Ten Things I Learned at Content Economy Nashville #2
Jamie Dunham
Brand Strategist | Marketing to Women Consultant & Speaker | Lipstick Economy Podcast & Red Letter Day Founder
Mind Blowing! Our second Content Economy was so full of new insight and learning I thought I had entered a new dimension. One thing that really resonated was the importance of jumping in and experimenting and testing. Our event emceed by Chris Clancy really gave me a bit of FOMO! And that’s a good thing.
Our afternoon started with Sarah Day and CeCe Watkins providing an overview of their learnings of using AI in their own marketing at Asurion. Then our expert panel hosted by Denise Shackelford gave us individual tips on everything from copyright law to PR perspectives. The expert panel included Edwin Acevedo, Josiah Parkhurst, Franklin Graves, and Angie Boyd Chambers. The third part of our afternoon was an eye-popping podcast hosted by Zak Kuhn with Nathan Adam from Belmont where we were literally schooled on the latest in uses and resources. Here’s just a few of the learnings.
Humanity vs. technology.
Humans bring creativity to high performing teams that technology cannot. Where AI lacks empathy, humanity brings that to the work. AI won’t displace humans, it will only amplify our work.
How to build high performing marketing teams.
Automate the mundane. “We can start to scale production and spend more of our human time and talent thinking about what's next, how to make this more powerful and how we can tap into the human emotion that marketers are there to unlock. And that's what is so powerful I think about the combination of technology and humans in this case.” Sarah Day from Asurion shared.
How to implement technology to keep pace with a rapidly evolving landscape.
“It's going to give us the opportunity to think very differently about how we are able to interact with the customer and serve them,” Day continues, “and the more that we can appreciate the opportunity to make AI a part of our daily lives, the more our skills expand as marketers, the more our impact is felt in the market and the more that we are able to enjoy the parts of our job that are fun and creative and interesting.”
Using GPT tools to amplify your work.
CeCe Watkins from Asurion told us when using GPT tools, “It saves a ton of time during research and during ideation.” If we hit blanks at the starting line, the work is more likely to never get done, or even begin. With AI tools, we can find a starting point, a basic outline, or quick answers that push us past that initial creative block.
When to use AI as a marketer.
Starting with an outline of your needs and end goal can be a clear indicator if AI is needed or not. Here, it is all about communication and really knowing your audience. Angie Boyd Chambers shares her expertise,“We can spend millions of dollars on AI, but if we are not speaking to our audience in their language and speaking with them, not at them, but speaking with them in their language, our money is wasted.”
Text AI vs Image and Video AI.
“The text generation for AI was so much farther ahead than the image and video generation, Josiah Parkhurst shared. “I think we are currently still in the place that video generation itself is not overly ready for film except for in the place of stock footage, which honestly, I don't think anybody's too upset about that…It's the parts where you try and make AI do everything that it looks janky and weird. And I don't know if it's ever truly going to get to that point where AI is going to take over cinema. It's we are using AI to make cinema.”
AI and job displacement.
Edwin Acevedo from TruStar Marketing opens the topic, “I agree with the idea that it is something that can enhance talent and not something that can bring down talent. I think that in the right hands it can make being able to highlight your brand and increase visibility for your brand better. I still see it as a benefit. I think it can be used for good and I think that it's going to displace some people, but not the people who are good at what they do.”
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New AI Tools Coming Out Daily
Nathan Adam from Belmont University lets us in on the newest GPT software, “Everybody knows about using ChatGPT for conversation research. Their newest tool that they just came out with today that I think dramatically impacts anybody that does writing with it is ChatGPT with Canvas.” With the new canvas utility, you can go in and select individual sections and just have it modify those sections… as in tone, concepts, or length… without having to regenerate the whole thing.
AI replacing the need for core skills.
But there’s still a heart for real people in the industry, Nathan Adam shares. “You still require somebody that has great taste, that knows what's going to resonate with a group of people big enough to sustain whatever the art form is. So in terms of skills, yeah, if you're going to be the human still making the decisions on what the AI outputs, especially as we heard from people about a brand or specific messaging, I think it's going to be a little while before we completely release that into the hands of AI. It still is valuable to build all of these skills to know what great music production is, to know what great video production is, to know what great writing is or effective and persuasive ad copy, for example. For the most part, humans are still going to want to hear from humans and connect to humans, especially when everything feels fake.”
The value of storytelling.
The one thing AI cannot emulate completely is human emotion and empathy, which is where it lacks in terms of storytelling. With the amount of AI generated content coming out every day, people are still going to see movies made by humans, listen to music made by humans, go see live shows, read real stories, etc. Humans search for that human connection made through storytelling, which is one thing AI will never be able to replace.
Just a few sites that were mentioned: