As the potential of artificial intelligence continues to captivate our imaginations, understanding how to harness its power in real-world scenarios becomes increasingly vital.
The Kindred team have enjoyed experimenting with ChatGPT over the last few months to uncover its strengths and limitations. The results revealed valuable insights for marketers. Here are some of our findings so far.
Expect intriguing input, not infallible recommendations
While Generative AI can generate disruptive business ideas and provide cost estimates, it doesn’t surpass human creativity. However, it does accelerate the idea-generation process and stimulate unconventional thinking. By asking the right follow-up questions and discerning the best ideas, you can unlock new opportunities.
Experienced marketers and strategists reap the greatest benefits
Tools like ChatGPT and Bard act as a worldly-wise friend, brimming with knowledge and persuasive insights. Yet, it requires careful judgment and scrutiny to separate fact from fiction. Skilled strategists can leverage ChatGPT’s writing capabilities to craft engaging stories and improve communication. It complements their expertise rather than replacing it.
Strategists and AI use data differently
While ChatGPT processes vast amounts of data, it lacks access to proprietary information and struggles with analogical reasoning. Skilled strategists know how to navigate uncertainties, challenge conventional wisdom, and create unique approaches. The framing of problems and solutions remains a delicate art that only experienced strategists possess.
Generative AI’s sweet spot
AI is most effective at the beginning and end of your strategy process. AI excels at generating a high volume of ideas, but it takes a skilled strategist to separate the gems from the cliché or unfeasible ideas. With the right prompts and guidance, we can unleash AI’s creativity to its fullest potential. AI also proves invaluable in refining and polishing ideas during the final stages of strategy development or idea execution. However, the middle part, where critical decisions are made, still requires an experienced human strategist. Success trajectory is shaped by strategic thinking and domain expertise.
Ultimately, ChatGPT and similar tools serve as valuable aids in idea generation and storytelling, particularly for seasoned strategists. They should never replace the cultivation of strategic minds or hinder the development of discerning judgment. Just as airline pilots rely on autopilot sparingly, marketers must embrace AI tools as complementary allies, never losing sight of their own discriminating powers.
