Let’s face it: the AI genie is out of the bottle. Marketing and media outlets of all proportions are moving with the times and recognising the opportunities that this new work technology is already providing.
AI is assisting and improving respective workflows. It is making teams more efficient, it’s helping to challenge thinking, improve lead times on projects while also reducing procrastination – the benefits are vast.
But managing the use of this technology – both internally and externally – is where teams need to be mindful.
“As a company, we have always been at the forefront of bringing modern marketing tactics to our clients,” said Aileen
Barron, Green Acre Marketing’s Managing Director. “We have spent the past 12 years working with a range of progressive companies while helping our clients to embrace new techniques which we will know will benefit them.
For press release preparation, the Cockatoo app greatly accelerates dictation, translating audio interviews into reliable, printed text. The generated copy, by and large, requires only a minor level of revision and refinement once filed, but proves to be a tremendous time-saving aid, particularly for the days when multiple projects have to be filed or approved.
ChatGPT, the most commonly used AI tool, has proven a genuine asset in updating, shortening and refining email and report text for clearer communications. It’s a useful resource when rewriting and polishing professional emails to match different tones, be it formal or casual. It can also reduce word count and improve copy while retaining the key messaging required for flyers, reports, and promotional materials.
For project and campaign planning, AI can assist in establishing clear communications which keep both internal teams and clients aligned.
ChatGPT can also improve workloads in managing multiple social media platforms to strike the appropriate tone across different social platforms and is beneficial when drafting post variations for paid social media A/B testing. When it comes to social media graphics, Canva Magic Edit is proving reliable when it comes to removing objects, cleaning up any ‘dirt’ or just polishing. Its use doesn’t require advanced graphic design skills and, compared to using Photoshop, is a real time saver.
It can help with content creation, ad targeting on social channels to target the right audience in terms of behaviour and interests, along with budget allocation when shifting ad spend based on real time performance. In a wider sense, AI is already empowering people’s lives in every aspect from business to healthcare, education to voice recognition to smart homes, banking – the list goes on.
But what of the potential downfalls? When it comes to the agricultural sector, we have noticed that certain AI tools don’t always get it right. In fact, you need to assume that what comes back is not correct – it represents a starting point. Every piece of output must be sanity checked to ensure credibility. AI represents a fantastic ideas board but if marketing teams aren’t careful, their content can become bland, lack personality and authenticity and, most critically, be incorrect. That’s why its primary use as an ideas board feels prudent and why marketing teams need to collaborate and build on such ideas.
“A major three-part question is how businesses will integrate, manage and police AI,” Aileen Barron added. “As a first step, companies must develop and enshrine their own, distinctive AI policy, giving due consideration to the beneficial and acceptable use of AI while agreeing on the parameters that will form part of such a policy. Marketing companies are undoubtedly going to embrace the use of AI but it’s important that it’s used to the benefit of the client – and with the right people behind the wheel. Marketeers need to be able to challenge AI, to know what is factual and, critically, to know what isn’t.”
Make no mistake: AI is here for the long haul but primarily as a workplace aid that we humans can respond to and positively avail of without fearing the risk of being substituted by.
The next great workplace enlightenment may still be only rising like the morning sun – yet we’re already feeling the benefit of those initial rays.
Note: this blog was created in its entirety by humans!
