I’m always on the lookout for innovative tools and strategies that can elevate our work here at Pure Public Relations.
Recently, I had the privilege of MCing at the Mumbrella360 conference, with one of the key sessions delving into the fascinating – and sometimes, overwhelming – realm of generative AI with Telstra CMO Brent Smart, CHEP Network Chief Creative Officer Gavin McLeod, and CHEP Network Chief Technology Officer Mark Gretton.
The technology that large language models (LLMs) like ChatGPT, Dall-E, GPT-4 and others offer has the potential to revolutionise the way we approach content creation and creative processes, but as with any tool, there are nuances to consider.
Here are three key takeaways on generative AI and its applications in the marketing landscape.
Tread carefully with copyright
Throughout this session, I soon discovered that harnessing the power of visual AI tools, such as Adobe FireFly, comes with a caveat. While these tools can generate visually compelling elements, marketers must tread cautiously regarding copyright.
Not all AI-generated visuals can be directly used in marketing materials due to potential copyright issues, even when prompted with unique instructions. It’s essential to view these AI-generated visuals as starting points that can be tailored by skilled graphic designers to align with a brand’s unique identity.
Avoid the ‘blanding’ trap
Another challenge in the realm of generative AI is avoiding the trap of ‘blanding.’
To maintain a distinctive brand voice and creative identity, the prompts given to AI tools must be creative and imaginative.
For instance, providing the AI with a unique persona to apply to its results can yield interesting outcomes. Imagine instructing the tool to think and write like a Disney character – the possibilities are intriguing.
Put an ethical framework in place
One significant takeaway from the conference was the importance of establishing an ethical framework for using generative AI. While these tools can streamline processes and enhance efficiency, it’s crucial to have ethical guidelines in place to guide their application.
By embedding legal parameters and ethical considerations into the AI tool’s functioning, businesses can reduce the need for extensive editing and revisions in content approval.
Focus on creating great prompts
In this session, Brent Smart, Gavin McLeod, and Mark Gretton all shared their experiences – both successes and failures – in integrating generative AI into their processes. What became evident was that success lies in crafting thoughtful and specific AI prompts.
By personalising the instructions with persona attributes, style guides, behavioural psychology principles, and legal considerations, these marketers achieved remarkable outcomes.
Remember: it can’t replace creativity
While generative AI holds immense promise, it’s essential to remember that it can’t replace human creativity. Instead, it’s a tool that can amplify our creative potential and provide efficiencies. As I’ve often reassured fellow writers, ChatGPT doesn’t replace excellence, but it can elevate our work to new heights when used effectively.
If you’re looking for PR services from an experienced team of humans (with a little help from our robot friends), get in touch with us here.
