There are both pros and cons to using Generative AI tool such as Chat GPT, Bard, MidJourney and others.
AI Tool Examples
ChatGPT by Open AI has a free version which is pulling content from the Internet through Nov 2021. So if you need output that considers information more recent than that you should use the paid version.
The Paid version is connected to live Internet and is bundled into Bing search browser.
Other tools to try are Bard by Google, Dall-e2 (text to image tool), MidJourney and
Topaz Gigapixel.
AI tools are quickly getting integrated into other platforms too.
For example, the image above I created using the AI tool integrated with Canva using the prompt, "design a physical representation of an AI machine that's both angel and devil."
AI for Inspiration
As a marketing and public relations professional there are ways that I can take advantage of artificial intelligence not to do my jobs, but to help me do it better.
For example, you may be familiar with Blank Page Syndrome or writer's block.
AI like ChatGPT can help you get started on the right path toward whatever you’re writing.
“It’s been very good to use as a stepping-off point for inspiration, such as wondering if you could make a tomato look like a scary pumpkin. It helps you visualize the image very quickly,” said Matt Cosad, head of data and analytics at Kraft Heinz.
AI handles the mundane part of writing and allows us to lean into our creativity.
I write a lot of email newsletters. One type of AI query I like doing is, "give me 10 email subject lines to create sense of urgency about ."
Insert your own subject where I have the . Or change the type of tone you want the output to be in, You could ask for funny or sarcastic or even have the output be in Pig Latin.
ChatGPT is very good at language translation too. So don't hesitate to use it for some basic copywriting in Spanish, etc.
Argue with AI
Another fun tactic with AI is try arguing with it to gain different perspectives on topics. Turn your query into more of a conversation. Ask follow-up questions.
And if you see an output from AI that is wrong, be sure to tell it.
AI Analytics Implications
The analytics from VidMob provides insights into elements from the product to the logo and placement of actors, color psychology and sound. For example, according to one AI program, an advertisement was successful because of its tan and orange color. While it correctly identified the element, the human in the loop saw that the color was actually the cup of coffee with milk in it, which performed better than ads with black coffee.
Having a quick understanding of the technical minutiae on how products appear in advertisements and a lot of granular details is something that the human just can't do.
AI allows us to work at scale and analyze tens of thousands of pieces of creative per year.
WARNING: AI Hallucinations
Always fact check proofread ChatGPT’s output. There is bad information being generated, commonly called Hallucinations, where the tools make up false information from all the research it does.
There have been a few court cases as a result of this. In one highly publicized example, a lawyer filed a brief written with ChatGPT that contained citations to fake cases.
WARNING: AI Ethics Concerns
In my industry we have endeavored to publish full AI ethics guidelines to practice.
Among the points that these ethics guidelines point out is disclosing to clients when AI has played a “substantial role” in content creation because of the copyright issues it could create.
For example if I am creating materials on a work for hire basis for a client, they will expect that the ownership of the materials I deliver will transfer to them upon payment. But if AI is solely responsible for the creation of those deliverables, that creates risk of copyright infringement and breach of contract.
WARNING: AI Security Risks
Organization with sensitive data and intellectual property are scrambling to implement workplace policies regarding use of AI tools.
For example, the White House issued guidelines last year that will further promote responsible American innovation in artificial intelligence (AI).
Also, Samsung is evidently worried about employees playing around with the tool and not realizing that it’s a potential security risk. “HQ is reviewing security measures to create a secure environment for safely using generative AI to enhance employees’ productivity and efficiency,” said the company’s internal memo, reports Bloomberg. “However, until these measures are prepared, we are temporarily restricting the use of generative AI.” As well as restricting the use of generative AI on company computers, phones, and tablets, Samsung is also asking staff not to upload sensitive business information via their personal machines.
Another security risk we all need to be aware of are AI generated Voice Scams. Unfortunately our elderly population are falling victim to these calls. We must be as vigilant as ever to protect ourselves from these realistic sounding calls that could be in the believable voice of our boss, our child, etc.
CONCLUSION About AI
Don’t fire your copywriter anytime soon. Rather, let AI be a tool for copywriting to be done better. Add your own personalization to the AI output.
Also, I encourage you to take classes, either online or in person on AI. Follow Generative AI Experts and thought leaders on social media such as Dr. Chrisann Ruehle (pronounced Really).
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