OpenAI recently held their first developer conference, complete with a Steve Jobs-esque keynote from Sam Altman. Several changes and features were announced – by far the most interesting being the ability for users to create their own custom GPTs without any code. This capability is now available to ChatGPT Enterprise and Plus users, so I thought I’d give it a try.
I created a ChatGPT called Stratbot (strict copyright protection pending) based on The Kickframe Toolbox. I uploaded a PDF version of the website content and a CSV file with URL links to each framework. I then used a set of prompts (and many revisions) to configure the tool, instructing it what to do and how to behave. You can now ask Stratbot to recommend a framework for a specific marketing planning activity. Stratbot will then provide you with a recommended framework (from the Kickframe Toolbox), along with a description and link to download an editable version. If you have ChatGPT Plus, you can try it here. It works.
When I was creating the KickframeToolbox, I explored building a similar feature based on a complicated decision tree, but was deterred by the time and cost required (and a strong hunch that the chatbot would turn out to be perfectly terrible to use). Now I can create one that is 10X better in under an hour.
AI & Work
So, what does this all mean for marketers?
Marketing is projected to be one of the industries that will be impacted most from GenAI (Drivers and Childcare Providers apparently have nothing to worry about).
Speaking of fear, nearly 2 in 3 marketers fear that AI may replace their jobs in the next five years, and 3 in 4 say AI tools will impact their pay or value. For freelance writers and editors, GenAI is already starting to reduce available jobs and earnings.
Marketers need to start upskilling on GenAI, as 64% “do not understand AI at all or only know a few things about it”. Gulp. Training and reframing AI as a job creator vs. job eliminator is key.
But don’t worry marketers, if the robots force us out of work – LinkedIn has created a new AI chatbot that will help us to find a new job!
Fresh Research
Media Trends & Predictions (Kantar): An overview of the global content and advertising ecosystem informed by Kantar data – a useful input for your 2024 media planning.
Technology & Media Outlook 2024 (Activate): If you can work with U.S. data, this annual 200+ page report is a great resource for digital media use and tech adoption trends in general.
Canadian Consumer Holiday Shopping (Google): Fresh research on Canadian (!) holiday shopping habits, including how the season is starting earlier and ending later.
New Resources
Web3 Playbook for Growth (Move78): A practical, non-technical guide to how the concepts and building blocks of Web3 apply in a growth marketing context.
Life Trends 2024 (Accenture): A big picture report on the larger impact of technology on life, business, and culture. Includes a smart POV on how AI is shaping next generation interfaces.
The Issues with Briefs and How to Make Them Better (IPA): A smart scrapbook of advice on how to build better briefs, along with some fun Marketoonist cartoons. This builds on the document released by the IPA last year on the best way for a client to brief an agency.
Cool Beans
Google Map Updates: Google Maps has been updated to include ‘immersive views’ of routes, and a cool way for people on mobile to use Google Lens to scan their surroundings and find location-based information.
Humane AI Pin: A new device from former Apple execs that shows how we might use and interface with AI in a post-smartphone world. Make sure to watch the video.
Weird Gadgets from Temu: Temu is a discount Chinese retailer that sells some fairly bizarre items (if you haven’t heard of them, ask a teen). Here’s a review of some of their weirdest, with a cool quiz to test your knowledge (and imagination).
