DeepSeek: beyond the hype, what we have confirmed

It has been over seven weeks since DeepSeek burst onto the technological scene with promises of revolutionising conversational AI. Unlike others, at MIG Prisma, we decided not to rush to publish an instant opinion, although... 

• In 24 hours | DeepSeek became the most downloaded free app in the United States and Europe. 

• In a week | It surpassed 10 million downloads on Android and it positioned itself as the most downloaded app on both the Google Play Store and the App Store in Spain. 

• In 15 days | They maintained a sustained growth, surpassing ChatGPT in several regions. 

We don't rush in. Instead, we test, analyse and reflect. What remains of that initial earthquake? Is it really a game-changing tool? 

But, hold on a moment, ¿qué es DeepSeek? 

En términos generales, DeepSeek es un Open-source artificial intelligence system designed to understand and generate human language naturally.. Developed in China, this AI is capable of answering questions, explaining concepts, drafting texts, and offering data-backed recommendations with marvellous accuracy and efficiency.  

Going into more detail on the technology, we can also tell you that DeepSeek it is based on deep neural networks and machine learning, using an architecture similar to that of the most advanced language models.  

• Mixture of Experts (MoE) Architecture divide el modelo en pequeñas redes neuronales especializadas, permitiendo una mayor eficiencia. 

• Optimisations for local environments: allows its execution on less expensive hardware. 

• Advanced multilingual processingespecially efficient in Asian languages. 

• Low precision parameters: uses 8-bit numbers instead of 32-bit numbers, reducing memory and compute requirements. 

• Multiple token prediction: It can generate multiple tokens simultaneously, improving inference speed. 

DeepSeek has been trained on 671 billion parameters using 14.8 trillion different tokens. The training was conducted over 55 days, using 2,048 NVIDIA H800 GPUs, demonstrating its capability to achieve results comparable to Western models with more limited resources.  

What distinguishes DeepSeek from ChatGPT-4? The difference is its computational efficiency, achieving comparable results to ChatGPT-4, but with lower resource costs. (Boom! Costs are the game-changer) 

Y quién está detrás de esta maravilla, pues la mente maestra de DeepSeek es Liang Wenfeng, un ingeniero informático chino nacido en 1985. Wenfeng, conocido por ser brillante en mates e informática, fundó DeepSeek en 2023 y la consolidó rápidamente como una de las empresas de IA más prometedoras del mundo. Hasta aquí todo bien, pero esto seguro que no te ha terminado de cautivar; lo que viene ahora sí lo hará: el objetivo de Wenfeng  era y es, crear una herramienta de IA conversacional que fuera tan potente como accesible. Más bonito, ¿verdad? Una IA que no dependa de grandes inversiones de capital para que las empresas puedan utilizarla, ni de caras inscripciones que no tod@s puedan permitirse. Es como si Wenfeng hubiera encontrado un atajo en el laberinto de la inteligencia artificial. 

DeepSeek in advertising: expectations vs. reality 

In theory, DeepSeek offers capabilities that could revolutionise marketing and advertising: SEO content generation, message personalisation, and assistance with creative strategies. However, after weeks of testing, MIG Prisma, we have identified both its potential and its limitations. 

🔹 Efficient, but not perfect. Text generation is fast and coherent, but at times it can be too literal. When translating from English, some expressions lose their natural flow. 

🔹 Creativity… automatic? We tested DeepSeek in an advertising campaign for a Eco-friendly smartphone. We gave them a structured briefing with product features, target audience, and brand values. The result was Good, but not brilliant. The AI provided interesting ideas, although emotional connection and originality were lacking. 

🔹 Necessary corrections. Instead of generating a solid advertising concept, your proposals seemed more suited to social media. We had to step in to refine the wording, improve the flow, and adjust the tone. 

🔹 He doesn't think like a creative. Where an advertising professional finds a powerful metaphor, DeepSeek sticks to the literal. For example, it failed to make the connection between The fingerprint on a mobile phone and the ecological footprint on the planet, ...something a human immediately picked up on. In fact, he confused a fingerprint with a digital footprint... 

Conclusion: DeepSeek is a rough diamond, but it needs polishing 

Once the initial excitement has died down, our analysis is clear: DeepSeek is a tool with great potential, but it still needs the human touch. With well-designed prompts, editorial review, and a layer of human creativity, it can be a powerful ally. But, at least today, it doesn't replace the talent of professionals. 

As AI continues to evolve, in MIG Prisma we remain attentive to how tools like DeepSeek can be integrated into brands' communicative ecosystems. Beyond the hype, We are committed to artificial intelligence with judgment and strategic vision. 

And you? Have you tried DeepSeek? 

Does the campaign leave a mark on you? 😉

What was the process like? 

1. We put ourselves to work crafting some excellent prompts to channel DeepSeek's creativity: explaining the product's features, defining the target audience, and conveying the brand's values. What did we ask DeepSeek with that information? To give us several copy proposals for the product's campaign, geared towards persuasion and conversion. It's all about navigating funnels! 

2. We analysed DeepSeek's proposals and... we had to get our hands on them! (in the best possible sense). Generally, each of the copies offered promising ideas, but in some cases, with unrefined words or expressions and, in others, with a lack of flow and coherence in the texts. 

For example, in the first prompt, we expressly requested copy for an advertising campaign, and DeepSeek generated copy more suitable for social media: 

Another aspect: DeepSeek thinks in English, which on occasion implies the textual translation of certain expressions… Because in Spain we don’t “make” the difference, rather we “mark” it. 

And finally, it also generated options that, if read by a creative person, would seem a bit naff... 

3. Our next step was to ‘nibble’. No, we weren't hungry… We took a bit from one and a bit from another, refining the wording and adding the idea of a human creative mind, which was to relate the footprint we leave by fiddling with our phones to the footprint we leave, with everything, on the planet. (Genius that DeepSeek didn't think of…)  

4. Removimos todos los ingredientes anteriores en plan coctelera (tampoco teníamos sed) y surgió el copy  definitivo con el que ‘cocinamos’ otro prompt para dirigir a DeepSeek en la definición de la campaña creativa objeto de este experimento. 

5. Before a human hand executed the graphic you've seen above (also aided by AI-based design tools), it had to think... and that's because there were certain imprecise terms in the creative brief given by DeepSeek: it confused fingerprint with digital footprint! Here again, the human mind had to think 😉  

Como conclusión de todo ello… DeepSeek nos mola, pero combinado con el factor humano: precisión en los prompts, revisión y edición de los resultados, más un toque creativo adicional. Esta IA tiene gran potencial en una agencia, pero su resultado hay que matizarlo de la mano de profesionales… al menos, hoy día. ¡Todo un diamante en bruto a pulir! 

A look at the future 

And as we look out of the office window and see “Sita Cibeles”, we wonder: what will the future hold for us? With DeepSeek on our side, the possibilities seem endless, but perhaps this AI still has a way to go to reach its full potential and, above all, to find peaceful coexistence with other technologies on a global level.

What we are certain of is that DeepSeek has experienced explosive growth in downloads since its launch, and these figures cannot be taken away from Wenfeng. 

In MIG Prisma We will keep an eye on HumAIn Power which will provide us with artificial intelligence to continue creating.