Rule the Robots

OVERVIEW

Have you played with AI tools, but you've been disappointed with the output? Or do you suspect you could get more out of your effort?

In this engaging kickoff session to AI for Content Creators, you'll discover the power of effective prompts that deliver useful results from AI writing platforms like ChatGPT. You'll explore:

• The elements of a successful prompt
• How to craft prompts that inspire creative and relevant content
• How to tailor prompts to your writing goals (and refine them for optimal results)
• How to teach AI your writing tone & style to augment your creative potential with the art of crafting prompts

BONUS! Discover how to use AI ethically.

Join experienced brand storyteller Marcus Nelson in this special kickoff session--and learn the true Art of Prompting!

OVERVIEW

The singularity, a term coined by mathematician John von Neumann and popularized by Ray Kurzweil, is when artificial intelligence growth becomes uncontrollable and irreversible, resulting in dramatic changes to human civilization.

For marketers, the advent of large language models and generative AI means the singularity is here.

Models like GPT-4, LLaMa, and StableLM have trivialized some tasks, allowed others to scale rapidly, and are changing the very foundations of digital marketing and content creation. But marketers are profoundly unprepared for what's happening right now and what's just around the corner—a marketing singularity.

That's why we've invited TrustInsights.ai's Chief Data Scientist, Christopher Penn, to join us for this session to discuss...

• How large language models are built, and what they can and can't do
• How you and your organization should be thinking about their usage
• How to approach AI with privacy and data security in mind (it's important to you as a content creator, too)
• What's just around the corner

Plus 12 marketing use cases!

OVERVIEW

Artificial intelligence. Think of it as a friend, not a foe. And a friend who's here to help you get ahead.

Yes, YOU (not just your company).

So, are you ready to dive into AI and revolutionize your content game?

Cathy McPhillips of the Marketing AI Institute joins us on July 5 to demystify AI and show you how to harness its power to enhance your storytelling skills without fearing the robots will take over your job (they won't... if you're prepared). Discover how AI can be your ally, augmenting your creativity and helping you stay relevant and reach new heights in content creation.

During this one-hour session all about YOUR relationship with AI, you'll...

• Learn how to integrate AI into your content strategy, maximizing efficiency while maintaining your unique voice
• Uncover steps to upskill and reskill in the realm of AI, ensuring you stay ahead of the curve, adapt to the ever-changing digital landscape, and embrace your role as a future-ready marketer
• Explore real-life examples of successful AI-assisted content projects, inspiring you to pilot your projects

OVERVIEW

What's the role of the writer in an age of AI?
Is it possible for a person—you or me—to write better than a robot?
And if so, what's the value for Marketing?

Ann Handley believes AI can help us increase efficiencies. Accelerating workflow, scaling personalization, and crafting personas is easier with AI. That's what most of the other sessions in this series are about.

But Ann also believes that the role of the writer remains uniquely integral to our content and marketing. She has spent her career believing in and championing great writing… and that belief remains stronger than ever.

We writers need not be threatened by AI – but instead should view it as an opportunity to be more creative and to remind ourselves and our teams how much great writing informs the best marketing.

You'll learn:

• 21 places where AI can help us be more effective
• 10 places it is truly terrible
• 6 ways to write like the robots can't

You'll push away from your computer after this session with a clear understanding of when to use AI and when not to.

One thing is certain: Generative AI has made it clear that writing matters more than ever (spoiler: It always did!).

Join Ann to reclaim your creativity! And let's together celebrate the role of great writing in marketing!

OVERVIEW

It's the wild west out there as artificial intelligence faces the law. Is a showdown in the cards? And will you continue to hold 'em (your AI practices and processes, that is)… or will you have to fold 'em as the law catches up?

You need to know how the law impacts marketers and content creators right now. Internet lawyer Ruth Carter (and faithful sidekick and basset hound Lucy Jane) will be here on July 19 to break it down.

The United States Copyright Office says you can't copyright AI-generated content unless a human plays a significant role in crafting or editing it. (Is that a win or loss for writers and content creators?)

There's also a good chance that several AI companies broke the law when training their software. And platforms use the content you upload to expand their large language models, so your marketing content can easily feed your competitors' AI-driven marketing efforts. Oops.

In this modern-day frontier, the law changes fast, so in this session, Ruth will share the most up-to-date facts about…

• What risks you're taking if you use AI to create your content
• What you actually own
• How to set yourself up to avoid legal wrongdoing
• How to protect yourself if you outsource your content creation

OVERVIEW

It's only natural that marketers—stewards of their brand's voice—may feel uneasy about letting artificial intelligence into their office. You may even feel the urge to say you can't sit with us.

Thanks to years of movies and books that show us the dark side of AI—from Brave New World to Aeon Flux—many of us fear the potential for AI's dystopian control.

But the robots aren't mean girls, and it's equally possible that we can harness AI and collaborate with it to make it our brand voice ally, helping us document and apply a standardized voice across our entire organization.

AI and your brand voice may come from different cliques, but when they team up, they can create magic. So make AI your ultimate brand voice wingman.

Imagine a world where every communication your organization sends out sounds like it could come only from your brand or company. Where everyone uses the appropriate tone in every situation, to match our customer's mindset.

In this July 26 session with brand-voice advocate Erika Heald, you'll learn how to use AI to:

• Identify your competitors' brand voice so you can differentiate
• Document brand voice, style, and tone for different writing types
• Stay on current messaging for products and campaigns
• Help customer-facing non-writers stay compliant
• Provide better brand resources to partners, distributors, influencers, etc.

OVERVIEW

The rumors are not true: much like video didn't kill the radio star, AI will not kill SEO. But it will disrupt how we approach it—from research to content creation to the algorithms we work to impress.

Your content strategy must focus on relevance, predicting visitor behavior, and delivering a personalized UX more than ever.

On August 1, audience-favorite speaker and digital marketing expert Wil Reynolds will share analyses of millions of keywords to help you determine which areas are most "disruptable," so you can focus your future-focused SEO efforts and get up to speed with AI without starting from scratch.

In this session, Wil will discuss...

• Why writers must get access to chat logs and customer insights to feed into ChatGPT to get better answers
• How to pair your content with better images using AI
• How to combine Google's "People Also Ask" with AI to help you make more compelling content

OVERVIEW

So much conversation about AI for writing.

But what about AI for insights?

After 100+ hours of research and thousands of prompts, we've discovered that the best use for AI is for personas and audience research. Once you've trained it to be like your buyer or reader, you can ask it anything, day or night.

This session will show you how to create your own custom-trained AI persona without a software subscription. You can do it all with the free version of ChatGPT.

You'll learn how to use your AI persona to get insights quickly, including:

• Brainstorm topics and create draft outlines
• Identify influencers, SMEs, and potential collaborators
• Find gaps in your existing web copy
• Identify triggers for conversion and action!

OVERVIEW

"Tell me what you prompt, and I will tell you who you are.""
— Ann Handley and Christopher S. Penn

For the past eight weeks, we've studied the art and science of AI together.

And if you're like many in this content creator cohort, you're already honing your prompt powers both on and off the clock. Because you don't need an official "prompt engineer" job title to successfully instruct AI to create a winning recipe.

But would you be willing to pit your prompt know-how against a fellow marketer, mano a mano?

Join us for this showdown that pits two AI for Content Creators attendees in the ultimate battle for the title "Iron ChatGPT."

No exotic secret ingredients, dry ice, or savory ice cream on the table.

Session hosts Ann Handley and Christopher S. Penn will unveil a series of prompt challenges. Contestants will share their prompts—side by side—as they craft them. Then you'll help our hosts judge the resulting outputs to decide whose prompts will reign supreme.

Allez! AI cuisine!