How Do You Feel About Generative AI?

It seems like you can't blink without hearing a barrage of news or stories about Generative AI—including in this newsletter ??.

So I thought I'd start the year with an unscientific poll to get your take on the coming deluge of machine creativity in marketing and PR.

Turns out 7% of you are scared, 9% are fed up with the hype, 37% are in the excited camp and nearly half of you (47%) are both enthusiastic and fearful.

The excitement/fear spectrum is where I fall, too.

And when I think about the new tools and coming changes to marketing and really, all the creative industries, I feel like I'm on a perpetual swing, going way up on one side and then swooping down and back to the other, over and over again.

Does it feel like that to you?

Curiosity, Meet Caution

Ever since I can remember, I've been both intrigued and petrified by the shiny and new.

I get swept up by the promises and a desire to try the latest and greatest tech toy or gadget. But I'm reticent, too. And find myself asking—in a somewhat apprehensive tone: 'Is that really necessary? Is it safe? Are you sure that's for you?'

And that slows me down as I try to get a better handle on things. For instance, I signed up for social media early, but it took me a very long time to get up the nerve to post...

I think I'm experiencing a similar situation with AI.

All About Timing ...

I will say my fascination with artificial intelligence isn't new. It goes back to my McMaster University Master of Communications Management studies over six years ago. There, I began researching and reading about artificial intelligence and how it might impact the way we communicate, our work and lives. Something I've continued to do.

And like many of you, I saw the transformation coming, slowly at first, and then all at once (to paraphrase Hemingway).

But how should we approach the adoption of generative AI in the workplace? What do we need to consider? When should we go all in?

Last week, I read a post by Rand Fishkin on the SparkToro blog that wasn't about AI per se. It suggested that brands shouldn't chase after the latest trends blindly. Of course, they should monitor them and do some tests. But before jumping on, it's a good idea to make sure your customers are there. That makes a lot of sense.

It's a bit like the secret of comedy: timing is everything.

You've got to get that right for your company, employees and customers. To show you're paying attention and understand.

Human, Meet AI

So what can you do to separate the hype from the promise?

Start by reflecting on the many paths forward and figuring out how the tools work, how safe they are, who they help, who they might harm and where they fit.

Here are four strategies you can try:

1. Look at Generative AI as a productivity tool. Cassie Kozyrkov , Chief Decision Scientist at Google, says current AI tools should be regarded not as a replacement, but as a productivity enhancer that lets you do things you couldn't do before (i.e. design). It's a human-centric approach and paves the way for a whole new range of creative possibilities.
2. Pay attention to glitches. Author and computer scientist Janelle Shane , reminds us AI outputs are simply word predictions based on content created in the past. That means many of the results seem familiar and generic. She says you can spot interesting nuggets in the glitches and get ideas from that. AI becomes an assistant and sparks human ingenuity.
3. Pose tough questions—and expect reasonable answers. While the tools are very good (and getting better), they're still prone to biases and discrimination based on the data they've been trained on. They also hallucinate, that is, make up random facts that have no bearing on the truth. And if you don't check your copy carefully, you may find you're spreading lies and misinformation. Gary Marcus details generative AI shortcomings, missteps and challenges in his newsletter. I encourage you to subscribe.
4. Whatever you do, DO NOT treat machines like people. An agency decided to get some publicity and recently 'hired' two AI interns. What they actually did was give their AI writing and design apps names and photos and say they were integrating them into their workforce. And while that's creative and amusing, what does it say about the way that agency treats its real interns—and people in general? So don't anthropomorphize. The machines are here to help us do our jobs better, not advance in their own binary careers.

Gazing Ahead

This week's Digital Marketing Trends video is an overview of some of the emerging trends I'll be watching in 2023.

These include the aforementioned Generative AI and also retail media networks, where major retailers put on the publishers hat, and begin selling ads on their sites.

I also look at the importance of removing friction from digital encounters and how to value and protect your personal data.

Have a watch and let me know what you think.

From AI to Flow

Do you ever find you're overwhelmed by distractions?

Well, on the first DM Show Live of 2023, Deirdre Breakenridge and I will be talking with chartered organisational psychologist and #LinkedInLearning instructor Erin Shrimpton about how to become more productive and focused by getting in a state of flow.

Join us on January 19 at 12:00 pm ET!

Connect With Martin

Well, that's about all the flow I have for issue #70 (the first one of 2023).

Thank you for reading, commenting, subscribing and sharing my newsletter! It's great having you along for the ride.

How do you feel about the coming Generative AI transformation and the changes it might bring to your work and life? Please add your thoughts in the comments.

Be sure to reach out if you have questions about any of the videos in Digital Marketing Trends, or my other?LinkedIn Learning courses.

If you want to find me, follow me on?LinkedIn?or?Twitter.

Or visit?my?my website?and send a message or a question.

Now, it's back to the AI swing ... See you in a couple of weeks!