Wondering whether it’s just about generating fantastical superhero images of yourself? Yet again, PushON is here to help with another of our many super-smart colleagues taking the time to share their knowledge. We have the utter privilege of having Danny Rippon, co-founder of Decisionality, share his knowledge of how to use AI practically in a business context. This webinar is great for all folks, but we particularly recommend those interested in design and those in the C-Suite take note. This is how you use AI to make the business better. “AI is everywhere. We are continually bombarded on mainstream news, and with marketing from companies touting their AI capabilities. This session aims to cut through the BS, and help you increase your understanding of how and when to use AI.” – Danny Rippon

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No BS AI
Feb 7th 2024
Danny Rippon
CEO, AI Enable
Co-Founder, Decisionality
Former CEO, Naveo Commerce

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Agenda
How to view AI: The Current AI Landscape
What can AI do?
Getting GREAT results from Generative AI
Specific AI for eCommerce & Content

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AI is already all around us and you already use it
• Autocomplete on your smartphone
• Netflix recommendations
• Bank fraud detection
• Online customersupport
• Self-driving vehicles

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Boosting Productivity
Industry or Task SpecificAI
Doing new Things Impossible Before AI
Free Generative AI
e.g. ChatGPT, Bard, Claude
AI inside Applications
e.g. MS Co-Pilot
e.g. New Drug Discovery
Hyper-personalisation
Contextualising Typical Uses of AI
Help Frame your office conversations

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What can AI do?

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What can Free Generative AI do?
Do existing things faster, better, cheaper
Writing Emails
Summarizing
text and docs
Brainstorming
Partner
Creating
Content
Project
Planning
Checking Work
Predicting and
handling
objections
Finding new
ideas
ChatGPT Claude.ai Bard
(Gemini)

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Getting GREAT results with AI

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PROMPT & ITERATE
SOUNDING BOARD
YOUR NEW POLYMATH COLLEAGUE
TASK AI with specific goals, rather than ASK for information
The magic happenswhen you and AI work collaboratively
Using Generative AI
A mindset shift from Internet browsing

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Role Task Format Style
Mission
5 key parts of high impact initial prompts:
Prompting
The #1 skill required to get the best from Generative AI

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High Impact Start Prompt
We want to
create new
products that
add value to
our ACME
customers
Missions:
Find
Resolve
Recruit
Complete
Roles:
Analyst
Scientist
Copywriter
CEO
Tasks:
Email
Business Plan
Summarise
Brainstorm
Formats:
Bullet Point
Checklist
Table
Data File
Styles:
Academic
Professional
Humorous
Approachable
Role Task Format Style
Mission
You are a product
designer and
commercial
expert
Browse ACME’s product
portfolio to understand the
business, and recommend 3
new high value products we
could provide aligned to our
customer segments,
including suggested pricing
models for each idea
The format
should be a
bullet point for
each new
product idea,
with details of
each new
product as sub
bullet points
Write in a
persuasive
professional
style

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Amazon
Guidelines
Skincare Brand
Product Details
Example:Upload PDF’s
• Amazon Guidelines
• Your product/service details
Typicaluses:
• Responding to Briefs / RFPs / RFIs
• Legal Contracts– guidance only!
• Creating project plans
• Discovering strengths and weaknesses
You can use any file/contentas reference for creating new content (Text, Images, Planograms, etc)
AI will learn from your uploads and become instantlyexpert
Watch out for THREAD limits
Teach AI new things
Use Files & URLs

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Everyday AI
It can do some cool helpful things
Sommelier
Transcribes your
hand-written Notes
Tweak your CV by
giving AI the Job Ad

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• Make sure your questions are specific
• Validate answers e.g. “Provide a step-by-
step guide how you reached this answer and
highlight anyareas that were fabricated”
AI loves BS
Watch out for unexpected and fabricated results

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Negatives
When you say, “Do not”, AI sometimes focuses
on “Do” while ignoring the “not”
• Bad: “Do not include incomplete lists”
• Good: “Only include complete lists”
Power tips
Model Prompt Privacy Good for Internet
ChatGPT Free: Not Private
Paid: Private
Sales & Marketing. Image generation.Multi-
modal prompts (text, image, voice)
Yes with paid
Claude Private Finance, Law, Admin, Professional language,
largest threads, most accurate
No
Bard Not Private Research and exploring ideas. Quickest
responses
Yes
Threads
• Each thread is re-read every time you iterate, but
sometimes attachments are not re-read
• Long threads consume more of your daily allowance
• Start new threads for all new topics
Which AI Model?

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• TASK not ASK
• Good Initial Prompting is crucial
• Teach it your contentwith files and URL’s
• Play with the ChatGPT App
• Be mindfully specific
• Check and validate output
• Use the AI best suited to your goal
Summary
Getting GREAT results with Generative AI

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AI for eCommerce / Content
Level 1 – Boosting Productivity
Using Generative AI

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AI Can Increase Content Output
When it comes to producingvolumes of content,nothing beats AI. But it’s essential
YOU sprinkle the contentwith your value to ensure it’s not just another AI
generated blog
1. Identify high-value keywords with transactionalintent using your preferred
keyword research tool
2. Use AI to create the first draftusing high-value keywords – using the Prompting
tips provided earlier
3. Expand your AI-generated draft with your unique insights and original research
4. Use AI tools for contentoptimisation suggestions and readability improvements
AND
AI is multi-lingual. It can translateyour contentinto 50+ languages almost perfectly
Increase Content Output

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AI helps generate high-quality, relevant contentat scale, targetinglong-tail
keywords and answering user queries
To create SEO-friendly content
• Blog Posts
• Product Descriptions
• Generate compellingmeta descriptions and title tags
• Generate Alt-text descriptions for images (upload image to ChatGPTor Bard))
For AEO (Answer Engine Optimisation)
• Change tone of voice, e.g., prompt it asking to make yourcontent sound more
conversational,humorous,professional,persuasive,etc.
• Suggest different ways of phrasinga single question to increase the chances that your
content will be read to answer a voice query
• Write schema markup and develop FAQs
Don’t forget: To maintainauthenticityand tone ofvoice requires human/AIcollaboration
SEO & AEO

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AI for eCommerce / Content
Level 2
Tools with Embedded AI

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Boosting Productivity
Industry or Task SpecificAI
Doing new Things Impossible Before AI
Free Generative AI
e.g. ChatGPT, Bard, Claude
AI inside Applications
e.g. MS Co-Pilot
e.g. New Drug Discovery
Hyper-personalisation
Contextualising Typical Uses of AI
Help Frame your office conversations

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Example of AI embedded within Amplience
Content Management

23. Generative Rich Text Editor
• Advantage: reduces the time and cost associated
with manual creation and editing of rich text
• Ease: generate content via natural language
prompts, with built-in editing helpers
• Preview: Real-time in-context visualization of
content as it’s generated, including automated
markdown output for titles and headers
Augmented editorial content generation and editing in seconds
using natural language prompts

24. Image Alt Text Generator
• Advantage: deliver inclusive experiences and
boost search relevance, rankings and reach
• Efficiency: faster content deployment by speeding
up manual task of writing image descriptions
• Uniformity: maintain a consistent style and
standard in alt text generation
Instant descriptive alternative text generation to make images
accessible to all while boosting SEO

25. Background Remover API
• Advantage: reduces the time and cost associated
with manual editing of images
• Precision: high accuracy preserves fine details of
the foreground object
• Scalability: handles large or small volumes of
images simultaneously
• Uniformity: achieves a consistent brand look
everywhere that products are seen
• Flexibility: images can be repurposed for different
platforms, channels and promotional purposes
AI removal of backgrounds from product assets to bring
focus on the star for different contextsand channels

26. AI Bundling
• Advantage: deliver more engaging and higher
performing PDPs that grow AOV
• Integrated: configure, assemble and preview
bundling right within Amplience Dynamic Content
• Dynamic: deliver product and landing pages with
immersive bundling content in minutes
• Engaging: bring tap-to-shop, pricing and product
details directly into the bundling experience
Beautiful AI-driven outfitting and product bundling
experiences that increase your bottomline

27. Automatic Shoppable Images
• Advantage: reduces the time and cost associated
with manually making AOV-driving shoppable
campaign images that work across every device
• Precision: AI automatically and accurately
identifies the boundaries of objects in images for
use as clickable focal points or hotspots
• Interactive: provide additional product
information within shopping experiences that go
beyond static product images
• Frictionless: give your customers precisely what
they need without them having to navigate away
Automatically detect objects with ML to rapidly set polygon focal
points & hotspots for products on assets and banners

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• Good Level-2 Tools with embedded AI already exist for:
• Chatbots for Customer Service
• Marketing content
• Image and Video Creation
• Productdiscovery and search
• Pricing optimisation
• Supply Chain optimisation
• Inventory Management
• Level-2 AI Tools with promise, but still a bit crap
• Personalisationat scale
• Predictive customer insights
• Virtual try on with VR
• In-house AI: Knows your company and products
• You can subscribe to a company-wide AI model, run it privately within your
company, and train it on your content,products,clients, org chart, etc.
And Finally… some more takeaways

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Want more?
I can help
danny_rippon@hotmail.com
07946 853976