Riding the Content Revolution: Building with Gen AI - Karan Chatrath, DXC Technology

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Content is evolving, and faster than ever before. There is a continual demand for high-quality, engaging material. With the advent of Gen AI, there are a plethora of tools, one has at his/her disposal to create and propagate new content. This presentation charts the usage of such tools, what can help a content creator - be it an agency or marketer. We will explore how Generative AI is revolutionizing content marketing, enabling us to create compelling, relevant, and scalable content like never before; besides adding some practical dos and donts which can add more context in the entire exercise.

Marketing

MASTER
CLASS
NEW DELHI, INDIA ~ OCTOBER 4 - 5, 2023
DIGIMARCONINDIA.IN | #DigiMarConIndia
Riding the Content Revolution:
Dissecting Gen AI, optimizing
with B2B Insights, and a Wishlist
Karan Chatrath
HEAD OF MARKETING AND
STRATEGIC ALLIANCES, INDIA
DXC TECHNOLOGY

RIDING THE CONTENT
REVOLUTION:
BUILDING WITH GEN AI
KARAN CHATRATH
© Karan Chatrath 2

ABOUT ME
• Lead marketing & strategic alliances for DXC Technology in India
• 18 years of experience in the technology sector
• Worked across strategy, business development and marketing
© Karan Chatrath 3

NEW KID ON
THE BLOCK
Pic source: Flickr AI Art
© Karan Chatrath 4

REACTIVE
TO
PROACTIVE
Pic source: Internet
© Karan Chatrath 5

THE FUTURE OF
CREATIVITY
Source: NVIDIA Press release
© Karan Chatrath 6

GENERATIVE AI IN MARKETING
73%
US marketers use Gen AI
Writing and automating tasks
Most common use case
ChatGPT
Top generative tool
Source: Statista
© Karan Chatrath 7

AI NEEDS TO
FIGHT A
CASE!
Source: NYT
© Karan Chatrath 8

SELF
REGULATION
Source: NYT
© Karan Chatrath 9

AI CONTENT GENERATORS
VS
AI CONTENT DETECTORS
© Karan Chatrath 10

MY
EXPERIMENTS
WITH AI BASED
WRITING
Press Releases Whitepapers
Emails
© Karan Chatrath 11

BROAD
FINDINGS OF
AI CONTENT
DETECTORS
Type of
content
Human
written AI written
Email
Correctly
detected
Correctly
detected
Whitepaper
Partially
correct
Partially
correct
Press release
Correct
detected
Partially
Correct
© Karan Chatrath 12

PROBABLE
REASONS I
COULD THINK
OF
Complicated Sentences
Perfect Grammar
Predictability In The Words/Phrases
Lack Of Dialogues
Tone Deaf
© Karan Chatrath 13

Pic source: Internet
© Karan Chatrath 14

ITERATION PROCESS: HUMAN VS AI
Pic Source: Internet
© Karan Chatrath 16

different ideas
enable brainstorming
sessions
alternative perspectives
© Karan Chatrath 17

PROMPTS ARE THE KEY!
© Karan Chatrath 18

CONTENT CAN BE A FUSION,
REPURPOSED, INTERACTIVE
Quiz From A
Whitepaper
Blog + Mailers +
Social Media Posts
Case Study + Video Gamified Experience Language
Translations And
Transliterations
© Karan Chatrath 20

CREATE
CONTENT
DRAFTS
Small Paragraphs Or Longer Form
Keyword Research And Clustering
Evaluate Content Quality And Impact
Interactivity and feedback
Customize content for learners
© Karan Chatrath 21

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Riding the Content Revolution: Building with Gen AI - Karan Chatrath, DXC Technology

1. MASTER CLASS NEW DELHI, INDIA ~ OCTOBER 4 - 5, 2023 DIGIMARCONINDIA.IN | #DigiMarConIndia Riding the Content Revolution: Dissecting Gen AI, optimizing with B2B Insights, and a Wishlist Karan Chatrath HEAD OF MARKETING AND STRATEGIC ALLIANCES, INDIA DXC TECHNOLOGY

3. ABOUT ME • Lead marketing & strategic alliances for DXC Technology in India • 18 years of experience in the technology sector • Worked across strategy, business development and marketing © Karan Chatrath 3

7. GENERATIVE AI IN MARKETING 73% US marketers use Gen AI Writing and automating tasks Most common use case ChatGPT Top generative tool Source: Statista © Karan Chatrath 7

12. BROAD FINDINGS OF AI CONTENT DETECTORS Type of content Human written AI written Email Correctly detected Correctly detected Whitepaper Partially correct Partially correct Press release Correct detected Partially Correct © Karan Chatrath 12

13. PROBABLE REASONS I COULD THINK OF Complicated Sentences Perfect Grammar Predictability In The Words/Phrases Lack Of Dialogues Tone Deaf © Karan Chatrath 13

20. CONTENT CAN BE A FUSION, REPURPOSED, INTERACTIVE Quiz From A Whitepaper Blog + Mailers + Social Media Posts Case Study + Video Gamified Experience Language Translations And Transliterations © Karan Chatrath 20

21. CREATE CONTENT DRAFTS Small Paragraphs Or Longer Form Keyword Research And Clustering Evaluate Content Quality And Impact Interactivity and feedback Customize content for learners © Karan Chatrath 21

22. JUST BEEAT IT!

Riding the Content Revolution: Building with Gen AI - Karan Chatrath, DXC Technology

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