It is estimated that AI will drive 95% of all customer interactions by 2025. So it’s no surprise that over the last 12 months, AI has been one of the most discussed topics around the world.
Tools like Runway, Jasper and Midjourney have dominated these conversations and it seems, at least with the introduction of OpenAI's ChatGPT, there is no avoiding artificial intelligence. Companies are feverishly searching for meaningful uses for it - however with so many options and opportunities where do you start? How do you leverage AI to drive growth for your business as well as for time savings via automation, and on top of that, which tools are best suited for your business?
In this talk, Bastian will guide you through the various AI tools you should be considering, the strategies to drive business growth, and supply plenty of practical examples along the way.
Bastian Grimm | Peak Ace AG | @basgr
The Rise of AI
Tools, Strategies & Tips to Drive Growth
August 31st 2023
A bit of a warmup…
Stock Photo or AI?
Which image was created by a machine/AI?
Midjourney V5 has gotten REALLY good… just wow!
Our all-time favourite AI text-to-image generation tool that's available right now:
Source: https://www.midjourney.com/ & https://pa.ag/3C11Zwo
Prompting is how humans can talk to AI.
It's a way to express what we want and how we
want it, usually done with words.
Need help and/or inspiration? Try DS Prompt Builder:
Super-simple drag & drop prompt
building based on visual elements to
choose style, lightning, etc.
Creating AI prompts is a key skill for any generative AI
Whoever formulates the best, most creative and most unique AI prompts will create the
best content (and save AI/API credits)
There is a marketplace (promptbase.com), which is
dedicated to trading prompts – use it for inspiration!
Recommended use-cases for generative image AI
Even though we‘re still at an early stage, the uses mentioned below are very much
possible today and allows for time and cost savings, as well as efficiency gains:
e.g., for blog posts or
e.g., for your various feeds
such as LinkedIn, Insta, etc.
Images for slides
e.g., for pitch presentations,
slide decks or story boards
e.g., clean-ups, object
removal, up-scaling, etc.
Interesting but equally scary use-case from Osaka Univ.
“We propose a new method based on a diffusion model (DM) to reconstruct images from
human brain activity obtained via fMRI (functional magnetic resonance imaging)”
Reconstructing visual experiences
from human brain activity offers
a unique way to understand how
the brain represents the world,
and to interpret the connection
between computer vision models
and our visual system.
Speaking of scary stuff…
Voice- & face cloning is already very much possible
Granted, it’s not perfect just yet, but it’ll do the trick. Solutions such as ElevenLabs.io or
frameworks such as DeepFaceLab are available for free/at-minimum cost, to everybody:
Good afternoon, everybody, this is President
Obama speaking! My dear friend Bastian
asked me to say hello.
De-age the face
Replace the head
AI-powered scam caused $622k fraud
In China, AI-powered face-swapping was used to impersonate a friend during a live
video call; the scammers received a transfer of 4.3 million Yuan:
AI-generated image caused a brief stock market dip
A fake image showing an explosion near the Pentagon was shared by multiple Twitter
(yeah, X… I know) accounts, causing confusion and a brief dip in the stock market:
Some LLM theory & background
knowledge to start with
What is a large language model (good at)?
A LLM is a (deep) learning algorithm
that can recognize, summarize,
translate, predict and generate text
and other content based on knowledge
gained from massive datasets.
This is very important to understand:
These LLMs don’t “write” anything.
They generate text based on the
number of parameters used in their
training, using content they've
Extremely important: Training data quality
“A Comprehensive Analysis of Datasets Used to Train GPT-1, GPT-2, GPT-3, GPT-NeoX-
20B, Megatron-11B, MT-NLG, […]“
There are many more...
▪ Megatron-Turing NLG (Microsoft & Nvidia): 530 billion
▪ Pathways Language Model 2 (Google): 540 billion
▪ WuDao 2.0 (Beijing Academy of AI): 1.5 trillion
Problems & challenges with using large language models
Aside from misinformation, offensive content and hallucination, there’s lots more
The quality of the results
improves as the size of the
LLMs increases. Gains are
incremental, while costs
Biased training data
If biased data is used, the
system will likely show the
same bias when making
decisions in practice.
Training a large transformer
model produces 5,680%
more carbon emissions
than one human per year.
Large language models
are usually trained once
and used over long
periods of time.
A real-world “bias example” from Amazon
The company developed an AI to help scale recruiting – which didn’t work so well…
Amazon’s computer models were trained
to vet applicants by observing patterns in
resumes submitted to the company over a
10-year period. Most came from men, a
reflection of male dominance across the
In effect, Amazon’s system taught itself
that male candidates were preferable.
It penalised resumes that included the
word “women’s” and downgraded
graduates of two all-women’s colleges.
Now the fun starts… let’s talk tools
to drive efficiency & growth!
– yup… there is!
If you prefer searching, this
might be of help:
This screen is ~8 weeks old,
guess how many there are now?
Be very, very mindful of the data
you put into any of those tools.
Overview of AI-based content generation tools
Depending on your needs and desired outcome, I am sure you’ll find one you like:
e.g., use Jasper helping you to write sales copy (for
outreach) or content drafts for a blog post, etc.
What to use it for?
Never publish without
checking your output first!
Expect to check and edit content before it goes live!
beatoven.ai: Create customisable royalty free music
Beatoven.ai uses AI music generation to compose unique mood-based music to suit
every part of your creative piece, e.g., video (can be drag and dropped while creating):
More AI audio & music tools
Krisp AI: Removes background voices,
noises and echo from all your calls
Cleanvoice AI: Removes filler sounds,
stuttering and mouth sounds from
podcasts or audio recordings
Podcastle AI: Studio-quality recording,
editing, and seamless exporting –
in a single web platform
soundraw.io: Royalty-free music,
AI generated based on mood,
genre and length.
Descript.com: To write, record,
transcribe and edit video and
Soundbite AI: Turn new and existing
audio and video content into ready-to-
edit social media posts, and summaries.
Want to boost personalised interactions with customers?
Maverick records once but automatically personalises for all, enabling videos at scale.
The Peak Ace team used MURF.ai for a cost-effective
localisation of video ads assets:
Transcribe original script and
localise into desired language
Input your localised copy
and export script
Decide on the voice and style
you'd like to use
Add the new script to your video and
adjust until it sounds perfect
New FR version
Our task/challenge: A client wanted to use a video in different
regions but didn’t have local employees to voice the scripts.
Other video AI solutions worth checking out:
Gen-2 by Runway in particular looks crazy cool:
Just look at how it transfers the style of any image or prompt to every frame of a video:
Source Video Generated Video
Compose AI: A Chrome extension to make you fast(er)
A free Chrome extension to automate your writing
MailMaestro: Bringing OpenAI LLMs directly to Outlook
Generate custom emails and responses based on short prompts; create one click email
thread summaries including action points for the receiver:
Create more, better LinkedIn content with AI using Taplio
Establishing a personal brand on LinkedIn is a key pillar of growth. Stop wasting endless
hours writing your next post and get fresh ideas using Taplio’s content inspiration layer:
ExcelFormulaBot: turn your problem into a formula
Transform your text instructions into Excel formulas in seconds
(yep, I know: ChatGPT can do that as well…)
Otter.ai for automated meeting notes & summaries
Your meeting assistant that records audio, writes notes, automatically captures slides,
and generates summaries:
Word of advice (and caution, again):
It's super practical but getting consent to
record is important – especially since some
services can automatically send meeting
summaries by email afterwards! Also, I am
not a lawyer.
Akkio.com: Grow faster with No-Code ML
Create custom ML models in minutes – no technical background needed. Just connect
with a data source of your choice (e.g., CSV, SQL, BigQ) and you’re go to go:
Things Peak Ace has done with Akkio and their models:
Sales forecasting –
e.g., understanding when
customers are likely to buy.
Churn prediction –
e.g., finding out which
customers are likely to
Lead scoring –
e.g., understanding which
sources generate the highest
What makes a good prompt and how do you structure it?
Some tips to create better and more efficient prompts for ChatGPT (h/t Mike King):
Who is ChatGPT
What is the situation it is
What specifically do you
want it to do?
How do you want it to
return its response?
Samples of the output that
What should ChatGPT
ICYMI: Code Interpreter is dope (file upload)
And you can now use Custom Instructions (if you are a PLUS user);
ChatGPT combined with AIPRM (prompt mgmt. plug-in)
Access a curated selection of ChatGPT prompts specifically designed for SEOs,
marketers, sales, support, copywriting and more :
ChatGPT plug-ins for more productivity/efficiency
e.g., LinkReader allows direct interaction with PDFs, Word documents, etc.
Direct integrations into LLMs through
plug-ins are going to significantly
change the web’s ecosystem
Old news: Microsoft is all-in on AI (“the new Bing”)
Bing's integration of OpenAI’s LLM into its search engine kicked off a whole series of
changes for search in general (some changes are still to come)
Microsoft to broadly roll out their MS365 Copilot
Strictly speaking this isn't marketing topic, but "interacting with AI“ will soon be part of
your daily (work) activities – and you might not even know it
Sources: https://pa.ag/3ASowLb & https://pa.ag/43z5tC0
Invoking Windows Copilot is easy (the button is front and center on your taskbar), and
it's simple to find and use. Once open, the Windows Copilot side bar stays Always-on-
Top across your apps, programs and windows, readily available to act as your personal
Naturally, Google has something brewing as well…
Meet Google Bard (which is still pretty rubbish in my opinion)
Google‘s Search Generative Experience (SGE)
Join the waitlist (if you’re not already on it): g.co/Labs (a US IP/VPN & a US Google
account are needed)
Question is: will these hallucinations ever go away?
“It’s inherent in the mismatch between the technology and the proposed use cases,” says
Emily Bender, a linguistics professor & director of the University of Washington’s
Computational Linguistics Laboratory
LLMs are designed to predict the next word – naturally there
will be occasions where the model does this inaccurately.
Like it or not, SGE isn't going anywhere!
According to Google, "User feedback has been very positive so far.”
While it’s exciting new technology, we’ve
constantly been bringing in AI innovations
into search for the past few years, and this
is the next step in the journey.
Sundar Pichai, CEO Google & Alphabet
Chrome will summarise entire articles for you
“SGE while browsing“ will also most probably take some of your actual website traffic
away. It might also negatively impact soft metrics such as time-on-site (causing visitors
to no longer stay as long):
Your marketing team needs to be thinking about
adapting their SEO strategy, as obtaining organic traffic
is likely to get much more difficult in the future.
Why should you care?
Organic search results will change, but so will ad creation
and the integration of ads into the search results.
Google to introduce
generative AI for ads as well
Built from the ground up with true multimodality, high efficiency
in using external tools/APIs, memory capabilities, etc.
Google also is working on a
brand-new model: Gemini
A multimodal AI can ingest knowledge/input from
multiple sources (e.g., text, audio, video, gesture, …) and
utilise it to solve tasks involving any modality
Slightly cooler: Bard + Lens = baby steps in multimodality
So, where are AI & LLMs
headed in the future?
Amazon entering the game with impressive initial results
And their very own (pretty horrible) on-site search will most likely undergo a full
makeover as well:
Source: https://pa.ag/3Fl5ZKe & https://pa.ag/3WUrTfb
Amazon has released a new LM that outperforms
GPT-3.5 on ScienceQA by 16 percentage points,
or with 75.1% to 91.6% accuracy
With one significant goal in mind:
Models will generate their
own training data
Humpback introduces iterative self-training process
Allowing LLMs like LLaMa to be fine-tuned to follow instructions without relying on
expensive human annotations or distillation from more powerful models
Because today’s LLMs make stuff up
Models will fact-check
LLMs will start using APIs/3rd party data for better results
This paper shows that LMs can teach themselves to use external tools via simple APIs
Toolformer: A model
trained to decide which
APIs to call, when to call
them, what arguments to
pass, and how to best
incorporate the results into
future token prediction.
And tons more…
Personally, I am extremely excited to see
the advances e.g., in health tech
New tech enables paralysed man to move and feel again
“Keith Thomas had five tiny electrode arrays implanted in his brain in a novel technique
known as double neural bypass […] the chips use AI to decode and translate his thoughts
The Online Marketer’s
One more thing.
Your new job (part- or full-time / freelance)? Come say hi!