Morning! Thanks for the campaign plan, I showed it to Leyla.
A quick look back at Day 1: Leyla, our founder, wants to use ShotGen instead of a photo shoot with Dara, our photographer. Dara has shot every DRIP drop so far. ShotGen makes new pictures from a text description.
Last week, the sneaker brand Kickz Lab used AI pictures, and customers complained about a fake-looking model and wrong details on the shoe. Coca-Cola's AI Christmas ad made many viewers angry, too. We also planned the campaign for the drop, from reach to orders.
Today we check ShotGen with numbers, test it ourselves, and then you write our rule for product pictures. On Friday I'll take your rule to Leyla, and she decides. Before that, you prepare a short statement about it for your classmates. Let's start with Step 1.
Open your workbook for Marketing and go to Day 2. Keep this page open next to it.
Download your workbook for MarketingThis file is for your internship in Marketing, with one part for Day 1 and one part for Day 2. Download it once and use it on both days. The file lands in your Downloads folder. If you missed Day 1, download the workbook now and go straight to Day 2: the check on this page only looks at your answers for Day 2.
Calculate and check
Nele collected the facts about ShotGen in M6. Use them to find out what DRIP really saves with the tool. Always write down your calculation.
ShotGen at DRIP: the facts
Collected by Nele| Facts | |
|---|---|
| Photo shoot with Dara | €1,800 per drop (photographer, model, studio) |
| ShotGen | €29 a month, pictures the same day |
| Half-day shoot with Dara | €900 per drop, only the pictures with people |
| Drops per year | 12, one per month |
| Nele's test | ShotGen made 40 pictures of the DRIP Runner 2. In 6 of them, the shoe had wrong details, for example the wrong colour of the sole. |
| Returns today | every fourth pair comes back (25%); DRIP sells 400 pairs per drop |
| Nele's worry | with AI pictures, the return rate could rise to 30% |
| Cost of one extra return | about €25 (shipping both ways, checking, often a lower price later) |
- a) Calculate what the photo shoots cost in one year and what ShotGen costs in one year. Then calculate the difference.
- b) Nele's test: what share of the pictures had wrong details? Give the answer in percent.
- c) How many pairs come back per drop today, and how many with a return rate of 30%? The difference is the number of extra returns. What do the extra returns cost per drop?
- d) Per drop: how much does DRIP save with ShotGen if Nele's worry comes true? Use the shoot, the price of ShotGen and your result from c). ShotGen costs €29 a month, and there is one drop a month.
a) €1,800 × 12 = €21,600; €29 × 12 = €348; difference €21,252.
b) 6 ÷ 40 = 15%.
c) Today 25% of 400 = 100 pairs; with 30%: 120 pairs; 20 extra returns × €25 = €500 per drop.
d) €1,800 − €29 − €500 = €1,271 per drop. The money speaks clearly for ShotGen, and that is exactly why your judgement counts in the next steps.
Test ShotGen yourself
ShotGen saves the photo shoot, but pictures with wrong details can bring more returns. Nele's guess in M6: when 6 of 40 pictures show wrong details, the return rate rises from 25% to 30%. The simulator uses this guess for every number of wrong pictures. Move both sliders and watch what DRIP saves in one year. Remember one comment under the Kickz Lab post from Day 1: “Unfollowed. Pay real photographers.”
| Pictures with wrong details | Return rate | Extra returns per drop | DRIP per year with ShotGen |
|---|---|---|---|
| 0 of 40 | 25% | 0 pairs | saves €21,252 |
| 6 of 40 | 30% | 20 pairs | saves €15,252 |
| 12 of 40 | 35% | 40 pairs | saves €9,252 |
| 20 of 40 | 41.7% | 67 pairs | saves €1,152 |
| 30 of 40 | 50% | 100 pairs | loses €8,748 |
Nele's guess from M6: when 6 of 40 pictures show wrong details, the return rate rises from 25% to 30%. Each extra return costs about €25. Pairs are rounded to whole pairs.
- The simulator only shows money, and it already counts the extra returns. Name one other cost of AI pictures that neither the simulator nor M6 shows. Explain in two sentences why it matters for DRIP. Use the comment “Unfollowed. Pay real photographers.” or the Coca-Cola case.Help: “The numbers do not show ... For DRIP this matters, because our customers ...”
For example: trust and DRIP's good name (people unfollowed Kickz Lab), Dara as part of the brand, the time someone needs to check every picture, or angry customers and bad reviews because of wrong pictures.
What the simulator shows: with 12 drops and 6 wrong pictures, DRIP saves €15,252 in one year. ShotGen only stops saving money when more than half of the pictures (22 of 40) have wrong details. So the money speaks for ShotGen, and the open question is trust.
Zoom out: the whole city
Leave DRIP for a moment and look at the whole city. Imagine that most shops and brands in Ohm City show only AI-generated images of their products from now on.
- a) What happens to customers? Complete this sentence in the box: “Most brands show AI pictures, so customers ..., therefore real photos ...”
- b) What happens to photographers like Dara and to models in Ohm City? Name one problem and one new opportunity for them. Two sentences.
- c) In the EU, the AI Act says that AI pictures which look real and could fool people must be labelled as AI-made. Should DRIP do more than the law asks? Tick exactly one box.Yes: DRIP labels every AI picture, also the ones the law does not ask for · No: DRIP labels only the AI pictures that look real and could fool people, like the law asks
- d) Explain your choice in c) in two sentences. Then name one weakness of your choice in a third sentence.Help: Ask yourself: What do young customers expect from DRIP? What happens if nobody reads the labels? “We choose ..., because ... One weakness is that ...”
a) Most brands show AI pictures, so customers trust product pictures less and check more (reviews, photos from other customers), therefore real photos become more valuable and a sign of quality.
b) Problem: fewer jobs for classic photo shoots. Opportunity: real photos as a brand's trademark, work as the person who checks and directs AI pictures, or content with real people from the scene.
c) Both choices are possible. What counts is your reason and an honest weakness. Yes: honesty is a strong sign for young, critical customers, but labels everywhere may be ignored or put people off. No: legally clean and simple, but wrong details on simple product pictures stay hidden, and customers may feel cheated.
Your rule and your statement
Work alone. You write the rule for Marketing, like Nele would, so you say “our rule”. Nele takes your rule to Leyla, and Leyla decides. Before that, you prepare a short statement about it for your classmates. You can use ShotGen for everything, only for some pictures, or not at all. Choose the rule you can defend best.
- a) Write DRIP's rule for product pictures in one or two sentences. Your rule answers these questions: Does DRIP use ShotGen? If yes: for which pictures (pictures of the shoe alone, pictures with people, or both), who checks them, and are they labelled? If no: which pictures does Dara shoot?Help: “DRIP uses ShotGen for ..., ... checks every picture, and ...” or “DRIP keeps Dara for ..., and ...”
- b) Prepare your statement. Write exactly three sentences, one in each box.
- Sentence 1 starts with: “Our rule is ...” Write your rule from a) again as one sentence and start it with these words.
- Sentence 2 starts with: “The strongest reason for our rule is ...” Use a number from Step 1 or a fact from M6, the Kickz Lab post or the Coca-Cola case.
- Sentence 3 starts with: “The biggest weakness of our rule is ..., and we deal with it by ...”Help for sentence 3: “The biggest weakness of our rule is that it costs ... / that customers ..., and we deal with it by ...”
- c) Everyone prepares this part. Ms Borgwardt chooses some of you to read their three sentences out loud. Then two classmates ask two questions: “Who loses because of your rule?” and “How much does your rule cost?” Write your answers here, one or two sentences each.
- Question 1: “Who loses because of your rule?”Help for question 1: Think of everyone your rule touches: Dara and the models, DRIP's customers, and Leyla, who wants to save money for the campaign. Who gets less work, less money or a worse product?
- Question 2: “How much does your rule cost?”Help for question 2: Say what DRIP pays per drop with your rule and compare it with today: a photo shoot with Dara costs €1,800 per drop. A half-day shoot with Dara costs €900, ShotGen €29 a month (one drop a month). If your rule uses ShotGen and nobody checks every picture, add €500 for extra returns (Nele's worry from Step 1). “Our rule costs about €... per drop. That is €... less / more than today.”
Every rule is possible. A strong rule answers all four questions in a). In b), sentence 2 has a number or a fact (€21,252, 15%, €500, €1,271, Kickz Lab, Coca-Cola), and sentence 3 names a real weakness and what you do about it.
Strong middle ways: Dara shoots the main pictures, and ShotGen only makes backgrounds or extra versions; every AI picture is compared with the real shoe and labelled; Dara becomes the person who directs and checks the AI pictures.
Question 1 needs a real person: with ShotGen, Dara loses work, and customers may get a shoe that looks different; without ShotGen, DRIP pays more, and Leyla has less money for the campaign. Question 2: ShotGen for everything without checks: €29 + €500 = €529 per drop, so €1,271 less than today. Half-day shoot plus ShotGen, and someone checks every AI picture: €900 + €29 = €929 instead of €1,800, so €871 less per drop.
The statements
Stop here and wait until the statements start. While you wait, read your three sentences from Step 4 b) to yourself and check your answers in Step 4 c). Ms Borgwardt chooses some of you to read their three sentences. She also chooses two classmates who ask: the first one always asks “Who loses because of your rule?”, the second one always asks “How much does your rule cost?” If you read, answer with your notes from Step 4 c). If you ask, ask your question after each statement. Everyone writes notes, also the readers and the askers: after each statement, write down in a few words who loses, in the box for this step. At the end, write two sentences under your notes: What do the people who lose have in common?
- First, while you listen: who loses in each statement? A few words for each one. Then think about all the answers to the first question, “Who loses because of your rule?” Write two sentences under your notes: What do the people who lose have in common?Help: Look at your notes. Do the people who lose decide about the rule? “Most of the people who lose are ... They all ...” If you missed the statements: leave out the notes and write two sentences. Think of Dara and the models, of DRIP's customers and of Leyla's budget, and of the people who lose under your own rule. What do they have in common?
A strong answer finds a pattern, for example: the people who lose are often at the start of their working life, have little money, or have no say in the decision. They carry the risk of the new tool, but they did not choose it.
Check your answer: Did you name what the people have in common, and not only who they are?
What I learned today
Write three sentences, one for each important thing you learned in Marketing, in your own words. For example: what AI pictures save, and what your rule changes for someone like Dara.
Check your workbook
- Save your workbook.
- Choose the file here.
- Does the page name a step? Then an answer is still missing or very short. Fill in that box, save the file and choose it here again.
- When all answers are there, Nele answers you and the solutions appear under every step.
- Compare the solutions with your answers. Is a number or a fact in your answer wrong? Write “Correction:” and the right answer in the same box, under your answer.
- Is the answer your own opinion or your own rule? Then more than one answer can be good. Write “Also:” and one idea from the solution that you did not have.
- Save your workbook again.
Thank you for our rule. I'm sending it to Leyla tonight, and I'll tell her where it came from.
It was great to have you in Marketing, thank you!