How Marketing Teams Can Use AI
AI is dominating the headlines across many industries — despite Musk’s best efforts. As companies look for ways to implement AI for smoother workflows, here is how the Green Loop Team is using the tech.
Writer’s Block Begone
Soundboarding. Brainstorming. Creative sessions can be more efficient with the help of an AI. When struggling to approach topics from new angles, an AI can help expand pre existing efforts. We find that the quality of input you give the AI heavily impacts the quality of results. Asking an AI for campaign ideas from scratch can yield some wild results, while having past examples can yield exciting results.
However, not every idea AI gives you is original. In fact, the training method used to teach these AI means the idea is more likely to be unoriginal than not. “Be cautious and thoughtful in your use. Instead of asking AI to write a post for you, have it help with an outline so you aren't staring at a blank page. Make it your own, otherwise we're just all thoughtless robots spouting the same content,” Green Loop CEO and Co-Founder Melanie Allen notes.
Our team leans into some of the more well-known platforms for this, like Open AI's ChatGPT and Google’s Bard.
Adobe to the Rescue
Just as many companies are adding AI to their list of products as are using it to improve their workflows. Our team uses one of these products in particular: Photoshop’s Generative Fill. It’s no secret that social media platform algorithms love photos. Adobe is making it increasingly easy to access “stock photography” of exactly what we need in a pinch. Longtime subscribers to stock photo libraries, Generative Fill stands to outcompete your existing resources — especially when combined with Canva Pro.
Generative Fill does it best, but Canva is hot on their code with a version of their own.
Master of None
Try as they might, our content teams can’t be experts in all industries. We often rely on the depth of knowledge our clients bring to the table, but we also find AI can be a powerful tool for deciphering high level topics. Legislative updates and industry regulations can be digested by AI, accelerating the content development process. With a diligent review from clients, we can cover technical topics with ease.
Hank Green isn’t available, but these TLDR AI have definitely caught our eye: SciSpace Copilot and Westlaw Precision
Sum it Up for Me
After weeks of research and multiple drafts, summarizing longer content pieces can be difficult. Every detail feels important when you’ve spent hours crafting the perfect structure for sharing the information. AI can bring it all together for us. Definitely providing first-round quality copy, AI’s response is often a great starting point for distilling the best summary of our work. Our copywriters find AI is particularly great for sparking great ideas from the terrible ones and creating initial outlines.
These AI are pretty good at getting the gist of it: Jasper and Grammarly
Will AI Replace Marketers like Green Loop?
Our teams do not use AI to create final product work. We find the platforms generally are not capable of providing the quality of work we expect and often plagiarize content. As Green Loop copywriter Una Hartzell-Baird summed it up, “It has its own semi-human professional tone. It's a lot like when kids play pretend house. It sort of looks like the real thing, but it's comically wacky, too.”
We have also found AI’s data gathering skills make comparing products, platforms, and strategies a breeze. Recently, we put it to work comparing two social media management apps. General consensus? “It saved me some serious research time.” But buyer beware: always double check the AI’s sources. AI certainly can’t do the accurate research we do, but its ability to “think” more creatively than we can (especially after 3 meetings that should have been emails) has proven to be a very useful tool.
We Asked the AI Its Thoughts
Una took a moment to ask ChatGPT its thoughts on the prompt:
“pretend you are a world-class copywriter. You're being interviewed by the New York Times about how you use AI in your writing work. Please provide three quotes that include answers to: What you think about the utility of AI. How you use it in your writing work. Where you see the future of AI and writing going.”
Our favorite response:
“I envision a world where AI not only serves as a co-creator but also as an empathetic partner, intuitively understanding human emotions and cultural nuances to deliver written pieces that resonate deeply with audiences.”
High hopes from the black box.
How are you using AI in your day to day work?
This post was written by Green Loop’s Senior Marketing Manager, Jordan Shea.With nearly a decade working in digital marketing, Jordan has experience from a variety of projects – including work with coworking spaces and fostering entrepreneurship. A full-time freelance contractor since 2018, she currently specializes in digital advertising, but manages organic content strategy implementation and creation, as well. Jordan brings her experience to SCORE Mentorship and will be sharing her personal experience and professional recommendations for bringing your business to fruition.