Week 9 Full Class

Summary

The speaker discusses the transformative impact of AI on businesses, emphasizing its collaborative potential rather than job displacement. They share personal insights on leveraging AI for media buying, particularly in creative development. The focus is on using AI to generate ad copy and images, with a detailed guide on how to prime AI with company information for effective ad creation. The script provides expert prompts for AI to produce high-performing ads and stresses the importance of simplicity and understanding the target audience. The speaker also covers the process of refining AI-generated images through iterative prompting.

Takeaways

• 😀 AI tools are increasingly prevalent and are used to enhance business efficiency, though the speaker believes AI will not replace as many jobs as some predict.
• 🤖 The speaker emphasizes a collaborative relationship between AI and humans, where AI amplifies human effectiveness in job performance.
• 🏭 In the speaker's experience, AI is particularly useful in the creative development aspects of media buying, such as generating ad copy and images.
• 🎨 The speaker is skeptical about AI-generated videos, believing they are not yet of sufficient quality for effective advertising.
• 📝 The speaker spends 80% of their time with AI on generating ad copy, using it as a tool to spark ideas for images, video scripts, and more.
• 📈 The tool of choice mentioned is 'chat gbt' (likely a mispronunciation or typo for 'Chat GPT'), which is used for generating ad copy based on provided prompts.
• 💰 The cost of using GPT 4 is highlighted as being very affordable at $20 per month, with the free version 3.5 also available for practice.
• 🔑 The effectiveness of Chat GPT is tied to the quality of prompts provided to it; better prompts yield better results.
• 📚 The speaker suggests priming Chat GPT with detailed information about the company, product, and target audience to improve the quality of generated ad copy.
• ✍️ The speaker shares their method of using Chat GPT by first having it ask 20 questions to understand the company better, then answering those questions in detail to enhance AI's performance.
• 🔄 The speaker recommends editing AI-generated copy to refine it and avoid an 'AIish' tone, thus ensuring the copy resonates well with the target audience.

Q & A

What is the speaker's stance on AI replacing jobs?

The speaker believes that AI will not replace as many jobs as some people think. While AI will replace some jobs, it will be more of a collaborative experience, making humans more effective in their roles.

How does the speaker describe the use of AI in media buying?

The speaker uses AI primarily for creative development in media buying, specifically for generating ad copy and ad images. They mention that AI is not yet good enough for video generation from scripts, and they will only recommend it when it meets their quality standards.

What is the speaker's recommendation for using AI tools like GPT?

The speaker recommends using GPT 4 for professional work due to its effectiveness, which is affordable at $20 a month. They suggest starting with the free GPT 3.5 version for practice if needed.

What is the key to effectively using chat GPT according to the speaker?

The key to effectively using chat GPT is being good at prompting. The speaker emphasizes that the better the prompts, the better the responses from the AI.

What does the speaker suggest doing before asking GPT to write ads?

The speaker suggests priming GPT with detailed information about the company, its messaging, and the customer avatar. This includes answering a series of questions to help GPT understand the company and product better before creating ads.

How many times did the speaker ask GPT to ask questions for better understanding?

The speaker asked GPT to ask questions three times to gain a deep understanding of the company and its marketing aspects.

What is the purpose of the 'slaughtered lamb' ad structure mentioned by the speaker?

The 'slaughtered lamb' ad structure is used to grab the prospect's attention, stop their aimless scrolling, and make them focus on a specific problem or goal. It is designed to create buyer intent and make prospects receptive to purchasing.

What is the importance of keeping ad copy at a fourth-grade reading level according to the speaker?

Keeping ad copy at a fourth-grade reading level ensures that it is simple and easily understood by a wide audience, including the smartest people. This simplicity leads to more clicks and conversions, making it a crucial aspect of effective marketing.

How does the speaker describe the process of generating ad images with AI?

The speaker describes a process of giving AI simple prompts and then following up with multiple questions to refine and perfect the image until it meets the desired specifications.

What does the speaker suggest doing with the AI-generated ad copy?

The speaker suggests not just copying and pasting the AI-generated ad copy directly. Instead, they recommend editing the copy to remove any 'aiish' qualities and make it more natural and engaging.