Explore the impact of AI on small business marketing at the Amazon Business Small Business Summit 2024. Learn about generative AI, synthetic media, and specific AI offerings in marketing for small businesses. Discover AI tools like ChatGPT, Midjourney, and Jasper, and the importance of embracing transformative AI technologies.
This video discusses the latest advances in artificial intelligence and how they can be used to enhance small business marketing. It explains generative AI and synthetic media and how they are being integrated into various platforms and tools. The video emphasizes the impact of AI on streamlining operations, disrupting search and discovery, and enabling quick content creation. It highlights specific AI offerings in marketing, such as paid advertising, personalization, and content recommendations. The video also explores three main use cases of AI for small businesses: Large Language Models for creative solutions and brainstorming; Image Generation for creating original graphics and artwork; and AI-enabled data management and software creation. It concludes by mentioning specific tools like ChatGPT, Midjourney, and Jasper, and encourages viewers to explore and experiment with these AI resources.
Hi, I'm Adam Simon from the IPG Media Lab
and today I'm going to talk to you about the latest advances
in artificial intelligence and how you can use them
to supercharge your small business marketing.
The past few years have really seen an explosion of tools
that bring the power of generative AI and synthetic media
to everyday consumers.
You may have seen some avatar images created by Lensa, or
chatted with Microsoft's Bing, or read some of the many, many
headlines that are coming out every week about ChatGPT.
But let's start at the beginning.
This new wave of artificial intelligence is called
generative AI because it can create new content:
text, images, video, or even 3D graphics.
And we call that content synthetic media
because it's made by machines rather than by humans.
It's the widespread availability of this technology
that's making it so interesting.
Microsoft and Google are testing it in their
search engines and office applications.
Amazon is integrating it into AWS and regular consumers are already using
tools like Midjourney to create beautiful illustrations in seconds.
As a business owner and operator, it's important to understand
how AI is changing the technology you already use.
It's going to streamline your operations
by automating services and customer support.
It's going to disrupt search and discovery of
new products and services changing how we reach consumers,
and it's going to influence our creative process for marketing
giving us the ability to ideate and produce content very quickly.
For the sake of this presentation, I'm going to focus on the third bucket
because using these tools to support your creativity
is probably the most impactful way
to get started using them today, and it's the most fun.
Before we dive in, let's look at some data.
As you can see, there are already some specific AI offerings
that are gaining traction in marketing.
Paid advertising, personalization and communications,
and content recommendations are all rapidly adopting AI
to help drive real business results.
That's across all of marketing.
Let's take a few minutes to talk through some use cases
for artificial intelligence that are specific to small businesses.
Let's start with Large Language Models.
These are the chat-based models that you might have
read about, like ChatGPT. They're super simple to use.
You just type in a question or a prompt,
but instead of returning a list of links,
like a search engine would, the LLM writes back
in humanlike paragraphs with more detailed answers.
There's a lot of talk about how this technology
will impact the future of search advertising and SEO
because major players, like Google and Microsoft,
are already testing integrating these models
into traditional search results as I mentioned earlier.
But for now, we can focus on using
Large Language Models as a creative tool.
Because they understand context, they're extra helpful in adapting solutions.
For example, if you're a chef, or a restaurant owner,
or a party host, really anybody who's building a menu,
you can give a Large Language Model
a list of ingredients, dietary restrictions, and even
esthetic guidelines and it can give you back a menu
that will fit exactly what you need.
Another important characteristic of these LLMs
is their ability to help you brainstorm.
As these tools become more widely available,
AI is poised to really supercharge the creative process
from initial ideation to content development and optimization.
Let's say you are a donut shop owner,
and in between managing your staff and your supplies,
you're also stuck writing captions for social media posts.
You can think about Large Language Models
like ChatGPT as your new social media manager.
Asking it for punny donut captions or ideas for images or videos,
and it will give you back very humanlike responses
to help populate your marketing content.
The next area I want to dive into is Image Generation.
With the rise of new AI tools, anyone can create
custom text prompts that are quickly turned
into original graphics and artwork.
This can be a game changer for small business operators.
Rather than hiring a designer or an artist to create images
for your marketing materials, you can do it yourself
using tools, like Midjourney or DALL-E.
Let's say you are a salon owner
who wants to tout your hair or makeup specials on social media.
You're no longer limited to taking photos with your phone
or hiring models and professional photographers
to document your looks.
You can input a prompt into these generative AI tools,
maybe with a quick reference image
or two of a real customer, and you can create
colorful, creative art to draw in potential customers.
Right now, this is a separate step from actually
creating the social media post, but we're already
seeing platforms like TikTok experiment with
integrating it directly into their creative tools.
We expect this is going to quickly come to every
social media platform and help set a new
standard for content and speed to posting.
The last use case I want to highlight
is using AI to enable easier management of data
or even to create a bit of custom software
that doesn't require understanding
anything at all about coding.
Take a local pizza shop owner, for example.
He’s losing business to apps and services
that enable mobile orders because he doesn't have
the time or money to figure out
how to integrate with these platforms.
He can use a tool, like Jasper to help him
modernize his website or Amazon Web Services’ BLOOM
to help generate the code he needs
to integrate with online ordering platforms.
Those are just a few ideas of how you can
get started with this new generation of AI tools.
As you might have noticed, we actually used
one of them, Midjourney, to create the images
for this presentation.
Just $10 a month for their basic plan gives you
unlimited images and a commercial license
making it super quick and easy to get started.
Now, you might have seen some headlines
about lawsuits and possible government
regulation of AI, but fear not,
the legal actions are all directed at the
VC funded companies that are creating
these tools, not the end users.
You can feel safe and secure
that any content you create will be
shielded from future legal actions.
Before we go, I want to share a
quick overview of some of the tools
that I spoke about as well as some of the
more sophisticated use cases over on the right.
I highly recommend you start spending
some time with these tools and
get a better understanding of their capabilities.
ChatGPT, Midjourney, and Jasper all have
free trial tiers and are great places
to start learning and experimenting.
To get access to these resources and more,
you can scan the QR code on your screen.
Artificial intelligence is rapidly changing
how we do business.
Today, I ran through just a sliver of what's
possible using the latest tools.
Thank you for your time, and I can’t
wait to see what you create.
Artificial intelligence (AI) is revolutionizing the way we approach marketing. With recent advancements in generative AI and synthetic media, small businesses have access to powerful tools that can enhance their marketing efforts. Let's take a closer look at how AI is transforming the industry.
Generative AI refers to the ability of machines to create new content, whether it's text, images, videos, or 3D graphics. This technology, also known as synthetic media, is becoming widely available and is being integrated into various applications and platforms. Major companies like Microsoft, Google, and Amazon are already testing and incorporating generative AI into their services.
AI is reshaping the landscape of marketing in several ways. Firstly, it streamlines operations by automating services and customer support. This means businesses can provide faster and more efficient support to their customers. Additionally, AI is transforming search and discovery, changing how businesses reach and engage with consumers. Finally, AI provides marketers with the ability to ideate and produce content quickly, giving them a competitive edge.
Let's explore a couple of specific use cases where AI can greatly benefit small businesses.
LLMs, such as ChatGPT, are chat-based models that can provide detailed answers and responses to user queries. These models can be used not only as search tools but also as creative assistants. For example, if you're a chef planning a menu, you can provide a list of ingredients and dietary restrictions to an LLM, and it can generate a menu that fits your requirements. LLMs are great for brainstorming and generating creative ideas for marketing content.
Thanks to AI tools like Midjourney and DALL-E, creating custom graphics and artwork has become accessible to everyone. Small business owners no longer need to hire designers or artists to create marketing visuals. With AI, they can input prompts or reference images and let the tools generate original graphics quickly. This not only saves time and money but also allows for more creative freedom in marketing campaigns.
AI can also assist businesses in managing data and creating custom software without any coding knowledge. Tools like Jasper and Amazon Web Services' BLOOM enable small business owners to modernize their websites and integrate with online ordering platforms effortlessly. These tools give businesses a competitive advantage by providing solutions that were previously out of reach.
If you're interested in exploring AI tools, there are several options available. ChatGPT, Midjourney, and Jasper offer free trial tiers and are excellent starting points for learning and experimenting with AI technology. These tools provide a glimpse into the possibilities of AI and how they can enhance your marketing efforts.
As AI continues to evolve, it's essential for businesses to adapt and embrace these transformative technologies. Discover the power of AI for your small business marketing and unlock a new world of creativity and efficiency.
To learn more about the AI tools mentioned and explore advanced use cases, scan the QR code on your screen for access to additional resources. Start harnessing the power of AI today and witness the remarkable impact it can have on your business.
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