SEO Camp'us 2023: The Rise of AI

Transcript

1. Bastian Grimm | Peak Ace AG | @basgr The Rise of AI Tools, Strategies & Tips to Drive Growth June 30th 2023
2. A bit of a warmup…
3. Stock Photo or AI? Which image was created by a machine/AI?
4. VS #A #B
5. VS #A #B
6. VS #A #B
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
8. pa.ag @peakaceag 8 Various alternatives, e.g., Dream Studio by stability.ai Source: https://pa.ag/3fybYlm
9. 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)?
10. pa.ag @peakaceag 10 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.
11. pa.ag @peakaceag 11 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!
12. Ok… great. What about real-world use cases though?
13. pa.ag @peakaceag 13 If you need product ads/images fast, try flair.ai AI-generated product photography using a drag-and-drop approach that allows you to place product imagery in literally any environment you can think of: Source: https://pa.ag/3ZNrFqi
14. pa.ag @peakaceag 14 cleanup.pictures Remove any unwanted object, defect or even people from your picture in seconds Source: https://cleanup.pictures
15. Source: https://pa.ag/3Xjna6Z Another very practical use-case: Scan me, I am a very beautiful QR Code!
16. pa.ag @peakaceag 16 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.
17. pa.ag @peakaceag 17 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.
18. Speaking of scary stuff…
19. 50% of AI researchers believe there’s a 10% or greater chance that humans will go extinct from our inability to control AI. Source: https://pa.ag/41VW8DV
20. A bit like… catching a flight when 50% of engineers think there's a 10% chance that everyone on it will die. Would you get on the plane? Source: https://pa.ag/42hDGWm
21. Exaggeration? Maybe…
22. pa.ag @peakaceag 22 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
23. pa.ag @peakaceag 23 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
24. pa.ag @peakaceag 24 AI-generated image caused a brief stock market dip A fake image showing an explosion near the Pentagon was shared by multiple verified Twitter accounts last Monday, causing confusion and a brief dip in the stock market: Source: https://pa.ag/434n6db
25. So, just imagine what’s out there that we don‘t have access to…
26. Some LLM theory & background knowledge to start with
27. pa.ag @peakaceag 27 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.
28. pa.ag @peakaceag 28 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.
29. pa.ag @peakaceag 29 A timeline of AI and recently released (L)LMs Source: https://pa.ag/3Ld7yxv
30. pa.ag @peakaceag 30 Larger data sets = (usually) better results Googles’ MUM uses a text-to-text Transfer Transformer (T5) trained on the Colossal Clean Crawled Corpus (C4), which is significantly larger than BERT's training data Source: https://pa.ag/3EFfRfT (MUM) Basis: Web crawl (220 TB) with approx. 3 billion web pages (BERT) Basis: Wikipedia with approx. 56 million articles VS From a (Google) marketing standpoint it's easy to say that MUM is 10 times smarter than BERT…
31. pa.ag @peakaceag 31 At least equally 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
32. pa.ag @peakaceag 32 Can you really trust the info in those training data sets? The idea: to precisely time malicious modifications just before a snapshot for inclusion in a web-scale dataset, aka “Frontrunning data poisoning”: Source: https://pa.ag/3LuJJ4L If an attacker can precisely time malicious modifications just prior to a snapshot for inclusion […], they can front-run the collection procedure. […] Even if a content moderator detects and reverts malicious modifications after-the-fact, the attacker’s malicious content will persist […]
33. “When a domain that hosts an image in a distributed data set expires, anyone can pay to take ownership and thereby gain the ability to return arbitrary content [malware, etc.]” You still have all those expired domains? You‘ll like this…
34. pa.ag @peakaceag 34 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.
35. pa.ag @peakaceag 35 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.
36. Have I scared you enough to not blindly trust anything AI by now?
37. Now the fun starts… let’s talk tools to drive efficiency & growth!
38. pa.ag @peakaceag 38 Source: https://pa.ag/3yrqQYn theresanaiforthat.com – yup… there is! If you prefer searching, this might be of help:
39. Be very, very mindful of the data you put into any of those tools. #confidentiality #dataprotection
40. AI for: Text copy
41. pa.ag @peakaceag 41 Overview of AI-based content generation tools Depending on your needs and desired outcome, I am sure you’ll find one you like:
42. 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?
43. Never publish without checking your output first! Expect to check and edit content before it goes live!
44. pa.ag @peakaceag 44 "As an AI language model" query reveals just some of the many issues (e.g., lack of quality control, fakes, etc.) Sources: https://pa.ag/3nuowxU & https://pa.ag/3ALso0B
45. AI for: Audio
46. pa.ag @peakaceag 46 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
47. pa.ag @peakaceag 47 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.
48. AI for: Video
49. pa.ag @peakaceag 49 Want to boost personalised interactions with customers? Maverick records once but automatically personalises for all, enabling videos at scale. Source: https://pa.ag/3ZSIZdu
50. pa.ag @peakaceag 50 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
51. pa.ag @peakaceag 51 Other video AI solutions worth checking out:
52. pa.ag @peakaceag 52 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
53. AI for: (More) Productivity
54. pa.ag @peakaceag 54 Compose AI: A Chrome extension to make you fast(er) A free Chrome extension to automate your writing Source: https://pa.ag/41TToay
55. pa.ag @peakaceag 55 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
56. pa.ag @peakaceag 56 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
57. pa.ag @peakaceag 57 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
58. pa.ag @peakaceag 58 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.
59. AI for: No Code
60. pa.ag @peakaceag 60 Create ML/AI models without writing code yourself Be sure to try it out with the "5-Day Free Trial" on riku.ai Source: https://pa.ag/3fvm1HJ
61. pa.ag @peakaceag 61 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
62. pa.ag @peakaceag 62 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.
63. AI and: ChatGPT
64. pa.ag @peakaceag 64 ChatGPT is currently using OpenAI’s GPT-4 model Including capabilities for browsing (Bing) as well as plug-in usage Source: https://chat.openai.com/
65. pa.ag @peakaceag 65 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?
66. pa.ag @peakaceag 66 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/
67. pa.ag @peakaceag 67 ChatGPT browsing mode using Bing search: Essentially, OpenAI uses Bing search to enrich output based on automatically generated queries taken from the original ChatGPT prompt:
68. pa.ag @peakaceag 68 ChatGPT plug-ins for more productivity/efficiency e.g., LinkReader allows direct interaction with PDFs, Word documents, etc.
69. Direct integrations into LLMs through plug-ins are going to significantly change the web’s ecosystem
70. AI vs. Search
71. pa.ag @peakaceag 71 The "new Bing" – Microsoft going all-in on AI in search Bings’ 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):
72. pa.ag @peakaceag 72 It’s still early days, but initial ad integrations are available How will targeting work? What’s the model? How about bidding? So many questions … Source: https://pa.ag/3Ngtk4C
73. pa.ag @peakaceag 73 Naturally, Google has something brewing as well… Meet Google Bard (which is not officially available in Europe just yet…) Source: https://bard.google.com/ Just use a VPN service of your liking and set your IP origin to the US, or Switzerland even.
74. pa.ag @peakaceag 74 Google‘s Search Generative Experience (SGE) Join the waitlist (if you’re not already on it): g.co/Labs (US IP/VPN needed) Source: https://pa.ag/433w36x
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79. Hallucination, much!?
80. 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?
81. 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
82. pa.ag @peakaceag 82 Meanwhile… automated RSAs based on OpenAI’s API Leverage OpenAI’s API to use the maximum number of Google responsive search ads assets and, in turn, boost your paid search campaigns: Source: https://pa.ag/40GipUM & https://pa.ag/3phXv1B Another interesting idea:
83. pa.ag @peakaceag 83 Automation at scale through OpenAI’s APIs Give it a try using the OpenAI Playground for building/testing your own apps: Source: https://platform.openai.com/playground/
84. pa.ag @peakaceag 84 The new kid (concept) in town: Auto-GPT “The main feature is the ability to use ChatGPT to independently create prompts to plan how to complete a task and then create more prompts for finishing that task.” Source: https://pa.ag/3oWAuRr If the AI agent finds itself unable to complete the task, it will create new prompts to figure out how to proceed. [… ] Auto-GPT is self-prompting, removing the need for creative and detailed prompts. All it needs is a set of goals for a task to complete.
85. 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
86. 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?
87. So, where are AI & LLMs headed in the future?
88. pa.ag @peakaceag 88 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
89. pa.ag @peakaceag 89 Or, if you believe in Mr. Gates, maybe Amazon (and Google Search) will just disappear?! Source: https://pa.ag/43dXmez “The technology could radically change user behaviour resulting in people never needing to visit a search website again […] “
90. pa.ag @peakaceag 90 Microsoft to broadly roll-out their MS365 Copilot This isn't strictly a topic for growth, 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 – simple to find and use. Once open, the Windows Copilot side bar stays consistent across your apps, programs and windows, always available to act as your personal assistant.
91. With one significant goal in mind: improving themselves Models will generate their own training data
92. Because today’s LLMs make stuff up Models will fact-check themselves
93. pa.ag @peakaceag 93 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.
94. Shifting towards models which only use the most relevant subset of their parameters vs. running through every single one > Massive sparse expert models New LLM architecture?
95. pa.ag @peakaceag 95 Planning for Artificial General Intelligence and beyond “As our systems get closer to AGI, we are becoming increasingly cautious with the creation and deployment of our models.” Source: https://pa.ag/3mxjSOU The first AGI will be just a point along the continuum of intelligence. We think it’s likely that progress will continue from there […] If this is true, the world could become extremely different from how it is today, and the risks could be extraordinary. A misaligned super intelligent AGI could cause grievous harm to the world; an autocratic regime with a decisive superintelligence lead could do that too.
96. pa.ag @peakaceag 96 The best part of this OpenAI post though? Source: https://pa.ag/3mxjSOU Successfully transitioning to a world with superintelligence is perhaps the most important— and hopeful, and scary—project in human history. Success is far from guaranteed, and the stakes (boundless downside and boundless upside) will hopefully unite all of us.
97. ...hopefully.
98. pa.ag @peakaceag 98 Meanwhile: World’s first AI-flown fighter jet can dogfight In a joint project between DARPA and the US Air Force, a special aircraft called the X-62 Vista became the first tactical aircraft to be piloted by AI: Source: https://pa.ag/3JtRtlS The jet was under the control of one of four different AI algorithms at any given time during the tests. […] This included dogfighting in simulated combat missions, as well as takeoffs and landings
99. The Online Marketer’s AI Playbook: Thank you! pa.ag/aiplaybook