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Fearlessly Adopting AI Tools
- 1. Berry Interesting Productions, Inc. Support for Marketing Teams Fearlessly Adopting AI Integrating AI tools into your current business workflows to save time, money, and your own mental health
- 2. D'nelle Dowis Founder Project Manager & Account Strategist The rest of the Berry Interesting team Marissa Chris Annie & Cece
- 3. Berry Interesting Productions support for digital marketing strategists
- 4. Need-to-know vocab 1. Generative AI 2. Large Language Model / LLM 3. Prompt 4. Session 5. Adaptability
- 5. Why we're here The journey from November 30, 2023 to today
- 8. "Hi, AI! I need help with writing another blog post for our business's website. I would like you to compose a 1200-1500 word blog post on the topic of password managers. Some items to include in the post are…" See the completed blog post
- 11. Increased Efficiency Enhanced Creativity Streamlined Workflows
- 12. 50% time savings for marketing content creation
- 13. It's not just anecdotal Study 1: Support agents who used AI could handle 13.8% more customer inquiries per hour. Study 2: Business professionals who used AI could write 59% more business documents per hour. Study 3: Programmers who used AI could code 126% more projects per week. Read more on NNGroup.com
- 14. Challenges we faced GIGO still holds true: garbage in, garbage out ✘ Initial terrible inputs ✘ Frustrations with the limitations of the tool ✘ Establishing a consistent brand voice
- 15. Writing ad copy & sales materials Creating client deliverables Writing short code snippets for website functionality Site mapping & organization Video scripting for socials Keyword & hashtag suggestions Creating supplemental graphics Where will go next? We're still learning!
- 16. Tips for beginners Get familiar with prompt engineering Recommended Online Course
- 17. Tips for beginners Get familiar with prompt engineering Practice with playful prompts & patterns
- 18. Tips for beginners Get familiar with prompt engineering Adopt new tools gradually Practice with playful prompts & patterns
- 19. Tips for beginners Get familiar with prompt engineering Practice with playful prompts & patterns Adopt new tools gradually Treat LLMs as your assistant or intern
- 20. Questions?
- 21. You can reach us at: ● 615-852-5608 ● hello@berry-interesting.com ● web.berry-interesting.com ● Facebook: @Berry.Interesting ● Instagram: @berry_interesting_productions ● LinkedIn: @berry-interesting-productions-inc-
Editor's Notes
- Hi, I'm D'nelle Dowis, the founder and owner of Berry Interesting Productions, Inc. (affectionately called BIPi when we're feeling it). I grew up in a family of tenacious business owners and self-employed folks, so I learned early on what it takes, personally, to run an independent business... but I never learned how to run a successful, growing business. In 2006, I started my own business, essentially corralling freelancing and consulting gigs - I was marginally profitable for a long while, but when I started thinking about expanding beyond myself, I didn't have any childhood examples to rely on. Thankfully, I'm someone who, when they don't know how to do something, is curious enough and stubborn enough to self-teach! I am a project manager, account strategist, and a certified UX Specialist with a focus on Interactive Design. I'm meticulous about details, curious about new toys, or, rather, tools, and a DIYer at heart.
- Berry Interesting, though… Berry Interesting has definitely grown beyond me at this point. We occupy a space somewhere between a marketing agency and a web development firm. The word "support" is at the heart of everything that we do. In the beginning, we focused on building and supporting websites for small businesses, but over the years it became clear that we do our best work when supporting digital marketers, wherever they are. That might mean a small business owner, but it also might mean a mid-level marketing strategist on an in-house team at a start-up, a personal assistant who's coordinating a bunch of freelancers, or a one-person marketing department deep inside a corporation. We've worked with names as national as VIP Nation and as local as 5280 Family Law. Wherever those marketers are, we're positioned to alleviate the burden of technical website support (so that a broken sitedoesn't become a timesink for a non-developer)... setting up and monitoring automations and integrations that save time, money, and heartache… and occasionally - very occasionally - building new websites. When it doesn't make sense to have a dedicated, in-house web team, Berry Interesting steps in to create stability and enable marketers to focus on, well, marketing! It's a pleasure to connect with all of you here today and share my experience leveraging Large Lanugage Model tools like ChatGPT to make my life as a business owner easier.
- But before I go any further into the weeds, I'd like to know how many of y'all are familiar with ChatGPT… [pause for questions] Okay, so some of you likely already have a baseline vocabulary for what I'm going to be discussing. But, for those of you who don't, let's have a quick contextual vocabulary lesson (you can also find this info on the postcard under your seat)! 1. Generative AI is a type of artificial intelligence that generates content, such as text, images, or videos, without being explicitly programmed for each output. Generative AI models, like ChatGPT, use complex algorithms and training data to produce creative and coherent responses. 2. Large Language Model (LLM): A specific type of generative AI model designed to process and generate human-like language. LLMs, such as ChatGPT, are trained on vast datasets and can understand context, grammar, and even nuances in language. 3. Prompt: In the context of working with Large Language Models, a prompt is a specific input or instruction given to the model to generate a desired output. A well-crafted prompt can significantly influence the quality and relevance of the AI-generated response. 4. Session: In the context of LLMs, a session refers to a single instance of interaction or conversation with the AI. When you start a new session, the information and context from previous sessions do not persist between them. Each session is independent and begins with a clean slate, allowing users to have unique interactions with the AI model for specific tasks or conversations. Sessions provide a fresh start, ensuring that the AI's responses are based solely on the current input and prompt. 5. Adaptability: This term reflects the ability of AI models, like ChatGPT, to adapt and learn from new data and prompts. The adaptability of AI is crucial for continuously improving its performance and tailoring responses to specific needs.
- Before we dive into the exciting world of embracing new technologies like ChatGPT, let me set the stage for you in terms of why I'm even talking about this at all. At the beginning of 2023, Berry Interesting was primed for some big leaps in growth. We had firmly defined our Ideal Customer Avatars (ICAs), had marketing funnels properly set up and active, and had a well-planned content calendar built out for the next six months. We were even at the stage of hiring our first full-time, non-owner employee - our senior developer, Marissa. She was set to start at the beginning of Q2 and I was more than ready for her to alleviate some of my workload. Everything was set for action.
- However, despite all the preparations, I still found myself spending a significant amount of time generating content for our marketing efforts. Writing blog posts, social media content, and additional materials for our marketing assets were taking up an enormous chunk of my time. It was a stark reminder why I am choosing to grow! On average, I was spending over five hours on each blog post I wrote, eating up over 10% of my week on average… just on composition. This was time I would have preferred to dedicate to sales and client relationships… especially since I was facing a 30% increase in salary costs!
- Around the same time, the hype surrounding ChatGPT was reaching a fever pitch. As someone who has always been an early adopter of technology, I was both curious and skeptical about its potential impact. At first, I started by just playing around, asking it questions and experimenting with its capabilities based on things I'd seen on social or heard about from colleagues. The hype around its potential misuse didn't deter me - because I don't really see myself as capable of stopping the juggernaut. I figured my best bet was to learn how to use it, so that I could at least know how to be as friendly as possible to the potential robot overlords. Within days of my first experimentation, I saw the opportunity it presented for my content creation challenges.
- I decided to put ChatGPT to work for BIPi. I began using it to help me write blog posts and found it to be a game-changer, which is the heart of what I want to share with you today. As you can see from this timelapse video, ChatGPT accelerated our content creation process significantly. This timelapse shows about 75 minutes of real-time work that I did, all the way from initiating my first prompt all the way out to dropping the final copy and artwork into a shared gdoc for my developer to drop out onto our website's blog. My initial prompt started with "Hi, AI! I need help with writing another blog post for our business' website. I would like you to compose a 1200-1500 word blog post on the topic of password managers". I proceeded to interact with the AI and then pop back and forth among other tools (like google docs and canva) as I assembled the full blog post package for implementation by my team.
- ChatGPT allowed me to generate a draft of high-quality content in a fraction of the time it would have taken me to even get past the white page paralysis, which has always plagued me as a writer. I'm incredibly verbose, don't get me wrong, but getting started has always been my biggest challenge. The fact that I could write to ChatGPT in a conversational way, without having to worry about spelling, organization, or even having fully formed thoughts, was huge. It was like brainstorming a bunch of stuff with a friend, only to have that friend turn around and hand me a fully written essay on the topic!
- When I first started, I was relying on the AI way more than I do today. Many of the early blog posts I wrote using ChatGPT have large chunks of copy that I left in the exact state it provided it to me… but the longer that I've engaged with ChatGPT and other LLM tools, the more confident I feel in using the tools to simply provide me with raw materials so that I can focus on crafting unique, useful, and brand-specific narratives for our audience.
- The other valuable piece here, that both ChatGPT and a tool called jasper.ai that I've only recently started using, is that they integrate seamlessly into the existing content creation process I'd already mapped out. It really is like an intern who's available 24/7/365, whenever I need it. I can tell it how to format text, teach it how to stay true to our brand voice guidelines, and I can ask it for endless iterations of copy or even to impose specific linguistic tricks like writing a punchy rhyme or writing from a certain perspective. I can ask it to write supplemental content like summaries, snippets, social media posts, subject lines, meta data… the list goes on. And it can do that for me all within the context of the original post copy.
- I compared the amount of time I was logging prior to adopting LLM tools, and the time savings were stark - I now spend a little over 2 hours on one blog post package instead of a little under 5 hours, and that time includes creating graphics for multiple uses!
- Recently, the Nielsen Norman group reviewed three recent case studies that explore the impact of generative AI, like ChatGPT, on business users' productivity. The studies measured the performance of users completing various tasks with and without AI assistance. The results showed that generative AI significantly improved productivity, with more complex tasks experiencing greater gains. The studies indicated that AI's assistance allowed users to be much more efficient, completing more tasks in the same amount of time. Moreover, the research shows that generative AI has a positive impact on work quality. In customer support and business document writing, the quality of work produced with AI assistance was either slightly better or significantly improved compared to work without AI. Not only that, it helps narrow the gap between the least and most skilled employees, benefitting less-skilled workers the most. The AI assistance reduced the working-memory load for users, allowing them to focus more on creativity and editing tasks.
- As with adopting any new tech, we faced our fair share of challenges when using LLM tools. Initial Terrible Inputs: Our first attempts with ChatGPT were far from ideal. We provided poorly formatted or incomplete inputs when we were still unsure of the capabilities of the tool, which lead to subpar outputs. Frustrations with the Tool: Initially, we found ourselves grappling with the nuances of the tool, how to properly phrase our prompts and how to use the persistence of information within one session to build up knowledge and directives that are unique to our needs within the tools. It took time to learn how to use it effectively. Establishing Brand Voice: Finding our unique brand voice within the context of ChatGPT presented a creative challenge. Our brand voice is very important to us, because we want to differentiate ourselves from both a service level standpoint and a personality standpoint. ChatGPT doesn't write within your brand voice without specific instructions, and it doesn't recall those instrutions from session to session. It can get a little clunky (which is why we are moving to a paid tool, jasper.ai, which promises to create consistency in your brand voice by learning from you as you continue to use it)
- In no way to I feel like an LLM prompt master at this point, but I'm excited to see where I can go with its support. I've already started using it to write more ad and sales-centric copy, for emails, for LinkedIn messaging, and even for things like the bio that's out on cvent right now. I recently successfully used it to generate a 6-month set of blog prompts for a client who is a writer but not someone who's as creative as a robot can be. Letting ChatGPT be her content planner allows me to focus on project management and her to focus on content creation… without having to spend a ton of time on brainstorming from scratch. Looking ahead, we're hoping to use LLM tools for things like code snippet creation & optimization to expedite some of the support tasks that our developer handles… I'm interested to see how it could assist in site mapping and site content organization during our next site build. I really hate making videos, but I've started to play around with ChatGPT's scripting abilities to help me break through that resistance. I may not like making videos, but I'm damn good at doing what I'm told! The ways in which I'm still struggling to effectively use AI tools are with higher-level planning things like keyword or hashtag strategies. I understand SEO from a technical standpoint, but I'm nowhere near an SEO professional. This is an excellent example of why humans aren't obsolete quite yet… in order for me to use LLMs effectively for that, I'd need to be way better at SEO than I am. I'm also not great at getting what I want out of tools like DALL-E 2; my prompt creation for generating graphics is totally not satisfying… I need way more practice before I'll feel competent on that front.
- Now that you're fully sold on using LLM tools to improve the efficiency of your content creation, let's dive into some actionable tips for beginners. Tip 1: Get Familiar with Prompt Engineering For those new to LLMs, prompt engineering is a crucial skill to learn. Crafting effective prompts helps you get the most accurate and relevant responses from the AI model. To get started, I highly recommend the Coursera course titled "Prompt Engineering for ChatGPT." This course will provide you with practical insights into designing prompts that yield the desired outcomes and improve the quality of your interactions with the AI. The great thing is that LLMs can teach you how to use them… if you're asking the right questions. The way to ask the right questions is just to practice! The entire Coursera course is basically a guided way to practice using ChatGPT.
- Tip 2: Practice with Playful Prompts As you explore the capabilities of LLMs, don't hesitate to practice with playful prompts and various prompt patterns. First of all asking questions in a fun, conversational manner can lead to creative responses and deepen your understanding of the AI's capabilities. Playful prompts also help you build confidence in using the technology and make the learning process enjoyable. Prompt patterns are specific formats or structures that you can use to interact with large language models like ChatGPT effectively. I'm not going to dive into them here (again, that course is very much worth taking!). What I want you to remember from this point is just that the way you structure your prompts can greatly influence the AI's responses. Using clear and specific instructions, along with appropriate context and role-playing, can lead to more consistent and relevant interactions with the AI. —----------------------------- Here are some common types of prompt patterns that can help you get desired responses: Question-Answer Pattern: Ask a specific question, and the AI will respond with an answer. For example: Q: "What is the capital of France?" A: "The capital of France is Paris." Flipped Question pattern: Ask the AI to ask *you* questions! Q: AI, ask me questions about my professional skills and goals until you have enough information to advise me on what my next career move should be A; Absolutely! Let's delve into your professional skills and goals to provide you with some career advice. Please answer the following questions: What are your core skills and areas of expertise? What industries or fields have you worked in or have an interest in? … etc. Instruction Pattern: Provide a clear instruction to the AI, and it will generate a response accordingly. For example: Instruction: "Write a poem about the beauty of nature." Response: (The AI-generated poem about nature.) Dialogue Pattern: Engage in a back-and-forth conversation with the AI. You can use user and AI roles for clarity. For example: User: "Tell me a joke." AI: "Why did the chicken cross the road? To get to the other side!" Completing a Sentence Pattern: Start a sentence, and the AI will complete it. For example: Prompt: "Roses are red, violets are blue, ..." Completion: "Sugar is sweet, and so are you." Creative Storytelling Pattern: Provide the AI with a story prompt, and it will create a narrative based on the input. For example: Prompt: "Once upon a time, in a magical land, there lived a..." Story: (The AI-generated continuation of the story.) Persona Pattern: Interact with the AI as if it embodies a particular character or role. For example: User: "AI, please respond as though you are a wise old sage." AI (acting as a wise old sage): "My dear traveler, the journey ahead is filled with wonders and challenges." System Message Pattern: Use a system message to set the AI's behavior for the rest of the conversation. For example: System: "You are an AI that speaks like Shakespeare." User: "What art thou doing in this realm?"
- Tip 3: Gradually Adopt LLMs for Content Creation When incorporating LLMs into your content creation workflow, start with smaller tasks. For example, use the AI to generate social media posts, write short blog snippets, or craft catchy headlines. As you become more comfortable, gradually expand to more complex content creation tasks.
- Tip 4: Use LLMs as Your Writing Assistant Think of LLMs as your personal writing assistant. When you need to draft cover letters, executive summaries, or ad copy, leverage the AI to generate compelling starting points. It can save you time, help overcome writer's block, and provide fresh perspectives on your writing.