How AI is changing the game (for better or for worse)

As promised, I'm back with another quick-fire update delving further into the world of AI and how recent developments have had a significant impact on the world of content marketing.

I'm going to focus specifically on a company called OpenAI, looking at how their new programme, "ChatGPT" has impacted our daily workflow here at Inspire and how it, and AI in general, can help your business improve its internal and external processes.

I've also included hints and tips on how to get the best out of AI tools and how you can use them as a business owner to advance your internal process and external marketing.

So, grab a coffee, get comfortable and read the info outlined below to find out more about the exciting new world of Artificial Intelligence.

Using AI to enhance your marketing efforts

New AI technologies are proving to be even more powerful than first imagined and it's safe to say that the curve will not be slowing down soon. Although AI may seem daunting, if we make efforts to gain a true understanding of it and then use it to our advantage, we can get a step-up on our competitors and free up more time for both ourselves and our employees.

When it comes to marketing, AI can be extremely useful. With the growing need to produce never-ending streams of content just to stay relevant and remain present in our customer's minds, AI could be the tool that helps us achieve a faster and more tailored turnaround when it comes to content creation and social media output, as well as other forms of external marketing.

Some benefits of using AI technology for your business's external marketing efforts are:

• Improved targeting: AI algorithms can analyse consumer data to identify patterns, preferences, and behaviours to create highly personalised marketing campaigns.
• Increased efficiency: Automated marketing processes, such as chatbots, can handle repetitive tasks, freeing up time for human marketers to focus on more strategic initiatives.
• Enhanced customer engagement: AI-powered chatbots can provide 24/7 customer support and respond to customer inquiries in real time, leading to increased customer satisfaction and loyalty.
• Better ROI: AI-driven marketing can improve the effectiveness of campaigns, reducing wasted ad spending and increasing conversions, leading to a better return on investment.
• Predictive analysis: AI algorithms can analyse consumer data to predict future behaviour, enabling businesses to anticipate customer needs and make proactive marketing decisions.

The emergence of ChatGPT

You may have heard about the emergence of ChatGPT, a new AI “Chatbot” created by OpenAI which has had extensive coverage in mainstream media, including articles in The Guardian and Business Insider.

The Chatbot uses OpenAI’s GPT-3 software to operate as one of the most extensive and strongest language AI models to date, with a staggering 175 billion parameters in use at any given time.

In more simplified terms, this means ChatGPT has a firm grasp and understanding of the written language and will (in most cases) accurately understand what you ask it and will reply in an appropriate way.

Its main advantages are the way it processes natural language and produces fast and accurate answers to your prompts, especially when it comes to complex topics or generating ideas.

In addition, ChatGPT is context-aware and will learn from your responses, meaning you can tailor your prompts to produce the final answer that you require. In essence, the best way to use ChatGPT is to have a conversation with it, where you educate it, niche down your topic and narrow down its answer to arrive at the outcome you want.

When it comes to content marketing, Chat GPT is particularly useful in creating:

• Social media captions
• Meta titles and descriptions
• Content outlines and plans based on specific keywords
• Article and blog headings
• Short paragraphs and lists
• Idea generation on a topic, project or article that you're struggling with

HOWEVER, this tool is still very much in the learning phase and does have some significant downsides that users should all be aware of. These include:

• The robotic and often repetitive language that the Chatbot produces
• The app is often at capacity and will disconnect from your conversation due to too many people using it
• You are also unable to access old chats due to capacity issues
• Incorrect information can sometimes be generated and the Chatbot can get answers wrong or misunderstand your intention
• The fact that its knowledge of the world is severely limited beyond 2021, as you can see in the example below (clearly, it’s got a lot of catching up to do when it comes to the comings and goings of UK Prime Ministers...).

Try Chat GPT yourself!

Tips on how to get the best from AI tools

AI seems highly advance (and the technology behind it certainly is) however, its intended purpose is quite the opposite; AI is being designed and tailored to make our lives easier, whether you like it or not.

You may not even realise this, but AI already impacts multiple areas of your life, including:

• Facial recognition which is now widespread on modern smartphones
• Online banking security
• Digital voice assistants, like Amazon's Alexa.
• Our social media feeds and recommendations
• And even our driving routes.

The key is not to let AI use you, but rather to understand it and then use it to enhance your processes, increase your productivity and drive yourself and your business forward.

With this in mind, here are some helpful tips for getting the best out of emerging AI technologies:

• Define clear objectives: Identify the specific problem you are trying to solve, as well as the desired outcome, to ensure that AI fully understands your objectives and is applied in the most relevant and effective way.
• Get quality data: AI algorithms rely heavily on the quality and quantity of data fed into them. Make sure your data is accurate, diverse, and up-to-date!
• Experiment and iterate: AI is not a one-time solution, but an ongoing process of experimentation and improvement. Test different algorithms and models, and changed and develop your process based on the results.
• Monitor performance: Regularly evaluate the performance of AI models to ensure they are delivering the desired outcomes.
• Collaborate with experts: Work with AI experts, such as data scientists and machine learning engineers, to ensure that you are leveraging the technology in the best possible way.
• Continuously learn and evolve: Stay current with the latest developments in AI and continuously seek new ways to improve your use of the technology.

If you are interested in finding out more about AI or would simply to chat with me about how AI could be used within your business, drop me a line by hitting the button below

Chat to David about AI

If you want any specific advice about anything digital, I'm here to help. Give me a call on 01738 700 006 or drop me a line and I’ll get right back to you.

Best regards,

David Dwyer
Director - Inspire Digital