AI: My Unexpected Thought Partner in Marketing and Communications
I won't lie. Artificial intelligence scares me. In the back of my mind, I can't help but think we're currently living the start of every sci-fi movie where robots take over.
But there's no denying that AI tools can be incredibly helpful for marketers and communicators — and the resources just keep expanding every day. I'd go so far as to argue that if you're not using them, you're already behind.
Do I think that AI is replacing jobs like mine? Not today. In fact, I believe our jobs might be more important now than ever… but that's a topic for another time.
As a marketing and communications director for a nonprofit organization, managing a small but excellent team, AI has become my go-to thought partner to help me develop ideas before presenting them to the larger group. Here's how I've been leveraging AI in my day-to-day work:
Campaign Plans
AI has become my first step in drafting campaign plans. Before putting anything on paper, I prompt it with my goals and the problem I'm trying to solve, asking for help in determining what elements my plan needs. Then, I work through every section of the plan using AI as a thought partner. I input my ideas and ask for the perspective of custom GPTs or bots aligned with my project. Just today, I used this approach while developing a plan to share a research study and white paper with a partner supporting veterans' health. This process helps me consider angles I might have overlooked and ensures a comprehensive approach from the start.
Audience Analysis
When it comes to understanding our target audience, AI has proven invaluable. I input demographic data and broad audience statistics (being careful not to include any proprietary or personal information) and use AI as a thought partner to analyze this audience, build personas, and explore effective communication strategies. This process helps me consider the nuances of how our audience prefers to receive information and what considerations we should keep in mind while developing our plan. It's like having a data analyst and psychologist on call, helping me dive deep into audience insights.
Gauging Perception and Reactions
One of the most valuable uses I've found for AI is in anticipating how our campaign ideas or messages might be perceived. I often ask BoodleBox or Chat GPT to think through various ways that my campaign ideas or messages will be perceived by the audiences I've analyzed. While AI isn't human and can't perfectly predict reactions, it helps me consider unique angles and potential responses I might not have thought of otherwise. This allows us to be better prepared and to refine our messaging for maximum positive impact.
Initial Brainstorming
AI has enhanced my brainstorming process significantly. Before involving my team in lengthy ideation sessions, I use AI to generate a range of initial ideas. This gives me a solid foundation to work from, allowing our team meetings to be more focused and productive. We can build upon the AI-generated concepts, refine them with our human creativity, and develop truly innovative campaigns.
The impact of incorporating AI into my workflow has been significant. I'm producing more in-depth, complex plans that are well-thought-through and deeply analyzed before even sharing with anyone else. The benefits are clear: colleagues are impressed with my plans, my communications strategies receive less feedback and fewer edits, and I'm not only more efficient but producing a significantly higher-value product in less time.
While AI still gives me pause, I've come to see it as an invaluable thought partner in my marketing and communications work. It's not replacing us – it's empowering us to work smarter, think deeper, and create more impactful campaigns.
As the world of AI continues to evolve, I believe our roles as marketing and communications professionals will become even more crucial. We'll be the ones guiding the AI, interpreting its outputs, and applying our uniquely human creativity and emotional intelligence to connect with audiences in meaningful ways.
If you haven't already, I encourage you to explore AI tools like Chat GPT or BoodleBox in your marketing and communications work. Just remember, while AI is an incredible tool, it's still us humans who are in the driver's seat. And that's a comforting thought in this evolving landscape of artificial intelligence.
