Unlocking AI’s Power:
Practical Marketing Tips & Demos
At a recent Lunch & Learn, a panel of AI experts discussed ways marketers are using generative AI to develop content, enhance creativity, and streamline processes. Even as AI is rapidly evolving and improving, marketers still need to be cautious using AI — including checks and balances of content quality, privacy concerns, intellectual capital infringement, biases, and factual errors. As organizations experiment and incorporate AI into their daily workflows, marketers and creatives need to manage AI tools effectively while crafting truly original stories and content that stands out. This may be the most exciting time yet in our field! Check out the Q&A from the Lunch & Learn here.
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Meet some of our AI experts:
Kim Lopez-Walters is a seasoned marketing and innovation consultant with over 25 years of experience in the food and beverage industry. Kim has a passion for learning about consumers, their behavior, tastes, desires and identifying new and innovative ideas. She has experience with a variety companies like Nestle, Starbucks, Del Monte, Clif Bar, Rebbl Beverages, and California Olive Ranch. Kim uses AI for qualitative market research, concept writing, competitive analysis, and new product ideation.
As a seasoned Marketing Consultant, Alex Cwalinski excels in data-driven and creative marketing strategies, specializing in SEO, content, and AI applications. His work has enhanced the marketing efforts of industry giants such as Salesforce, Uber, Amazon, and other Fortune 500 companies. A former Air Force Reconnaissance Marine, Alex integrates discipline and leadership into a comprehensive approach to digital strategy.
Dean Ray is an experienced Professional Coach, who draws on his experience flying in helicopter crews in Afghanistan to develop a belief that drills-based training and thoughtful preparation are critical elements of success in high pressure situations. This holds true with what he has observed working with people across all industries. Dean studies, interviews and writes about top performers and is interested in exploring how teams will learn to embrace AI in the near future.
Laurence Shanet works across a variety of platforms to bring stories to life in a clear, memorable, and compelling way. From directing television, film, digital, and commercial projects; to writing for advertising, journalistic, and technical outlets; he enjoys the challenge of finding the right way to tell each story. Laurence helps companies understand AI to enhance creativity, avoid pitfalls, and optimize use of the tools available.
Stayton Bonner is a writer and creative director. So far in his career, he’s had the opportunity to create advertising and marketing campaigns for brands like Apple, Citi, Microsoft, Google, and Meta, and work at amazing companies like Apple, Rolling Stone, and GQ. With extensive experience using AI in his work, Stayton provides the creative stewardship that AI-enabled teams need to ensure their brand inspires passion and brings out a unique voice.
Tiffany Chin is a curious, always learning, experienced design leader who has been driving innovation and transformation in the tech industry with a proven track record of success at enterprise companies like Pendo, Salesforce, IDEO, and Google. Tiffany has consistently championed user-centric design strategies that drive business growth. Tiffany is at the forefront of integrating AI into the design process, a venture she passionately shares on her YouTube channel, cocoy.ai.
Matthew’s passion for his work in intellectual property arises from a deep appreciation for creativity, whether in the form of invention, design, expression or marketing. He assists clients in clearing, obtaining, enforcing and defending trademark rights in the United States and throughout the world, and advises on utility and design patents, copyrights, domain names and related areas.
Q&A from our Lunch & Learn
Most AI tools are free to use, including Claude, Bard, Canva, etc. Many have free to use versions, as well as paid versions that come with more features, like OpenAI’s ChatGPT4.
Which elements are free vs. paid varies a bit from platform to platform. Sometimes paid versions just give you the ability to use the tool more times in a given period. But in other cases, it actually uses a different model in its free version vs. the paid version. (e.g. The free GPT 3.5 isn’t as sophisticated a model as GPT 4 which often gives better outputs.)
The more details you provide about the role, the more effective the AI will be. Simply assigning the AI as a “publicist” will likely end up with the AI creating generic content.
Yes, you can. However, you will need to develop an effective prompt to ensure it is appropriately fact-checking the content it produces. AI that has access to the internet will more efficiently be able to provide sources, but it still will not guarantee that the AI won’t hallucinate.
Whether it’s visible to the public varies based on which platform you’re using. For example, some of them use an interface in Discord which allows other users to see your results. However, even if you’re using a tool where the output is only shown to you, there is still the legal issue that you don’t “own” the output like you would with an original illustration or photo. So someone could still take your image from the public use (e.g. your ad) and use it themselves.
Yes it can, but it may be generic at first, so you have to give it more specific ideas to get more specific outputs. A good way to use AI is to use it to brainstorm ideas that you think are valid, and then to help you create ideas of ways you can phrase those competitive advantages in both written and verbal forms. I personal use AI to help develop ideas and content for the clients I work with in my role as a sale coach for large corporations.
There are companies like Adobe that will back up their image generation for commercial use. However, with tools like Midjourney, unless you have an enterprise version, it’s creating the images publicly, and doesn’t restrict use of the generated images.
Using ChatGPT4, you can upload documents/files which the AI can then read and summarize for you. This is a much simpler method than copying and pasting text, which might not be allowed with some AI’s given their limits on text.