I have been teaching AI for Marketing for the Chartered Institute of Marketing since April 2023. It is the most in-demand course that CIM has ever had in terms of numbers. Most CIM courses run every 6-8 weeks. This course runs every 1-2 weeks, due to overwhelming demand. Having delivered it so many times and having worked with hundreds of delegates, I am now in a good position to share my top 10 common AI mistakes. This is a shortened version of a 90 minute presentation that I delivered for alumni students in Milan for Hult International Business School in September 2024. This is just a teaser. If you want me to deliver this presentation to your team, get in touch (nick@navigateconsulting.co.uk) or find me on Linked In (nickbaggott)
1) You can always trust the answers that AI gives you (beware of hallucinations)
2) I can just use the free versions (your data could be at risk and you are missing out on extra functionality)
3) AI is just for content generation (you can use it to manage web pages, email marketing, social media ads, chat bots and so much more)
4) I can write a simple prompt and get what I want first time (see thoughts below on how to write a good prompt)
5) I will amend the content myself online (if you do this your AI wont learn your preferences)
6) ChatGPT is just for writing copy (it can write video scripts, research questionnaires, marketing plans , media recommendations and so much more, including poetry…)
7) AI doesn't generate decent video content (check out this ad (screen shot below) developed using sora!)
8) My brand or personal brand is safe (beware unethical fake content)
9) I don't need to understand predictive modelling (AI is a predictive model, you need to understand the principles, but also AI can help you predict so much that will help plan a marketing strategy
10) I can build an AI strategy on my own (you need to collaborate with colleagues in other departments as AI will affect almost everyone in your business in some way)
Prompt Engineering Tips
- What is the intent eg what do you want it to write about?
- What media / format is it being created for eg a blog / report / questionnaire?
- Who is the audience? Their roles / ages / knowledge etc
- What is the style / tone of voice that you want it to write in?
- What language eg American English?
- What is the context? Why are you creating this content? Who are you?
- Are their specific commands? What do you want to include / exclude?
I hope that helps you. If you want to know more, please get in touch on Linked In or email (nick@navigateconsulting.co.uk)
