The rise of AI: tools, strategies and tips to drive growth for your business
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
July 4th 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
Various alternatives, e.g., Dream Studio by stability.ai
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!
What about real-world
use cases though?
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:
Remove any unwanted object, defect or even people from your picture in seconds
Another very practical
Scan me, I am a very beautiful QR Code!
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…
50% of AI researchers believe there’s a
10% or greater chance that
humans will go extinct from our
inability to control AI.
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?
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 verified
Twitter accounts last Monday, causing confusion and a brief dip in the stock market:
So, just imagine what’s out there
that we don‘t have access to…
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
A timeline of AI and
recently released (L)LMs
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
Basis: Web crawl (220 TB)
with approx. 3 billion
with approx. 56 million
From a (Google) marketing standpoint it's easy to say that MUM
is 10 times smarter than BERT…
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, […]“
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
“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…
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.
Have I scared you enough to not
blindly trust anything AI by now?
Now the fun starts… let’s talk tools
to drive efficiency & growth!
– yup… there is!
If you prefer searching, this
might be of help:
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!
"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
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.
Create ML/AI models without writing code yourself
Be sure to try it out with the "5-Day Free Trial" on riku.ai
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
ChatGPT is currently using OpenAI’s GPT-4 model
Including capabilities for browsing (Bing) as well as plug-in usage
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
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 browsing mode using Bing search:
Essentially, OpenAI uses Bing search to enrich output based on automatically generated
queries taken from the original ChatGPT prompt:
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
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):
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 …
Naturally, Google has something brewing as well…
Meet Google Bard (which is not officially available in Europe just yet…)
Just use a VPN service of your
liking and set your IP origin to
the US, or Switzerland even.
Google‘s Search Generative Experience (SGE)
Join the waitlist (if you’re not already on it): g.co/Labs (US IP/VPN needed)
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
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:
Automation at scale through OpenAI’s APIs
Give it a try using the OpenAI Playground for building/testing your own apps:
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
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
Or, if you believe in Mr. Gates, maybe Amazon (and
Google Search) will just disappear?!
“The technology could radically change user
behaviour resulting in people never needing
to visit a search website again […] “
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.
With one significant goal in mind:
Models will generate their
own training data
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.
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?
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.”
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.
The best part of this OpenAI post though?
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.
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:
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
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