April 7, 2023 | Tarun Chawla
In case you missed it, check out part one, which focused on the big-picture view of generative AI’s impact on Content Operations and Digital Asset Management. We also highlighted how to take the first steps of managing generative AI content at scale to help ensure brand compliance, manage risk, and identify opportunities for generative AI to provide the most benefit.
In part two, we’re going to talk about AI prompts – what they are, how to use them efficiently, and how to help your content creators improve their output by leveraging existing data you have in Aprimo.
The below post shows real examples of prompts and responses from ChatGPT and AI image generator – and how you can leverage Aprimo data to get much better output and a more cohesive brand voice as a result.
As your users start to leverage generative AI like ChatGPT, results, and output may wildly vary based on the prompts they are using to generate content.
So, what is a prompt?
A prompt is the text you use to ask a generative AI tool to produce an output. ChatGPT is extremely powerful thanks to contextual understanding, which means that you can give ChatGPT a prompt, and if you aren’t happy with the output, you can ask it to refine that prompt. But how do you ensure that the first interaction with ChatGPT can get you as close as possible to the kind of output you’re looking for? That’s where the art of prompting comes in.
The more detailed your prompt, the better generative output you can get. For example, let’s say you’re running an acquisition campaign targeted at former customers. We could ask ChatGPT for some starter copy with a very basic prompt:
Prompt: Write me some copy for a customer acquisition campaign.
Response: Are you looking to grow your business and acquire more customers? Look no further! We understand the challenge of attracting and retaining customers. That’s why we’re here to provide you with the tools and resources you need to make the most of your customer acquisition campaign. Take advantage of our comprehensive suite of services to find your ideal customers and build relationships that last. Through our detailed analysis, we can help you target the right audience with the right message. Our team of experienced professionals will work with you every step of the way to ensure your campaign is a success. Don’t waste any more time and money on ineffective campaigns. Let us help you grow your business and acquire more customers today!
That might give you some basic ideas, but there’s not a lot of substance to the copy, and it’s not quite understanding what we’re trying to do. Let’s look at how to improve this.
To get better output, we need to use a more descriptive prompt. Let’s ask again, but this time, specify the product type (credit card), the target audience (former customers), and key messages (please welcome us back, and we have new things to offer).
Prompt: Write me some copy for an acquisition campaign for a credit card, targeted at former customers with key messages of “consider coming back” and “we have new things to offer”, highlighting that you can customize your card with a unique design.
Response: Are you ready to upgrade your spending power? As a former [Company] customer, we would love to welcome you back and show you what we have to offer! Our [Company] credit card has been completely redesigned and now comes with even more features than before. You can customize your card with a unique design, so it stands out in your wallet. Plus, we’ve added some exciting new benefits and rewards, so you can get more out of your spending. Earn cashback on all your purchases, get exclusive deals, and access special offers. Come back to [Company] and experience the new and improved credit card. Get ready to take your spending to the next level!
Way better! This time it recognized what we were trying to do, and even took the liberty of guessing what some of the perks of the offer could be. The more detailed you can be in your prompt, the better the output you can get.
But how do you ensure that when every individual channel marketer begins to use generative AI tools, the messaging stays on brand and is more consistent with less human editing required? Let’s read on.
To get generative AI to give you solid, on-brand messages across every channel, give the suggested prompts to your users via Aprimo. By supplying your marketers with the campaign brief in Aprimo, they are empowered to get amazing output from the get-go.
The previous example gave a great starting output for an email, but what if you wanted to condense that for Twitter?
Let’s ask the same prompt, but make it channel specific and even ask for particular hashtags.
Prompt: Write me some copy for an acquisition campaign for a credit card, targeted at former customers with key messages of “consider coming back” and “we have new things to offer”, highlighting that you can customize your card with a unique design, and fit it into 280 characters for Twitter with hashtags #ACMECardRevolution and #ACMECardDesigns
Response: Come back and join the #ACMECardRevolution! We have new offers and you can now customize your ACME card design – choose one that speaks to you and make it yours! #ACMECardDesigns
Thanks to cohesive prompting, the generated copy for the email or direct mail and the generated copy for Twitter are telling the same story using the same messages. Because of this, they will need far less editing by a human to turn into production-ready marketing copy. And the best part is – you can start doing this today – simply guide your marketers with the campaign information already stored in Aprimo to take advantage of better generative AI output today.
Here is an example of a typical configuration in Aprimo that shows the metadata that can be passed into a prompt. You could also consider configuring a field called “prompt suggestions” and pre-populating it with more refinements as needed. An advanced configuration could even transform existing metadata into recommended prompts to show to users in tasks, content plans, activities, or other areas of the platform!
Want more on the state of content ops and generative AI? In this guidebook series, we’re providing you with concrete and easy-to-implement plans to start realizing the tremendous benefits from Aprimo, ChatGPT, and the other generative AI tools you already use immediately. Keep an eye out for part three and four where you’ll discover even more tips you can apply to your business today.
Have you heard about our new ChatGPT integration? Check it out here!
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