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DECODING GENERATIVE AI
AI PLAYBOOK-Marketing Students: UPower
By: Supavadee Tantiyanon, Founder eXperience Matters
20.10.23
eXperience
MATTERS
Copyright eXperience Matters 2023.
Supavadee Tantiyanon
Founder Experience Matters
A Free-mind Marketing Practitioner
MullenLoweGroup:CEO
OgilvyAPAC:APACRegionalConsultant
OgilvyOne:ManagingDirector
MinorGroup:DigitalServiceDirector
LeoBurnett:BusinessDirector(CRM/Digital)
UnileverThailand:Snr.BrandManagerPond’s
Past
Volunteering
MarketingAssociationofThailand(MAT):VPGovernmentRelationship
DigitalUserGroupofThailandAssociation(DUGA):President
บพท,กระทรวงอว.:ผู้เ
ชี่
ยวชาญทางธุุรกิจส
ำ
หรับLocalEnterprise
พอแล้วดีTheCreator:Trainer
ThaiChamberofCommerce:StrategicCommittee-Wellness
SBThailand:WorkingGroupMember
ExperienceMatters:Founder&Consultant
MaleeGroupPLC:BoardofDirector
Current
CURadioPlus:BoardofDirector
ThamasartUniversity||ผู้ทรงคุณวุฒิภาควิชาการตลาดคณะบัญชีฯ
KKU’sLithiumi-OnBatteryLab&Factory:BusinessDevelopment andSteeringCommitterBoardMember
Massive experiences:
Marketing, Branding, Customer
Experience, CRM, Digital, Data Driven
Marketing, Business Process,
Technology Integration
People is the great mystery on earth. Understand them and initiate
relationship with them are quite a challenge.
I love to observe, articulate the meanings and plan for the
relationship quest to see if my hypothesis is working or not.
Specialties: CRM, Business Process, Marketing, Digital, Customer
Experiential Marketing
https://www.linkedin.com/in/supavadee-tantiyanon-1990138/
Email: supavadee.T@experiencematters.biz
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dential.
TODAY’S
AGE NDA
#2
#1 Basics of Marketing and Technology
Generative AI in Marketing
#3
3
Q&A and Discussion
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MODULE 1:
THEULTIMATEPLAYBOOKS:
AI-FIRST MARKETING STRATEGIES FOR UNBEATABLE SUCCESS
eXperience
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MARKETING:
2017
MARKETING IS THE ACTIVITY, SET OF INSTITUTIONS, AND
PROCESSES FOR CREATING, COMMUNICATING,
DELIVERING, AND EXCHANGING OFFERINGS THAT HAVE
VALUE FOR CUSTOMERS, CLIENTS, PARTNERS, AND
SOCIETY AT LARGE.
eXperience
MATTERS
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MARKETING IN 21ST CENTURY
SHIFT TO AN ULTRA-CONNECTED WORLD
4.0
Spiral, connected to IoT,
Inclusive and Social
Ultra-Connected
Consumer
Transformation Digital
Centric
5A
AWARENESS | APPEAL | ASK |
ACT | ADVOCATE
1.0
Product Centric
4P
PRODUCT | PRICE | PLACE | PROMOTION
One-way communication
3.0
Always on, Always connected
Connected Consumer
Early-Digital Centric
3i for the Brand
IDENTITY | INTEGRITY | IMAGE
Consumer Centric
4C
CUSTOMER | COST | CONVENIENCE
| COMMUNICATION
STP
SEGMENTATION | TARGETING |
POSITION
2.0
eXperience
MATTERS
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MARKETING IN 21ST CENTURY
SHIFT TO AN SEAMLESS-CONNECTED WORLD
5.0 HUMAN x TECHNOLOGY for a better CX, better life and better world (SEAMLESS EXPERIENCE)
Purposeful AI
Technology for
Humanity
Human Centric
Hybrid -
Omnichannel
3.0 + 4.0
5A
AWARENESS | APPEAL | ASK | ACT | ADVOCATE + TECHNOLOGY + CX
Key strategies
MIXED REALITY | DATA DRIVEN MARKETING | PREDICTIVE MARKETING | OMNI-
CHANNEL
Relevancy
Real-time
Personalisation Authenticity
CONSUMERS EXPECT MORE…
ทั
น
ที
ข
อ
ง
จ
ริ
ง
ท
ำ
เ
พื่
อ
ฉั
น
โ
ด
ย
เ
ฉ
พ
า
ะ
โ
ด
น
ท
ำ
เ
พื่
อ
ฉั
น
โ
ด
ย
เ
ฉ
พ
า
ะ
eXperience
MATTERS
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METAVER SE CONCERT -TRAVIS SCOT T, FO RTNITE
12 MILLIO NS LIVE VI EWERS ARO UND T HE G LO B E (205 MIL L IO NS VI EW TODATE-JULY 2023)
Source: Youtube, https://www.youtube.com/watch?v=wYeFAlVC8qU&source_ve_path=MTc4NDI0
Source: Youtube, https://www.youtube.com/watch?v=wYeFAlVC8qU&source_ve_path=MTc4NDI0
eXperience
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FUTURE IS NOW!!!!
SHIFT TO EVEN MORE SEAMLESS-CONNECTED WORLD
6.0 METAVERSE for a truly better CX, better life and better world (SEAMLESS EXPERIENCE)
5A
AWARENESS | APPEAL | ASK | ACT | ADVOCATE + TECHNOLOGY + CX (METAVERSE)
Key strategies
MIXED REALITY | DATA DRIVEN MARKETING | PREDICTIVE MARKETING | OMNI-CHANNEL |TOTAL EXPERIENCE
MARKETING
METAVERSE IS THE NE XT STAGE OF OMNI
SOURCE: IVAN SETIAWAN, MARKETING 6.0 (2023 to be)
NE W MARKETING
Marketing automation provides marketers with the ability to offer real-time, targeted, data-driven
campaigns along with ef
fi
ciency and productivity enhancement.
CUSTOMER SEGMENTATION CUSTOMER DATA MANAGEMENT CAMPAIGN MANAGEMENT
ACTIONS
RESULTS
New Marketing must excel the marketing automation, AI and technologies designed for MARKETING
to more effectively market on multiple channels both virtual and off-line as well as to enhance the
ef
fi
ciency for the automate repetitive tasks.
CRM & LOYALTY OMNI-CHANNEL ANALYTICS PREDICTIVE ANALYTICS
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Marketing Extends Across the Business
HR Talents:
Hybrid Talents
Talents:
Data Scientists
Engineers
Cyber security expert
SALES
Hybrid sales
1:1 Marketing
MARKETING
Business Strategy
Branding
Customer insight
Customer Experience
IT
Data
Reporting
Analytics
Cyber security
OPERATIONS
Customer Experiences
STRATEGIC DIGITAL
IMPERATIVES
CONNECTIVITY
with customers,
colleagues, and
suppliers
INNOVATION
of products,
business models
and operating
models
DECISION MAKING
based on big data
and advanced
analytics
AUTOMATION
of manual activity
replacing labor
with technology
CUSTOMER EXPERIENCE
Seamless multichannel experience
WHENEVER & WHEREVER
• New digital products and services
• Co-creation of new products
• FINTECH, MARTECH, HEALTHTECH,
AGRITECH & EDUTECH
PRODUCT & SERVICE
INNOVATION
RISK
OPTIMIZATION
• Improved targeting with customer insights
• Embedded / automated controls and risk
profiling
ENHANCED CORPORATE
CONTROL
• Improved, real-time management
information systems and decision making
• Seamless integration into 3rd parties
DIGITAL TRANSFORMATION WILL RESHAPE HOW THE BUSINESS THROUGH BUSINESS TRANSFORMATION
DIGITAL FULFILLMENT
• Full straight-through processing and automatic provisioning
• Virtual servicing and administration
• Digital marketing with higher
return on investment
• Digital augmentation of traditional
channels
DISTRIBUTION,
MARKETING
AND SALES
Source: Expert Interviews; McKinsey Analysis
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CADBURY CHOCOLATE, INDIA:
USING OF GEOTAGGING, AI AND DYNAMIC VIDEO EDITING PLUS USER
GENERATED CONTENT TO PROMOTE THE BRAND AND THEIR LOCAL RETAIL
PARTNERS.
Source: Cadbury Celebrations https://www.youtube.com/watch?v=VDWa8fZ4p1E
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MODULE 2:
DECODINGTHEFUTURE:
HOW AI IS REWRITING THE MARKETING PLAYBOOK
DISCL AIMER
A.I. Already CHANGED from when we made this.
eXperience
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DON’T PANIC
We’re all figuring this out
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dential.
MODULE 1:
DECODING THE FUTURE
1 The Anatomy, De
fi
nition and History of
Generative AI
2
3
4
DismantingOldMarketingMythsintheAIEra
ApplicationUseCases
ClosingThoughts&Actions
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GENERATIVE AI UNLEASHED
THE DEFINITI ON
WHAT IS GENERATIVE AI? BE BRIEF, BOLD AND PROVOCATIVE. 50 WORDS
Generative AI is the digital alchemist of the 21st Century, transforming data
into creative gold. It's an intellectual kaleidoscope, bending reality, and
imagination into new forms. This technology isn't just a tool; it's a revolution in
creation, challenging human uniqueness and setting the stage for a future
rede
fi
ned by machine ingenuity.
Generative AI คือนักเล่นเวทย์ดิจิทัลของศตวรรษ
ที่
21
ที่
แปลงข้อมูลเ
ป็
นทอง—
ที่
แปลงข้อมูลเ
ป็
นสรรพ
สิ่
งสร้างสรรค์ เปรียบเสมือนกล้องส่ องทาง
ปั
ญญา
ที่
โค้งค
ำ
นึง
ระหว่างความจริงและจิ นตนาการ มิ ใช่เพียงเค
รื่
องมือ แต่เ
ป็
นการปฏิวัติวิธีการ
สร้างสรรค์ ท้าทายความพิเศษของมนุษย์ และเ
ป็
นบทเ
ริ่
มต้นของอนาคต
ที่
ถูกปรับเป
ลี่
ยน
ด้วย
ปั
ญญาประดิษฐ์.
Source: ChatGPT generated 2024
19
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GENERATIVE AI UNLEASHED
TIMELINE
1950 1956
CAN MACHINE THINK?
IMITATION TEST BY
ALAN TURING
1970 2000s 2010s 2020s
THE DARTMOUTH
CONFERENCE
THE TERM “ARTIFICIAL
INTELLIGENCE”WAS CREATED
BY JOHN MCCARTHY
AI WINTER
ABRUPT HALT OF
AI DEV.
1990s
END OF AI WINTER
DEVELOPMENT OF THE
INTERNET + LARGE DATASET +
NATURAL LANGUAGE
PROCESSING
AI SPRING
MORE DEVELOPMENT OF
DEEP LEARNING
AI SPRING CONTINUES
DEEP LEARNING WITH NEW
APPLICATIONS IN MORE
AREAS I.E. HEALTHCARE,
INSURANCE, FINANCE AND
TRANSPORTATION
AI IN DAILY LIFE
AI/IOT IN EVERYDAY LIVES
Source: The Brief History of Arti
fi
cial Intelligence, https://ourworldindata.org/brief-history-of-ai
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3-TYPES OF ARTIFICIAL INTELLIGENCE
Artificial NARROW
Intelligence
(ANI)
Stage 1
MACHINE LEARNING
Specialists in one area and
solve one problem
(weak AI)
Siri Alexa Google Home
Bard (Google AI)
GPT-4 (OpenAI)
Jurassic-1 Jumbo (AI21 Labs)
Megatron-Turing NLG (Google AI)
Wu Dao 2.0 (Beijing Academy of
Arti
fi
cial Intelligence)
Claude-2 (Anthropic)
Artificial GENERAL
Intelligence
(AGI)
Stage 2
MACHINE INTELLIGENCE
Refers to a computer that
is as smart as a human
across the board
2040-2060
Source:
1. Lee, K.-F., Chen, Q., Lu, J., Wang, L., & Mao, Z. (2022). Estimating the time horizon for arti
fi
cial general intelligence. Nature Machine Intelligence, 4(4), 442-447. https://www.nature.com/natmachintell/
2. Forecasting AI Progress: Evidence from a Survey of Machine Learning Researchers, https://arxiv.org/abs/2206.04132
Artificial SUPER
Intelligence
(ASI)
Stage 3
MACHINE CONSCIOUSNESS
An intellect that is much smarter
than the best human brains in
partially every field.
2078
21
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GENERATIVE AI UNLEASHED
UNDERSTANDING AI
Arti
fi
cial Intelligence (AI)
Any technique that allows computers to mimic human intelligence using logic,
if-then statements, and machine learning.
Machine Learning (ML)
A subset of AI that uses machines to search for patterns to build logic models.
Deep Learning (DL)
A subset of ML constructed of deeply multi-layered neuron networks that
performs tasks like human beings in speech and image recognitions.
Powered by large models and retrained on vast
data and scenarios (commonly referred as
foundation models, FMs)
Generative AI
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HOW IT WO RKS
INPUTS DATABASE
APPLICATIONS
LLM = Large Language Model
GENERATIVE AI UNLEASHED
• Chatbots
• Content Generators
• Marketing Automation
• Customer Planning (Insights,
Customer Services, Customer
Planning, etc..,)
• Creative tools
• Etc.,
• Internal Data:
• Customers/ Finance/ Sales/
Operation/ HR / Marketing /
Workflow and use cases
• External
• 3rd party data (media, sales
data from marketplace,
research, etc.,)
• Trends, Update news,
Surveys, etc.,
LLM
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GENERATIVE AI UNLEASHED
AI ’S IMPACTS TO M ARKE TING
Predictive analysis for decision
Strategy
Marketing Ops
Communications
Measurements
Automation of routine tasks i.e. personalized algorithms
CS Chatbots, creative and content generation
Real-time analytics, ROI optimization through machine
leaning
Resources Skill shifts, greater for AI literacy
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USING AI IN DIGITAL MARKETING
PROS & CO NS
PROS CONS
Increased productivity:
Automate or speed up tasks, which can free up time
for other activities
Improved creativity:
Help people to be more creative by providing them
with new ideas and inspiration
New possibilities:
Open up new possibilities for businesses and
individuals such s creating new products, services
and experiences
More personalized experiences:
Personalize experiences for users on new offers,
services and recommendation
Bias:
Generative AI can be biased based on information
available on-line
Accuracy & Misinformation:
It can be used to create fake content, which could
be used to spread misinformation or propaganda
Privacy concerns:
Require large amounts of data to train, which raised
privacy concerns about how this data is used and
stored
Job replacement:
Potentially displace some jobs as machines become
capable of performing tasks that were once done by
humans
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G E N E R A T I V E A I :
LANDSCAPE 2023..JOB TO BE DONE
Text | Video | Speech | Image | Code | 3D | Others
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G E N E R A T I V E A I :
AI TOOLS FOR BUSINESS USE
Source: https://red-website-design.co.uk/ai-marketing-tools/
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TOP GEN-AI APPS
As of December 2023
Source: https://www.reddit.com/r/ChatGPTPromptGenius/comments/146ymvx/the_27_most_popular_ai_tools_2023/?rdt=36241
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AI from Top Players
Text-to-text-Chatbot
Text-to-image
Claude.AI
Perplexity.ai
Text-to-video
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GENERATIVE AI UNLEASHED
CLOSING THOUGH T
Necessity of AI in Modern marketing
User-Friendly Tools
Open Mindsets
Ethical Imperatives
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MAR K ETING P L ANNING FOR THE FUTURE
AI’S DRIVEN STRATEGIES
In today's competitive landscape,
integrating AI into your marketing strategy
and planning is not just an option—it's a
necessity.
AI can unearth actionable insights from
complex data sets, allowing marketers to
tailor campaigns, identify new customer
segments, and optimize budgets for
maximum ROI.
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AI’S FIR ST STRATEGY
STATUS QUO
ROI.
Predictive Analytics for Consumer Behavior
Dynamic Pricing Models
Automated Content Generation
Real-time Customer Engagement
APPLICATIONS
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AI in marketing operations streamlines various functions
such as lead generation, customer segmentation, and
marketing resource allocation. This leads to cost-effective
operations, allowing human talent to focus on strategic
planning and creative development. The end result is a
faster, smarter, and more ef
fi
cient operational framework.
AUTOMATIN G AND OP TIMIZATION OPE RATI ONAL
EXCELLENC E
AI’S DRIVEN STRATEGIES
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Lead Scoring and Quali
fi
cation
Campaign Automation
Resource Allocation Optimization
Data Cleaning and Management
APPLICATIONS
AUTOMATIN G AND OP TIMIZATION OPE RATI ONAL
EXCELLENC E
AI’S DRIVEN STRATEGIES
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AI-driven marketing communications revolutionize the
way brands interact with consumers. AI enables hyper-
personalized messaging, smarter customer
segmentation, and real-time engagement analytics. It
allows marketers to respond more fluidly to consumer
behavior, increasing ROI and customer satisfaction.
TRAN SFO RM ING MARKETING COMMUNICATIONS
THROU GH AI
AI’S DRIVEN STRATEGIES
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Hyper-Personalization
Customer Segmentation
Real-Time Analytics
Social Listening and Sentiment Analysis
APPLICATIONS
AUTOMATIN G AND OP TIMIZATION OPE RATI ONAL
EXCELLENC E
AI’S DRIVEN STRATEGIES
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Leveraging AI for marketing measurement transcends
traditional KPIs, offering predictive analytics, customer
journey mapping, and ROI optimization.
AI can sift through large data sets to identify patterns,
enabling more strategic decision-making and precise
targeting.
FROM DATA P OINTS TO ACTIONABLE INSIGHTS
AI’S DRIVEN STRATEGIES
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Predictive Analytics
Customer Journey Mapping
Real-time ROI Calculation
A/B Testing Automation
APPLICATIONS
AUTOMATIN G AND OP TIMIZATION OPE RATI ONAL
EXCELLENC E
AI’S DRIVEN STRATEGIES
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UNLEASHING POTENTIAL:
THE UNSEEN COLLEAGUE: GENERATIVE AI IN DAILY WORK
Innovative Problem-Solving
• Generative AI, like ChatGPT, providing fresh
perspectives and solutions to complex
problems.
Enhanced Communication
• Tools like MidJourney improving internal and
external communication by generating
persuasive narratives and reports.
Continuous Learning and Up-skilling
• AI-driven platforms offering personalized
learning paths to enhance your skill sets and
adapt to evolving job roles.
Ef
fi
cient Workflow Management
• AI generating optimized workflows,
automating scheduling, and prioritizing tasks
based on real-time data.
Creative Exploration
• Generative AI aiding in exploring creative
avenues in marketing, design, and other
domains, by generating original ideas and
content.
Ethical AI Deployment
• Understanding and leveraging ethical AI
frameworks in daily work to ensure responsible
AI usage and build trust with stakeholders.
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KEY TAKEAWAYS
Remember, AI is not just an add-on but a cornerstone of modern marketing.
It streamlines operations, fine-tunes communications, and sharpens
measurement metrics.
Yet, the ethical responsibility of ensuring inclusivity and data privacy remains
paramount.
Brands like Netflix and Google are already setting new industry standards through
the smart integration of AI in their marketing strategies.
The future is AI-First, but it must also be ethical, human-centered, and inclusive.
Implement these principles wisely for sustainable success.
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EXTRAs
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THE SILENT MUSE IN YOUR CREATIVE ODYSSEY
IGNITING CREATIVITY WITH AI
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M A S T E R T I P S
PROMPTS: THE DEFINITION
What is a Prompt?
A prompt is an input given to a generative AI model to guide its response generation. It
could be a question, a phrase, a few sentences, or even a full paragraph. It's the starting
point from which AI generates its response.
Why are Prompts Important?
The nature of the prompt signi
fi
cantly influences the output. An ambiguous prompt
could lead to a vague response, while a speci
fi
c prompt is likely to generate a focused
response.
43
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M A S T E R T I P S :
MASTER YOUR PROMPTS
CARE Context, Action, Results, Example
Set the stage or context
for the discussion.
Describe what you
want to be done.
Describe the
desired outcome.
Provide an example to
illustrate your point.
APE Action, Purpose, Expectation
Defuse the job or
activity to be done.
Discuss the intention or
goal
State the desired outcome.
RACE
Role, Action, Context, Expectation
Detail what action
is needed
Provide relevant details
of the situation.
Describe the expected
outcome.
Specify the
role of LLM
RISE
ROLE INPUT STEPS EXPECTATION
Specify the role of LLM Describe the
information or
resources
Ask for detailed steps Describe the desired
results
ROSES Role, Objectives, Scenario, Expectation, Steps
State to goals or aims Describe the situation
Solution: Desired
outcome
Specify the
role of LLM
Ask for the
implementation steps of
the solution.
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M A S T E R T I P S :
MASTER YOUR PROMPTS
CARE Context, Action, Results, Example
Set the stage or context
for the discussion.
Context Context: Our organisation has recently launched a
new line of sustainable clothing.
Action
Action: Can you assist us in creating a targeted
advertising campaign that emphasises our
environmental commitment?
Results
Context: This is for a local enterprise startup with a
unique range of sustainable agricultural products
looking to scale up its customer base rapidly
beyond its city.
Example
Example: A good illustration of a similar successful
initiative is Patagonia's "Don't Buy This Jacket"
campaign, which effectively highlighted their
commitment to sustainability while enhancing their
brand image.
Prompt:
Describe what you
want to be done.
Describe the
desired outcome.
Provide an example to
illustrate your point.
45
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M A S T E R T I P S
MASTER YOUR PROMPTS
46
DALL-E 3: on ChatGPT Plus
Create the image for sustainable clothing concept
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M A S T E R T I P S
MASTER YOUR PROMPTS
Midjourney:
Create the image for sustainable clothing concept + Realistic
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M A S T E R I N G T H E P R O M P T : Y O U R K E Y T O G E N E R A T I V E A I
COMMANDING CREATIVITY: THE ART OF PROMPTING AI
Clarity is King
Frame your prompts with clarity to guide AI towards accurate responses.
Speci
fi
city Sells
Being speci
fi
c in your prompts helps in narrowing down the vast
possibilities to meet your exact needs.
Context Captures
Provide suf
fi
cient context to ensure AI understands the broader picture,
aiding in relevant generation.
Iterative Interaction
Engage in a conversational manner, re
fi
ning prompts based on AI
responses to reach desired outcomes.
Experiment and Explore
Don’t shy away from trying different phrasing or angles, exploration often
leads to better AI engagement.
Feedback Loop
Utilize feedback mechanisms to help the AI learn and improve over time.
eXperience
MATTERS
Copyright eXperience Matters 2024. Proprietary and Con
fi
dential.
“Unveil the silent muse in AI, unlocking a realm where
creativity knows no bounds.
Embark on an odyssey where AI isn't just a tool, but a
collaborator, igniting a fusion of imagination and machine.
Delve into a future where every stroke of creativity is
ampli
fi
ed by AI's unseen, yet resonant whisper.”
เ
ปิ
ดต
ำ
นานใหม่ของโลกสร้างสรรค์,
ที่
AI ไม่ใช่แค่เค
รื่
องมือ, แต่
เ
ป็
นพาร์ทเนอร์
ที่
ยิ่
งใหญ่ในการเติมเต็มจินตนาการ
ชวนคุณเดินทางในเส้นทาง
ที่
ไม่มีเส้นทาง
ท
ำ
ให้ทุกหัวใจสะพรึงในโอเดิสซีย์ของความคิดสร้างสรรค์ ทุกการ
ตีตรา, ทุกการวาดลวดลาย, เ
ป็
นการบทสนทนาระหว่าง
จินตนาการและเทคโนโลยี สู่อนาคต
ที่
AI และมนุษย์สร้าง
ประวัติศาสตร์ ใหม่, แล้วส่งผล
ที่
น่า
ทึ่
งในยุคของศิลปะและการ
สร้างสรรค์
AI: THE SILENT MUSE IN YOUR CREATIVE ODYSSEY
eXperience
MATTERS
Copyright eXperience Matters 2023.
AI Generated Commercial: Virgin Voyages
Source: Youtube, Virgin Voyages Jen AI
50
eXperience
MATTERS
Copyright eXperience Matters 2024. Proprietary and Con
fi
dential.
Midjourney
TEXT to IMAGE
eXperience
MATTERS
Copyright eXperience Matters 2023.
AI-TEXT to IMAGEs
eXperience
MATTERS
Copyright eXperience Matters 2024. Proprietary and Con
fi
dential.
/Imagine: Prompt: Illustration Indonesian man filmmaker wearing hat and glasess discussion with film
crew at film location studio, feeling happy, vibrant color, daylight scene, colourful, Mike Allred style,3:4.
Storyboard Creation ||
Midjourney
Command by: Supavadee T. | Create by: Midjourney | Inspired by Mike Alfred, 01.09.2023 53
eXperience
MATTERS
Copyright eXperience Matters 2024. Proprietary and Con
fi
dential.
Graphic Design ||
Midjourney
/Imagine: Prompt: illustration of shooting crew at studio, feeling happy, Michael DeForge style, --ar 9:16
Michael DeForge’s Works:
Command by: Supavadee T. | Create by: Midjourney | Inspired by Michael DeForge, 01.09.2023 54
eXperience
MATTERS
Copyright eXperience Matters 2024. Proprietary and Con
fi
dential.
Fashion Creation || DALL-E Vs. Midjourney Vs. Leonardo.ai
Midjourney
Leonardo.ai
Dall-E
Prompt:
A fashion-forward outfit on a mannequin, with ChatGPT’s logo displayed alongdside, hinting AI’s potential to
create eye-catching ensembles.
55
eXperience
MATTERS
Copyright eXperience Matters 2024. Proprietary and Con
fi
dential.
Fashion Creation || Leonardo.ai
Prompt: 45 second work!!!
A regenerative fashion-forward outfit on a mannequin, making the nature fabrics and reused materials.
Command by: Supavadee T. | Create by: Leonard AI 56
eXperience
MATTERS
Copyright eXperience Matters 2024. Proprietary and Con
fi
dential.
Product Design || Midjourney
Prompt:
A renewable swapping battery for motorcycles. 3D model with detail of the battery case , photographic,
realistic, modern, minimalist, eco-friendly. Color scheme: Black, white, orange. 16:9
57
eXperience
MATTERS
Copyright eXperience Matters 2024. Proprietary and Con
fi
dential.
Logo Creation -
Midjourney
/imagine Prompt: Create a logo for
a tech-startup agricultural company
58
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
fi
dential.
M A S T E R T I P S
PROMPTS: THE DEFINITION
What is a Prompt?
A prompt is an input given to a generative AI model to guide its response generation. It
could be a question, a phrase, a few sentences, or even a full paragraph. It's the starting
point from which AI generates its response.
Why are Prompts Important?
The nature of the prompt signi
fi
cantly influences the output. An ambiguous prompt
could lead to a vague response, while a speci
fi
c prompt is likely to generate a focused
response.
59
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
fi
dential.
C H E A T S H E E T S
MASTER YOUR PROMPTS
Tips for Using Prompts
Guide the Context:
If the topic is complex or speci
fi
c, provide more context.
Try it: "As a new CEO for a new startup company, Plant-based Protein, write a speech for
VC meeting. Target VC investors who interest in technology and local wisdom.
Bold, provocative and short for 3 minutes speech"
Make it bold and cheerful for the team spirits. Emphasize on the hitting the target.
Add:
https://chat.openai.com/share/50ec98df-d981-4cd8-8bdb-294163de9d71
60
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
fi
dential.
C H E A T S H E E T S
MASTER YOUR PROMPTS
Tips for Using Prompts
Be Explicit:
If you want a certain style or format, specify that in the prompt.
Try it: "Write a short, humorous poem about Bangkok traf
fi
c”
"Write a short poem praising life with the Bangkok traf
fi
c”
https://chat.openai.com/
61
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
fi
dential.
C H E A T S H E E T S
MASTER YOUR PROMPTS
Tips for Using Prompts
Specify Desired Perspective:
If you want the AI to assume a certain role or viewpoint, indicate it in the prompt.
Try it: สมมติว่าคุณเ
ป็
นคน
ที่
อยู่ในสมัยอยุธยา สยาม สมัยพระนารายณ์มหาราช ช่วยอธิบาย
ถึงชีวิตประจ
ำ
วัน
และถ้าหากคุณเ
ป็
นนักการตลาด
ที่
เ
ชื่
อในเศรษฐกิจพอเพียงและมีโอกาสย้อนยุค
กลับไป คุณจะท
ำ
อะไรบ้าง
Add:
https://chat.openai.com/
62
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
fi
dential.
C H E A T S H E E T S
MASTER YOUR PROMPTS
Tips for Using Prompts
Specify the objectives, target audience, desired outcome or format:
With a speci
fi
c prompt, you will get much better outcome.
Try it: “Create outline for 15 minutes speech on The Future of Works in the
Periods of Generative AI”
Target audience is the senior college students.
Tone & manner: 2 versions, Bold and provocative Vs. Cheerful and
humorous.
Required information: Quotes some relevant reference data with sources.
https://chat.openai.com/share/f4ddb63f-7938-47c8-8824-1594dd2ea0dd
63
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
fi
dential.
C H E A T S H E E T S
MASTER YOUR PROMPTS
APE Action, Purpose, Expectation
Defuse the job or
activity to be done.
Discuss the intention or
goal
State the desired outcome.
Action
Could you help develop a content marketing
strategy for our new line of eco-friendly sports
shoes?
Purpose
We aim to generate buzz and increase
awareness among our target audience,
fi
tness
enthusiasts passionate about sustainability.
Expectation
The strategy should engage our audience,
create strong brand recall, and aim to drive
an increase in pre-orders by at least 25%.
Prompt:
64
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
fi
dential.
C H E A T S H E E T S
MASTER YOUR PROMPTS
APE Action, Purpose, Expectation
Defuse the job or
activity to be done.
Discuss the intention or
goal
State the desired outcome.
Action
Can you devise a social media campaign for
our upcoming organic skincare range?
Purpose
We want to highlight the natural ingredients
and the bene
fi
ts of using chemical-free
products to our potential customers.
Expectation
Our goal is to achieve a surge in our followers
on Instagram and Facebook by 15% and
elevate the engagement rate on our posts by
20%.
Prompt:
65
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
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dential.
C H E A T S H E E T S
MASTER YOUR PROMPTS
RACE Role, Action, Context, Expectation
Detail what action
is needed
Provide relevant details
of the situation.
Describe the expected
outcome.
Role Role: Imagine you are a policy strategic advisor.
Action Action: Suggest a set of high-impact, low-cost growth
policy for the upcountry provinces in Thailand.
Context
Context: This is for a local enterprise startup with a
unique range of sustainable agricultural products
looking to scale up its customer base rapidly beyond
its city.
Expectation
Expectation: The expected outcome is a selection of
practical and feasible growth hacking tactics tailored
to the eco-friendly segment, which can be
implemented to acquire new customers and retain
the existing ones effectively.
Prompt:
Specify the
role of LLM
66
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
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dential.
C H E A T S H E E T S
MASTER YOUR PROMPTS
METHOD 3 COAST Context, Objective, Actions, Task
Describe the goal
Explain the actions
needed
Describe the task
Context
Context: With the advent of new privacy laws, the use of
third-party data for marketing purposes has become
increasingly restricted.
Objective
Objective: Our goal is to pivot our strategy to focus more
on
fi
rst-party data collection and utilisation.
Actions
Actions: This will involve setting up an ef
fi
cient data
collection framework on our owned platforms and
tailoring our marketing strategy to make the most of this
data.
Scenario Scenario: The shift in strategy is happening amidst the
launch of our new product line next month.
Prompt:
Set the stage for the
conversation
67
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
fi
dential.
C H E A T S H E E T S
MASTER YOUR PROMPTS
RISE
Prompt:
Role: Imagine you are a content strategist; your job is to
develop content that resonates with your audience.
Input: I've gathered detailed information about our
target audience, including their interests, needs, and
common
questions related to our industry.
Steps: Please provide a step-by-step content strategy
plan identifying key topics based on our audience
insights, creating an editorial calendar, and drafting
engaging content that aligns with
our brand message.
Expectation: The aim is to increase our blog's monthly
visitors by 40% and enhance our brand's position as a
thought leader in our industry.
ROLE INPUT STEPS EXPECTATION
Specify the role of LLM Describe the information
or resources
Ask for detailed steps Describe the desired
results
68
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
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dential.
C H E A T S H E E T S
MASTER YOUR PROMPTS
METHOD 5 TRACE Role, Action, Context, Expectation
Detail what action
is needed
Provide relevant details
of the situation.
Describe the expected
outcome.
Role Role: Imagine you are a policy strategic advisor.
Action Action: Suggest a set of high-impact, low-cost growth
policy for the upcountry provinces in Thailand.
Context
Context: This is for a local enterprise startup with a
unique range of sustainable agricultural products
looking to scale up its customer base rapidly beyond
its city.
Expectation
Expectation: The expected outcome is a selection of
practical and feasible growth hacking tactics tailored
to the eco-friendly segment, which can be
implemented to acquire new customers and retain
the existing ones effectively.
Prompt:
Specify the
role of LLM
69
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
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dential.
C H E A T S H E E T S
MASTER YOUR PROMPTS
METHOD 6 ERA Role, Action, Context, Expectation
Detail what action
is needed
Provide relevant details
of the situation.
Describe the expected
outcome.
Role Role: Imagine you are a policy strategic advisor.
Action Action: Suggest a set of high-impact, low-cost growth
policy for the upcountry provinces in Thailand.
Context
Context: This is for a local enterprise startup with a
unique range of sustainable agricultural products
looking to scale up its customer base rapidly beyond
its city.
Expectation
Expectation: The expected outcome is a selection of
practical and feasible growth hacking tactics tailored
to the eco-friendly segment, which can be
implemented to acquire new customers and retain
the existing ones effectively.
Prompt:
Specify the
role of LLM
70
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
fi
dential.
C H E A T S H E E T S
MASTER YOUR PROMPTS
CARE Context, Action, Results, Example
Set the stage or context
for the discussion.
Context Context: Our organisation has recently launched a
new line of sustainable clothing.
Action
Action: Can you assist us in creating a targeted
advertising campaign that emphasises our
environmental commitment?
Results
Context: This is for a local enterprise startup with a
unique range of sustainable agricultural products
looking to scale up its customer base rapidly
beyond its city.
Example
Example: A good illustration of a similar successful
initiative is Patagonia's "Don't Buy This Jacket"
campaign, which effectively highlighted their
commitment to sustainability while enhancing their
brand image.
Prompt:
Describe what you
want to be done.
Describe the
desired outcome.
Provide an example to
illustrate your point.
71
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
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dential.
C H E A T S H E E T S
MASTER YOUR PROMPTS
ROSES Role, Objectives, Scenario, Expectation, Steps
State to goals or aims Describe the situation
Solution: Desired
outcome
Role
Role: Picture yourself as a business operations expert who
specialises in streamlining and improving workplace
productivity.
Objectives Objective: Your client's aim is to improve the ef
fi
ciency of their
remote teams by 25% within the next six months.
Scenario
Context: This is for a local enterprise startup with a unique
range of sustainable agricultural products looking to scale up
its customer base rapidly beyond its city.
Expectation
Expected Solution: The company wants a holistic approach to
enhancing remote work operations, ensuring teams remain
connected, and productivity tools are effectively utilised.
Steps
Steps: Draft a plan that encompasses a training program for remote
work best practices, implementation of communication and project
management tools like Slack and Trello, organising regular virtual
team-building activities, and establishing clear communication
protocols for different time zones.
Prompt:
Specify the
role of LLM
Ask for the
implementation
steps of the
solution.
72
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
fi
dential.
Category Application Usage Accessibility Investment Performance Rationale
Content
Creation
ChatGPT Written content,
ads, emails
Free version
available
Minimal setup
costs
High-quality,
human-like text
Low-cost
automated writing
Graphics
Generation
DALL-E 2 Logos, social
media posts, ads
Limited access,
technical skills
required
Moderate setup
and usage costs
High-quality,
customized
images
Creates visual
assets to spec
Graphics
Generation
Midjourney Concept art, 3D
images,
characters
Easy web access,
affordable plans
Low monthly
subscription fee
Unique, creative
image
generation
Great for
brainstorming
visual concepts
Video
Production
Synthesia Explainer videos,
tutorials
Simple web access Moderate setup
and usage costs
Believable
synthetic videos
Automates video
Please review and recommend Generative AI application to be used by SME. Provide rationale and
categorize by usage, accessibility, investment and performance. Present in table format.
PROMPT: Claude2
73
eXperience
MATTERS
Copyright eXperience Matters 2023. Proprietary and Con
fi
dential.
C H E A T S H E E T S
MASTER THE PROMPTS
Marketing Use Cases
Content Creation
Generate engaging copy for ads, social media posts, or
blog articles.
"Create a catchy headline and
fi
rst paragraph for
a blog post about the latest mobile marketing
trends."
Campaign Ideas Brainstorm ideas for marketing campaigns.
"Generate
fi
ve unique marketing campaign ideas
for promoting sustainable fashion."
Product Descriptions
Create compelling product descriptions that capture the
essential features and bene
fi
ts."Write a succinct yet
appealing product description for a vegan leather
handbag."
"Write a succinct yet appealing product
description for a vegan leather handbag.”
Customer Engagement
Develop personalized email marketing messages or
chatbot dialogues.
"Create a friendly follow-up email for customers
who abandoned their shopping cart."
Market Research: Data
Analytics
Analyze trends and consumer behaviors by prompting the
AI to summarize complex data insights in a simple
language.
Use function, Code Intepretator with the data set.
PR & Damage Control: Draft press releases or manage crisis communication.
"Draft a calm and assuring response to customers
expressing concern over product safety on social
media."
74
eXperience
MATTERS
Copyright eXperience Matters 2024. Proprietary and Con
fi
dential.
https://www.slideshare.net/slideshows/ai-copilot-mood-mugs-case-studysupavade-tantiyanonv10pdf/266348249
Always use Human Review.
eXperience
MATTERS
Copyright eXperience Matters 2023
ChatGPT is not a search engine, it has no fact checking
function, and was not trained on any data past Sep 2021
so make sure someone reviews the output produced for
errors, accuracy, factual information and tone.
76
eXperience
MATTERS
Copyright eXperience Matters 2021. Proprietary and Con
fi
dential.
FINAL THOUGHTS
77
AI is a game-changer, demanding wise and ethical use.
It's our catalyst for unprecedented progress or a
misstep in our societal values.
The future hinges on our choices today. Let's lead with
ethics and innovation, ensuring AI champions
sustainable, equitable advancement.
Cultivating Conversion
Interactive Q&a Session
eXperience
MATTERS
Copyright eXperience Matters 2024. Proprietary and Con
fi
dential.
THANK YOU
We appreciate your time and attention.
Supavadee Tantiyanon
supavadee.t@experiencematters.biz
https://www.linkedin.com/in/supavadee-tantiyanon-1990138/
THANK YOU
We appreciate your time and attention.
Supavadee Tantiyanon
supavadee.t@experiencematters.biz
https://www.linkedin.com/in/supavadee-tantiyanon-1990138/

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Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavadee Tantiyanon_170224.pdf

  • 1. DECODING GENERATIVE AI AI PLAYBOOK-Marketing Students: UPower By: Supavadee Tantiyanon, Founder eXperience Matters 20.10.23
  • 2. eXperience MATTERS Copyright eXperience Matters 2023. Supavadee Tantiyanon Founder Experience Matters A Free-mind Marketing Practitioner MullenLoweGroup:CEO OgilvyAPAC:APACRegionalConsultant OgilvyOne:ManagingDirector MinorGroup:DigitalServiceDirector LeoBurnett:BusinessDirector(CRM/Digital) UnileverThailand:Snr.BrandManagerPond’s Past Volunteering MarketingAssociationofThailand(MAT):VPGovernmentRelationship DigitalUserGroupofThailandAssociation(DUGA):President บพท,กระทรวงอว.:ผู้เ ชี่ ยวชาญทางธุุรกิจส ำ หรับLocalEnterprise พอแล้วดีTheCreator:Trainer ThaiChamberofCommerce:StrategicCommittee-Wellness SBThailand:WorkingGroupMember ExperienceMatters:Founder&Consultant MaleeGroupPLC:BoardofDirector Current CURadioPlus:BoardofDirector ThamasartUniversity||ผู้ทรงคุณวุฒิภาควิชาการตลาดคณะบัญชีฯ KKU’sLithiumi-OnBatteryLab&Factory:BusinessDevelopment andSteeringCommitterBoardMember Massive experiences: Marketing, Branding, Customer Experience, CRM, Digital, Data Driven Marketing, Business Process, Technology Integration People is the great mystery on earth. Understand them and initiate relationship with them are quite a challenge. I love to observe, articulate the meanings and plan for the relationship quest to see if my hypothesis is working or not. Specialties: CRM, Business Process, Marketing, Digital, Customer Experiential Marketing https://www.linkedin.com/in/supavadee-tantiyanon-1990138/ Email: supavadee.T@experiencematters.biz
  • 3. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. TODAY’S AGE NDA #2 #1 Basics of Marketing and Technology Generative AI in Marketing #3 3 Q&A and Discussion
  • 4. eXperience MATTERS Copyright eXperience Matters 2023 eXperience MATTERS Copyright eXperience Matters 2023 MODULE 1: THEULTIMATEPLAYBOOKS: AI-FIRST MARKETING STRATEGIES FOR UNBEATABLE SUCCESS
  • 5. eXperience MATTERS Copyright eXperience Matters 2023. MARKETING: 2017 MARKETING IS THE ACTIVITY, SET OF INSTITUTIONS, AND PROCESSES FOR CREATING, COMMUNICATING, DELIVERING, AND EXCHANGING OFFERINGS THAT HAVE VALUE FOR CUSTOMERS, CLIENTS, PARTNERS, AND SOCIETY AT LARGE.
  • 6. eXperience MATTERS Copyright eXperience Matters 2023. MARKETING IN 21ST CENTURY SHIFT TO AN ULTRA-CONNECTED WORLD 4.0 Spiral, connected to IoT, Inclusive and Social Ultra-Connected Consumer Transformation Digital Centric 5A AWARENESS | APPEAL | ASK | ACT | ADVOCATE 1.0 Product Centric 4P PRODUCT | PRICE | PLACE | PROMOTION One-way communication 3.0 Always on, Always connected Connected Consumer Early-Digital Centric 3i for the Brand IDENTITY | INTEGRITY | IMAGE Consumer Centric 4C CUSTOMER | COST | CONVENIENCE | COMMUNICATION STP SEGMENTATION | TARGETING | POSITION 2.0
  • 7. eXperience MATTERS Copyright eXperience Matters 2023. MARKETING IN 21ST CENTURY SHIFT TO AN SEAMLESS-CONNECTED WORLD 5.0 HUMAN x TECHNOLOGY for a better CX, better life and better world (SEAMLESS EXPERIENCE) Purposeful AI Technology for Humanity Human Centric Hybrid - Omnichannel 3.0 + 4.0 5A AWARENESS | APPEAL | ASK | ACT | ADVOCATE + TECHNOLOGY + CX Key strategies MIXED REALITY | DATA DRIVEN MARKETING | PREDICTIVE MARKETING | OMNI- CHANNEL
  • 8. Relevancy Real-time Personalisation Authenticity CONSUMERS EXPECT MORE… ทั น ที ข อ ง จ ริ ง ท ำ เ พื่ อ ฉั น โ ด ย เ ฉ พ า ะ โ ด น ท ำ เ พื่ อ ฉั น โ ด ย เ ฉ พ า ะ
  • 9. eXperience MATTERS Copyright eXperience Matters 2023 METAVER SE CONCERT -TRAVIS SCOT T, FO RTNITE 12 MILLIO NS LIVE VI EWERS ARO UND T HE G LO B E (205 MIL L IO NS VI EW TODATE-JULY 2023) Source: Youtube, https://www.youtube.com/watch?v=wYeFAlVC8qU&source_ve_path=MTc4NDI0 Source: Youtube, https://www.youtube.com/watch?v=wYeFAlVC8qU&source_ve_path=MTc4NDI0
  • 10. eXperience MATTERS Copyright eXperience Matters 2023. FUTURE IS NOW!!!! SHIFT TO EVEN MORE SEAMLESS-CONNECTED WORLD 6.0 METAVERSE for a truly better CX, better life and better world (SEAMLESS EXPERIENCE) 5A AWARENESS | APPEAL | ASK | ACT | ADVOCATE + TECHNOLOGY + CX (METAVERSE) Key strategies MIXED REALITY | DATA DRIVEN MARKETING | PREDICTIVE MARKETING | OMNI-CHANNEL |TOTAL EXPERIENCE MARKETING METAVERSE IS THE NE XT STAGE OF OMNI SOURCE: IVAN SETIAWAN, MARKETING 6.0 (2023 to be)
  • 11. NE W MARKETING Marketing automation provides marketers with the ability to offer real-time, targeted, data-driven campaigns along with ef fi ciency and productivity enhancement. CUSTOMER SEGMENTATION CUSTOMER DATA MANAGEMENT CAMPAIGN MANAGEMENT ACTIONS RESULTS New Marketing must excel the marketing automation, AI and technologies designed for MARKETING to more effectively market on multiple channels both virtual and off-line as well as to enhance the ef fi ciency for the automate repetitive tasks. CRM & LOYALTY OMNI-CHANNEL ANALYTICS PREDICTIVE ANALYTICS eXperience MATTERS Copyright eXperience Matters 2022. Proprietary and Con fi dential.
  • 12. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. Marketing Extends Across the Business HR Talents: Hybrid Talents Talents: Data Scientists Engineers Cyber security expert SALES Hybrid sales 1:1 Marketing MARKETING Business Strategy Branding Customer insight Customer Experience IT Data Reporting Analytics Cyber security OPERATIONS Customer Experiences
  • 13. STRATEGIC DIGITAL IMPERATIVES CONNECTIVITY with customers, colleagues, and suppliers INNOVATION of products, business models and operating models DECISION MAKING based on big data and advanced analytics AUTOMATION of manual activity replacing labor with technology CUSTOMER EXPERIENCE Seamless multichannel experience WHENEVER & WHEREVER • New digital products and services • Co-creation of new products • FINTECH, MARTECH, HEALTHTECH, AGRITECH & EDUTECH PRODUCT & SERVICE INNOVATION RISK OPTIMIZATION • Improved targeting with customer insights • Embedded / automated controls and risk profiling ENHANCED CORPORATE CONTROL • Improved, real-time management information systems and decision making • Seamless integration into 3rd parties DIGITAL TRANSFORMATION WILL RESHAPE HOW THE BUSINESS THROUGH BUSINESS TRANSFORMATION DIGITAL FULFILLMENT • Full straight-through processing and automatic provisioning • Virtual servicing and administration • Digital marketing with higher return on investment • Digital augmentation of traditional channels DISTRIBUTION, MARKETING AND SALES Source: Expert Interviews; McKinsey Analysis
  • 14. eXperience MATTERS Copyright eXperience Matters 2023. CADBURY CHOCOLATE, INDIA: USING OF GEOTAGGING, AI AND DYNAMIC VIDEO EDITING PLUS USER GENERATED CONTENT TO PROMOTE THE BRAND AND THEIR LOCAL RETAIL PARTNERS. Source: Cadbury Celebrations https://www.youtube.com/watch?v=VDWa8fZ4p1E
  • 15. eXperience MATTERS Copyright eXperience Matters 2023 eXperience MATTERS Copyright eXperience Matters 2023 MODULE 2: DECODINGTHEFUTURE: HOW AI IS REWRITING THE MARKETING PLAYBOOK
  • 16. DISCL AIMER A.I. Already CHANGED from when we made this. eXperience MATTERS
  • 17. DON’T PANIC We’re all figuring this out eXperience MATTERS Copyright eXperience Matters 2023
  • 18. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. MODULE 1: DECODING THE FUTURE 1 The Anatomy, De fi nition and History of Generative AI 2 3 4 DismantingOldMarketingMythsintheAIEra ApplicationUseCases ClosingThoughts&Actions
  • 19. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. GENERATIVE AI UNLEASHED THE DEFINITI ON WHAT IS GENERATIVE AI? BE BRIEF, BOLD AND PROVOCATIVE. 50 WORDS Generative AI is the digital alchemist of the 21st Century, transforming data into creative gold. It's an intellectual kaleidoscope, bending reality, and imagination into new forms. This technology isn't just a tool; it's a revolution in creation, challenging human uniqueness and setting the stage for a future rede fi ned by machine ingenuity. Generative AI คือนักเล่นเวทย์ดิจิทัลของศตวรรษ ที่ 21 ที่ แปลงข้อมูลเ ป็ นทอง— ที่ แปลงข้อมูลเ ป็ นสรรพ สิ่ งสร้างสรรค์ เปรียบเสมือนกล้องส่ องทาง ปั ญญา ที่ โค้งค ำ นึง ระหว่างความจริงและจิ นตนาการ มิ ใช่เพียงเค รื่ องมือ แต่เ ป็ นการปฏิวัติวิธีการ สร้างสรรค์ ท้าทายความพิเศษของมนุษย์ และเ ป็ นบทเ ริ่ มต้นของอนาคต ที่ ถูกปรับเป ลี่ ยน ด้วย ปั ญญาประดิษฐ์. Source: ChatGPT generated 2024 19
  • 20. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. GENERATIVE AI UNLEASHED TIMELINE 1950 1956 CAN MACHINE THINK? IMITATION TEST BY ALAN TURING 1970 2000s 2010s 2020s THE DARTMOUTH CONFERENCE THE TERM “ARTIFICIAL INTELLIGENCE”WAS CREATED BY JOHN MCCARTHY AI WINTER ABRUPT HALT OF AI DEV. 1990s END OF AI WINTER DEVELOPMENT OF THE INTERNET + LARGE DATASET + NATURAL LANGUAGE PROCESSING AI SPRING MORE DEVELOPMENT OF DEEP LEARNING AI SPRING CONTINUES DEEP LEARNING WITH NEW APPLICATIONS IN MORE AREAS I.E. HEALTHCARE, INSURANCE, FINANCE AND TRANSPORTATION AI IN DAILY LIFE AI/IOT IN EVERYDAY LIVES Source: The Brief History of Arti fi cial Intelligence, https://ourworldindata.org/brief-history-of-ai
  • 21. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. 3-TYPES OF ARTIFICIAL INTELLIGENCE Artificial NARROW Intelligence (ANI) Stage 1 MACHINE LEARNING Specialists in one area and solve one problem (weak AI) Siri Alexa Google Home Bard (Google AI) GPT-4 (OpenAI) Jurassic-1 Jumbo (AI21 Labs) Megatron-Turing NLG (Google AI) Wu Dao 2.0 (Beijing Academy of Arti fi cial Intelligence) Claude-2 (Anthropic) Artificial GENERAL Intelligence (AGI) Stage 2 MACHINE INTELLIGENCE Refers to a computer that is as smart as a human across the board 2040-2060 Source: 1. Lee, K.-F., Chen, Q., Lu, J., Wang, L., & Mao, Z. (2022). Estimating the time horizon for arti fi cial general intelligence. Nature Machine Intelligence, 4(4), 442-447. https://www.nature.com/natmachintell/ 2. Forecasting AI Progress: Evidence from a Survey of Machine Learning Researchers, https://arxiv.org/abs/2206.04132 Artificial SUPER Intelligence (ASI) Stage 3 MACHINE CONSCIOUSNESS An intellect that is much smarter than the best human brains in partially every field. 2078 21
  • 22. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. GENERATIVE AI UNLEASHED UNDERSTANDING AI Arti fi cial Intelligence (AI) Any technique that allows computers to mimic human intelligence using logic, if-then statements, and machine learning. Machine Learning (ML) A subset of AI that uses machines to search for patterns to build logic models. Deep Learning (DL) A subset of ML constructed of deeply multi-layered neuron networks that performs tasks like human beings in speech and image recognitions. Powered by large models and retrained on vast data and scenarios (commonly referred as foundation models, FMs) Generative AI
  • 23. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. HOW IT WO RKS INPUTS DATABASE APPLICATIONS LLM = Large Language Model GENERATIVE AI UNLEASHED • Chatbots • Content Generators • Marketing Automation • Customer Planning (Insights, Customer Services, Customer Planning, etc..,) • Creative tools • Etc., • Internal Data: • Customers/ Finance/ Sales/ Operation/ HR / Marketing / Workflow and use cases • External • 3rd party data (media, sales data from marketplace, research, etc.,) • Trends, Update news, Surveys, etc., LLM
  • 24. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. GENERATIVE AI UNLEASHED AI ’S IMPACTS TO M ARKE TING Predictive analysis for decision Strategy Marketing Ops Communications Measurements Automation of routine tasks i.e. personalized algorithms CS Chatbots, creative and content generation Real-time analytics, ROI optimization through machine leaning Resources Skill shifts, greater for AI literacy
  • 25. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. USING AI IN DIGITAL MARKETING PROS & CO NS PROS CONS Increased productivity: Automate or speed up tasks, which can free up time for other activities Improved creativity: Help people to be more creative by providing them with new ideas and inspiration New possibilities: Open up new possibilities for businesses and individuals such s creating new products, services and experiences More personalized experiences: Personalize experiences for users on new offers, services and recommendation Bias: Generative AI can be biased based on information available on-line Accuracy & Misinformation: It can be used to create fake content, which could be used to spread misinformation or propaganda Privacy concerns: Require large amounts of data to train, which raised privacy concerns about how this data is used and stored Job replacement: Potentially displace some jobs as machines become capable of performing tasks that were once done by humans
  • 26. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. G E N E R A T I V E A I : LANDSCAPE 2023..JOB TO BE DONE Text | Video | Speech | Image | Code | 3D | Others
  • 27. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. G E N E R A T I V E A I : AI TOOLS FOR BUSINESS USE Source: https://red-website-design.co.uk/ai-marketing-tools/
  • 28. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. TOP GEN-AI APPS As of December 2023 Source: https://www.reddit.com/r/ChatGPTPromptGenius/comments/146ymvx/the_27_most_popular_ai_tools_2023/?rdt=36241
  • 29. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. AI from Top Players Text-to-text-Chatbot Text-to-image Claude.AI Perplexity.ai Text-to-video
  • 30. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. GENERATIVE AI UNLEASHED CLOSING THOUGH T Necessity of AI in Modern marketing User-Friendly Tools Open Mindsets Ethical Imperatives
  • 31. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. MAR K ETING P L ANNING FOR THE FUTURE AI’S DRIVEN STRATEGIES In today's competitive landscape, integrating AI into your marketing strategy and planning is not just an option—it's a necessity. AI can unearth actionable insights from complex data sets, allowing marketers to tailor campaigns, identify new customer segments, and optimize budgets for maximum ROI.
  • 32. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. AI’S FIR ST STRATEGY STATUS QUO ROI. Predictive Analytics for Consumer Behavior Dynamic Pricing Models Automated Content Generation Real-time Customer Engagement APPLICATIONS
  • 33. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. AI in marketing operations streamlines various functions such as lead generation, customer segmentation, and marketing resource allocation. This leads to cost-effective operations, allowing human talent to focus on strategic planning and creative development. The end result is a faster, smarter, and more ef fi cient operational framework. AUTOMATIN G AND OP TIMIZATION OPE RATI ONAL EXCELLENC E AI’S DRIVEN STRATEGIES
  • 34. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. Lead Scoring and Quali fi cation Campaign Automation Resource Allocation Optimization Data Cleaning and Management APPLICATIONS AUTOMATIN G AND OP TIMIZATION OPE RATI ONAL EXCELLENC E AI’S DRIVEN STRATEGIES
  • 35. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. AI-driven marketing communications revolutionize the way brands interact with consumers. AI enables hyper- personalized messaging, smarter customer segmentation, and real-time engagement analytics. It allows marketers to respond more fluidly to consumer behavior, increasing ROI and customer satisfaction. TRAN SFO RM ING MARKETING COMMUNICATIONS THROU GH AI AI’S DRIVEN STRATEGIES
  • 36. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. Hyper-Personalization Customer Segmentation Real-Time Analytics Social Listening and Sentiment Analysis APPLICATIONS AUTOMATIN G AND OP TIMIZATION OPE RATI ONAL EXCELLENC E AI’S DRIVEN STRATEGIES
  • 37. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. Leveraging AI for marketing measurement transcends traditional KPIs, offering predictive analytics, customer journey mapping, and ROI optimization. AI can sift through large data sets to identify patterns, enabling more strategic decision-making and precise targeting. FROM DATA P OINTS TO ACTIONABLE INSIGHTS AI’S DRIVEN STRATEGIES
  • 38. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. Predictive Analytics Customer Journey Mapping Real-time ROI Calculation A/B Testing Automation APPLICATIONS AUTOMATIN G AND OP TIMIZATION OPE RATI ONAL EXCELLENC E AI’S DRIVEN STRATEGIES
  • 39. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. UNLEASHING POTENTIAL: THE UNSEEN COLLEAGUE: GENERATIVE AI IN DAILY WORK Innovative Problem-Solving • Generative AI, like ChatGPT, providing fresh perspectives and solutions to complex problems. Enhanced Communication • Tools like MidJourney improving internal and external communication by generating persuasive narratives and reports. Continuous Learning and Up-skilling • AI-driven platforms offering personalized learning paths to enhance your skill sets and adapt to evolving job roles. Ef fi cient Workflow Management • AI generating optimized workflows, automating scheduling, and prioritizing tasks based on real-time data. Creative Exploration • Generative AI aiding in exploring creative avenues in marketing, design, and other domains, by generating original ideas and content. Ethical AI Deployment • Understanding and leveraging ethical AI frameworks in daily work to ensure responsible AI usage and build trust with stakeholders.
  • 40. eXperience MATTERS Copyright eXperience Matters 2021. Proprietary and Con fi dential. KEY TAKEAWAYS Remember, AI is not just an add-on but a cornerstone of modern marketing. It streamlines operations, fine-tunes communications, and sharpens measurement metrics. Yet, the ethical responsibility of ensuring inclusivity and data privacy remains paramount. Brands like Netflix and Google are already setting new industry standards through the smart integration of AI in their marketing strategies. The future is AI-First, but it must also be ethical, human-centered, and inclusive. Implement these principles wisely for sustainable success.
  • 41. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. EXTRAs
  • 42. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. THE SILENT MUSE IN YOUR CREATIVE ODYSSEY IGNITING CREATIVITY WITH AI
  • 43. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. M A S T E R T I P S PROMPTS: THE DEFINITION What is a Prompt? A prompt is an input given to a generative AI model to guide its response generation. It could be a question, a phrase, a few sentences, or even a full paragraph. It's the starting point from which AI generates its response. Why are Prompts Important? The nature of the prompt signi fi cantly influences the output. An ambiguous prompt could lead to a vague response, while a speci fi c prompt is likely to generate a focused response. 43
  • 44. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. M A S T E R T I P S : MASTER YOUR PROMPTS CARE Context, Action, Results, Example Set the stage or context for the discussion. Describe what you want to be done. Describe the desired outcome. Provide an example to illustrate your point. APE Action, Purpose, Expectation Defuse the job or activity to be done. Discuss the intention or goal State the desired outcome. RACE Role, Action, Context, Expectation Detail what action is needed Provide relevant details of the situation. Describe the expected outcome. Specify the role of LLM RISE ROLE INPUT STEPS EXPECTATION Specify the role of LLM Describe the information or resources Ask for detailed steps Describe the desired results ROSES Role, Objectives, Scenario, Expectation, Steps State to goals or aims Describe the situation Solution: Desired outcome Specify the role of LLM Ask for the implementation steps of the solution.
  • 45. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. M A S T E R T I P S : MASTER YOUR PROMPTS CARE Context, Action, Results, Example Set the stage or context for the discussion. Context Context: Our organisation has recently launched a new line of sustainable clothing. Action Action: Can you assist us in creating a targeted advertising campaign that emphasises our environmental commitment? Results Context: This is for a local enterprise startup with a unique range of sustainable agricultural products looking to scale up its customer base rapidly beyond its city. Example Example: A good illustration of a similar successful initiative is Patagonia's "Don't Buy This Jacket" campaign, which effectively highlighted their commitment to sustainability while enhancing their brand image. Prompt: Describe what you want to be done. Describe the desired outcome. Provide an example to illustrate your point. 45
  • 46. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. M A S T E R T I P S MASTER YOUR PROMPTS 46 DALL-E 3: on ChatGPT Plus Create the image for sustainable clothing concept
  • 47. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. M A S T E R T I P S MASTER YOUR PROMPTS Midjourney: Create the image for sustainable clothing concept + Realistic
  • 48. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. M A S T E R I N G T H E P R O M P T : Y O U R K E Y T O G E N E R A T I V E A I COMMANDING CREATIVITY: THE ART OF PROMPTING AI Clarity is King Frame your prompts with clarity to guide AI towards accurate responses. Speci fi city Sells Being speci fi c in your prompts helps in narrowing down the vast possibilities to meet your exact needs. Context Captures Provide suf fi cient context to ensure AI understands the broader picture, aiding in relevant generation. Iterative Interaction Engage in a conversational manner, re fi ning prompts based on AI responses to reach desired outcomes. Experiment and Explore Don’t shy away from trying different phrasing or angles, exploration often leads to better AI engagement. Feedback Loop Utilize feedback mechanisms to help the AI learn and improve over time.
  • 49. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. “Unveil the silent muse in AI, unlocking a realm where creativity knows no bounds. Embark on an odyssey where AI isn't just a tool, but a collaborator, igniting a fusion of imagination and machine. Delve into a future where every stroke of creativity is ampli fi ed by AI's unseen, yet resonant whisper.” เ ปิ ดต ำ นานใหม่ของโลกสร้างสรรค์, ที่ AI ไม่ใช่แค่เค รื่ องมือ, แต่ เ ป็ นพาร์ทเนอร์ ที่ ยิ่ งใหญ่ในการเติมเต็มจินตนาการ ชวนคุณเดินทางในเส้นทาง ที่ ไม่มีเส้นทาง ท ำ ให้ทุกหัวใจสะพรึงในโอเดิสซีย์ของความคิดสร้างสรรค์ ทุกการ ตีตรา, ทุกการวาดลวดลาย, เ ป็ นการบทสนทนาระหว่าง จินตนาการและเทคโนโลยี สู่อนาคต ที่ AI และมนุษย์สร้าง ประวัติศาสตร์ ใหม่, แล้วส่งผล ที่ น่า ทึ่ งในยุคของศิลปะและการ สร้างสรรค์ AI: THE SILENT MUSE IN YOUR CREATIVE ODYSSEY
  • 50. eXperience MATTERS Copyright eXperience Matters 2023. AI Generated Commercial: Virgin Voyages Source: Youtube, Virgin Voyages Jen AI 50
  • 51. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. Midjourney TEXT to IMAGE
  • 53. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. /Imagine: Prompt: Illustration Indonesian man filmmaker wearing hat and glasess discussion with film crew at film location studio, feeling happy, vibrant color, daylight scene, colourful, Mike Allred style,3:4. Storyboard Creation || Midjourney Command by: Supavadee T. | Create by: Midjourney | Inspired by Mike Alfred, 01.09.2023 53
  • 54. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. Graphic Design || Midjourney /Imagine: Prompt: illustration of shooting crew at studio, feeling happy, Michael DeForge style, --ar 9:16 Michael DeForge’s Works: Command by: Supavadee T. | Create by: Midjourney | Inspired by Michael DeForge, 01.09.2023 54
  • 55. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. Fashion Creation || DALL-E Vs. Midjourney Vs. Leonardo.ai Midjourney Leonardo.ai Dall-E Prompt: A fashion-forward outfit on a mannequin, with ChatGPT’s logo displayed alongdside, hinting AI’s potential to create eye-catching ensembles. 55
  • 56. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. Fashion Creation || Leonardo.ai Prompt: 45 second work!!! A regenerative fashion-forward outfit on a mannequin, making the nature fabrics and reused materials. Command by: Supavadee T. | Create by: Leonard AI 56
  • 57. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. Product Design || Midjourney Prompt: A renewable swapping battery for motorcycles. 3D model with detail of the battery case , photographic, realistic, modern, minimalist, eco-friendly. Color scheme: Black, white, orange. 16:9 57
  • 58. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. Logo Creation - Midjourney /imagine Prompt: Create a logo for a tech-startup agricultural company 58
  • 59. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. M A S T E R T I P S PROMPTS: THE DEFINITION What is a Prompt? A prompt is an input given to a generative AI model to guide its response generation. It could be a question, a phrase, a few sentences, or even a full paragraph. It's the starting point from which AI generates its response. Why are Prompts Important? The nature of the prompt signi fi cantly influences the output. An ambiguous prompt could lead to a vague response, while a speci fi c prompt is likely to generate a focused response. 59
  • 60. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. C H E A T S H E E T S MASTER YOUR PROMPTS Tips for Using Prompts Guide the Context: If the topic is complex or speci fi c, provide more context. Try it: "As a new CEO for a new startup company, Plant-based Protein, write a speech for VC meeting. Target VC investors who interest in technology and local wisdom. Bold, provocative and short for 3 minutes speech" Make it bold and cheerful for the team spirits. Emphasize on the hitting the target. Add: https://chat.openai.com/share/50ec98df-d981-4cd8-8bdb-294163de9d71 60
  • 61. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. C H E A T S H E E T S MASTER YOUR PROMPTS Tips for Using Prompts Be Explicit: If you want a certain style or format, specify that in the prompt. Try it: "Write a short, humorous poem about Bangkok traf fi c” "Write a short poem praising life with the Bangkok traf fi c” https://chat.openai.com/ 61
  • 62. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. C H E A T S H E E T S MASTER YOUR PROMPTS Tips for Using Prompts Specify Desired Perspective: If you want the AI to assume a certain role or viewpoint, indicate it in the prompt. Try it: สมมติว่าคุณเ ป็ นคน ที่ อยู่ในสมัยอยุธยา สยาม สมัยพระนารายณ์มหาราช ช่วยอธิบาย ถึงชีวิตประจ ำ วัน และถ้าหากคุณเ ป็ นนักการตลาด ที่ เ ชื่ อในเศรษฐกิจพอเพียงและมีโอกาสย้อนยุค กลับไป คุณจะท ำ อะไรบ้าง Add: https://chat.openai.com/ 62
  • 63. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. C H E A T S H E E T S MASTER YOUR PROMPTS Tips for Using Prompts Specify the objectives, target audience, desired outcome or format: With a speci fi c prompt, you will get much better outcome. Try it: “Create outline for 15 minutes speech on The Future of Works in the Periods of Generative AI” Target audience is the senior college students. Tone & manner: 2 versions, Bold and provocative Vs. Cheerful and humorous. Required information: Quotes some relevant reference data with sources. https://chat.openai.com/share/f4ddb63f-7938-47c8-8824-1594dd2ea0dd 63
  • 64. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. C H E A T S H E E T S MASTER YOUR PROMPTS APE Action, Purpose, Expectation Defuse the job or activity to be done. Discuss the intention or goal State the desired outcome. Action Could you help develop a content marketing strategy for our new line of eco-friendly sports shoes? Purpose We aim to generate buzz and increase awareness among our target audience, fi tness enthusiasts passionate about sustainability. Expectation The strategy should engage our audience, create strong brand recall, and aim to drive an increase in pre-orders by at least 25%. Prompt: 64
  • 65. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. C H E A T S H E E T S MASTER YOUR PROMPTS APE Action, Purpose, Expectation Defuse the job or activity to be done. Discuss the intention or goal State the desired outcome. Action Can you devise a social media campaign for our upcoming organic skincare range? Purpose We want to highlight the natural ingredients and the bene fi ts of using chemical-free products to our potential customers. Expectation Our goal is to achieve a surge in our followers on Instagram and Facebook by 15% and elevate the engagement rate on our posts by 20%. Prompt: 65
  • 66. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. C H E A T S H E E T S MASTER YOUR PROMPTS RACE Role, Action, Context, Expectation Detail what action is needed Provide relevant details of the situation. Describe the expected outcome. Role Role: Imagine you are a policy strategic advisor. Action Action: Suggest a set of high-impact, low-cost growth policy for the upcountry provinces in Thailand. Context Context: This is for a local enterprise startup with a unique range of sustainable agricultural products looking to scale up its customer base rapidly beyond its city. Expectation Expectation: The expected outcome is a selection of practical and feasible growth hacking tactics tailored to the eco-friendly segment, which can be implemented to acquire new customers and retain the existing ones effectively. Prompt: Specify the role of LLM 66
  • 67. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. C H E A T S H E E T S MASTER YOUR PROMPTS METHOD 3 COAST Context, Objective, Actions, Task Describe the goal Explain the actions needed Describe the task Context Context: With the advent of new privacy laws, the use of third-party data for marketing purposes has become increasingly restricted. Objective Objective: Our goal is to pivot our strategy to focus more on fi rst-party data collection and utilisation. Actions Actions: This will involve setting up an ef fi cient data collection framework on our owned platforms and tailoring our marketing strategy to make the most of this data. Scenario Scenario: The shift in strategy is happening amidst the launch of our new product line next month. Prompt: Set the stage for the conversation 67
  • 68. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. C H E A T S H E E T S MASTER YOUR PROMPTS RISE Prompt: Role: Imagine you are a content strategist; your job is to develop content that resonates with your audience. Input: I've gathered detailed information about our target audience, including their interests, needs, and common questions related to our industry. Steps: Please provide a step-by-step content strategy plan identifying key topics based on our audience insights, creating an editorial calendar, and drafting engaging content that aligns with our brand message. Expectation: The aim is to increase our blog's monthly visitors by 40% and enhance our brand's position as a thought leader in our industry. ROLE INPUT STEPS EXPECTATION Specify the role of LLM Describe the information or resources Ask for detailed steps Describe the desired results 68
  • 69. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. C H E A T S H E E T S MASTER YOUR PROMPTS METHOD 5 TRACE Role, Action, Context, Expectation Detail what action is needed Provide relevant details of the situation. Describe the expected outcome. Role Role: Imagine you are a policy strategic advisor. Action Action: Suggest a set of high-impact, low-cost growth policy for the upcountry provinces in Thailand. Context Context: This is for a local enterprise startup with a unique range of sustainable agricultural products looking to scale up its customer base rapidly beyond its city. Expectation Expectation: The expected outcome is a selection of practical and feasible growth hacking tactics tailored to the eco-friendly segment, which can be implemented to acquire new customers and retain the existing ones effectively. Prompt: Specify the role of LLM 69
  • 70. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. C H E A T S H E E T S MASTER YOUR PROMPTS METHOD 6 ERA Role, Action, Context, Expectation Detail what action is needed Provide relevant details of the situation. Describe the expected outcome. Role Role: Imagine you are a policy strategic advisor. Action Action: Suggest a set of high-impact, low-cost growth policy for the upcountry provinces in Thailand. Context Context: This is for a local enterprise startup with a unique range of sustainable agricultural products looking to scale up its customer base rapidly beyond its city. Expectation Expectation: The expected outcome is a selection of practical and feasible growth hacking tactics tailored to the eco-friendly segment, which can be implemented to acquire new customers and retain the existing ones effectively. Prompt: Specify the role of LLM 70
  • 71. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. C H E A T S H E E T S MASTER YOUR PROMPTS CARE Context, Action, Results, Example Set the stage or context for the discussion. Context Context: Our organisation has recently launched a new line of sustainable clothing. Action Action: Can you assist us in creating a targeted advertising campaign that emphasises our environmental commitment? Results Context: This is for a local enterprise startup with a unique range of sustainable agricultural products looking to scale up its customer base rapidly beyond its city. Example Example: A good illustration of a similar successful initiative is Patagonia's "Don't Buy This Jacket" campaign, which effectively highlighted their commitment to sustainability while enhancing their brand image. Prompt: Describe what you want to be done. Describe the desired outcome. Provide an example to illustrate your point. 71
  • 72. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. C H E A T S H E E T S MASTER YOUR PROMPTS ROSES Role, Objectives, Scenario, Expectation, Steps State to goals or aims Describe the situation Solution: Desired outcome Role Role: Picture yourself as a business operations expert who specialises in streamlining and improving workplace productivity. Objectives Objective: Your client's aim is to improve the ef fi ciency of their remote teams by 25% within the next six months. Scenario Context: This is for a local enterprise startup with a unique range of sustainable agricultural products looking to scale up its customer base rapidly beyond its city. Expectation Expected Solution: The company wants a holistic approach to enhancing remote work operations, ensuring teams remain connected, and productivity tools are effectively utilised. Steps Steps: Draft a plan that encompasses a training program for remote work best practices, implementation of communication and project management tools like Slack and Trello, organising regular virtual team-building activities, and establishing clear communication protocols for different time zones. Prompt: Specify the role of LLM Ask for the implementation steps of the solution. 72
  • 73. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. Category Application Usage Accessibility Investment Performance Rationale Content Creation ChatGPT Written content, ads, emails Free version available Minimal setup costs High-quality, human-like text Low-cost automated writing Graphics Generation DALL-E 2 Logos, social media posts, ads Limited access, technical skills required Moderate setup and usage costs High-quality, customized images Creates visual assets to spec Graphics Generation Midjourney Concept art, 3D images, characters Easy web access, affordable plans Low monthly subscription fee Unique, creative image generation Great for brainstorming visual concepts Video Production Synthesia Explainer videos, tutorials Simple web access Moderate setup and usage costs Believable synthetic videos Automates video Please review and recommend Generative AI application to be used by SME. Provide rationale and categorize by usage, accessibility, investment and performance. Present in table format. PROMPT: Claude2 73
  • 74. eXperience MATTERS Copyright eXperience Matters 2023. Proprietary and Con fi dential. C H E A T S H E E T S MASTER THE PROMPTS Marketing Use Cases Content Creation Generate engaging copy for ads, social media posts, or blog articles. "Create a catchy headline and fi rst paragraph for a blog post about the latest mobile marketing trends." Campaign Ideas Brainstorm ideas for marketing campaigns. "Generate fi ve unique marketing campaign ideas for promoting sustainable fashion." Product Descriptions Create compelling product descriptions that capture the essential features and bene fi ts."Write a succinct yet appealing product description for a vegan leather handbag." "Write a succinct yet appealing product description for a vegan leather handbag.” Customer Engagement Develop personalized email marketing messages or chatbot dialogues. "Create a friendly follow-up email for customers who abandoned their shopping cart." Market Research: Data Analytics Analyze trends and consumer behaviors by prompting the AI to summarize complex data insights in a simple language. Use function, Code Intepretator with the data set. PR & Damage Control: Draft press releases or manage crisis communication. "Draft a calm and assuring response to customers expressing concern over product safety on social media." 74
  • 75. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. https://www.slideshare.net/slideshows/ai-copilot-mood-mugs-case-studysupavade-tantiyanonv10pdf/266348249
  • 76. Always use Human Review. eXperience MATTERS Copyright eXperience Matters 2023 ChatGPT is not a search engine, it has no fact checking function, and was not trained on any data past Sep 2021 so make sure someone reviews the output produced for errors, accuracy, factual information and tone. 76
  • 77. eXperience MATTERS Copyright eXperience Matters 2021. Proprietary and Con fi dential. FINAL THOUGHTS 77 AI is a game-changer, demanding wise and ethical use. It's our catalyst for unprecedented progress or a misstep in our societal values. The future hinges on our choices today. Let's lead with ethics and innovation, ensuring AI champions sustainable, equitable advancement.
  • 79. eXperience MATTERS Copyright eXperience Matters 2024. Proprietary and Con fi dential. THANK YOU We appreciate your time and attention. Supavadee Tantiyanon supavadee.t@experiencematters.biz https://www.linkedin.com/in/supavadee-tantiyanon-1990138/ THANK YOU We appreciate your time and attention. Supavadee Tantiyanon supavadee.t@experiencematters.biz https://www.linkedin.com/in/supavadee-tantiyanon-1990138/