Generative AI Strategy and Best Practices

Understanding Generative AI

• Definition and concept of Generative AI (Terms and Definitions)
• Differentiating Generative AI from other AI techniques (GenAI vs. Traditional AI)
• Real-world applications of Generative AI in marketing – leveled the playing field; how will marketers differentiate & what will consumers expect

Fundamentals of Generative AI

• Overview of Generative AI algorithms and techniques
• How Generative AI learns from data and generates new content
• Prompting – There is no one perfect prompt
• Elements of a Good Prompt – clear and specific instructions, iterative process
• Mindset Shift – Creator to Editor (Output is just a draft)

Examples of Generative AI in Marketing

• Overview of current GenAI Landscape – highlight Mktg applications
• Use Cases for Generative AI in marketing
• Examples of text generation, image synthesis, and video creation using Generative AI
• Impact GenAI will have on Personalization, Efficiency, Creativity, and ROI

Break

Benefits/Opportunities and Limitations/Challenges

• Exploring the advantages and benefits of incorporating Generative AI in marketing
• Opportunities for personalized marketing, creative content generation, and customer engagement
• Discussing the limitations and challenges associated with Generative AI in marketing
• Addressing ethical considerations, transparency, customer privacy, data quality issues, and potential biases
• Responsibilities of Marketers: proliferation of content, community curation will be key – influencers will be more influential, shiny-object syndrome – need for comprehensive AI Strategy

Framework for Choosing GenAI for your Business

• Considerations for selecting Use Cases for business
• 2×2 Matrix – Creativity and Competitive Advantage
• Buy vs. Build Decision Making

Best Practices and Live Interactive Session

• Sharing best practices for effectively utilizing Generative AI in marketing strategies – Prompting Cheat sheet
• Conduct Live Interactive Session with examples of Prompts for ChatGPT/ Bing/ Bard
• Encourage Hackathons, experimentation, and failure, but with clear guidance on where and how your organizations should and should not use GenAI

Q&A and Wrap Up Discussion

• Encouraging participants to ask questions and share their thoughts
• Discuss any unexpected outputs based on the interactive session
• Facilitating a discussion around potential use cases and concerns
• Summarizing the key takeaways from the session
• Providing additional resources for further learning