In our latest Speaker Series event, our experts explore the groundbreaking concepts of Generative Artificial Intelligence (GenAI) and how they apply to today’s marketers. Featuring insights from Oliver Embry, Senior Director of Product Innovation at MNTN, John Toth, Senior Product Manager at BrightEdge, and Red Door team members, John Faris, President, Ron Hadler, VP of Data & Innovation, and Allie Franklin, Director of Client Strategy (Moderator), the panel breaks down the power of GenAI for search, advertising, and the overall marketing and business strategies fueling the next wave of brand marketing innovation.
Need a primer before we get started? Download our list of the AI terms and definitions we plan to discuss.
You can watch the full panel discussion below or continue reading to uncover highlights from the session. And yes, the written transcript is AI-generated.
Ron Hadler:
Stay updated by reading articles from your favorite media outlets, as many are publishing AI-related content weekly. Look up terms like "AI landscape" or "generative landscape" to discover numerous platforms for generative AI, spanning categories like data, chat, text, audio, and video.
John Faris:
Consume content based on your preferred medium. For podcasts, "MAICON" by the Marketing AI Institute offers weekly updates. For in-depth interviews with AI experts, Lex Fridman's podcast is a great resource. If you prefer newsletters, "Neuron Daily" offers daily AI updates.
Oliver Embry:
Collaboration is crucial. Internal forums or office hours allow teams to share and discuss AI insights and updates. Recently, a tool was discovered that helps evaluate how to incorporate AI into workflows, demonstrating the value of team collaboration.
John Toth:
Generative AIs like ChatGPT and Bard can revolutionize search. Traditionally, Google tried to discern search intent through keywords. With generative AI, we may see predictive personalization, understanding searcher intent without extensive use of cookies and search history. This could lead to more zero-click searches, reducing clicks to organic links. As a response, marketers should produce engaging content to attract and retain users.
Updating content and keeping it fresh is essential. Marketers need to focus on producing content that addresses a user's intent, whether it's local, educational, or transactional. Google's E-A-T (Expertise, Authoritativeness, Trustworthiness) remains a critical metric. Being a trusted source for users will always be rewarded by platforms.
John Faris:
I think at the end of the day, the principles of search probably haven't changed much. If you were doing it right for the last 20 years, then it's probably not going to change much for you moving forward. Create content – write text content and create entertaining video and audio content for your target customer. And whether they get there through search, through a link within one of these generative platforms, or they hear about it from a friend, people will still find it.
John Toth:
The essence of SEO hasn't changed much. Even with the rise of zero-click searches and GenAI tools, creating authoritative content that addresses user pain points is paramount. Repetitive content or relying solely on tools like ChatGPT isn't enough. Addressing commonly asked questions effectively can lead to more organic traffic.
Oliver Embry:
Generative AI technologies can help combat "blank page syndrome" by providing a starting point, allowing marketers to add their unique touch. While the content generated may not match the quality of expert marketers, it can set the groundwork, freeing up time for brainstorming and creativity.
Ron Hadler:
We're on the cusp of a creative explosion. AI will enhance, not restrict, our creative potential. The main advantage is the increased speed of content creation. For example, record producers now can produce albums faster and cheaper. The future isn't just about AI, but how humans and AI collaborate.
Ron Hadler:
In the distant future, AI could potentially render many jobs obsolete, even high-ranking roles like CEOs. However, the real value lies in the collaboration between humans and AI. GenAI can serve as a tool to elevate the capabilities of junior and mid-level employees, allowing them to gain insights without always relying on senior staff. As AI enhances productivity, fewer hires might be required since one person, with the help of AI, could perform the tasks of multiple individuals.
John Faris:
AI should be an integral part of every role, but there might be specialized roles to facilitate GenAI. The advancements in AI, especially with GPT-4, are at a peak in the hype cycle. Companies that integrate AI early will certainly have a competitive advantage when the technology matures.
Oliver Embry:
Roles related to "prompt engineering" might emerge, focusing on ensuring quality input to get the best AI output. Additionally, consider how AI can free up time for other vital tasks like mentoring.
Ron Hadler:
Prompt engineering might be a short-lived specialty. AI will soon evolve to prompt users itself. Roles centered around AI like "prompt engineer" might become obsolete as AI becomes more self-sufficient.
John Toth:
There will always be a demand for human thought and creativity. Some content might even advertise as being "100% created by humans" to differentiate from AI-generated content.
John Faris:
Using generative AI as an assistant or tutor can be invaluable for learning, especially for students. In terms of formal training, there are courses available on prompt engineering and using GenAI effectively. Platforms like TikTok even offer advanced techniques through user-generated content, reflecting the evolving nature of AI in marketing. The Marketing AI Institute also provides relevant coursework. However, the combination of AI's suggestions with human expertise, lived experience, and tone is essential for meaningful results.
John Toth:
The most prominent benefit is the time saved. Instead of manual tasks, marketers can focus on more productive, innovative efforts.
Oliver Embry:
For MNTN, AI can help with creative aspects, reducing friction in onboarding and reaching out to new customers, especially smaller, local businesses. AI can democratize access to platforms and opportunities previously reserved for bigger players.
John Faris:
AI can empower small businesses and entrepreneurs to launch efficiently. With minimal resources, a new business could set up its online presence and marketing collateral quickly. AI provides tools that were once only accessible to larger enterprises.
Ron Hadler:
AI can foster accelerated growth and learning for humans. With tools like AI, individuals can self-teach and expand their knowledge base faster, diving into new topics and acquiring information more efficiently.
John Faris:
Click fraud isn't necessarily a GenAI issue but more of a general AI challenge. To combat click fraud, marketers can use AI-powered solutions designed to detect bots and seek refunds for fraudulent activities. Another approach is to focus on white-listing capabilities within platforms and to prioritize metrics beyond just impressions and clicks. By focusing on cost per acquisition, return on ad spend, and ROI, marketers can better gauge platform effectiveness, even if some click fraud is present.
Ron Hadler:
The primary concern is discerning what's real. With AI's capability to generate realistic content, there's uncertainty around authenticity. For example, AI can mimic voices and potentially defraud people, like pretending to be a family member in distress. The upcoming elections might see an unprecedented amount of propaganda due to AI's capabilities, amplifying the impact of bad actors.
Olliver Embry:
One concern is team paralysis due to over-analysis. The fear of AI taking over jobs may stifle creativity and cohesion within teams, leading to a hesitation in pursuing certain initiatives.
John Toth:
Echoing Ron's sentiments, the main worry is the inherent biases in AI models. Since these models are trained on data, any biased output reflects the biases in the training data.
John Faris:
Major companies, which also have the most data, are leading AI developments. Companies like Meta, Microsoft, and Tesla have access to vast amounts of data, which they could use for AI training. Elon Musk's acquisition of Twitter, for instance, provides him with a vast number of tweets for AI training. Also, Tesla is collecting vast amounts of video data from its vehicles.
Ron Hadler:
There are several pitfalls on the corporate side. It's essential to ensure that any platform you're considering maintains GDPR compliance and values user privacy. Being compliant doesn't necessarily mean companies value your privacy.
Allie Franklin:
GenAI can be utilized to analyze feedback and reviews. For instance, GenAI can evaluate reviews and generate bespoke responses, making the process feel more personalized than a generic reply.
Olliver Embry:
For local and small customers, they have integrated GenAI in the onboarding process. By indexing and tagging content, they've created an "SME" within the onboarding process to make it more seamless and informative.
Ron Hadler:
I use GenAI to perform sentiment analysis of cover letters, providing insights into applicants' mindsets. Another use case is creating perfect images for presentations, streamlining the process of finding and creating visuals.
Need a primer before we get started? Download our list of the AI terms and definitions we plan to discuss.
You can watch the full panel discussion below or continue reading to uncover highlights from the session. And yes, the written transcript is AI-generated.
What is the best way to stay current on tools, features, updates, and ways to use AI?
Ron Hadler:
Stay updated by reading articles from your favorite media outlets, as many are publishing AI-related content weekly. Look up terms like "AI landscape" or "generative landscape" to discover numerous platforms for generative AI, spanning categories like data, chat, text, audio, and video.
John Faris:
Consume content based on your preferred medium. For podcasts, "MAICON" by the Marketing AI Institute offers weekly updates. For in-depth interviews with AI experts, Lex Fridman's podcast is a great resource. If you prefer newsletters, "Neuron Daily" offers daily AI updates.
Oliver Embry:
Collaboration is crucial. Internal forums or office hours allow teams to share and discuss AI insights and updates. Recently, a tool was discovered that helps evaluate how to incorporate AI into workflows, demonstrating the value of team collaboration.
How will new GenAI tools have an impact on the way that people search for answers?
John Toth:
Generative AIs like ChatGPT and Bard can revolutionize search. Traditionally, Google tried to discern search intent through keywords. With generative AI, we may see predictive personalization, understanding searcher intent without extensive use of cookies and search history. This could lead to more zero-click searches, reducing clicks to organic links. As a response, marketers should produce engaging content to attract and retain users.
Updating content and keeping it fresh is essential. Marketers need to focus on producing content that addresses a user's intent, whether it's local, educational, or transactional. Google's E-A-T (Expertise, Authoritativeness, Trustworthiness) remains a critical metric. Being a trusted source for users will always be rewarded by platforms.
John Faris:
I think at the end of the day, the principles of search probably haven't changed much. If you were doing it right for the last 20 years, then it's probably not going to change much for you moving forward. Create content – write text content and create entertaining video and audio content for your target customer. And whether they get there through search, through a link within one of these generative platforms, or they hear about it from a friend, people will still find it.
John Toth:
The essence of SEO hasn't changed much. Even with the rise of zero-click searches and GenAI tools, creating authoritative content that addresses user pain points is paramount. Repetitive content or relying solely on tools like ChatGPT isn't enough. Addressing commonly asked questions effectively can lead to more organic traffic.
Are you worried that we will lose creativity and uniqueness in marketing with AI?
Oliver Embry:
Generative AI technologies can help combat "blank page syndrome" by providing a starting point, allowing marketers to add their unique touch. While the content generated may not match the quality of expert marketers, it can set the groundwork, freeing up time for brainstorming and creativity.
Ron Hadler:
We're on the cusp of a creative explosion. AI will enhance, not restrict, our creative potential. The main advantage is the increased speed of content creation. For example, record producers now can produce albums faster and cheaper. The future isn't just about AI, but how humans and AI collaborate.
How should managers prepare for AI's impact on staffing?
Ron Hadler:
In the distant future, AI could potentially render many jobs obsolete, even high-ranking roles like CEOs. However, the real value lies in the collaboration between humans and AI. GenAI can serve as a tool to elevate the capabilities of junior and mid-level employees, allowing them to gain insights without always relying on senior staff. As AI enhances productivity, fewer hires might be required since one person, with the help of AI, could perform the tasks of multiple individuals.
What new roles should marketers be advocating for to help support AI adoption?
John Faris:
AI should be an integral part of every role, but there might be specialized roles to facilitate GenAI. The advancements in AI, especially with GPT-4, are at a peak in the hype cycle. Companies that integrate AI early will certainly have a competitive advantage when the technology matures.
Oliver Embry:
Roles related to "prompt engineering" might emerge, focusing on ensuring quality input to get the best AI output. Additionally, consider how AI can free up time for other vital tasks like mentoring.
Ron Hadler:
Prompt engineering might be a short-lived specialty. AI will soon evolve to prompt users itself. Roles centered around AI like "prompt engineer" might become obsolete as AI becomes more self-sufficient.
John Toth:
There will always be a demand for human thought and creativity. Some content might even advertise as being "100% created by humans" to differentiate from AI-generated content.
Are there any trainings, certifications, or schooling to help marketers prepare for AI?
John Faris:
Using generative AI as an assistant or tutor can be invaluable for learning, especially for students. In terms of formal training, there are courses available on prompt engineering and using GenAI effectively. Platforms like TikTok even offer advanced techniques through user-generated content, reflecting the evolving nature of AI in marketing. The Marketing AI Institute also provides relevant coursework. However, the combination of AI's suggestions with human expertise, lived experience, and tone is essential for meaningful results.
What are you most excited about when it comes to AI?
John Toth:
The most prominent benefit is the time saved. Instead of manual tasks, marketers can focus on more productive, innovative efforts.
Oliver Embry:
For MNTN, AI can help with creative aspects, reducing friction in onboarding and reaching out to new customers, especially smaller, local businesses. AI can democratize access to platforms and opportunities previously reserved for bigger players.
John Faris:
AI can empower small businesses and entrepreneurs to launch efficiently. With minimal resources, a new business could set up its online presence and marketing collateral quickly. AI provides tools that were once only accessible to larger enterprises.
Ron Hadler:
AI can foster accelerated growth and learning for humans. With tools like AI, individuals can self-teach and expand their knowledge base faster, diving into new topics and acquiring information more efficiently.
Is click fraud something marketers should be increasingly worried about as AI evolves?
John Faris:
Click fraud isn't necessarily a GenAI issue but more of a general AI challenge. To combat click fraud, marketers can use AI-powered solutions designed to detect bots and seek refunds for fraudulent activities. Another approach is to focus on white-listing capabilities within platforms and to prioritize metrics beyond just impressions and clicks. By focusing on cost per acquisition, return on ad spend, and ROI, marketers can better gauge platform effectiveness, even if some click fraud is present.
What are you personally worried about when it comes to AI?
Ron Hadler:
The primary concern is discerning what's real. With AI's capability to generate realistic content, there's uncertainty around authenticity. For example, AI can mimic voices and potentially defraud people, like pretending to be a family member in distress. The upcoming elections might see an unprecedented amount of propaganda due to AI's capabilities, amplifying the impact of bad actors.
Olliver Embry:
One concern is team paralysis due to over-analysis. The fear of AI taking over jobs may stifle creativity and cohesion within teams, leading to a hesitation in pursuing certain initiatives.
John Toth:
Echoing Ron's sentiments, the main worry is the inherent biases in AI models. Since these models are trained on data, any biased output reflects the biases in the training data.
Why privacy issues should marketers be aware of when it comes to AI?
John Faris:
Major companies, which also have the most data, are leading AI developments. Companies like Meta, Microsoft, and Tesla have access to vast amounts of data, which they could use for AI training. Elon Musk's acquisition of Twitter, for instance, provides him with a vast number of tweets for AI training. Also, Tesla is collecting vast amounts of video data from its vehicles.
Ron Hadler:
There are several pitfalls on the corporate side. It's essential to ensure that any platform you're considering maintains GDPR compliance and values user privacy. Being compliant doesn't necessarily mean companies value your privacy.
How have you incorporated Gen AI into your daily processes or your team's processes?
Allie Franklin:
GenAI can be utilized to analyze feedback and reviews. For instance, GenAI can evaluate reviews and generate bespoke responses, making the process feel more personalized than a generic reply.
Olliver Embry:
For local and small customers, they have integrated GenAI in the onboarding process. By indexing and tagging content, they've created an "SME" within the onboarding process to make it more seamless and informative.
Ron Hadler:
I use GenAI to perform sentiment analysis of cover letters, providing insights into applicants' mindsets. Another use case is creating perfect images for presentations, streamlining the process of finding and creating visuals.