Who are Lacewing Media?
We are a London based marketing agency working with international clients at the top of their game.
Great marketing is essential as part of a successful business model.
AI Content Generators and the art of creative content
AI tools such as Chat GPT continue to generate both positive and negative conversations in the news and social media. For businesses to maximise the use of AI tools, Lacewing Media has concluded from its findings that the tools can be a great support to operations, but not a replacement for them. For example, AI chat bots of the type used for large scale customer service requirements do not have the soft skills which would enable it to offer a personable contact with customers, but equally they can hugely benefit a business to help support streamlining their communications and prioritise those which might need human intervention. We have experienced during our research the detrimental effects which some content generators (large language models) can pose with ‘AI hallucinations;’ where tools are producing content based on factually incorrect data. Social media is also full of examples where ChatGPT (as an example of many) has failed.
Where AI cannot support forward thinking content generation
When using AI as a tool for content generation, the major drawback is that the generated response is based on limited data and won’t therefore be original or forward-thinking. AI could literally bring an end the creative loop if the web is bombarded with AI generated content. Businesses and individuals should also consider their credibility, as being considered a thought leader involves exactly that; thought.
Not only do readers want to see forward-thinking content which is based upon reliable sources and information, it’s also a critical factor for Google to rank content. Google has recently produced its “Google Search’s guidance about AI-generated content” which notably warns publishers looking to use AI-generated content: “However content is produced, our systems look to surface high-quality information from reliable sources, and not information that contradicts well-established consensus on important topics,” it continues. “On topics where information quality is critically important — like health, civic, or financial information — our systems place an even greater emphasis on signals of reliability.”
AI for innovative idea generation
In a recent article from the Financial Times, Andrew M. Heller, Professor at the University of Pennsylvania’s Wharton School, gives his advice on how AI tools such as Chat GPT could be used as a method for generating innovative ideas. “One opportunity is to turn the tool’s weakness — its unpredictability of response — into a strength.” He explains that when generating new ideas you may produce an initial 10, to explore, but you only need one good idea to run with. He says you can use AI as a tool for generating such ideas: “when we seek only one great idea, we should prompt our AI helper to go wild, just as we should welcome “out of the box” thinking in traditional brainstorming sessions.” This technique is similar to team brainstorming sessions; Mind Tools supports this kind of technique as it: “…encourages people to come up with thoughts and ideas that can, at first, seem a bit crazy. Some of these ideas can be crafted into original, creative solutions to a problem, while others can spark even more ideas.” Heller also suggests that you can use Chat GPT to critically evaluate its own answers to help decipher whether the ideas it generates are the right option for your business. Whichever way you plan to use AI for your business; do your research and find the optimum use which supports your business but doesn’t take over.