Digital Marketing Meetup #1: The Rise of AI

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Bastian Grimm | Peak Ace AG | @basgr The Rise of AI Tools, Strategies & Tips to Drive Growth August 31st 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 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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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 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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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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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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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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Speaking of scary stuff…

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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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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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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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Some LLM theory & background knowledge to start with

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

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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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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 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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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 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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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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AI for: Video

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

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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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AI for: (More) Productivity

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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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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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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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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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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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AI for: No Code

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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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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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AI and: ChatGPT

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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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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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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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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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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 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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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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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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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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Hallucination, much!?

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

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

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

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

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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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pa.ag @peakaceag And tons more…

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

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

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One more thing.

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Digital Marketing Meetup #2 Pre-Holiday Edition 30.11.2023

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