Pushing OpenAI's Limits: Assessing the Capabilities of ChatGPT and DALL·E 2 in Commercial Creation

OpenAI has gained significant attention with its advanced artificial intelligence models. The company’s most popular AI model, ChatGPT, has the capacity to understand and generate human-like responses, engage in contextual conversations, provide factual information, offer creative writing assistance, and assist with programming-related queries.¹ Similarly, DALL·E 2, OpenAI's AI image creation system, exhibits the capability to generate authentic and lifelike artwork based on a solely textual description, extend images beyond their original boundaries, perform realistic edits on existing images using textual cues, and consider an existing image to create diverse variations of the original.¹

To put OpenAI's capabilities to the test, I conducted an experiment involving the creation of a short commercial for Benedictine University's online MBA program using its AI systems. The goal was for ChatGPT to develop a script encompassing a storyboard, dialogue, and text prompts, which would then be used by DALL·E 2 to generate the accompanying visual imagery. Here is the prompt that was provided to ChatGPT:

“Please write a short script for a 30-second commercial for ben.edu advertising the online MBA program. Please provide text to place in panes for a storyboard, dialogue, and draft prompts for DALL·E 2 for storyboard images.”

Based on this prompt, ChatGPT provided the following commercial script. I have added the DALL·E 2 generated images below each image prompt:

“Storyboard Pane 1: Wide shot of the Benedictine University logo, superimposed over a globe rotating slowly, symbolizing a world of opportunity.

Dialogue: V.O (Voiceover): "Unlock a world of opportunities at Benedictine University."

DALL·E 2 Prompt: Show the Benedictine University logo superimposed over a rotating globe.

 

Storyboard Pane 2: Close up of the words "Online MBA Program" appearing in bold, academic style font.

Dialogue: V.O: "Introducing our fully accredited online MBA program."

DALL·E 2 Prompt: Show the words "Online MBA Program" appearing in bold, academic style font.

 

Storyboard Pane 3: Cut to a montage of diverse students studying on laptops, and engaging in virtual group discussions.

Dialogue: V.O: "Designed for ambitious learners, wherever you are."

DALL·E 2 Prompt: Show a montage of diverse students studying on laptops and participating in virtual group discussions.

 

Storyboard Pane 4: Fast-paced screen swipe to a bullet point list of key benefits of the program - "Flexible Schedule", "Experienced Faculty", "Real-world Knowledge".

Dialogue: V.O: "Offering flexible schedules, experienced faculty, and real-world knowledge."

DALL·E 2 Prompt: Show a fast-paced screen swipe to a bullet point list of key benefits of the program - "Flexible Schedule", "Experienced Faculty", "Real-world Knowledge".

Storyboard Pane 5: Transition to a wide shot of virtual graduation, students in caps and gowns smiling at their screens.

Dialogue: V.O: "Be a part of our global network of successful graduates."

DALL·E 2 Prompt: Show a wide shot of virtual graduation, students in caps and gowns smiling at their screens.

 

Storyboard Pane 6: Cut to the Benedictine University website displaying the "Apply Now" button.

Dialogue: V.O: "Enroll now and shape your future with Benedictine University."

DALL·E 2 Prompt: Show the Benedictine University website with a clear "Apply Now" button.

Storyboard Pane 7: Fade out to Benedictine University logo with the tagline "Ignite your potential."

Dialogue: V.O: "Ignite your potential."

DALL·E 2 Prompt: Display Benedictine University logo with the tagline "Ignite your potential." Fade out.

 

End of Commercial”

Upon observing the images generated by DALL·E 2, it becomes evident that the system struggles to effectively incorporate text into its visuals. It might be expected that ChatGPT, being a sibling system, would possess this knowledge and avoid creating prompts with text within the image. However, considering that these AI systems are still relatively new, it is possible that a future update could address this limitation. Below is the storyboard created from the best of these images (in my opinion), alongside the corresponding ChatGPT storyboard prompts.

And finally, here is the finished commercial, narrated by the AI narration platform Speechify:

Overall, I am impressed with ChatGPT's ability to generate the given script and storyboard. On paper, it sounds like an excellent commercial. However, during the visual rendering phase, DALL·E 2 encountered challenges in accurately processing ChatGPT's text prompt requests, resulting in illegible alien-like symbols. I remain optimistic that both systems will continue to advance, eventually reaching a point where they can collaborate seamlessly to create flawless storyboards for filmmaking. Until that milestone is achieved, it is advisable to refrain from using prompts containing text generation when interacting with DALL·E 2 to ensure a smooth experience.

Sources:

¹ https://openai.com/product