AI in marketing and communications

What is AI?

Artificial Intelligence (AI), or artificial intelligence, is an umbrella term for algorithms and methods that perform tasks previously thought to require human intelligence.

Three so-called Large Language Models (LLMs) - trained to understand, generate and manipulate human language - stand head and shoulders above the rest: Google's Gemini, OpenAI's ChatGPT and Microsoft's Copilot.

Besides these LLMs, there are numerous smaller models that can help with everyday tasks, spark creativity or create something entirely new with a simple "prompt. But what is the point of this plethora of artificial servants?

Forms of use

Using AI tools to generate text and images or enhance content is the most obvious application of AI for cultural marketers. For example, you can use ChatGPT to develop ideas for performance or exhibition texts, as well as to improve or summarize an existing text.

In addition to text, AI can also generate valuable images for visual communication. Tools such as Midjourney and Canva help create images and graphic content. Adobe Photoshop has now integrated generative AI for advanced image editing. Pika.art, Runway, HeyGen and other idea-to-video platforms make it possible to generate video images from text.

In the workplace, the use of AI can also speed up processes. Adobe Firefly is one example: generative AI that uses ChatGPT for various applications within a work environment. Speech-to-text transcripts are simplified by tools like Whisper, and with the advanced search engine Perplexity, you no longer have to do your own desk research. There are also many options when it comes to audio. For example, consider the voice library Elevenlabs and AI-generated soundscapes from SONO MUSIC.

Writing a (good) prompt

Every AI-generated masterpiece starts with writing a good prompt. A "prompt" is the instruction (input) you give to ChatGPT or another model. But what's the best way to go about it?

1. Start with a clear job description. For example, "Write a social media post for an art exhibit."
2. Give a clear structure to your solicitation. For example, "Use a catchy opening, followed by a brief description of the exhibition, and conclude with an invitation."
3. Be sure to provide sufficient context. For example, "The exhibition takes place at the Valkhof Museum and focuses on modern art."
4. Specify the tone, medium, recipient and purpose of the text. For example, "Write an informal social media post that targets a young audience and invites them to visit the exhibition."
5. Use chained prompting techniques to improve output. You do this by, for example, asking for clarification or having different versions of a text generated. In this way, you gradually teach the machine to better understand what you are looking for. For example, "Good start, but I want 10 more out-of-the-box ideas."

Keep in mind that you always end a question with hashes (###) so that ChatGPT better understands where the question ends and any working text begins. In addition, always frame commands positively rather than negatively. For example, say "Write semi-formal" instead of "Don't write too formal. Writing a good prompt seems to take a lot of time, but once you get the hang of it, you'll have exactly the texts you're looking for in no time!

To work or not to work with AI?

Are you considering using AI for marketing and communication purposes? If so, consider any objections and limitations before getting started with AI, such as:

Copyright

AI tools often use images from photographers and artists without permission, which requires ethical guidelines and legislation. As a cultural marketer, however, you can indicate whether an image or text is artificially generated - already a standard option on many social media!

Ethical considerations

AI collects a lot of data filterlessly, which raises questions about data management and discrimination. Also, AI consumes a lot of energy (3% of all electricity!) and accounts for 1% of CO2 emissions. These factors should be considered when using AI.

Human validation needed

ChatGPT may struggle with industry-specific context. It is important to critically evaluate the results and ensure they meet brand guidelines and the needs of your target audience and organization.

Resources

This article was made possible in part by the insights of Joël de Regt of Workflow Heroes.

If, from your expertise, you yourself have knowledge that would fit this topic, or if you see opportunities to improve this text, we look forward to receiving your message at info@cultuuracademy.nl.

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