The use of artificial intelligence in marketing has been booming lately; marketers have been using ChatGPT by Open AI, CoPilot by Microsoft, Gemini by Google, Claude by Anthropic, and other LLM (Large Language Models) like virtual assistants to help with daily digital marketing tactics.

Think of these bots as an additional brain; you can ask them pretty much any question, and they’ll provide recommendations for just about anything from developing a marketing strategic plan, content writing, image creation, data analysis, right down to slide-to-slide recommendations for your presentation.

Andy Crestodina wrote a wonderful article on how to use AI in marketing to write effective prompts in order to make more precise recommendations for your buyer personas.

Here is a step-by-step guide from Classpoint.io on how to use ChatGPT to create your presentation outline.

Additionally, here are some popular prompt marketing questions related to various marketing functions.

Speaking of asking questions, artificial intelligence marketing bots can even suggest things they think you might want to ask but might not have thought of on your own.

Then, you can ask ChatGPT or another LLM to answer these questions. They provide decent answers.

Here are examples:

In the 2024 Adobe Summit, Adobe announced GenStudio, a generative AI offering for B2B and B2C marketers that allows them to quickly plan, create, manage, activate, and measure on-brand content with native integrations across Adobe Experience Cloud and Creative Cloud.

In other words, you may not need humans to check if your created assets are on-brand or not. If you provide enough guidance to AI, in theory, it should be on-brand.

Furthermore, if you know how to code or work with your data analyst and data scientist, you can build sophisticated models to analyze your data further and capture data-driven marketing insights that human eyes can’t necessarily see.

Even better, you can build models to predict your campaign results.

The sky’s the limit on how marketing technology can help (or replace) us.

Here is what I’ve learned using ChatGPT and other AI bots so far:

Reiteration is key; ask the same questions in different ways

I am not here to tell you how to write the best prompts.

Bottom line: there are no best prompts.

Writing prompts is similar to briefing your agencies or contractors. There is no BEST template for briefing your agencies or contractors. You find templates that work best for you.

You tell AI or bots what you want to accomplish, put everything in context, and clearly outline what you expect from them. Define any parameters or guidelines for the task if applicable. Use action verbs to prompt the desired response or action from the audience.

Focus on clarity, specificity, and action-oriented language. That is it!

To get the best results, you’ll need to write prompts in different ways to test the various outcomes. You learn from AI as much as AI learns from you. 

Also, contrary to what some blogs have suggested, you don’t even need to write complete sentences when you ask questions. These bots are pretty smart at being able to figure things out.

I told my clients not to look for the best prompts out there. Write how you communicate. We also communicate a little differently.

Expertise is also crucial: Have a clear point of view

If you are asking for recommendations or suggestions, ChatGPT and other AI bots will give you different answers. You’ll need to choose which one to use.

If you are asking for a recommendation to implement a marketing campaign, you may be provided with different step-by-step guides; which one should you choose, then?

Also, are the suggestions even correct?

We may not know until we implement something. Therefore, it’s important to have a point of view to help guide you in making a decision.

Take AI recommendations with a grain of salt

On the surface, AI’s writing or suggestions could look downright impressive. You need to take time to internalize and think about it.

The key is to “think.”

I often found initial suggestions from ChatGPT or AI bots solid. When I read them thoroughly, I’d make modifications because I have a point of view.

Remember, AI may not actually save you time

Working with ChatGPT or other AI bots can save time in many cases, but not in all cases.

For example, I asked AI to create a slide-by-slide presentation by:

  • Sharing the objective of the presentation
  • Identifying target audience
  • Crafting high-level outlines
  • Specifying tone and manner
  • Adding relevant links about the topics
  • Providing context on how I’d use this presentation
  • Articulating the clear outcome I was looking for

I gave AI as much relevant information as I saw fit. Also, I added a blog post that I wrote to give AI a leg up.

My Prompt: Create a comprehensive deck based on the provided source text below. Ensure the deck mirrors the original text’s structure and sequence, covering all key points and essential information. Organize the content into clear, concise slides that facilitate effective oral presentation. Preserve the original text’s tone, style, and emphasis, and include all relevant details, examples, and supporting evidence. The resulting deck should serve as a faithful companion for an oral presentation, providing a clear and engaging visual aid for the audience.

<Blog Text>

See the AI recommendation.

The outcome of the slide recommendations was mediocre and business-like.

After all, AI is not me; it doesn’t know exactly how I want to organize my thoughts and tell a story.

So, I ended up going back to the drawing board and doing it manually after all.

Maybe I haven’t mastered the AI prompts, because again, it takes time to try various prompts to get exactly the way you want it.

How is that different from working with designers to reiterate your creative concepts or writing and rewriting your content?

It’s all about iterations. There is no shortcut with AI, either!

So, just be aware that AI doesn’t necessarily save time; it can, but it’s not guaranteed.

In summary…

In fact, I asked ChatGPT to write this blog post. In the end, I deleted most of the paragraphs and wrote the way I thought would best provide value to B2B marketers.

What do you think? How is your success with ChatGPT and AI bots?

If so, what are some of your key learnings? I’d love to hear about them, so feel free to get in touch with me.

What can Pam Didner do for you?

Being in the corporate world for 20+ years and having held various positions from accounting and supply chain management, and marketing to sales enablement, she knows how corporations work. She can make you and your team a rock star by identifying areas to shine and do better. She does that through private coaching, keynote speaking, workshop training, and hands-on consulting. Contact her or find her on LinkedIn and Twitter. A quick note: Check out her new 90-Day Revenue Reboot, if you are struggling with marketing.