Q: What's the Most Useful Way That You Have Used ChatGPT or Any Other Generative AI?
Mixing Board Member Mashup
The Mixing Board Member Mashup provides answers from the Mixing Board community members on a variety of questions — be they deep, topical, tactical, strategic or career focused.
This one is predictable. But, it given the subject, it’s one that probably can’t be underexplored: The Q: “What’s the most useful way that you have used ChatGPT or any other generative AI?”
Research & Inspiration
Louise Conroy-Callagy (senior comms/marketing consultant)
I have used it multiple times to summarize research on an issue for crisis issues for certain clients. One recent hotel conglomerate in the Bahamas was fighting back on other developments due to erosion, impact on climate change and it was necessary to quickly get a read on who the biggest influencers, media and thought leaders on the topic were in that region. ChatGPT gave me a solid baseline start. It does not replace thinking, judgment or strategic reasoning, but it saves time on the stuff that could be inherent knowledge for others (e.g. just getting up to speed). Personally I used it recently to inquire about how to help my teenage daughter ‘find her thing/passion’ and the summary was very similar to what a therapist would recommend or any other parenting books, so I thought it was good. I’ve also written summaries and asked it to critique or add value or change it to a more active voice. For brainstorms, it’s helpful to list and generate ideas and questions.
Email Subject Lines
Kristen Winzent (co-founder of The Regenerates)
Writing and testing email subject lines! Honestly the bane of any marketer's existence. ChatGPT cranks out a variety of them fast, and even though I don't use many of them as is, it's a great jumping off point. Similar workflow for naming ideation.
Providing Case Studies in Generic Copy
Erika Ekiel (Startup and venture firm brand and comms advisor)
I played around with ChatGPT to see if it could replace “competitive research” around messaging and brand identity by giving me a sense of what is the most generic copy you could write about a venture firm of different sizes, whether that’s for a website, press release or blog. What came out of it was kind of sad, because it really did sound a lot like the copy on many VC’s websites and other content. It was a reminder to me that focusing on the things that are singular to the client or company – the things that are authentic and original – are the things that will make them stand out and be both meaningful and memorable to their audience. It’s also a cute little tool I can use when someone asks me to insert some generic copy into the work. I can just show them the ChatGPT copy and say “You really don’t want to sound like this, right?”
Katie Dreke (strategy and innovation consultant and former Nike leader)
In February 2023 I used AI on three different projects:
In the first situation, I used ChatGPT to generate a list of possible ideas for a brand positioning exercise. I asked it a number of different ways (‘create a list of unique ideas’, ‘give me your best and most singularly creative ideas’, ‘list out several distinctive and uncommon examples’, etc) but the results in the end were generic, expected, bland and not at all creatively interesting. I didn’t expect that outcome. But, looked at another way – a sizable collection of ‘unacceptable’ and obvious options was very quickly generated – which meant the (human powered!) creative dreaming portion of the assignment could now commence in full force.
In the second situation, I was working on a futures assignment for a food/beverage brand looking to reimagine their supply chain by creating a regenerative farming marketplace that does not currently exist. During the early research phase of the project I spent a few days searching for imagery that could help us collectively ‘see’ the future we were trying to build. Google images wasn’t quite doing the trick, so I used DALL-E to generate my own imagery that portrayed the landscape, the people, the scale and general ‘vibe’ of the future we were building. See it to believe it!
In the third situation, I was asked to give a talk at a conference, and the organizers asked me to send in a headshot. I realized I didn’t have an image that I really liked, so I used an AI app called ‘Lensa’ to create a bunch of headshot options to choose from. This is the one I used.
Integrating it Into Your Product
Michael Kaye (director of brand & communications, OkCupid)
Daters who think ChatGPT is a life saver get almost 40% more Matches on OkCupid than those who think it’s too big brother, so we decided to leverage ChatGPT to draft our famous in-app matching questions that power our algorithm. The chatbot from OpenAI wrote half a dozen questions for us — about everything from what you value most in a partner to how you can balance your own needs with the needs of a partner in a relationship — and daters are loving these new questions. These questions have already been answered more than 485,000 times.
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