Artificial intelligence (AI) is transforming the world of marketing in unprecedented ways. From generating engaging content to optimising campaigns, AI tools are empowering marketers to be more creative, efficient and data-driven. One of the most impressive examples of AI in marketing is ChatGPT. ChatGPT can help marketers create captivating headlines, slogans, emails, personas & more. During this presentation we will explore some of the cutting-edge AI technologies that are shaping the future of marketing, including practical demos & various use cases.

1. MASTER
CLASS
Sid Lal
MANAGING DIRECTOR
BRUCE CLAY AUSTRALIA
How to Use AI to
Supercharge Your
Marketing Department
SYDNEY, AUSTRALIA ~ SEPTEMBER 20 - 21, 2023
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia

2. How To Use AI To
Supercharge Your
Marketing
Department

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4. AGENDA
•Introduction
•Various AI Tools – Jasper, ChatGPT, Bing Image Generator etc
•Using AI, ChatGPT for Content Creation - text, images
•AI Use Cases – Content, email, blogs
•Do AI Detection tools work?
•Prompt Engineering
•Limitations
•ChatGPT 4 – The Latest

5. SID LAL
Managing Director, Bruce Clay Australia
• TedX Talk on Digital Marketing
• SEO Master Class Instructor –
Australian Marketing Institute
• Speaker at Ad Tech, SES,
iMedia, DigiMarCon & various
other platforms
• Digital Marketing since 2000
Twitter: @siddlal | e: slal@bruceclay.com
Linkedin: linkedin.com/in/siddharthlal

7. ABOUT BRUCE CLAY
• Founded 1996
• Invented advanced SEO web architecture
• Proprietary SEO software
• International offices with language support – USA, Australia,
Japan, UAE, India
• 110+ digital experts
• “Search Engine Optimization All-In-One for Dummies”
• Strategic digital marketing solutions
• Over 5000 SEO Professionals Trained Globally

8. AI CHATGPT| REAL WORLD USAGE |
Source: https://techcrunch.com/2023/08/28/survey-finds-relatively-few-americans-actually-use-or-fear-chatgpt/
https://www.pewresearch.org/short-reads/2023/08/28/most-americans-havent-used-chatgpt-few-think-it-will-have-a-major-impact-on-their-job/
How many of you have actually started using ChatGPT or something similar like AI generative tools in your business?
If yes, what have they been using it?

9. AI PROMPTS| MARKETING | TARGET AUDIENCE
Create a comprehensive profile of my ideal customer, including demographic information, psychographic characteristics, and
purchase behaviour, that will help me identify and target the right people for my digital marketing agency [product/service].
Ideal Customer Profile:
Demographics:
Age: 25-55 years old. This is the age group that typically includes key decision-makers in businesses, including owners, managers, and
executives.
Gender: Both male and female. Digital marketing services are gender-neutral.
Location: Primarily urban and suburban areas where there's a higher concentration of businesses.
Occupation: Business owners, entrepreneurs, marketing managers, and executives in various industries.
Income: Annual business revenue of $100,000 or more. This indicates that they have the resources to invest in digital marketing services.
Psychographic Characteristics:
Values: They value growth, innovation, and success. They understand the importance of digital marketing in today's business landscape.
Interests: Interested in business growth, lead generation, brand awareness, and staying ahead of the competition.
Lifestyle: Tech-savvy individuals who are always looking for ways to improve their business.
Personality Traits: Proactive, ambitious, forward-thinking, and willing to take calculated risks.
Purchase Behaviour:
Shopping Habits: They're likely to invest in high-quality services that promise a good return on investment. They prefer well-established
agencies with a proven track record.
Purchasing Motivation: They are driven by the desire to grow their business, increase sales, and improve their online presence.
Purchasing Concerns: They might be concerned about the cost, effectiveness, and reliability of digital marketing services.
Source: Jasper

10. AI PROMPTS| MARKETING | TARGET AUDIENCE
Create a comprehensive profile of my ideal customer, including demographic information, psychographic characteristics, and
purchase behaviour, that will help me identify and target the right people for my product which is a new type of high-priced
exercise equipment targeting gyms, sports teams etc.
Source: Jasper
Ideal Customer Profile:
Demographics:
Type of Business: Gyms, sports clubs, universities with athletic programs, professional sports teams, rehabilitation centers.
Size of Business: Medium to large-sized businesses that have the capacity to invest in high-priced equipment.
Location: Urban and suburban areas with a high concentration of fitness enthusiasts and sports teams.
Role: Owners, managers, athletic directors, head coaches, physical therapists.
Psychographic Characteristics:
Values: They value health, wellness, performance, and providing top-notch facilities for their members or athletes.
Interests: Interested in keeping up with the latest trends in fitness and sports training technology, improving member satisfaction, and
enhancing athlete performance.
Attitudes: Open to innovation and willing to invest in advanced equipment if it can provide better results for their clients or enhance their
competitive edge.
Purchase Behaviour:
Shopping Habits: They prefer to invest in durable, reliable, and high-quality exercise equipment. They are likely to research extensively
before making a purchasing decision.
Purchasing Motivation: The need to stay relevant in a competitive market, provide the best training facilities for their users, and improve
their service offering.
Purchasing Concerns: They might be concerned about the cost, the longevity of the equipment, maintenance requirements, and whether
the equipment will deliver the promised results.

11. AI PROMPTS| MARKETING | CONTENT RESEARCH

12. AI PROMPTS| MARKETING | CONTENT RESEARCH

13. AI PROMPTS| MARKETING | BLOG OUTLINE

14. AI PROMPTS| MARKETING | BLOG TITLES

15. Use case: Find out informational queries on your site
how long do.....
how does xxxxx
what must xxxxx
do i need xxxx
where can I xxxx
Why does it take so long
xxxxx
When can xxxxx
How do you use this info?
Blog topics | New landing pages |FAQ list on a related page
https://chat.openai.com/chat
AI PROMPTS| MARKETING | HACK CONTENT IDEAS

16. I entered the Maccas, a popular fast-food chain that had spread across the world in the 21st
century. The place was crowded with people, mostly young and hungry, who were ordering
their meals from the automated kiosks. I scanned the menu, which offered a variety of
burgers, fries, nuggets, and drinks, all made with synthetic ingredients and artificial flavors. I
felt a pang of nostalgia for the real food of my childhood, when meat and vegetables were
grown on farms and cooked by humans. But I knew that those days were gone, and that
Maccas was the only affordable option for most people in this overpopulated and polluted
world. I selected a Big Mac, a large burger with two patties, cheese, lettuce, and sauce, and
paid with my credit chip. A robotic arm handed me a tray with my order, and I looked for a
seat in the noisy dining area. I bit into the burger, which tasted bland and greasy, and
wondered if there was any hope for humanity. Source: Bing Chat
CONTENT IN THE STYLE OF YOUR FAV AUTHOR

17. Source: ChatGPT
In the not-so-distant future, amidst the sprawling urban landscapes of New York, there
stood a relic of the past: Maccas. As I approached its gleaming golden arches, I was
reminded of the tales of fast food from the 20th century. The establishment was an oasis
of nostalgia in a world dominated by molecular gastronomy and food synthesizers. Inside,
the hum of conversation was punctuated by the soft beeps of automated kiosks. Patrons,
young and old, marveled at the tactile experience of holding a physical burger, a stark
contrast to the nutrient-infused pills of our daily lives. As I bit into the Big Mac, the
flavors transported me back to an era I had only read about, and for a brief moment, I
was connected to the culinary traditions of a bygone age.
CONTENT IN THE STYLE OF YOUR FAV AUTHOR

18. Source: ChatGPT
The rain was pouring heavily outside when I found myself taking refuge in a quaint
establishment known as Maccas. The golden arches, though slightly worn by time,
beckoned passersby with a promise of warmth and sustenance. Inside, the
atmosphere was thick with intrigue. Patrons sat in hushed conversations, casting
furtive glances, as if they were all part of some clandestine rendezvous. The aroma of
fried potatoes wafted through the air, reminiscent of simpler times. As I sipped my tea
and observed the scene, I couldn't help but wonder about the stories that unfolded
within these walls. Every corner seemed to whisper secrets, and every patron had a
tale to tell. In this seemingly ordinary eatery, mystery lurked in every shadow.
CONTENT IN THE STYLE OF YOUR FAV AUTHOR

19. CONTENT IN THE STYLE OF YOUR FAV AUTHOR
Source: ChatGPT
Amidst the bustling streets of London, tucked away in a corner, was Maccas, an eatery
that seemed to possess a magic all its own. The golden arches, though muggle in
appearance, shimmered with an enchantment that drew both wizards and non-wizards
alike. Inside, the atmosphere was abuzz with chatter, the walls echoing with laughter
from children eagerly awaiting their Happy Meals, each containing a toy that, to a keen
observer, seemed just a tad too animated. A group of young witches sat in a corner, their
robes slightly askew, discussing their latest adventures at Hogwarts over fries sprinkled
with a dash of potion-induced flavor. As I bit into my burger, I couldn't help but feel that
this wasn't just any Maccas; it was a place where the lines between the magical and the
mundane blurred, and for a moment, anything seemed possible.

20. AI| CHATGPT & CONTENT| GOOGLE’S VIEW
Is Using AI & ChatGPT For Content Acceptable by Google?
Sources:seoroundtable.com & https://developers.google.com/search/blog/2023/02/google-search-and-ai-content
Danny Sullivan (Google Search Liaison)
"As said before when asked about AI, content created primarily for search
engine rankings, however it is done, is against our guidance. If content is
helpful & created for people first, that's not an issue."
“This said, it's important to recognize that not all use of automation,
including AI generation, is spam. Automation has long been used to generate
helpful content, such as sports scores, weather forecasts, and transcripts.
AI has the ability to power new levels of expression and creativity, and to
serve as a critical tool to help people create great content for the web.”

21. AI| CHATGPT & CONTENT| DETECTION TOOLS
Should you trust or use AI content detection tools?
Sources: https://www.searchenginejournal.com/should-you-trust-an-ai-detector/491949 https://www.linkedin.com/pulse/how-ai-detectors-mistakenly-identify-author-bible-atheer-mahir
https://arxiv.org/abs/2304.02819 , https://www.ftc.gov/business-guidance/blog/2023/07/watching-detectives-suspicious-marketing-claims-tools-spot-ai-generated-content
A section of the Book of Genesis from The Bible gets flagged as 88.2 percent AI-generated by ZeroGPT. (Edwards, 2023)
• Significant bias against non-native
English writers
• Simple prompting strategies can
bypass GPT detectors
“Elevate the provided text by employing
literary language,”
✓ Use AI in conjunction with human
editors
✓ Do plagiarim checks
✓ Do fact checks

22. Step 1: Inspiration Step 2: Used Bing Image creator to create the image
AI PROMPTS| MARKETING | IMAGES

23. AI PROMPTS| MARKETING | IMAGES

24. AI PROMPTS| MARKETING | IMAGES
Source: The Language of Sleep: Exploring Dog Sleeping Positions & What They Me – Lord Of The Pets

25. AI PROMPTS| MARKETING | IMAGES

26. Step 1:
“Act as a stable diffusion photography prompt generator that accepts a visual description and outputs a
detailed photograph that i can copy into my diffusion model. Include a variety of photography related
terminology including the description of the exact Carl Zeiss lens you use and most importantly a detailed
description of the volumetric lighting. Now write me a clear and concise natural language visual description
of the following:
A close up picture of an Indian model who looks like Wonderwoman. The picture should be in the daytime.
The background should include some people blurred in the background. The street should be cobblestone
AI PROMPTS| MARKETING | IMAGES
Step 2:
Ask it to make it concise
Can you make this prompt more concise so that I can feed it into Bing Image Generator
Step 3:
Feed the output into Bing image generator

27. Here is the prompt I gave.
Notice I have removed a lot of the tech
stuff and still got an excellent response:
Background: Blurred pedestrians on
cobblestone street.
Subject: A beautiful Indian model who
looks like Wonderwoman with a close
up of her smiling face as the central
focus.
Picture output: 16:9 ratio cinema style.
Lighting: Daylight, preferably golden
hour, with silver or white reflector.
Here is the prompt that ChatGPT asked me to use:
Indian Wonderwoman on Cobblestone Street Photography
Prompt:
•Background: Blurred pedestrians on cobblestone street.
•Subject: Indian model styled as Wonderwoman, central
focus.
•Camera: Full-frame with high dynamic range.
•Lens: Carl Zeiss Planar T* 50mm f/1.4.
•Aperture: f/2.8.
•Shutter Speed: 1/200s.
•ISO: 100-200.
•Lighting: Daylight, preferably golden hour, with silver or
white reflector.
•Effect: Subtle haze around model for volumetric lighting.
•Post-Processing: Enhance brightness, contrast, and sharpen
model details.
AI PROMPTS| MARKETING | IMAGES

29. What is the prompt we would give to invite
people to an SEO Masterclass?
What do you think about this output?
Isn’t it awesome!
Do you think we can do better?
AI PROMPTS|
MARKETING | email

30. Let us try to enhance the prompt…
AI PROMPTS|
MARKETING | email

31. AI PROMPTS| MARKETING | email ecommerce

32. AI PROMPTS| MARKETING | email ecommerce

33. AI PROMPTS| MARKETING | email ecommerce

34. AI| CHATGPT – PROMPT LEARNINGS
Your job is to become the Best Prompt Engineer
1. Start with some background about the task
2. Detail out the task
3. Define the audience
4. Give it specific instructions such as including social proof, what will the task
cover, any USPs etc
5. Rinse & repeat
6. Always Fact Check - Remember it can confidently give “hallucinated” facts

35. AI| CONTENT | DANGER
Sources:seoroundtable.com & https://www.telegraph.co.uk/technology/2023/02/08/googles-bard-ai-chatbot-gives-wrong-answer-launch-event/
$120bn was wiped off Google's share price after their much
anticipated Bard AI chatbot gave the wrong answer in their own
promotional material.

36. AI| CHATGPT – THINGS TO REMEMBER
➢ Remember the AI language model is limited by its training data.
➢ Currently it is trained on data till September 2021
➢ Output is limited to about 3125 words
GPT-4 launched on 14 March 2023
➢ Safer & more responsive
➢ Linguistic finesse (understands emotions, dialects)
➢ 60% less likely to make stuff up
➢ Information synthesis - It can synthesize info from multiple sources &
cite the sources as well
➢ Improved programming capabilities

37. GENERATIVE AI |INPUT = OUTPUT

38. AI| PERSONAL
ASSISTANT WITH
SUPERPOWERS

39. DATE: 19 OCTOBER
TIME: 12:30 PM TO 2:30 PM
2 HOUR WORKSHOP
TICKETS $49 VIA EVENTBRITE

40. CONNECT WITH US
•www.BruceClay.com/au/
•slal@bruceclay.com