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Digital Marketing Meetup #1: The Rise of AI

Digital Marketing Meetup #1: The Rise of AI

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
PRO

August 31, 2023
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Transcript

  1. Bastian Grimm | Peak Ace AG | @basgr
    The Rise of AI
    Tools, Strategies & Tips to Drive Growth
    August 31st 2023

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  2. A bit of a warmup…

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  3. Stock Photo or AI?
    Which image was created by a machine/AI?

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  4. VS
    #A #B

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  5. VS
    #A #B

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  6. VS
    #A #B

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  7. pa.ag
    @peakaceag
    7
    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

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  8. 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.
    Prompt(ing)?

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  9. pa.ag
    @peakaceag
    9
    Need help and/or inspiration? Try DS Prompt Builder:
    Source: https://pa.ag/3JbNxFM
    Super-simple drag & drop prompt
    building based on visual elements to
    choose style, lightning, etc.

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  10. pa.ag
    @peakaceag
    10
    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)
    Source: https://promptbase.com
    There is a marketplace (promptbase.com), which is
    dedicated to trading prompts – use it for inspiration!

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  11. pa.ag
    @peakaceag
    11
    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:
    Header images
    e.g., for blog posts or
    newsletters
    Social images
    e.g., for your various feeds
    such as LinkedIn, Insta, etc.
    Images for slides
    e.g., for pitch presentations,
    slide decks or story boards
    Image modification
    e.g., clean-ups, object
    removal, up-scaling, etc.

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  12. pa.ag
    @peakaceag
    12
    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)”
    Source: https://pa.ag/3ZBaHvG
    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.

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  13. Speaking of scary stuff…

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  14. pa.ag
    @peakaceag
    14
    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:
    Source: https://pa.ag/3mIlAgF
    Good afternoon, everybody, this is President
    Obama speaking! My dear friend Bastian
    asked me to say hello.
    De-age the face
    Replace the head

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  15. pa.ag
    @peakaceag
    15
    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:
    Source: https://pa.ag/3WH8wpz

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  16. pa.ag
    @peakaceag
    16
    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:
    Source: https://pa.ag/434n6db

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  17. Some LLM theory & background
    knowledge to start with

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  18. pa.ag
    @peakaceag
    18
    What is a large language model (good at)?
    Source: https://pa.ag/3ZDGZpE
    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.

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  19. pa.ag
    @peakaceag
    19
    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
    encountered before.

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  20. pa.ag
    @peakaceag
    20
    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, […]“
    Source: https://pa.ag/3UId4KA
    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

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  21. pa.ag
    @peakaceag
    21
    Problems & challenges with using large language models
    Aside from misinformation, offensive content and hallucination, there’s lots more
    to know:
    Source: https://pa.ag/3tuOwJ9
    Computing power
    The quality of the results
    improves as the size of the
    LLMs increases. Gains are
    incremental, while costs
    increase exponentially.
    Biased training data
    If biased data is used, the
    system will likely show the
    same bias when making
    decisions in practice.
    Environmental impact
    Training a large transformer
    model produces 5,680%
    more carbon emissions
    than one human per year.
    Static perspectives
    Large language models
    are usually trained once
    and used over long
    periods of time.

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  22. pa.ag
    @peakaceag
    22
    A real-world “bias example” from Amazon
    The company developed an AI to help scale recruiting – which didn’t work so well…
    Source: https://pa.ag/4228GtP
    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
    tech industry.
    […]
    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.

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  23. Now the fun starts… let’s talk tools
    to drive efficiency & growth!

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  24. pa.ag
    @peakaceag
    24
    Source: https://pa.ag/3yrqQYn
    theresanaiforthat.com
    – yup… there is!
    If you prefer searching, this
    might be of help:
    This screen is ~8 weeks old,
    guess how many there are now?

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  25. Be very, very mindful of the data
    you put into any of those tools.
    #confidentiality #dataprotection

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  26. AI for:
    Text copy

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  27. pa.ag
    @peakaceag
    27
    Overview of AI-based content generation tools
    Depending on your needs and desired outcome, I am sure you’ll find one you like:

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  28. 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?

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  29. Never publish without
    checking your output first!
    Expect to check and edit content before it goes live!

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  30. AI for:
    Audio

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  31. pa.ag
    @peakaceag
    31
    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):
    Source: https://pa.ag/3T9xQD4

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  32. pa.ag
    @peakaceag
    32
    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
    podcasts
    Soundbite AI: Turn new and existing
    audio and video content into ready-to-
    edit social media posts, and summaries.

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  33. AI for:
    Video

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  34. pa.ag
    @peakaceag
    34
    Want to boost personalised interactions with customers?
    Maverick records once but automatically personalises for all, enabling videos at scale.
    Source: https://pa.ag/3ZSIZdu

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  35. pa.ag
    @peakaceag
    35
    The Peak Ace team used MURF.ai for a cost-effective
    localisation of video ads assets:
    Step 1:
    Transcribe original script and
    localise into desired language
    Step 3:
    Input your localised copy
    and export script
    Step 2:
    Decide on the voice and style
    you'd like to use
    Step 4:
    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.
    Original DE

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  36. pa.ag
    @peakaceag
    36
    Other video AI solutions worth checking out:

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  37. pa.ag
    @peakaceag
    37
    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: https://pa.ag/41WwvTp
    Source Video Generated Video
    Driving Image

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  38. AI for:
    (More) Productivity

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  39. pa.ag
    @peakaceag
    39
    Compose AI: A Chrome extension to make you fast(er)
    A free Chrome extension to automate your writing
    Source: https://pa.ag/41TToay

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  40. pa.ag
    @peakaceag
    40
    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:
    Source: https://www.maestrolabs.com

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  41. pa.ag
    @peakaceag
    41
    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:
    Source: https://taplio.com

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  42. pa.ag
    @peakaceag
    42
    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…)
    Source: https://pa.ag/3ythYlb

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  43. pa.ag
    @peakaceag
    43
    Otter.ai for automated meeting notes & summaries
    Your meeting assistant that records audio, writes notes, automatically captures slides,
    and generates summaries:
    Source: https://pa.ag/3LhCcWC
    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.

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  44. AI for:
    No Code

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  45. pa.ag
    @peakaceag
    45
    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:
    Source: https://pa.ag/3JwknSC

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  46. pa.ag
    @peakaceag
    46
    Things Peak Ace has done with Akkio and their models:
    1.
    Sales forecasting –
    e.g., understanding when
    customers are likely to buy.
    2.
    Churn prediction –
    e.g., finding out which
    customers are likely to
    cancel next.
    3.
    Lead scoring –
    e.g., understanding which
    sources generate the highest
    purchase intent.

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  47. AI and:
    ChatGPT

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  48. pa.ag
    @peakaceag
    48
    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):
    Source: https://pa.ag/42KbNpH
    Role
    Who is ChatGPT
    creating as?
    Context
    What is the situation it is
    creating for?
    Instructions
    What specifically do you
    want it to do?
    Format
    How do you want it to
    return its response?
    Examples
    Samples of the output that
    you expect.
    Constraints
    What should ChatGPT
    not do?

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  49. pa.ag
    @peakaceag
    49
    ICYMI: Code Interpreter is dope (file upload)
    And you can now use Custom Instructions (if you are a PLUS user);

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  50. pa.ag
    @peakaceag
    50
    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 :
    Source: https://aiprm.com/

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  51. pa.ag
    @peakaceag
    51
    ChatGPT plug-ins for more productivity/efficiency
    e.g., LinkReader allows direct interaction with PDFs, Word documents, etc.

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  52. Direct integrations into LLMs through
    plug-ins are going to significantly
    change the web’s ecosystem

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  53. AI vs.
    Search

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  54. pa.ag
    @peakaceag
    54
    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)

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  55. pa.ag
    @peakaceag
    55
    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
    assistant.

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  56. pa.ag
    @peakaceag
    56
    Naturally, Google has something brewing as well…
    Meet Google Bard (which is still pretty rubbish in my opinion)
    Source: https://pa.ag/40L1nEZ

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  57. pa.ag
    @peakaceag
    57
    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)
    Source: https://pa.ag/433w36x

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  58. pa.ag
    @peakaceag
    58

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  59. pa.ag
    @peakaceag
    59

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  60. pa.ag
    @peakaceag
    60

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  61. pa.ag
    @peakaceag
    61

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  62. pa.ag
    @peakaceag
    62

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  63. pa.ag
    @peakaceag
    63

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  64. Hallucination, much!?

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  65. pa.ag
    @peakaceag
    65
    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
    Source: https://pa.ag/3PqP0Mh
    LLMs are designed to predict the next word – naturally there
    will be occasions where the model does this inaccurately.

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  66. pa.ag
    @peakaceag
    66
    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

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  67. pa.ag
    @peakaceag
    67
    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):
    Source: https://pa.ag/3qNNMRD

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  68. pa.ag
    @peakaceag
    68

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  69. pa.ag
    @peakaceag
    69

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  70. 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?

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  71. 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

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  72. 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

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  73. 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
    Multimodality?

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  74. pa.ag
    @peakaceag
    74
    Slightly cooler: Bard + Lens = baby steps in multimodality
    Source: https://pa.ag/45mhvA5

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  75. So, where are AI & LLMs
    headed in the future?

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  76. pa.ag
    @peakaceag
    76
    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

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  77. With one significant goal in mind:
    improving themselves
    Models will generate their
    own training data

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  78. pa.ag
    @peakaceag
    78
    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
    Source: https://pa.ag/47LzGRg

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  79. Because today’s LLMs make stuff up
    Models will fact-check
    themselves

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  80. pa.ag
    @peakaceag
    80
    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
    Source: https://pa.ag/3T1Nq3z
    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.

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  81. pa.ag
    @peakaceag
    And tons more…

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  82. pa.ag
    @peakaceag
    Personally, I am extremely excited to see
    the advances e.g., in health tech

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  83. pa.ag
    @peakaceag
    83
    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
    into action.”
    Source: https://pa.ag/3Z1VHHK

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  84. The Online Marketer’s
    AI Playbook:
    Thank you!
    pa.ag/aiplaybook

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  85. One more thing.

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  86. Digital Marketing
    Meetup #2
    Pre-Holiday Edition
    30.11.2023

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  87. pa.ag
    @peakaceag
    87
    Your new job (part- or full-time / freelance)? Come say hi!

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