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Bastian Grimm | Peak Ace AG | @basgr
The Rise of AI
Strategies & Tips to Drive Growth
June 29th 2023
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A bit of a warmup…
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Stock Photo or AI?
Which image was created by a machine/AI?
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VS
#A #B
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VS
#A #B
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VS
#A #B
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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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Various alternatives, e.g., Dream Studio by stability.ai
Source: https://pa.ag/3fybYlm
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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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pa.ag
@peakaceag
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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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pa.ag
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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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Ok… great.
What about real-world
use cases though?
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pa.ag
@peakaceag
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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
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pa.ag
@peakaceag
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cleanup.pictures
Remove any unwanted object, defect or even people from your picture in seconds
Source: https://cleanup.pictures
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Source: https://pa.ag/3Xjna6Z
Another very practical
use-case:
Scan me, I am a very beautiful QR Code!
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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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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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Speaking of scary stuff…
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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
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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
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Exaggeration? Maybe…
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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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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
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So, just imagine what’s out there
that we don‘t have access to…
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Some LLM theory & background
knowledge to start with
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pa.ag
@peakaceag
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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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pa.ag
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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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pa.ag
@peakaceag
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A timeline of AI and
recently released (L)LMs
Source: https://pa.ag/3Ld7yxv
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pa.ag
@peakaceag
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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…
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pa.ag
@peakaceag
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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
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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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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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Have I scared you enough to not
blindly trust anything AI by now?
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Now the fun starts… let’s talk tools
to drive efficiency & growth!
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pa.ag
@peakaceag
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Source: https://pa.ag/3yrqQYn
theresanaiforthat.com
– yup… there is!
If you prefer searching, this
might be of help:
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Be very, very mindful of the data
you put into any of those tools.
#confidentiality #dataprotection
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AI for:
Text copy
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pa.ag
@peakaceag
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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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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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Never publish without
checking your output first!
Expect to check and edit content before it goes live!
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AI for:
Audio
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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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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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AI for:
Video
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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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Other video AI solutions worth checking out:
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pa.ag
@peakaceag
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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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AI for:
(More) Productivity
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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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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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AI for:
No Code
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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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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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AI and:
ChatGPT
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pa.ag
@peakaceag
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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/
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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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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:
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pa.ag
@peakaceag
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ChatGPT plug-ins for more productivity/efficiency
e.g., LinkReader allows direct interaction with PDFs, Word documents, etc.
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Direct integrations into LLMs through
plug-ins are going to significantly
change the web’s ecosystem
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AI vs.
Search
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pa.ag
@peakaceag
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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):
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pa.ag
@peakaceag
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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
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pa.ag
@peakaceag
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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.
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pa.ag
@peakaceag
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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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pa.ag
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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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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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pa.ag
@peakaceag
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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:
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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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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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So, where are AI & LLMs
headed in the future?
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pa.ag
@peakaceag
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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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pa.ag
@peakaceag
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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.
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With one significant goal in mind:
improving themselves
Models will generate their
own training data
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Because today’s LLMs make stuff up
Models will fact-check
themselves
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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?
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pa.ag
@peakaceag
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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.
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pa.ag
@peakaceag
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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.
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...hopefully.
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pa.ag
@peakaceag
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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
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The Online Marketer’s
AI Playbook:
Thank you!
pa.ag/aiplaybook