It’s no secret that the business world is buzzing about generative AI. With the winter launch of Open AI’s ChatGPT and the more recent launch of DALL-E, Bard, and more. (View a full breakdown of generative AI tools here.) AI absolutely has the power to enhance marketing campaign performance and streamline operational tasks. However, marketers must speak the language of generative AI to get the most out of it. Otherwise, we will all be swimming in a sea of sameness because we will all ask AI to create the same content.
The Craft of the Ask
Artificial Intelligence (AI) has revolutionized the marketing landscape. These AI models generate content and images that can elevate brand messaging and storytelling. However, it’s essential to understand that AI is only as good as the human inputs it receives.
By providing clear and descriptive direction, marketers can harness the true potential of AI tools and achieve outstanding results that align with their brand’s voice, tone, and identity.
- The Power of a Creative Brief: To speak the language of AI, marketers should treat it like a creative collaborator. Similar to briefing a human content creator or designer, providing AI tools with a creative brief establishes a clear vision and guidelines. The brief should include:
- Brand identity: Describe the brand’s personality, values, and desired emotional impact.
- Voice and tone: Specify the desired style, language, and overall communication approach.
- Target audience: Provide insights into the audience’s preferences, interests, and demographics.
- Objectives and messaging: Clearly define the key message, purpose, and desired outcome.
- Crafting Effective Prompts: Crafting prompts is an important part of speaking the language of AI. It’s really an art that enables marketers to direct AI towards their desired output. Well-crafted prompts help AI understand context, generate relevant content, and align with the brand’s storytelling goals. Here are a few examples of effective prompts:
- “Create an engaging social media post in a conversational and light-hearted tone, highlighting our latest product’s unique features.”
- “Generate a blog post explaining the benefits of our service in a professional and informative tone, targeting small business owners.”
- “Design an image that evokes a sense of adventure and exploration, incorporating our brand colors and logo.”
- Ensuring Brand Consistency in AI-generated Images: While AI tools like DALL-E can create stunning visual content, it’s crucial to have human oversight to ensure brand consistency and effective communication. Human intervention can help:
- Align the image with the brand’s visual identity and style guide.
- Verify that the image reflects the desired story and message.
- Guarantee that the image resonates with the intended audience and elicits the desired emotional response.
In the era of AI, understanding how to effectively communicate with these tools is crucial for marketers. By providing clear creative briefs, crafting thoughtful prompts, and ensuring human oversight, brands can harness the full potential of AI to create impactful content and images. As AI continues to evolve, embracing its capabilities while leveraging human expertise will be the key to achieving outstanding marketing results and captivating audiences like never before.
Human Driven AI offers in-person workshops and team trainings on how to effectively speak the language of generative AI to get the most out of these tools. Contact me today to schedule your team’s training.
ChatGPT has turned one year old. So, let’s take a look back at the wild ride that has transformed marketing and AI.
AI is transforming the retail space. From hyper-targeted ads to real-time inventory management and more. Here’s how AI is changing retail.
A look at how generative AI is transforming marketing by automating tasks and augmenting skills gaps, so we can free our time for relationship building.