So, how will AI impact my job? It’s the question many are noodling these days. Some marketers and agency folks must have lost some sleep after reading Sam Altman’s prediction that AI will replace 95% of creative marketing work. Bloombury analyzed 5M freelance job listings and found that roles for writers and translators were eliminated most since the release of ChatGPT. To top it all off, Scott Galloway compared AI to Ozempic as a way for CEOs to stop their craving for hiring people.
Other marketers and businesses are opening their arms to AI, including Zoe Scaman who generously shared her early learnings from incorporating tools into her strategy work. Roger Martin has a great post on how AI is unbeatable at modelling an average way of doing something, so the real opportunity for an individual is to find an exceptional way of doing something to create value. From an organizational perspective, Ethan Mollick shares a few useful ways / questions to explore AI opportunities that are perfect for a workshop activity: What useful thing you do is no longer valuable? (Opportunities for Delegation) What impossible thing can you do now? (Opportunities for Innovation).
AI & Prompts
The AI tool that I use most is GPT-4, which has required me to figure out how to use prompts effectively (a work in progress, to be sure). A few companies are offering Prompt Engineers salaries of up to $335K, however some experts explain that the best resource for optimizing prompts for AI is ironically AI (now AI is coming for our AI jobs!) What else works for improving prompts? Well it turns out asking AI to Act Like Star Trek might help, as well as offering a tip for a good response. The most useful guide that I've found is actually from OpenAI, and Navreo recently posted a list of 100 ChatGPT prompts for Marketing Agencies which I’ve bookmarked.
AI & Tools
Most of my clients have been using AI tools for creative production work for a while now, but as a strategy consultant / trainer I’m keen on finding tools that fit with my work. For now, I use AI for ‘open’ work where I am gathering input and not ‘closed’ work where I’m making recommendations. It’s interesting to see new (paid) tools emerging that are designed for marketing planner / strategist-types including:
IdeaApe (Market Research)
Briefly (Marketing Briefs)
Springboards (Creative Planning)
One (free) tool that is interesting to monkey around with is Globe Explorer (h/t Neil Perkin) which creates instant taxonomies relating to a specific topic. It’s a surprisingly useful format to learn about – or visually scan – a topic, and dig further.
It’s also interesting to check in on the GPT store from OpenAI for new tools. One new, popular tool is ‘SellMeThisPen’ which creates second-hand marketplace listings based on pictures uploaded by users. Just think about all of these simple, repetitive tasks that people and businesses face that can be delegated to a custom GPT.
Adobe also recently launched a beta version of an AI Assistant for Acrobat that allows users to essentially query a document. It feels like everyone will start using such agents to ‘search this for me' or 'summarize this for me.’ The flip-side opportunity for such agents is to provide one based on your own proprietary documentation. The San Francisco Chronicle just launched a ‘Chowbot’ based on its database of local restaurant reviews.
AI & Oddities
Ever wanted to….
….speak to a chatbot of deceased Velvet Underground co-founder Lou Reed? I got you.
…create an app without coding? Learn from someone who built an app that points to the centre of the galaxy using only ChatGPT.
…instantly create a new song? Now you can by just entering a few text prompts into Suno AI. Do yourself a favour and crank the volume for The Kickframe Hustle.
