This article was written by Greg Kihlström for Forbes Agency Council. Read the original article here.
It is hard to escape the hype around generative AI. Many heard this term for the first time as ChatGPT was gaining popularity, but it is now ubiquitous in both brand-new platforms as well as many of the products marketers have already been using for years. That said, using generative AI well takes more than simply typing in a prompt and hoping for the best. It takes a solid approach, coordination across your existing processes and teams, and the right platforms for the job.
In this article, I’m going to talk about the factors to consider when adopting generative AI so that you and your teams can go beyond simply jumping on the bandwagon and instead become power users.
Set the ground rules first.
From all the hype there is about the benefits of generative AI, you would probably think that it must be a good fit in every situation. But as with anything, there needs to be a solid understanding of its benefits and drawbacks so that teams can utilize it effectively and avoid any unintended risks. Thus, it’s essential to establish clear ground rules for its use.
In the scope of marketing, this includes defining the specific goals and objectives of your campaign, identifying the target audience and their preferences, and determining how the technology will be used to support those objectives.
This article was written by Greg Kihlström for Forbes Agency Council. Read the rest of the article here.
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