The key takeaways from the Brand24 webinar – How can executives leverage AI in product development, Featuring Ash Barbour of Woodpecker. Digital Brand Manager, Ryan Jones, delves into the world of AI in Marketing.
“Ai is more broad than generative AI, made popular by ChatGPT – it’s engineering, magic.”
The webinar covered Brand24’s own offering in how they have adapted their tool to incorporate AI into product development. They highlighted that the most important thing is to understand your audience/customers, and this is where AI can help. Brand24’s tool allows you to scour the internet to find every mention of your brand name or product, and with AI you can analyse this data, finding out whether or not mentions are positive or negative, what other words are associated with your brand, and other sentiment that is associated with mentions of your brand – analysing emotions. I think this is a pretty cool adaptation of AI into marketing. It’s certainly not a new feature, as marketing teams have been doing this for years. However, to have a tool that reliably does this on demand is pretty great!
Developing the discussion, we explored the next steps for AI with a tool like this. AI could be used to generate a plan to address the negative mentions, reach out to those people, or even target them with specific marketing messages.
Implementing AI isn’t just bringing in an AI tool to a department in your company, you need to understand AI, how to use it, and how to get the best out of it. Having an AI expert in your company can help you determine which tools you need and help you get the most out of your new tool. Training up current staff on how to understand and utilise AI is another option, helping current staff use AI tools to compliment their roles. This enables AI to be used responsibly and in a way that positively impacts all of those involved. We are still at the very beginning of AI development, so fostering a culture of continuous learning is essential. Get staff engaged in AI and help them appreciate how it can impact productivity and aid roles. Simply, you can sign up to newsletters, watch videos, and keep up with AI in the news. It’s not always news that is very applicable to everyone, but it can raise a broad awareness of AI and its capabilities.
It is also important to ask if you need a specific AI feature in your product or company – much like when every company decided to get a mobile app, even when it wasn’t necessary – ask if you actually need it and if the money can be spent better elsewhere. You need good specific requirements of what you have, what you want to achieve, and what outcomes you expect from using AI. If you can’t justify the cost of the AI tool then maybe you don’t need it. A lot of time and research should go into the decision, like any other decision, not just adopting AI because everyone else is. You need to know that it will help your clients and employees.
There are currently over 8000 AI tools online, so which are worth your time? And which will match your requirements? Setting clear objectives will help you narrow down the ever expanding catalogue of AI tools. Many of these tools are startup companies, so there is also a lot of trust in the tool and company behind the tool to continue developing and continue delivering the tool.
So what is there to expect in the future for AI? AI isn’t new, ChatGPT is new and has set the direction – we will talk more to AI, not click or read or analyse, but the trend will be to talk.
Regulation is also the future – as of 2024 in Europe, businesses and third party vendors will have to comply with these regulations – similarly to GDPR, you will need to display and be transparent in your use of AI.
Product development tools will become more popular, with AI generating code and software by itself, we’re at the tip of the iceberg. It will soon be affordable to generate apps, software, and frameworks using AI. Within 10 years we will see companies that are run majority by AI – less employees, but all that fully utilise tools that make their roles more productive.
And finally, the tips for recognising AI generated content. Is it possible? Not really unless watermarking is used, like what Google and Adobe are doing, but the same embedding system will need to be rolled out universally and be adopted at scale. Content can be ranked but not 100% be trusted, especially as AI develops. Verifying posts from the poster is the only true way as long as they are trusted and honest of course.
We keep up with all tech developments at OggaDoon, and AI is a big interest of ours! We’re fascinated by the progress it has made in recent months and how many life-changing use-cases it has. Make sure to follow us on social media, subscribe to our blog, and even get in touch with what you’d like to learn!
