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The first few weeks of a new job for any employee are usually spent absorbing as much information as possible, and I am no exception. As I settle into my role at TBI Communications, I have thoroughly enjoyed this time of learning and keeping up to date with all the latest news in the industry. That includes reading the TBI blog, in particular, the series on unlocking the marketing potential of AI.
Recently, I read in Tech Informed [1] about an AI tool called ‘Mia’ that the NHS is currently trialling, which is designed to detect breast cancer missed by doctors. Dr Gerald Lip, Clinical Director of the North East Scotland breast screening programme told the BBC 4 Today show: ‘AI can act as a third eye: it’s a safety net’. His words resonated with me on how we can all approach AI in the workplace and how, when used correctly, AI can assist our already highly skilled (human) workforce.
The growing trend in AI and its perceived impact on the industry has been around for a while now, however, the sheer volume of information, platforms, and news out there can be overwhelming.
The question is: where do you start?
This is where the series of AI blogs posted by TBI sparked my interest because rather than just telling you that AI will transform marketing, the team shared their insights and experiences, explaining how AI can reshape our marketing approach. They also offered valuable recommendations for experimenting with the best tools available.
Taken from the infographic ‘120 Mind-Blowing AI Tools’ [2] the team covered productivity, content writing, video, and design – all crucial aspects within a marketer’s scope of work. So, whether you are looking to streamline routine tasks, create social media videos, identify keywords for search ads, or a starting point for ideas in writing, why not explore the tools we have tested?
To conclude the series, here are some tips I have gathered, many of which are recurring themes from the blog series, along with some of my suggestions for beginning your AI journey:
1. Knowledge is power
Keep up-to-date with the latest developments and best practices by signing up for newsletters, blogs, and trusted sources. I have found LinkedIn invaluable for learning what AI tools peers are discussing and using. There are also some great webinars that are often free to attend. Don’t worry about understanding everything you read, there is a lot of information out there. Start small.
2. Identify your goals
Think about where AI can add value to your marketing objectives and strategy. Prioritise your goals and look at where efficiency gains can be made to support you and your team. An example of this is to look at how you can automate repetitive tasks, such as campaign optimisation.
3. Do you already have access to AI tools?
What AI capabilities already exist in your organisation, and are you fully using these tools? Additionally, what platforms do you use daily, and do they have AI functionality? If they do, it might be worth requesting a demo from your platform provider.
4. Test
Start to test out the tools of your choice. Don’t forget to refer to our series of blogs (links at the bottom of the post) for our recommendations. Many AI platforms are free or offer free trials. Test them out to determine what is most suitable for you and your team, and consider current workflow, implementation, and scalability. As with any new tool, it is important to monitor performance, accuracy, and efficiency while at the same time sharing insights with your team and organisation.
5. Responsible use
Ensure that any tool you plan to use adheres to your organisation’s AI policy and that any AI outputs are proofed, edited, and fact-checked. No matter how good an AI tool is, it should never replace human intelligence and will always require human editing and oversight. Without a doubt, AI is powerful, but it should not replace humans, and like us, no platform or tool is perfect. Don’t always assume it is right; you must still do the hard work.
6. Finally, enjoy!
I have found it particularly inspiring that every post in the series concludes with a sense of anticipation for the future. Explore how AI can enhance and contribute value to your work!
Please do get in touch with your experiences, tips, and recommended tools – let’s keep the conversation going and share our learnings.
Catch up on all the blogs in our AI series:
- Unlocking Marketing Potential: Navigating the AI Tool Landscape
- AI Tools for Design
- AI Tools for Video
- AI Tools for Content Writers
[1] https://techinformed.com/ai-identifies-early-breast-cancer-that-nhs-doctors-missed/
[2] https://www.linkedin.com/company/genai-works/
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