In Pt 1, I discussed AI related decision making steps for business leaders. In Pt. 2, I will talk about how to create quality content or data to feed AI tools. In Pt. 3, I discuss developing leadership and people for the AI Age. In Pt 4, I will explain experience design (XD), after listing what AI can NOT do.
To watch as a video
To listen as a podcast
In Part 2 of 4, I am focusing on what business leaders should do now to develop AI tools, to get a head start. (In Part 1 I provided a step-by-step checklist for helping organizational leaders with AI related decision making. )
In summary, leadership needs to do all three things listed below, to prepare themselves for the AI wave now:
1st: Develop content for feeding your generative AI tools.
2nd: Develop leaders & people, including (a) “Upskilling”, “reskilling”, “retooling”; (b) Employees “going upwards”, and CEOs “going downwards”; and (c) The future of work and customer experience.
3rd: Develop what AI can NOT do, and develop Experience Design to train AI to serve humanity.
This Part 2 focuses on how to develop content or data that feeds generative AI.
AI is entirely dependent on the content we humans feed it. Your AI tools are as good (or bad) as the underlying data.
One of the iron-clad rules for AI is “garbage in, garbage out”, as I described in an article I wrote in January 2023, shortly after ChatGPT was launched.
If AI is fed with disinformation, misinformation, bias, AI will magnify, amplify, and multiply disinformation, misinformation, bias.
As stated in a recent article published on the Economist Magazine, in an interview with Henry Kissinger on May 13, 2023:
“[Kissinger] acknowledges that even experts in AI do not know what its powers will be… But Mr Kissinger believes that AI will become a key factor in security within five years. He compares its disruptive potential to the invention of printing, which spread ideas that played a part in causing the devastating wars of the 16th and 17th centuries.
Kissinger said: “There are no limitations. Every adversary is 100% vulnerable…[We live] in a world of unprecedented destructiveness.”
To train generative AI to be a constructive power for your brand (as well as for all other AI usages), the content you feed your AI tools must be well written, responsible, and connecting positively with your target audience. It must, at minimum, do your target audience good (and do no evil to any others). Your AI content needs to put your brand in a strategic position, elevated above the crowd. To that end, your brand messages and brand voice must be original and unique.
For that purpose, you cannot rely solely on ChatGPT’s mediocre, rudimentary, and outdated (about two years behind) content (as of today, 12/15/2023).
ChatGPT’s ubiquitous reach makes it easy for the mass to regurgitate the very rudimentary ChatGPT content, available to everyone and distinguishing no one.
Consequently, no brand is standing out upon its UNIQUE value propositions.
As of now, generative AI is not there yet with high quality content in compliance with privacy, security, and intellectual property requirements. This actually gives a company the needed time now, to hone your company’s unique brand voice and messaging, ready to be amplified and multiplied when AI matures.
Let me use a website as an analogy: a website, or an AI tool, is just a container, a shell; it is the CONTENT and the structure thereof inside a website or AI that impresses, intrigues, and connects with prospective buyers – how the content is structured, how the stories are told about the products or services, what the next steps are to a purchase, who are the sellers, how they solve buyers’ needs, wants, paint points…
It’s the content that makes a website tick.
It’s the content that makes an AI tool tick.
A good AI tool, just like a good website, plays a positive role in the customer journey by making it easier for customers to find what they want, or solve their pain points with clear messaging, easy navigation, customer-centric experience design, and emotional delight.
After years of creating “branded” websites that tick for our clients, and seeing too many below-par, under performing websites, the unchangeable truth is: Content and experience design are the make-or-break factors for a website and for an AI tool.
Not ChatGPT, GPT-4, or Dall-E, not any form of generative AI.
YOU create your own unique brand voice, brand persona, brand messages, be it a company brand or personal brand.
After your own brand voice, brand persona, and brand messages are carefully strategized, well researched, uniquely honed, correctly worded, and inputted to a machine learning database of your generative AI, you have laid a solid foundation for generative AI to amplify your brand.
The short answer is: there is no “magic bullet”, no shortcut, no “overnight success”.
Content is a snapshot of a growing company’s unique value propositions which evolve over time.
Great content and customer experience design are the results of ceaselessly searching for better ways of serving customers. Customer centric companies are always on the lookout for customer friction points, designing, re-designing, inventing, and re-inventing systems, processes, and technology. At the same time, their workforce must be constantly uplifted, upskilled, and reskilled.
Content creation is an intentional progression that involves regularly strategizing and realigning with a company’s vision, mission, goals. Content creation is also a multifaceted process of seeking authentic emotional connection with customers – all of which AI cannot do, since AI cannot strategize, does not have EQ, and cannot develop vision and adjust to changing goals.
Feeding your AI tools with “organic” and healthy food is not once-and-done.
It is a perpetual dance between your customers’ improved experience, satisfaction, changing expectations, and your constantly upgraded products and services, through human workforce and your generative AI.
Private, personal, proprietary data and harmful, defamatory, untrue information should not be fed to generative AI.
(I’m not getting into this can of worms: who decides what is truth and what is harmful information?)
Next, as Part 3 of 4, I will discuss “Develop Leaders and People for the Age of AI”.
About the author: Joanne Z. Tan is an executive brand coach, brand strategist, content creator, AI experience designer, leading 10 Plus Brand, Inc, a multiple award-winning brand building, brand marketing, experience design for AI, customers, users, consumers, global digital marketing agency. Please feel free to contact us for any content and branding advice by visiting 10PlusBrand.com, thank you.
Stay tuned.
© Joanne Z. Tan All rights reserved.
In Pt 1, I discussed AI related decision making steps for business leaders. In Pt. 2, I talked about how to create quality content or data to feed AI tools. In Pt. 3, I discuss developing leadership and people for the AI Age. In Pt 4, I explain experience design (XD), after listing what AI can NOT do.
About the author: Joanne Z. Tan is an executive brand coach, brand strategist, content creator, AI experience expert, leading 10 Plus Brand, Inc, a multiple award-winning brand building, brand marketing, experience design for AI, customers, users, consumers, global digital marketing agency. Please feel free to contact us for any content, branding, and experience design advice by visiting 10PlusBrand.com, thank you.
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