Artificial Intelligence
AI is the buzzword in business these days. But what is it exactly? It’s not the actual Artificial Intelligence sci-fi novels have been warning us about. At least, not yet. In the broadest terms, AI is being used to describe machine learning whose output can’t be precisely predicted based on the input. In fact, being unable to predict the output is the whole value proposition of AI right now. For the paragraph above, the language model, ChatGPT, was given the prompt, “write an intro about using AI in marketing. Talk about how it can be used as a supplemental resource, not a replacement, etc.,” and it produced the above paragraph.
But does that intro paragraph actually say anything of substance that the prompt didn’t already say? Or did it just fluff up the content we fed it? To borrow an animation term, AI is the “Inbetweener” or “Tweener” for short. It fills in the blanks between the creative, human-driven decisions.
Chat GPT & Other AI Resources
What if we gave it this:
Write and pitch a script that could be added to a Facebook post to sell to an older adult, “are you moving soon? Have you considered using a moving business. Call 555-555-5555 for a free estimate for all your packing and moving transportation needs in-state and out-of-state.”
The result:
Making a move in your golden years? Let us help lighten the load. Downsizing and relocating can be daunting at any age. That's why our team of compassionate professionals is here to manage your entire move from start to finish. We know this can be an emotional transition. Our packers are trained to handle your belongings with care, while our drivers will transport your items safely and efficiently. No heavy lifting required on your part! Whether you're moving down the street or out of state, we provide full-service moves tailored to meet your needs. We'll pack and unpack boxes, disassemble and reassemble furniture, and get everything settled smoothly in your new home. You deserve to enjoy this next chapter hassle-free. Call [moving company] at 555-555-5555 for your free estimate, and let us take the stress out of your move. Our team is standing by to help make this transition as smooth as possible.
Only you know if the result is good for your agency. Only you know if it will connect with your customers on a human level. You could turn around and repost it on social media as-is, or you could use some of the time AI freed up for you to refine it to fit your agency, its culture, and your customers.
Uses Beyond Writing Captions
That example was just language models. AI is also being applied to data to process and identify trends. More attention is being put towards showing data in new and unexpected ways, not just the ways specified by the user. For example, many programs exist now that allow you to dump data directly into their learning model to see what trends it identifies that you might not have thought to look at, which can then guide you toward more effective marketing practices.
Put AI in practice: You’ve been collecting customer surveys for years. Why not dump that into an AI model and see if it identifies any trends you haven’t considered?
AI will undoubtedly be used by lazy businesses to create extraneous, low-effort fluff, like the intro paragraph above. Does it sound professional? Yes. Does it sound generic and bland? Also yes. Those who shun the term “AI” and every tool it’s applied to are handicapping themselves, though. Those who can identify its strengths and weaknesses will excel. So, make sure you continue to inject the creative human factor into your marketing efforts while allowing AI to augment and assist with the minutia. You’ve got more human decisions you could be making, if only you had the time.