Does AI belong in your business? Yes. In fact, it’s already in your business and your life. If you’ve ever worried about AI taking over your job or wondered how it could actually help you work smarter, this is for you. We’re talking about the real deal with ChatGPT and other AI tools – how they can make things easier, not replace us.
This week we start a four-episode series on using AI in your business – how to do it, why you’re already using it, and how it can help you streamline and save you time.
But first, we need to talk about the ethics behind it, particularly when we’re talking about respecting the people who follow us and the privacy of people’s information. I’m not an attorney, but I do have some thoughts on this and so much more. Tune in now!
Mentioned in This Episode Podcast
- Episode 237: Embracing the Power of AI with Danielle LeFleur
- Schedule a call with me
- Connect with me on LinkedIn
- Follow me on Instagram
Welcome to The Content Experiment Podcast, a podcast for service-driven business owners who are ready for some real talk when it comes to marketing.
There’s so much buzz out there about marketing and content strategy, from people who aren’t actually doing the work themselves. And there’s us…the true small business owner who is simply trying to make an impact in their own small circle of influence.
I’m Abby Herman, fractional marketing officer, content strategist and podcast manager for business owners who want to make their marketing feel easier and more streamlined so they can get back to serving their clients and making those sales. Here we talk about REAL marketing strategies for those who are in the weeds and doing the work, not outsourcing it to big teams. You’ll hear from real business owners just like you who are marketing on a budget, looking for easy-to-implement strategies, and want some guidance from people who are accessible and real.
Thanks so much for being here!
Raise your hand, if you are using AI, chat, GPT, specifically, in your business. I am. And from what I’m hearing from business friends and what I’m seeing online from people who are interested in or curious about ChatGPT, I think that many people fall into one of two camps. Either they are all in and trying to leverage it as much as possible or they are trying to avoid AI and big learning language models like it. And of course there is the other group of people who have been frustratingly trying to use ChatGPT but can’t get it to sound like something other than a robot. I’m going to address that last Piece Later on in the episode because I have a tool that can help you and I will have some other episodes coming up in the next weeks to help you with that.
And then there are the people who are not interested in touching ChatGPT with a 10 foot pole.
When I first heard about large language, models like chat, GPT that was me. And I kind of panicked. I mean, I create content for a living. That’s what I do for clients. If clients only needed to learn how to use these tools, why would anyone want to hire me? I’m 50 years old and I still have a good 15 or so years of work that I truthfully need to do so that I can retire at some point. I want to continue being relevant in the online world and profitable in my business and I also can’t imagine leaving my business and going to work full-time for a company to do who knows what. so after I got over my panic and being really ticked off at AI in general, I decided I needed to start learning more about it. I attended a workshop, probably mid 2023, hosted by Danielle LeFleur who you can hear on episode 237 of this podcast, to learn what tools I could leverage to simplify some things in my business. While I was there, I heard another content marketer Say that they will never use AI in their business, whether for a client work or their own content. For half a second, I agreed. But then I started thinking. That is a very closed mindset, and one that quite honestly will leave this person Behind in business. There will always be new tools out there, but there will also always be a need for humans. There’s room for both and using AI opens up so many doors for business owners. More on that in next week’s episode.
Look at people who manage projects there are so many project management tools out there, but yet we still need human beings in business to help manage the things that, computers and automations can’t do. And there is plenty of that.
So let’s talk a little bit about what AI is, how it can work in our marketing and content development, what the advantages of using it are, The downsides, and some of the ethical considerations to think about. This and the next three episodes of the podcast are all about using AI and large language models like chat, GPT in your business, and I highly recommend subscribing and tuning in so that you can learn more. I’m going to share about how to actually leverage ChatGPT in a way that makes sense for the small business owner. I will share about managing projects and launches using ChatGPT and I will even share some dead giveaways that you are using ChatGPT. It’s pretty obvious, if you don’t take the time to learn how to use it.
I actually have a mini course and prompt template that you can grab from my shop that will simplify this whole process for you. It’s short, sweet, and to the point. You can go get it at the contentexperiment.com/shop. And as with everything in the shop, it is priced to be accessible for business owners at every stage of business.
It will help you simplify using ChatGPT in your business and give you prompts that you can use so that what ChatGPT creates for you is better. Not 100% usable as-is, because it’s not possible to do that. But something to help you get started. On next week’s episode I’ll share more about how I use ChatGPT in my own business.
Now, let’s get into the episode itself.
We’re going to be talking specifically about ChatGPT in these episodes, and much of that you can also apply to other large language generative AI models, but I’ll primarily be using ChatGPT as my examples.
That said, if you think you’re not already using AI in business or your personal life, if you’re actively trying to avoid AI in every instance, think again. You’re probably already using it daily.
Ways we’re using AI already:
- Self-driving cars
- Spam filters in our email
- Facial recognition on our phones and other devices
- Your Netflix account or Amazon in recommending shows or products – streaming music recommendations
- All the social media algorithms
- Quick reply on emails
- Google recorder
- Otter.ai to create transcriptions
- Google Lens
- Navigation when you travel
- Smart speakers
- Adaptive battery charging for your phone
When you think about this list, it’s clear that AI can help us save loads of time and effort. I couldn’t imagine not having navigation on my phone or car. I’m so grateful for spam filters in my email so I don’t have to look at all the emails. Some of these other AI tools I could do without, but I’m still using them…some by default.
So let’s switch the conversation over to ChatGPT specifically in your business and how ethical it is to use. I think you first need to ask yourself: What is your goal in using it? This speaks to whether or not it’s unethical, or inauthentic, to use ChatGPT in your business.
I know a lot of people want to save time in creating content for their audience. They want to stay as visible as possible and they think that that means publishing as much content as possible (it doesn’t, by the way…but that’s a topic for another podcast episode, which I covered in my Minimum Viable Content Marketing series). But from the reality perspective, who are you publishing this content for? I will tell you. You are publishing it for human beings to consume.
You want humans who run businesses or humans who need your expert opinion and insights to consume the content. We will get into Using AI for Content creation and some best practices around it in a future episode, but I really want you to consider the purpose of your content.
Yes, there are definite use cases for ChatGPT when it comes to content creation for your business. But if you want to truly create value for your audience, if you want your thought leadership to shine through, ChatGPT is not the best tool for creating content. In fact, it doesn’t do a good enough job of creating content to lean very heavily on it at all.
Like so many other forms of AI, it can be a tool that helps you save time. It can be a tool that helps you get started with ideas. But it should not be the tool that you use to generate content and then literally copy and paste it into your blog or your emails or your LinkedIn newsletters. That’s not thought leadership. That is not giving value to your audience. It’s disrespecting your audience because you don’t think that they are smart enough to figure it out.
That said, we all know that we are all using AI in some way, shape or form in business. So if you’re not going to use ChatGPT or other AI for content creation, what are some ways you CAN use it and not feel bad about it at all?
- Chatbots: I think we all know that there’s not a human sitting at a computer somewhere just waiting for someone to send a message via a chatbot. Nope, these are all AI-powered and allow users to interact real-time with customer support. You can answer questions, help direct users to specific information, and more using a chatbot. And I think that we’re all well aware that, especially in the small business space, these are powered by AI and keywords
- Data Analytics for Insights and Personalization: AI excels in analyzing large sets of data to find insights about customer preferences, behaviors, and trends. This is particularly useful in personalizing marketing campaigns, ads, recommended content, and more. And while big companies like Netflix use these to instantly recommend content, small business owners can use this information when planning their upcoming content or marketing strategies.
- AI in Social Media Marketing: Platforms like Facebook and Instagram use AI to optimize ad placements, targeting users based on their online behavior, interests, and demographics. It’s so much easier to build audiences and target really specific people thanks to AI.
- Email Marketing Optimization: Depending on which email marketing tool you use and which paid tier you’re on, AI tools can personalize email content for each recipient, increasing open rates and engagement.
Advantages of AI in Marketing:
- Increased Efficiency: AI automates repetitive tasks, allowing marketing teams to focus on more creative and strategic aspects of their work.
- Enhanced Personalization: By analyzing customer data, AI enables highly personalized marketing, improving customer engagement and loyalty.
- Better Decision Making: AI’s predictive capabilities help you make informed decisions, reducing risks and capitalizing on opportunities.
- Scalability: AI can handle tasks at a scale that’s not feasible for humans, such as analyzing millions of data points, depending on your business size, or personalizing content for a vast audience.
Overall, AI is a powerful tool in the marketing arsenal, especially for B2B businesses. It offers efficiency, personalization, and insights that were previously unattainable, allowing for more effective and innovative marketing strategies.
Now I know that there are a lot of ethical considerations when it comes to AI and data collect Collection. And honestly, I won’t and can’t get into all of the legalities around it here. My primary concern is using AI for content creation, content generation. I’m not an attorney, nor do I pretend to be one. I don’t even know all of the things to be concerned with. As a marketer, yes, I’m absolutely gathering data that is generated by AI. Like in email campaigns, Google analytics, social media, insights, and so on. And many of these data gathering tools have their own legal transparency built in.
And I also use AI, ChatGPT specifically, to help with content creation – more on that in episode 257, and I talked about some of the ethics behind this earlier in the episode . But let’s talk about what some of the ethical considerations outside of actual content creation:
I think there’s a number of things to be aware of, depending on your business, your industry, and how you’re using AI. And here we’re not really talking about ChatGPT; we’re talking about other AI models and tools.
- Privacy Issues in Data Collection and Use: The effectiveness of AI in marketing largely depends on data about customers – their behaviors, preferences, and demographics. This raises privacy concerns, especially with how this data is collected, stored, and used. Make sure that your data collection complies with privacy laws like GDPR in Europe and maintaining transparency about data usage are critical. For instance, the Facebook-Cambridge Analytica scandal highlighted the repercussions of mishandling user data, where personal information was used to influence voter behavior, sparking global discussions about data privacy in the digital age.
- Transparency in AI Interactions: Another ethical concern is whether customers are aware they’re interacting with AI, such as chatbots. Though I think we’re all aware of it in today’s world, transparency is key here. Customers should be informed when they are interacting with AI tools, and there should be an “easy” way to switch to a human representative if needed. Put that easy in air quotes because I can’t tell you how many times I’ve been frustrated with an AI phone interaction…I just want to talk to a human!
- Accuracy and Biases in AI Algorithms: AI algorithms are only as good as the data they are trained on. If this data is biased, the AI’s decisions and predictions will also be biased. This can lead to unfair or discriminatory marketing practices, such as targeting certain groups disproportionately or excluding others. For example, Amazon had to scrap an AI recruitment tool because it showed bias against women. In marketing, similar biases could lead to unfair targeting or exclusion in advertising campaigns.
- Impact on Employment: While AI can enhance efficiency and productivity in the marketing sector, there is also a concern about its impact on employment. Jobs that involve repetitive tasks are more susceptible to automation. However, this can also be seen as an opportunity for upskilling and transitioning into more strategic, creative roles that AI cannot perform. For instance, the rise of AI in content creation hasn’t eliminated the need for human content creators; rather, it has shifted their role to more editorial, strategic oversight and idea generation.
Note that creative roles will not be replaced by AI. Humans in creative roles are needed even more than ever before!
The key to navigating these ethical concerns is balance. Businesses should leverage the benefits of AI in marketing while being mindful of privacy, transparency, and fairness. This includes:
- Complying with data protection regulations and obtaining explicit consent for data collection.
- Ensuring transparency in AI interactions and providing options for human intervention.
- Regularly auditing AI algorithms for biases and inaccuracies.
- Focusing on AI as a tool for augmenting human skills rather than replacing them.
By addressing these ethical concerns, businesses can build trust with their customers and create a sustainable, responsible approach to AI in marketing.
One of the easiest ways to start using AI in your business through ChatGPT and other large language models. The best way to do this is by using quality prompts that increase the likelihood that your results will sound like you.
I have a tool to help you do that, a prompt guide
If you found value in what you learned here today, I would be so honored if you would leave a rating and review. And don’t be shy about sharing the episode with someone who might need it. The more you share this podcast with others, the more we can get it into the earbuds of more business owners, just like you, who are looking for easy-to-implement strategies, and want some guidance from people who are accessible and real. That’s what you’ll find here. Thanks for being here.