By George Redmond, Director at Stanley House Studios
The air is thick with talk of artificial intelligence (AI), and just like the foam on your favourite pint, it’s hard to ignore. But what is this technology and how can venues, marketing managers and brands use these tools in a practical way to increase efficiencies and enhance their marketing efforts?
Here are four top tips to consider as you explore the world of AI:
KNOW YOUR TOOLS
There are many new platforms and so much noise around AI it is hard to know where to start. At Stanley House Studios, our favourite platforms include:
- ChatGPT for copywriting – from editing social media captions to improving press release headlines.
- Canva AI for refining visual content and storyboarding shoot ideas.
- Midjourney for pre-production planning and image generation.
- HubSpot’s AI-powered marketing automation for optimising emails and CRM.
- Microsoft’s AI for spreadsheeting and note taking.
ALWAYS FACT CHECK!
Language model machines, or LLMs (such as the popular ChatGPT), are AI tools known for their wide-ranging capabilities including drafting and editing copy. However, it is important to be aware of AI’s limitations. Much like a precision cocktail mix, the inputs require a delicate balance to get a quality result!
Occasionally, LLMs might “hallucinate” or generate incorrect information meaning human fact-checking (and finessing) is essential.
BECOME A PROMPTING PRO
All AI requires specific and detailed prompts in order to achieve the outcome you are looking for. The more you understand your customer base, their preferences, and emerging trends, the more detailed prompts you can provide to your AI tool. This results in higher-quality AI-generated content that resonates with your audience. There are numerous online tutorials available to help improve your prompting skills—practice makes perfect!
QUALITY OVER QUANTITY
In an era of oversaturation and excessive online content, prioritising substance over volume is crucial. Rather than using AI solely to generate more content, think strategically about the platforms you’re targeting. Consider results and performance metrics whenever possible to guide your future content decisions. Additionally, don’t overlook in-real-life (IRL) marketing efforts. Utilise AI to develop content, copy, and ideas that can be activated outside of the digital realm.
Remember, AI tools are accessible to all. The key differentiator lies in your ability to comprehend your brand, its offerings, and the unique needs of your audience.
View AI as a powerful supplement to your existing marketing strategy. It can generate engaging copy, suggest marketing ideas, and improve visual content. Ultimately, AI tools are designed to enhance human creativity rather than replace it.