From the course: Generative AI for Digital Marketers

Crafting a marketing prompt

From the course: Generative AI for Digital Marketers

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Crafting a marketing prompt

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- [Instructor] As I've mentioned before artificial intelligence is all about predictions and in many cases they're getting really good. But AI doesn't have intuition and can't read your mind. So to get what you want, you have to prepare detailed instructions a machine understands. That's called prompt engineering and it's becoming a new marketing skill. Prompt engineering is the strategic use of language as the input that lets the AI know the parameters for the creative output you want to see. In many ways, it's a lot like coding, except the symbols you're using are words. While your colleagues at work might be able to fill in the blanks when you ask them to do something, generative AI can only respond to what's included in your prompt. That's why you want to make sure you're descriptive and specific by specifying details like length and format, tone, the audience you're trying to reach and whose perspective it's from. If you want your output to have bullet points or headers, say it. The same goes for image generation. You need to paint a picture in words of the image you envision in your mind. As you can imagine, there's a lot of trial and error involved in prompt engineering and you'll need to figure out how to become almost an AI whisperer to the machine. I encourage you to check out Dave Birss' great course on LinkedIn that teaches you how to craft an effective writing or research prompt and gives you lots of examples. Ultimately, you and your team will need to test any new generative AI tool you're using to see how it responds to your prompts and it's a good idea to approach this in a scientific manner. Record and assess what works to determine which types of prompts give you better results. Then adapt and develop best practices of your own. As with any skill the more time you spend prompting your AI tool the better you'll become.

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