Artificial intelligence (AI) has become part of our daily lives, ranging from content recommendations on streaming services to self-driving cars. AI has become especially prominent in the platforms marketers use every day, including analytics, advertising, and content tools.
AI isn’t just for tech giants though. Smaller companies effectively leveraging AI can maximize their impact and refocus their workforces’ time on more valuable tasks. The following article provides ideas and considerations for getting started with AI for your business; if you’d like more advanced or customized recommendations for your business, please connect with us.
AI’s Capabilities
AI platforms like ChatGPT have become popular for everyone from students to professionals. Marketers specifically have leveraged these tools for tasks such as brainstorming content, researching keywords, and data analysis.
Though these tools can be useful in completing many tasks, they have limitations. It’s best to treat AI as an assistant whose work requires manual review before being used. Similarly, ongoing or automated use of AI should be implemented with the consideration of “what if” scenarios and recurring quality checks.
AI Chatbot Platforms
There are numerous AI platforms, many offering free versions or trials. Each tool possesses its advantages and limitations so you’ll benefit from experimenting with multiple platforms.
- ChatGPT: arguably the most well-known AI assistant was launched in 2022 by OpenAI. This tool works well for many general uses, including ideation, research, and processing. Many users find ChatGPT to be the best all-around chatbot.
- Copilot: Copilot was released in 2023 by Microsoft and initially referred to as “Bing Chat.” Originating from the same engine as ChatGPT, many consider Copilot its best alternative, especially with the tool’s direct internet access and ease of use.
- Gemini: Google launched Gemini (formerly “Bard”) in 2023 as its response to ChatGPT. Gemini offers many of the same capabilities as ChatGPT though benefits from integration with Google Search and many other Google products like Google Docs and Gmail.
- Additionally, you might consider Claude, Perplexity, Jasper, or Chatsonic.
Prompts for AI Tools
As with any system, AI’s output hinges on its input. Clear and detailed prompts with the inclusion of examples can dramatically improve AI responses. Consider including the following in your future prompts.
- Describe the role AI should assume. Should the text be generated as though written by a journalist or a salesperson? Should the messaging be in the voice of an older or younger individual?
- Detail the intended output’s formatting and placement. Should a text-based response be provided as a paragraph, bullet points, or a table? Where will you use the output – a website blog or a social media caption?
- Include reference materials. AI requires information and context. Consider including relevant website links, images, or raw data to improve its response.
Some of our favorite prompts have come from Dave Birss who offers video courses, books, and other AI-centered content. Below is an example adapted from one of his prompts that you may find useful – simply input your business details in the placeholder fields:
Assume you are a social media expert with experience developing engaging content. Create a one-month content plan for my business that offers {services} with {website} as a reference. Provide these ideas as a list of suggested content that accounts for my {regularity of posting} and {social media platforms}.
Legal & Privacy Considerations
As AI advances and governmental entities debate its regulation, legal and privacy considerations will be a significant part of the conversation.
Currently, US copyright law prohibits the registration of works generated solely by AI. Users should also manually review AI tools’ output to negate infringement, misinformation, or other adverse effects of its use. Recent examples include horrifyingly inappropriate responses within Google Search’s new AI overviews when users searched terms such as “how to treat depression.”
In general, users of AI should also be wary of providing tools with confidential information. We suggest consulting with a data privacy specialist or platforms’ respective privacy policies as needed.
Summary
Artificial intelligence is quickly impacting our lives and workplaces. Businesses and individuals that embrace its capabilities rather than ignore it can expand their production, gain a competitive edge, and refocus valuable human bandwidth to harness its maximal impact.
