Welcome to Artificially Intelligent Marketing, a weekly podcast where we stay on top of the
latest trends, tips, and tools in the world of marketing AI, helping you get the best
results from your marketing efforts.
Now let's join our hosts, Paul Avery and Martin Broadhurst.
Welcome to Artificially Intelligent Marketing, Episode 27.
My name's Martin Broadhurst and I am your host today.
That's right, I'm flying solo.
Paul is unable to join us this week.
That means it's just me delivering the latest in AI technology developments for marketing
professionals.
And while we may lack a Paul, we do not lack content, not by any stretch of the imagination.
This week has been a hot week for product updates from all of the big players.
So let's get straight into the stories and start off with my favorite, which is that
ChatGPT has now got multi-sensory capabilities.
That's right, OpenAI has announced a significant upgrade to ChatGPT, bringing both voice and
image functionality to the platform.
This brings a shift in the way that the ChatGPT product works, making it more interactive,
more multimodal for the users.
We saw when they announced GPT-4 earlier this year that they were bringing the ability to
input images as a prompt.
We saw them doing things like the creating a website based on a, what was little more
than a napkin sketch.
It was a very low fidelity drawing and GPT-4 created a functioning website with HTML and
JavaScript.
Well, that capability has now been launched.
As well as that, they've announced a new voice feature where we can turn the ChatGPT interface
into a back and forth real conversational tool.
It will respond with a human-like voice.
So rather than seeing text on screen as the response, it will speak back to you and you
can have a back and forth dialogue with ChatGPT.
At the moment, this is available on iOS and Android, exclusively for the time being at
least to ChatGPT Plus subscribers and ChatGPT Enterprise subscribers.
This is expected to be rolled out to a wider user base in the coming weeks and months,
but for now, this is what we are working with.
It's just the people with a paid plan.
While these new capabilities can serve creative and accessibility focused applications, OpenAI
remains cautious, acknowledging the potential risks such as impersonation and data misuse.
My early impressions of these tools are that they are pretty good.
Now I should say at this point, I actually only have access to the voice version of this.
At the moment, the image inputs haven't quite made it to me and a very small number of users
appear to have access to that.
Although you can do this using Bing AI and we'll talk about that in a moment.
But in terms of the actual Chat interface and being able to speak back and forth with
OpenAI and ChatGPT in the app, I found it to be a somewhat frustrating experience.
Let me just demonstrate why.
This has been my experience for the past 36 hours and I'm not alone in this.
So let's try and have a real conversation with ChatGPT right now.
Hi, ChatGPT.
Welcome to the Artificially Intelligent Marketing podcast.
You recently got a voice.
How does that make you feel?
Sorry, an unknown error occurred.
Please try again later.
And that listeners has been the experience that I have had for the past 36 hours.
And unless I clear my cache in my phone, the app refuses to let me speak to it back and
forth.
And a quick Google search has found that this is the experience of quite a few users at
the moment.
And videos like this particular feature is not quite bug free.
In fact, it's quite broken for quite a few people, which is a shame because in the first
24 hours while using the app, I found it to be incredibly fun and helpful.
And I could imagine being on a long drive, having ChatGPT open in the car and just speaking
to it back and forth.
Having it as a real time assistant, completing small tasks for me as I go.
Ideal because it's completely hands free and it would be like speaking to a passenger in
your car.
The scenario I had in mind was coming away from a client meeting, being able to summarize
notes, maybe draft a follow up email or even draft an email to a colleague, giving them
the main points from the session itself.
All of that would be really helpful.
Again, just extending the capabilities of this assistant in your pocket.
Unfortunately, that reality is not now for me and a few other users because it just refuses
to work.
Okay, I mentioned that we've got the image input capabilities as well.
This has been a lot of fun.
I've been playing with it to just test the functionality out and I was doing it using
the image input in the Bing AI chat.
So if you go to chat.bing.com, you can actually access this feature early.
Is it as fully featured as the image input on ChatGPT?
I don't know because I haven't been able to test the ChatGPT version yet, but it's still
pretty good and if you want to give it a try, you can throw in an image and ask it to describe
things for you and get it to tell you something interesting about the image or give you alternatives
or what have you.
The ChatGPT vision discussion online has been interesting to see though because people have
found some really advanced capabilities.
And there have been some examples that we've seen already.
For example, people creating websites and Figma files based on nothing but a pencil
sketch.
McKay Wrigley writes, ChatGPT vision breaks down Christopher Nolan's early diagram for
inception.
The best part, the diagram doesn't mention the word inception once.
When you look at the sketch, it's little more than a series of lines showing you the linear
progression of multiple timelines from the film Inception.
There is the heist and then the escape at the end and various rough annotations on this
sketch.
And the response from ChatGPT is quite something because it's very detailed.
It actually starts off saying the diagram appears to be a representation of the dream
levels and the progression of the events in the movie Inception.
The movie involves navigating through multiple levels of dreams, each deeper and more time
dilated than the previous one.
Let's break down the diagram and then it goes into line by line detail breaking it down.
The conversation of the back of this tweet was really interesting as well as people were
saying well, this diagram must have been used in the training data and characters names
are mentioned on the diagram, which has led other people to take this even further, doing
an even more crude sketch, removing all of the characters names, in fact, changing all
of the characters names and then repeating the process.
And ChatGPT successfully completed the task.
So it's really quite something.
We can see that there's lots of capabilities with ChatGPT Vision.
This has only been out a week.
I expect many more interesting and exciting use cases to come to the fore.
But for now, we can say that this is an exciting development for the ChatGPT subscriber user
base.
Next up, we have Dali 3.
So sticking with OpenAI, this was a big announcement that they made last week in the text to image
generation field.
Dali 3 is set to transform text to image generation with even more nuanced and accurate image
outputs.
Slated for full release in early October, it promises enhanced capabilities, especially
for GPT plus and enterprise subscribers.
Again, this is an additional feature that is coming to ChatGPT.
Unlike previous iterations where having a full grasp of prompt engineering was really
necessary to get the most out of the Dali system, Dali 3 generates images that closely
adhere to the user provided text.
And it's built natively into ChatGPT.
So the system itself can refine your prompts to produce detailed and very accurate images.
Safety has also been prioritized with features to limit violent, adult, or harmful content.
Dali 3 won't generate images in the style of living artists, a move likely aimed at
respecting creative control and respecting copyright.
OpenAI is researching ways to help users identify AI generated images and is developing a provenance
classifier tool for this specific purpose.
How that actually manifests remains to be seen.
But it's an interesting point that they're looking to roll that out to users as well.
So Dali 3 presents an absolute treasure trove of opportunities, particularly for creative
ad campaigns, content marketing, and brand storytelling.
In the early demonstrations that we've seen of it, there seems to be things like consistency
of character, which is something that's been really hard to get previously.
In the example that they put in the demo video, there is a hedgehog character that seems to
stay pretty accurate and close to the original version that it creates, despite several different
iterations of images being created after the original.
This is something that's really exciting for producers because, quite frankly, it's the
bit of the puzzle that has been missing.
How do we create images that maintain a consistent style and character going forward?
This appears to be available already in chat.bing.com, so if you want to give it a go, you can head
over there.
I've been playing with it already, and a few noticeable things to mention that it can create
text.
However, it's inconsistent, and if you're looking for it to create lots of text, it
will soon fall down.
The image quality is much higher though, and it does stay much closer to the prompt, far
more than any of the other language models and text models that we've seen, such as mid-journey
or stable diffusion.
There are just subtle nuances that it understands and can bring into the image better than those
other models.
I think this is one that's going to be very useful for creatives.
The power of this plugged into something like the Adobe Suite will be very welcome for lots
of people, and I think this is the kind of model that creatives will want Adobe Generative
Fill and Firefly to reach the same levels as very soon.
Moving away from new models, now we're going to look at new partnerships.
This is a big one announced by Amazon and Anthropic.
They've announced that they're tying the knot to supercharge the generative AI capabilities
on Amazon Web Services AWS.
Amazon is not just backing Anthropic with a token investment.
It's going all in with a staggering $4 billion investment, taking a minority stake in Anthropic.
It will leverage Amazon's AWS Tranium and Inferentia chips, solidifying AWS as the preferred
cloud partner.
Anthropic models are set to feature on Amazon Bedrock, which is Amazon's AI platform, providing
AWS customers with the inside track on model customization.
In the press release announcing this new partnership, there were some interesting details from
customers of Anthropic and AWS.
So it says the partnership is already making an impact.
Chris Wide, SVP of Engineering and Data Science at Lonely Planet, stated that by building
with Claude 2 on Amazon Bedrock, they reduced itinerary generation costs by nearly 80%.
Bridgewater's co-CIO, Greg Jensen, commented, we are using Amazon Bedrock and Claude's model
to create a secure large language model powered investment analyst assistant.
It's a bit of a mouthful, but they've created an investment analyst assistant powered by
Claude.
If companies like Lonely Planet and Bridgewater can dramatically reduce operational costs
and streamline their research, it makes you wonder what the rest of us could do when we
can tap into this cloud environment.
So this was quite a big one for me.
I was surprised to see this announcement.
Google had previously announced that they had made a significant investment into Anthropic.
And it seemed like the Google Cloud Platform was going to be the cloud platform of choice
for Anthropic.
But obviously things have taken a bit of a turn.
So now we've got Amazon investing $4 billion in Anthropic, Microsoft owning 49% of OpenAI
with their $11 billion investment into the AI leader, which leaves Google out there focusing
on its own in-house product development.
So they're not looking to snap up anybody.
There doesn't look to be any acquisition strategy right now.
Maybe they might move from one of the smaller players, but I think that they're putting
all of their eggs into their own basket and backing themselves to create a great model
using something like the upcoming Gemini, which is said to be as powerful as GPT-4 with
some multimodal capabilities as well.
If the rumors are true, we'll find out more about that in Q4 of this year.
And so watch this space.
I'm sure me and Paul will talk about it at great length.
But for now, Google doesn't look to have much in the way of active industry partnerships
going on.
So following on from that story, I just want to take a moment to look at a new article
that was published by Anthropic related to Claude.
So they've published new research on how to improve their AI assistant Claude's memory
over long documents.
So Claude's unique selling point is this 100,000 token character window or context window.
And they tested Claude's ability to answer multiple choice questions about government
meeting transcripts spanning 75 to 90,000 words.
And any prompting modifications, Claude's accuracy dropped substantially on distant
passages.
However, Anthropic found two techniques that together improved performance.
First, if you ask it to extract relevant quote before answering, this boosted scores.
And second, by providing examples of correctly answered questions about other sections, they
also found that this was more effective than unrelated examples.
With both strategies, Claude's error rate declined by over a third.
The newly published Anthropic cookbook, which we will link to in the show notes, also provides
full details and the code to reproduce the experiments.
So this quantitative analysis gives creators concrete guidance on prompting Claude for
optimal recall.
So if you really want to get the most out of that 100,000 token context window, introducing
these techniques into your prompting is going to get you better results than if you don't
introduce them at all.
It's certainly going to be more effective than a zero-shot prompt, such as summarize
this article or tell me 10 relevant things from this article.
And actually most of the content is at the early stages of the document.
So as AI assistants are increasingly tested on understanding and interpreting long form
content, these results offer us as prompters a model for rigorously evaluating different
prompting approaches and maximizing our capabilities of getting real high quality outputs.
Microsoft is steering into the future of AI with the new assistant Microsoft Copilot set
to become an integral part of its product ecosystem.
It's going to be integrated gross Windows 11 and Microsoft Office 365 and Bing and Edge
and a bunch of new Microsoft Surface devices.
It is going to be rolled out everywhere.
So Copilot is designed to offer personalized assistance by understanding user context,
data and activities.
The enterprise version Microsoft Office 365 Copilot will be generally available starting
November 1st.
This work specific assistant aims to streamline operations across office apps, including the
popular apps Outlook and Teams.
Not just an enterprise asset, Bing and Edge are also levering up their AI features such
as personalized search results and AI shopping assistant, which could potentially influence
consumer behavior and e-commerce strategies.
So we'll have to see how that plays out for marketers looking to use Bing or Edge as a
potential channel.
At a recent event where they went big on describing what Copilot was going to do and how it was
going to be rolled out, they also announced that AI capabilities were coming to some of
the classic Windows apps such as Microsoft Paint and Microsoft Photos.
Now that might come as a disappointment to those of you who, like me, really respect
the simplicity of Microsoft Paint.
Bringing in AI to Paint might ruin the vibe, so to speak.
They're also rolling out AI powered capabilities to Clipcham, which is the video editing platform
built into Microsoft Windows, which was really a replacement for Microsoft Video Editor.
That's the one where I think for SMEs there could be some real value.
If you're a small marketing team in an SME and you want to create some cool video content,
Clipchamp is already a really affordable and very user friendly way of creating videos
for social media and things like that.
Having some AI power through Copilot could level up this capability dramatically.
That's the one where I'm quite interested to see what happens there.
Who knows, maybe we'll all be creating our social media graphics using Microsoft Paint
once it gets AI powered capabilities within it.
Today I opened my Microsoft Surface Pro and found that Copilot is now integrated into
Windows.
I haven't tried it yet and this happened literally about three hours before recording.
I haven't had anywhere like enough time to give you even my first impressions, but it's
definitely something that is here.
It's live.
It's in the real world.
Hopefully we'll have more news to give you on this front next week.
Moving away from models and hardware and software, let's take a look at societal impact.
Generative AI and the future of jobs is a report that was recently published by McKinsey.
They've been looking at how AI will dramatically shape the future of jobs and workflows.
The report finds generative AI could automate nearly 10% of tasks across the US economy,
affecting various roles, especially customer service, food service, production manufacturing
and office support.
Lower wage jobs are 14 times more likely to experience this shift compared to higher wage
roles.
However, the economic outlook is not all doom and gloom.
McKinsey anticipates GDP growth and creation of higher wage jobs, forecasting 12 million
occupational transitions by 2030.
The catch?
Adaptability.
Both individuals and organisational adaptability will be key to weathering these changes.
McKinsey suggests targeted reskilling programmes, skills-based hiring and public-private training
partnerships as pivotal strategies for a successful transition.
Given that we're in an era where customer centric marketing is data driven, the insights
in this report from McKinsey should serve as a warning bell for organisational leaders.
Leaders need to be adaptable.
They need to be planning ahead.
Their workforce is not going to be the same as it is today in just a few years time.
And thinking about what that could look like, making sure that the necessary steps are in
place to train and upskill their existing workforce and identify what roles they're
going to need for the future is going to be a massive step in managing this organisational
change that we're going to see throughout the economy over the next few years.
Our advice on the podcast would be to start thinking about improving AI literacy across
your organisation.
How can you upskill and train your team to help them transition into an AI powered world?
This goes beyond just simple prompting techniques, although that is a really key part of it.
This is about getting people into the mindset where they see AI as a valuable tool to be
using in their day-to-day jobs, an assistant that's going to help them be more productive
and more effective in doing what they need to do each day.
If you'd be interested in learning more about where you can do that, well, turns out me
and Paul have been working with clients doing exactly this.
And if you would like to know more about how me and Paul can help your business to improve
AI literacy throughout your organisation, then drop us an email at hello at artificiallyintelligentmarketing.com.
So one more story looking at the societal impact of AI, and that is about the public
perception of AI.
This is a report that's come from the Bentley Gallup Business in Society study, which found
that three out of four Americans believe that artificial intelligence will cut jobs in the
next decade.
Surprisingly, those with less than a bachelor's degree are more convinced of this, 80%, compared
to those with a degree, 68%.
Age demographics also reveal varying attitudes with younger Americans between 18 and 29 less
pessimistic about AI affecting jobs negatively.
The majority of Americans believe AI performs specific tasks as well as or better than humans,
be it content customisation or product recommendations.
But the general sentiment holds that businesses can't be trusted to use AI responsibly.
In fact, a whopping 79% of respondents are sceptical about companies deploying AI ethically.
This data really underlines the pressing need for transparent AI usage in business.
Marketers can capitalise on the positives, like AI's capacity for task automation and
customer personalisation, while addressing the public's concern through clear communication
and ethical AI deployment.
Younger demographics seem more open to AI innovations, perhaps indicating a future
market that's more receptive to AI-powered solutions.
One way that companies can start to think about the ethical deployment of AI in their
workflows is by coming up with an AI charter.
Create an AI council of your workforce.
This should be a cross-functional team, one or two people from different departments in
your organisation.
This team could be a few people big or it could be 30 people big.
It depends on the size of your organisation.
Put something in place to bring these people together and say, how are we going to use
AI in our organisation?
This AI council can be responsible for bringing new learnings to the table and sharing them
with the organisation.
They can be responsible for drafting company policies about how you are going to use AI
responsibly and ethically.
They can be responsible for checking that AI systems that are in place are being used
ethically and responsibly.
Once that's been done, meet regularly, monthly, quarterly.
Monthly is probably better given the pace of change in this world.
But just make sure that there is something taking place where the AI council have a way
to feed in to the responsible use of AI in your company going forward.
Now our final story of the day is for the Salesforce subscribers that are listening.
Salesforce has unveiled Einstein Copilot, a conversational AI assistant designed to
boost productivity across various business functions.
It's seamlessly integrated into the Salesforce app, offering personalised and context aware
answers driven by Salesforce data cloud.
So for businesses seeking more tailored solutions, Einstein Copilot Studio enables the customisation
of the assistant with unique prompts, skills and AI models.
This suite of features can be applied across multiple CRM workflows and even consumer facing
channels such as chatbots.
So effectively what they're offering here is a fine tuning studio where you can customise
the tools to your requirements.
Key to this launch is the Einstein Trust Layer.
This is interesting.
It's an architecture that safeguards data privacy.
At the enterprise level, this is critical.
This assures that data is not stored by third parties and masks personally identifiable
information, all while keeping an eye out for toxic content.
These are big considerations whenever speaking to enterprises about deploying large language
models.
So it's interesting to see exactly how this is going to work.
I'm going to be keeping a close eye on this for sure.
But yeah, Einstein and Copilot brings together AI with data driven decision making and customisation,
which is relevant for marketing and operations teams to get what they need from their own
data hooked up to language models.
The ability to customise the AI for specific tasks in sales and marketing funnel will mean
more efficient workflows, more personalisation.
And with that extra layer of the trust layer, this addresses those growing concerns about
data privacy in an era of AI powered tools.
It sounds to me like Salesforce understand their audience very well, no surprise there,
and that they are setting the new standard for data privacy in the use of large language
models and AI for enterprise businesses.
How this plays out remains to be seen, but I for one, I'm looking forward to seeing exactly
what happens when businesses start to adopt this new technology.
That's all we have time for in this week's episode.
We'll be back next week with more news from across the artificially intelligent marketing
landscape.
Thank you for listening.
I'll speak to you next week.
Thank you for listening to Artificially Intelligent Marketing to stay on top of the latest trends,
tips and tools in the world of marketing AI.
Be sure to subscribe.
We look forward to seeing you again next week.