Embracing AI’s growing role in marketing will be vital for businesses that want to stay ahead of the competition.
This is why we asked Tim Davies, CEO of Projekt Rising to deliver the keynote at our recent marketing workshop in Peterborough, where he spoke about the fusion of marketing and artificial intelligence (AI).
His “Marketing Meets AI Unlocked” presentation captivated the audience and ignited engaging discussions on AI’s potential in marketing.
If you couldn’t attend the event, we’ve prepared an overview of Tim’s insightful presentation.
Marketing Meets AI Unlocked
Tim started his talk by emphasizing AI as a powerful tool for humans and underlining its importance in marketing. Marketers must stay ahead of the curve and embrace AI’s promising opportunities.
Throughout the presentation, Tim delved into various aspects of AI adoption, such as custom implementation, the benefits of AI in marketing, and the different stages of AI adoption.
Understanding these elements enables marketers to make informed decisions about integrating AI into their strategies and leveraging its potential to unlock growth and success opportunities.
The Stages of AI Adoption:
One element that caught our eye was the different stages of AI adoption companies find themselves in.
It got many audience members contemplating where they currently sit.
- Ignorance: Lack of awareness or understanding of AI’s potential
- Denial: Dismissing AI as a passing trend or unnecessary investment
- Research: Investigating AI technologies and their potential applications
- Uncontrolled (Playing): Experimenting with AI tools without proper planning or guidance
- Controlled: Implementing AI strategically, with clear goals and management
- Innovation: Harnessing AI to drive continuous improvement and redefine marketing practices
In addition to AI adoption, Tim explored AI technology’s astounding advancements and compared them to human cognition. He also examined the development of knowledge transfer and the various ways AI is revolutionizing the marketing landscape.
Prompt engineering is the instructions that the human gives the AI to generate results.
Tim emphasised the significance of prompt engineering, explaining how specificity plays a vital role in shaping AI-generated content.
He shared insights on tailoring prompts to include information about the author’s experience, qualifications, output type, writing style, tone, and content detail to achieve the desired results.
The refined prompts can help produce high-quality, relevant, and engaging content that is nearly indistinguishable from human-written work.
AI Use Cases Outlined:
Here are some of the real-world use cases of AI that Tim highlighted
- Automated Report: Tim demonstrated how AI could transform a surveyor’s transcription of site inspection recordings into a compliant expert witness disrepair report.
- Custom Chatbot: He shared the development of a branded and controlled GPT-4 based chat and creation tool for use by global creative agencies.
- USP Builder: Tim showcased an AI-powered tool that helps companies build unique selling propositions and generate website copy based on their responses to a gated web form.
- Photo Builder: He discussed a photo prompt builder tool that allows the creation of images from simple prompts, currently available on a limited beta basis.
- Prediction: Tim highlighted a solution that predicts the duration and cost of delivering a new brief and generates taglines to accelerate the creative team’s work.
The talk concluded with a thought-provoking discussion about AI’s future impact on marketing and business.
Tim urged the audience to contemplate how AI could transform their marketing endeavours and unlock new benefits within just two years.
This talk blew everyone away, providing valuable insights and inspiring ideas for marketing professionals.
As AI technology advances rapidly, Tim’s presentation served as a timely reminder of the importance of staying ahead and embracing AI’s potential in marketing.
If you missed this event, fear not! We have more exciting webinars, workshops, and talks planned for the future.
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