You know that feeling when you leave a great brainstorming session? Everyone in the room is engaged, sharing ideas, building on each other’s contributions, and providing helpful analysis and feedback. That kind of collaboration generates elevated results, far superior to what one person can achieve alone.
Now imagine having a brainstorming partner who is always willing to participate, is quick with endless ideas, and has instant access to all the knowledge available on the internet. This is the beauty of making AI your brainstorming partner.
1. Like humans, AI makes mistakes.
As we share with clients, the team at Lunne doesn’t recommend using artificial intelligence to create ready-for-market materials. There are risks associated with releasing AI-generated output into the world.
First and foremost, AI makes mistakes. While it analyzes vast amounts of data and synthesizes it into final output, it doesn’t understand your unique business situation like you do. It obviously lacks the human element, so it requires a trained, human eye and a savvy marketer to catch the smallest details that AI may overlook.
Moreover, consumers are increasingly aware of AI-generated materials, searching for signs that an image is not genuine or that content lacks the human emotion that is impossible for a machine to truly mimic.
2. Learn to feed the machine.
Using AI doesn’t replace your expertise as a marketer, but it can make you stronger. We have utilized tools to enhance our work for decades. Adobe provided tools that made it possible to generate media that might be impossible through photography or hand-drawn images. Writers have relied on everything from classic spellcheckers to more intuitive programs to refine their grammar and effectiveness. However, just like an effective Google search, AI users must learn to provide effective prompts in AI environments.
Companies worldwide are hiring full-time prompt engineers. The skill of instructing AI has become so valuable that some companies view it as a standalone role within their organizations. But you can learn this skill.
3. Good direction = better output.
We have discovered the secret to achieving great results from AI tools lies in our ability to refine. AI can produce results incredibly quickly, but patience is still necessary. The first option is rarely, if ever, the best.
In fact, the first result you receive is typically a reflection of the quality of your prompt. When you ask a resource to create an image of a baby, for example, you may realize you haven’t specified how the baby is dressed, whether it’s in a crib or wrestling alligators, and whether it should appear realistic rather than cartoonish. Fortunately, nothing is lost, as you can start adding details for the next round, receiving an updated option swiftly.
During a recent roundtable discussion on AI, a participant mentioned that she likes to ask the AI tool, “Is that the best you can do?” The tool consistently reviews its own output and makes efforts to improve itself. Remember that AI tools don’t have feelings (not yet, anyway), and you are in control. Don’t settle for something that isn’t good enough for your team, your clients, or your audience. Since AI doesn’t get tired, collaborate with it for as long as necessary.
4. Review your work.
If it doesn’t violate your company’s or client’s security policies, ask AI to review your work at every stage. Prompt the tool to assess your output, consider the goals, evaluate your creative brief, and ask how to ensure that your target audience receives your intended message. The versatility of AI allows it to serve as your brainstorming partner, creative collaborator, creative director, editor, and even focus group.
While no one knows the limits of AI, we understand that those who view it as a resource rather than a threat have a greater chance of evolving alongside this technology. Becoming an effective prompt engineer represents a mindset shift for many marketers, but it’s crucial for our success. As the world expects us to produce more, work more efficiently, and find ways to break through the noise like never before, mastering AI equips us with the resources to elevate our marketing efforts.
To learn more about our approach to AI-enhanced marketing solutions, reach out for an initial conversation.
About Lunne
Lunne is a marketing agency that serves health and finance brands by creating marketing that elevates relationships. They offer innovative branding and design, email strategy and creative, experiential design, and sales support. Founded in 2004, Lunne supports clients including Synchrony, Nationwide, OhioHealth, Cardinal Health, and others throughout the United States.
Author
Chris Wilguess is SVP, Operations + Growth for Lunne. With more than 16 years of strategic marketing experience, Chris specializes in communications strategies and marketing operations.