A week ago, the webinar “How to: Introducing AI in Marketing” by Prof. Dr. Claudia Bünte took place. Although I would say that I am definitely not a beginner when it comes to the use of Generative AI in marketing, I was able to gain some new insights. The 5 most important learnings from the webinar “AI in marketing” in this article.
Background information
What are AI tools?
AI tools are programs, applications or apps that use artificial intelligence (AI) methods to offer their users added value. ChatGPT is currently one of the best-known AI tools. It should be noted that ChatGPT, like many modern AI tools, uses Generative AI technology. Thanks to the use of generative AI, modern AI tools are able to produce completely new content and thus support their users in a new way. ChatGPT is very generic and not very focused on individual use cases. However, there are many other generative AI tools that focus on very specific applications such as podcast creation, meeting notes processing, research, image creation and many more. You can find an initial overview of the most important tools for relevant applications in the Generative AI tool overview.
Why are AI tools becoming increasingly important in marketing?
(Generative) AI tools are revolutionizing almost everyone’s day-to-day work. They help to optimize work processes, understand customers better and design campaigns more effectively. Many AI tools have precisely the capabilities that we sometimes lack. An AI tool can help me to create images if I am not artistically talented myself. Or the Generative AI tool can carry out research for me and thus make my work more efficient.
AI tools in marketing: Tip #1
The perfect AI tool mix is crucial
It’s not about having one AI tool that we use generically for all our marketing tasks. Rather, it’s about having a selection of AI tools that we can skillfully combine with each other to achieve the best possible results and experience the maximum increase in efficiency.
In her webinar on AI tools in marketing, Claudia Bünte combines Perplexity (for research), ChatGPT (for text and product development) and Leonardo AI (for image generation).
Perplexity can search Internet resources and provides specific search results for academic and mathematical topics. The sources can be checked directly.
ChatGPT for product ideas, because the AI tool can be used in specific roles, such as product developer or graphic designer, to deliver creative and specific results. Temperatures (measure for creativity) can be set.
Leonardo AI is a free tool for image generation and offers daily tokens for use. It can create images in different styles and sizes.
ATTENTION: Don’t forget to integrate people, i.e. the marketers themselves, into the “AI tool mix”. In my article on the 5 tips for the mindful and responsible use of AI technologies, I show you how to use AI tools mindfully and responsibly without forgetting the human factor.
AI tools in marketing: Tip #2
The temperature of ChatGPT should not be underestimated
In the application of AI tools such as ChatGPT, the term “temperature” refers to a parameter in the generation of language models that controls the randomness or predictability of the responses generated by the AI. This parameter is often underestimated, but offers completely new possibilities, especially with regard to marketing texts.
The temperature is a numerical value that is usually defined on a scale of 0 to 10 in ChatGPT.
- Low temperature (e.g. 0 to 5): At a low temperature, the model tends to select safer, more predictable words with higher probability. This leads to more coherent and often more logical answers, but can also be less creative and prone to repetitive or generic phrases. In scenarios where accuracy and clarity are important, such as when answering specific questions or creating informative content, a lower temperature is preferable to ensure that the answers are accurate and reliable.
- High temperature (e.g. 6 to 10 or higher): A higher temperature increases the likelihood that the model will choose less likely or unexpected words. This can lead to more creative and varied responses, but also increases the risk of incoherent or irrelevant outputs. For creative tasks such as writing stories or generating unique content, a higher temperature can be set to encourage more original and varied texts.
AI tools in marketing: Tip #3
Leonardo.ai is cheaper than Midjourney
When looking for an AI tool for image generation, Midjourney is usually recommended alongside ChatGPT and Dall-E. However, Claudia refers to the Leonardo.ai tool in her webinar. Leonardo offers significantly deeper functions than ChatGPT. In contrast to Midjourney, however, this AI tool can also be used very efficiently in a free version.
Leonardo.ai is advertised by Claudia as an AI tool for experts, but it can also be used by creative amateurs. This makes it an ideal AI tool for all marketers who would like to use images but do not have the creative skills to generate them themselves.
AI tools in marketing: Tip #4
ChatGPT explains other AI tools to us
ChatGPT enjoys such a wide reach mainly due to its ease of use. The tool works via natural language input and with a few prompt tips, impressive results can be achieved in a short time. (You can find out more about the prompts in my prompt instructions). Other AI tools for marketing, such as Leonardo.ai, sometimes require somewhat deeper prompting or tool knowledge. But as Claudia shows in the webinar, this required prior knowledge should not stop us from using AI tools for creative marketing activities. As is so often the case in life, “we just have to know how to help ourselves”. In this case, Claudia recommends simply asking ChatGPT directly how we should best use other AI tools and which prompts we should use for image creation with Leonardo.ai, for example.
AI tools in marketing: Tip #5
Perplexity.ai is underestimated as an AI tool for searches
Particularly with regard to the careful and responsible use of AI tools, the question of how we can ensure the accuracy of ChatGPT’s answers arises time and again. ChatGPT did not show any sources at all until recently and now only for individual subscription models. The traceability of the results is therefore only possible to a limited extent. This is different with the AI tool Perplexity.ai. The tool always displays the sources it used to generate the answer. Marketers can thus understand how the AI tool arrived at the respective answer and better assess the accuracy of the answer.
ATTENTION: Claudia points out in the webinar that the source information does not automatically lead to correct answers from the AI tool. It is worth critically scrutinizing the sources in order to find and correct any misinformation in the AI tool. You can also read my article on giving feedback to Generative AI technologies.
This article is also available as a podcast episode
Attention! The podcast was created entirely by my AI-Assistant based on my contribution – no guarantee for incorrect content.
