ARTIFICIAL INTELLIGENCE AND MARKETING | CRAFTING PROMPTS 101

Have you ever had an idea but can’t get it to roll off your tongue? If the answer is yes, artificial intelligence may become your best friend.

Artificial intelligence is disrupting the marketing space, whether we like it or not. Artificial intelligence and marketing is constantly evolving and is likely to impact your job in some fashion sooner rather than later.

Protocol 80, Inc. is attending AI for Content Creators, the webinar series hosted by MarketingProfs. The first session, The Art of Crafting Prompts, was hosted by Marcus Nelson, brand storyteller. Let’s dig into some of the high-level – and finer points – of the session.

What is Artificial Intelligence?

AI is a tool that helps perform various tasks and functions. In marketing, AI can assist with content generation, data analytics, and more. AI is an assistant, as it relies on humans to successfully function. That’s where AI prompts come in. 

ChatGPT is one of the many artificial intelligences that exist. Other popular AI tools include:

• Jasper: generates written marketing material
• Grammarly: reviews writing errors (spelling, punctuation, grammar, etc.)
• Pictory: creates branded videos
• Canva Pro: creates graphic design materials
  
  

What is an AI Prompt?

Prompts give an AI context. It tells the AI what you want it to do. The best part? You have total control of the prompt! When drafting a prompt, the more concise, the better the output. 

Prompts are only the starting point for expressing your ideas and creativity. There is still work to be done and knowledge to acquire!

Types of AI Prompts

There are five kinds of prompts, each with unique uses:

1. Instructional prompts: express explicit command.
   Example: List ten benefits of the keto diet.
2. Exploratory prompts: starting points for imaginative content.
   Example: What would it be like if pigs could fly?
3. Scaffolding prompts: used to provide a starting framework,
   Example: From a child’s perspective, narrate a story about fairies and dragons.
4. Interactive prompts: ease interaction and engagement for inspiration,
   Example: Help me brainstorm ideas for a fake brand.

Prompt 5: Mega Prompt

A mega prompt sounds intimidating, but is simply one significant prompt. It’s the combination of all prompts into one! 

There are seven parts to a mega prompt:

Examples: Demographics, psychographics, etc.

Example: Type of content

Example: Quotes

Examples: Tone, voice, and word count

Example: Drive traffic to your website

Examples: APA, MLA, or Chicago style

Quick Prompts for Fast Results 

Short prompts are one-word statements that an AI can identify. When using a short prompt in ChatGPT, type your prompt, press the colon, shift, and enter keys to send the prompt.

There are four short prompts to utilize with ChatGPT:

1. Continue: used to move forward after reaching the character limit (referenced further on)
2. Expand: used to receive more details from a response
3. Analyze: used to break down text
4. Summarize: used to summarize text
   
   

Advanced Prompt Crafting

Similar to the kinds of prompts, there are advanced prompts to utilize with the paid version of ChatGPT: GPT-4. 

There are four types of advanced prompts:

Example: First, write a fairytale. Second, introduce a villain., etc.

Example: Write a heartwarming story showing appreciation for our customers. Use a positive tone and make it personal.

Example: You are a runner in the depths of a forest determined to finish the race.

Example: Can you suggest a plot twist for a murder mystery story?

AI Limitations and Tips

Artificial intelligence isn’t perfect. No matter the task, humans should intervene to help strengthen an AI’s functions.

Remember: Prompts are pathways, not the destination. Prompts influence an AI’s learning and essentially what is produced.

• • Review all responses for errors, as you will most likely need to make changes.
  • You can make manual changes or prompt ChatGPT to change portions of the output. E.g., Ask ChatGPT to change a sentence’s style, voice, and tone.

• • Remind the AI if the prompt is forgotten.
  • Make a Google Spreadsheet to organize your prompts if one is forgotten.
  • Prompt ChatGPT to name a style for future use.

• • Max prompt length: 4,096 characters
  • Max prompt answer: 2,048 characters
  • Max words per response: 25,000 words
  • Short-term memory: 64,000 words
  • How long are conversations available: 30 days
  • Memory cut-off: September 2021

• • Utilize the prompts listed above to expand on a prompt or response
  • Keep a log of your interactions with the AI to ensure nothing is forgotten
    
    

Ethics

Artificial intelligence is a new technology that we’re all trying to figure out. Even governments are starting to step in and regulate AI. For example, in June 2023, the European Union approved the EU AI Act, the first regulation for the AI industry.

Even in its infancy, there are ethical concerns we’re starting to wrestle with when it comes to artificial intelligence and marketing, including: 

• Plagiarism: Ensure your work is original and cited. Don’t risk copyright infringement!
• Contextual understanding: An AI may not comprehend context, cultural nuances, or ethical considerations like a human would. Evaluate responses to ensure they make sense.
• Bias and sensitivity: An AI may resent filtering bias, stereotypes, and harmful contexts. Make sure your prompts and responses use inclusive language.
• Misinformation: Do not prompt an AI with misinformation and expect it to be corrected. Verify that all information is accurate when offered a response.
• Safety and harm: Avoid prompts that incorporate mentions of self-harassment, violence, or illegal activities. Use positive language when prompting an AI.
  
  

Where To Find AI

There is an AI for almost anything nowadays. No, really, there is. If you have a task that you would like an AI to complete, TheresAnAIForThat.com offers links to various AI resources. 

A(I) Prompt Review

AI prompting may seem daunting but can be useful (task-depending). There are various kinds of prompts to utilize with ChatGPT, both short and MEGA! After receiving a response, ensure you review it each and every time!

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