90mm f/2.8 Macro lens set at 90mm.

/imagine taking a photo of a Bearded Dragon basking in the sun in a desert or rocky terrain, using an Olympus OM-D E-M1 Mark III camera with a 60mm f/2.8 Macro lens set at 60mm.

/imagine capturing the unique beauty of a Leopard Gecko in a naturalistic vivarium or desert terrarium, using a Canon EOS Rebel T8i camera with a 100mm f/2.8 Macro lens set at 100mm.

/imagine taking a photo of a smart and sociable African Grey Parrot performing tricks or playing with toys in a playful and interactive setting such as a living room or playroom, using a Nikon D7500 camera with a 50mm f/1.8 lens set at 50mm.

/imagine capturing the lively and vibrant spirit of a Cockatiel perched on a tree branch or playing with toys in a bright, colorful setting such as a garden or birdcage, using a Canon EOS M50 Mark II camera with a 70-300mm f/4-5.6 lens set at 300mm.

/imagine taking a photo of a playful and colorful Clownfish swimming among the coral reef and anemone, using a Panasonic Lumix GH5 camera with a 12-60mm f/2.8-4 lens set at 60mm.

/imagine capturing the beauty and elegance of a Betta fish swimming gracefully in an underwater aquarium surrounded by lush plants and colorful decorations, using a Sony A7C camera with a 50mm f/2.8 Macro lens set at 50mm.

While this was a proof of concept meant to demonstrate the potential of AI-powered tools for marketing campaigns, it underscores the advantages that these technologies can offer to marketing teams. By leveraging the power of AI to generate ideas, refine concepts, and visualize campaigns, marketing teams can save time and resources, while also creating more impactful and effective campaigns that resonate with their target audiences.

Let’s stay in touch. Get the latest AI news from Maginative in your inbox.

Subscribe