Offered by Cvent
Advertising and marketing is shortly being remodeled by generative AI. One crew put the know-how to the take a look at once they used ChatGPT to create a extremely profitable webinar. Right here’s a take a look at the place they used gen AI, what went mistaken — and why they’ve change into one among ChatGPT’s greatest fan.
“AI has received us all questioning how we will increase our processes and the way we will use this tech to make us faster and sharper,” mentioned Brooke Gracey, advertising and marketing director for main occasion platform Cvent. “However the true query is, how will we use it correctly?”
To reply that query, Gracey and her colleague generated a complete webinar, from begin to end, utilizing ChatGPT. The outcome was a wildly standard webinar, and a brand new deal with the steadiness between the tech and the human factor; between the natural and the genuine, in order that individuality and originality isn’t misplaced. On this VB Highlight occasion, she spoke in regards to the 5 key levels of constructing a webinar, finest practices for utilizing AI that can assist you ideate, construct, promote and execute, use insights post-event and extra.
Can ChatGPT make you extra artistic?
Step one for Gracey’s crew was the ideation stage — the birthplace of the webinar, so to talk. The large query right here was: Can AI actually comprehend and mirror human creativity, or is that this only a device that recycles pre-existing concepts?
“As we delve extra into this and also you be taught extra about how AI works, this query turns into increasingly necessary,” Gracey mentioned. “When you could have a bunch of distinctive people sitting in a room collectively brainstorming for an thought, it’s going to be actually distinctive, proper? However while you use a know-how that’s primarily utilizing outdated information and current info to provide you with its responses, you possibly can see the way it might really feel like we’re perhaps simply saying the identical factor again and again.”
The essential webinar subject was offering inspiration for occasion planners to take their occasions to the subsequent stage, and figuring out how AI might help this brainstorming exercise. In simply seconds, ChatGPT generated 50 concepts for a webinar based mostly on the meant viewers and subject — however they needed to sift by to seek out the gems, after which then use these concepts as inspiration, delving deeper, refining and sprucing.
ChatGPT was additionally very helpful for refining their pitch to stakeholders by suggesting potential questions or considerations every stakeholder may need, after which serving to them construct speaking factors to deal with them.
Gen AI vs. mental property
So AI was proving to be a complete asset, making a ton of efficiencies within the ideation and pre-planning technique of a webinar, then drilling down and making a concise and impactful webinar description and serving to them craft an overview. After refining it, they gave the define again to the device and requested it to jot down a 30-minute script, which was returned in minutes. However a priority in regards to the purview of the content material began to creep in.
“Is that this actually my content material? Can I actually take what ChatGPT wrote and skim it, phrase for phrase, on a webinar and primarily act as if it was my very own mental property?” Gracey mentioned. “A whole lot of questions round this got here up together with different issues to contemplate while you’re doing something with AI, whether or not it’s creating pictures or content material.”
Scale, personalization and bias
Gen AI presents a profoundly scalable means of doing advertising and marketing — it will possibly write 100 emails in seconds, which might take people hours to do. However the genuineness of the content material it produces is in query.
“It’s going to lack that non-public contact, depth and authenticity that you’d get with human-created content material,” Gracey defined. “There’s a threat that it’ll sound too robotic or formulaic. We’ll be saying the identical factor, all of us, as a result of we’re getting it from AI. For this reason it’s necessary to layer that human contact over this know-how. As a marketer, I’m at all times involved in regards to the personalization issue. I need to have the ability to personalize my advertising and marketing, however is AI going to have the ability to do this for me?”
However the know-how was additionally helpful for promotion — the crew used ChatGPT to assist construct persona-specific promotional content material by figuring out goal personas and defining demographics, pursuits, ache factors and so forth, then tuning the mannequin with that information to get custom-made content material from the device.
The query quickly grew to become, “Is AI actually an evolution in precision, or is it a regression in personalization?” Gracey mentioned. “Sure, we will use AI to assist with data-driven choices. That is its bread and butter. It makes data-driven choices in a short time. It helps us to eradicate the guesswork, to see an enhanced return on funding. However there’s a concern about unintended bias.”
Once you’re coaching a mannequin, it’s rubbish in, rubbish out, as typical. If that information is biased, then its responses can be biased, and also you’ll find yourself alienating your viewers.
Classes discovered and challenges to sort out
AI is undeniably cool. It could possibly create an incredible variety of efficiencies — however the important thing factor to remember is that it requires the human factor to perform appropriately.
“The one query that I get requested on a regular basis is, would I do a webinar once more utilizing AI like I’ve?” Gracey mentioned. “I might positively use AI for a webinar once more. I might not have AI write all of my webinar copy. I might not have AI write all of my scripts with out me having the chance so as to add that human factor. I must learn by it. I want to ensure it is smart and seems like me. I don’t need to sound like a robotic studying a script. However I might positively use AI to assist not simply with a webinar manufacturing, however content material writing, content material growth and information evaluation. There are tons of alternatives for us to create these efficiencies. I might extremely advocate that everybody go attempt it out.”
Watch the complete webinar now, for a better take a look at how their ChatGPT-generated undertaking turned out, plus methods to leverage generative AI to create efficiencies, increase productiveness and extra.
Watch this VB Spotlight for free, on-demand!
Agenda
- How can AI be used to ideate subjects, construct the summary, and write the content material define and script?
- What are some ways in which AI can be utilized to assist promote a webinar?
- Can audiences distinguish between AI and human enter?
- Does utilizing AI really save time or does it add to the workload?
Presenter
- Brooke Gracey, Advertising and marketing Director, Cvent