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AI can expose where we can’t see the wood for the trees

Many of the experts advising on how to write effective ‘prompts’ for ChatGPT suggest that we specify a ‘persona’ for the AI. For example, rather than asking “How do I put up a shelf?”, we could say: “You are an expert in DIY. List the steps involved in successfully putting up a shelf”. It turns out that AI is very good at adopting roles, and this could include being a customer.

One nice exercise is to use ChatGPT to get a detached view on marketing content, such as our own websites (a paid-for version of the service may be needed to go to look at websites). It probably won’t deliver any devastating insights, but it does often make some interesting points. When I asked it to assume the role of an industrial marketing manager and assess a random advertising agency and compare it to my own business’ website, it produced this summary:

■■■■ presents a strong offering as a Google Ads agency with a focus on delivering exceptional PPC management results. They highlight their status as a Google Ads Premier Partner and claim to be the highest ranked Google Ads agency in the UK. Their services include a comprehensive suite of PPC management options across various platforms, including Google, Bing, Amazon, and social media sites like Facebook and YouTube. They also emphasize their specialization in eCommerce and offer free audits and consultations to assess potential improvements in PPC campaigns. Comparing ■■■■ with BMON, it seems ■■■■ offers a broader scope of services across various platforms with a strong emphasis on eCommerce and digital marketing, while BMON focuses more specifically on industrial and scientific sectors. Your choice might depend on the specific needs of your industrial components manufacturing business and whether you value a broader marketing approach or a niche specialization.

You can see how (as with most AI exercises), this can be the start of an interesting exploration. There are a lot more comparative questions that we could go on to ask. It doesn’t matter that the AI might not think exactly like a real customer – it’s always hard to understand how our own work is viewed, and this is a way into exposing situations where we can’t see the wood for the trees.