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With the launch of ChatGPT in November 2022, AI has become the hot topic for professionals in every industry. It lets us work faster and more dynamically and delegate time-consuming projects to computers. But is there more that we could be doing with it?
The answer (no surprise here) is an emphatic yes.
For organizations to remain competitive, they need to learn the critical skills of AI and begin experimenting within their organisations.
We recently had the opportunity to bring together two great minds, Alina Vandenberghe, the co-founder and co-CEO of Chili Piper, and Joe Peters, the CEO of Revenue Pulse. Alina and Joe provided ideas for how organisations can grow with AI experimentation and innovation. But, they also acknowledged that we are very early in this adoption phase and must strike a balance between AI adoption and preserving quality and originality.
Marketers have been using artificial intelligence for chatbots, data analysis and customer support for years. But ChatGPT opened a new door for professionals with generative AI.
Generative AI refers to a type of AI that can create new content rather than analyse and make predictions based on existing data. For marketers, this means the ability to produce text, images, music, videos, and more with a well-constructed prompt and the click of a button.
The advantages of generative AI include:
Studies have shown that less experienced workers are benefiting disproportionately. In a working paper from researchers at MIT, inequality between workers decreased, as ChatGPT compressed the productivity distribution. It took time away from rough drafting and restructured tasks towards idea generation and editing. Exposure to ChatGPT also increased job satisfaction and self-efficacy.
For marketers to truly benefit from AI, it's vital to understand how AI tools can impact your role and productivity. Alina encouraged viewers to embrace a broader knowledge base to make the most of AI tools while ensuring your marketing strategies retain the essence and quality unique to your brand.
Chili Piper has approached AI on a team-by-team basis. They use a framework called a 'Decision Memo,' where anyone on a team can write a memo with the stated problem and options to solve it. Each team decides its own implementation. The goal is to strike the delicate balance between using AI and preserving each team's creative edge.
Shifting your mindset is key. Start to view AI as a strategic partner and invaluable assistant, not as a threat. Joe suggested that viewers embrace continuous learning and AI literacy as they are essential skills for marketers diving into AI. “Play off some of the challenges or opportunities you are seeing within your department or as an organization,” Joe said. Let AI be your ally to evaluate innovative ideas and enhance marketing initiatives.
The availability of AI tools like Adobe Firefly and the release of GPT-4 served as an ah-ha moment for integrating generative AI into RP's work. Joe created an AI task force and they developed a list of potential projects. As part of this strategy, the team set a short timeframe to see what they could accomplish in just 60 days. The goal was to advance the entire team's understanding of AI through various learning streams. The task force created a process for identifying innovations, monitoring developments happening in the marketing space, defining the company's ethical boundaries of AI and kicked off RP’s first AI Experiment to identify a company’s true ideal customer profile (ICP) with GPT.
Don't let skepticism hold you back. It's natural to be cautious about adopting new technologies. A lot of new technology is available on the market today that did not exist publicly 12 months ago.
Yet, at the same time, people are becoming fatigued by the topic. This fatigue is normal and expected if you follow Gartner’s Hype Cycle. Gartner, a U.S. technological research firm, created the Hype Cycle in 1995 to monitor the phases of technological introduction through to adoption.
Briefly explained, after a new technology is introduced, there is an immediate uptick in use. This uptick leads to overinflated expectations.
As the technology doesn't live up to our initial hopes, interest starts to wane. However, as Joe explained in the webinar, those who continue to experiment will benefit long-term.
So, how do you convince the skeptics that AI is worth experimenting with? “It’s amazing to have something do the things we hate,” Alina said. “The more we can delegate those annoying things that are in the way of growth, the more we can reach our potential.” By offloading the time-consuming, mind-numbing work, individuals can focus on meaningful, high-impact work.
As an ethical marketer, you know the challenges AI brings, especially concerning trust, data integrity, and privacy.
As AI becomes more advanced, the risk of spreading fake or manipulated content increases, which challenges trust and authenticity.
Alina and Joe recommended taking a responsible approach and ensuring AI is used ethically in your marketing campaigns. Adopting and promoting AI principles and values for your business is an important step to take.
Time is a finite resource, especially for company leaders. The potential of AI to save time in marketing is boundless.
Alina used examples like taking transcripts from long YouTube videos and feeding them into ChatGPT for high-level summaries or condensing books or blog posts to its core information. This technique enables Alina to focus on the bigger goals for Chili Piper and free up more time in her personal life.
Joe encouraged viewers to take a human-centred approach to AI. Understand what it means to use AI in your work, both in the present and what proactive steps you can take – courses, tool familiarisation, etc. – to prepare for the future of AI in marketing. Joe also created a short series of 2-minute videos on the fundamentals of AI to help marketing professionals easily understand the basic concepts.
Now that you have insights into how marketing leaders are using AI to 9x their power, you can start leveraging AI tools to free up your own time and use that time to focus on strategic projects with higher ROI.
Remember, AI is still in its early stages, so it’s not too late to get started. Get past the fear and start experimenting with AI to see what you can create or how you can free up time. Be willing to share your knowledge, lower the barriers of adoption, and don’t be afraid to make mistakes.
With the launch of ChatGPT in November 2022, AI has become the hot topic for professionals in every industry. It lets us work faster and more dynamically and delegate time-consuming projects to computers. But is there more that we could be doing with it?
The answer (no surprise here) is an emphatic yes.
For organizations to remain competitive, they need to learn the critical skills of AI and begin experimenting within their organisations.
We recently had the opportunity to bring together two great minds, Alina Vandenberghe, the co-founder and co-CEO of Chili Piper, and Joe Peters, the CEO of Revenue Pulse. Alina and Joe provided ideas for how organisations can grow with AI experimentation and innovation. But, they also acknowledged that we are very early in this adoption phase and must strike a balance between AI adoption and preserving quality and originality.
Marketers have been using artificial intelligence for chatbots, data analysis and customer support for years. But ChatGPT opened a new door for professionals with generative AI.
Generative AI refers to a type of AI that can create new content rather than analyse and make predictions based on existing data. For marketers, this means the ability to produce text, images, music, videos, and more with a well-constructed prompt and the click of a button.
The advantages of generative AI include:
Studies have shown that less experienced workers are benefiting disproportionately. In a working paper from researchers at MIT, inequality between workers decreased, as ChatGPT compressed the productivity distribution. It took time away from rough drafting and restructured tasks towards idea generation and editing. Exposure to ChatGPT also increased job satisfaction and self-efficacy.
For marketers to truly benefit from AI, it's vital to understand how AI tools can impact your role and productivity. Alina encouraged viewers to embrace a broader knowledge base to make the most of AI tools while ensuring your marketing strategies retain the essence and quality unique to your brand.
Chili Piper has approached AI on a team-by-team basis. They use a framework called a 'Decision Memo,' where anyone on a team can write a memo with the stated problem and options to solve it. Each team decides its own implementation. The goal is to strike the delicate balance between using AI and preserving each team's creative edge.
Shifting your mindset is key. Start to view AI as a strategic partner and invaluable assistant, not as a threat. Joe suggested that viewers embrace continuous learning and AI literacy as they are essential skills for marketers diving into AI. “Play off some of the challenges or opportunities you are seeing within your department or as an organization,” Joe said. Let AI be your ally to evaluate innovative ideas and enhance marketing initiatives.
The availability of AI tools like Adobe Firefly and the release of GPT-4 served as an ah-ha moment for integrating generative AI into RP's work. Joe created an AI task force and they developed a list of potential projects. As part of this strategy, the team set a short timeframe to see what they could accomplish in just 60 days. The goal was to advance the entire team's understanding of AI through various learning streams. The task force created a process for identifying innovations, monitoring developments happening in the marketing space, defining the company's ethical boundaries of AI and kicked off RP’s first AI Experiment to identify a company’s true ideal customer profile (ICP) with GPT.
Don't let skepticism hold you back. It's natural to be cautious about adopting new technologies. A lot of new technology is available on the market today that did not exist publicly 12 months ago.
Yet, at the same time, people are becoming fatigued by the topic. This fatigue is normal and expected if you follow Gartner’s Hype Cycle. Gartner, a U.S. technological research firm, created the Hype Cycle in 1995 to monitor the phases of technological introduction through to adoption.
Briefly explained, after a new technology is introduced, there is an immediate uptick in use. This uptick leads to overinflated expectations.
As the technology doesn't live up to our initial hopes, interest starts to wane. However, as Joe explained in the webinar, those who continue to experiment will benefit long-term.
So, how do you convince the skeptics that AI is worth experimenting with? “It’s amazing to have something do the things we hate,” Alina said. “The more we can delegate those annoying things that are in the way of growth, the more we can reach our potential.” By offloading the time-consuming, mind-numbing work, individuals can focus on meaningful, high-impact work.
As an ethical marketer, you know the challenges AI brings, especially concerning trust, data integrity, and privacy.
As AI becomes more advanced, the risk of spreading fake or manipulated content increases, which challenges trust and authenticity.
Alina and Joe recommended taking a responsible approach and ensuring AI is used ethically in your marketing campaigns. Adopting and promoting AI principles and values for your business is an important step to take.
Time is a finite resource, especially for company leaders. The potential of AI to save time in marketing is boundless.
Alina used examples like taking transcripts from long YouTube videos and feeding them into ChatGPT for high-level summaries or condensing books or blog posts to its core information. This technique enables Alina to focus on the bigger goals for Chili Piper and free up more time in her personal life.
Joe encouraged viewers to take a human-centred approach to AI. Understand what it means to use AI in your work, both in the present and what proactive steps you can take – courses, tool familiarisation, etc. – to prepare for the future of AI in marketing. Joe also created a short series of 2-minute videos on the fundamentals of AI to help marketing professionals easily understand the basic concepts.
Now that you have insights into how marketing leaders are using AI to 9x their power, you can start leveraging AI tools to free up your own time and use that time to focus on strategic projects with higher ROI.
Remember, AI is still in its early stages, so it’s not too late to get started. Get past the fear and start experimenting with AI to see what you can create or how you can free up time. Be willing to share your knowledge, lower the barriers of adoption, and don’t be afraid to make mistakes.
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