Whenever companies and creators think about Google and AI, they often believe they are very much alike. Powerful tools that can provide basic information one can quickly check before moving on. And that’s it.
Who can blame them? With AI being so new, most don’t even understand what Generative AI even is. With no reference point, they refer back to what they DO know: Google. But Generative AI, such as ChatGPT, can do so much more than you realize! It’s a tool that is chronically underutilized and misunderstood, but one that can make a world of difference.
So… What is Generative AI?
Essentially, Generative AI takes prompted ideas and generates responses in different forms of content, such as text, images, and video. Most people’s understanding of generative AI ends at this point, but that’s just scratching the surface.
A Pencil Vs A Paintbrush
Generative AI can iterate and build upon previous queries, allowing you to dive into a topic further than any single search. More importantly, it becomes more specific to your questions and previous answers, narrowing down the generated content to be exactly what you are looking for. The more you put in, the more it will put out.
Think of it as a paintbrush. In broad strokes, you can fill a canvas with the color that you desire. Once the large strokes are done, smaller brushes can help add accents and pops of color to your space making it unique to you and, more importantly, finish figuratively painting much faster.
While you may be sold on the idea of using AI, it’s not all-powerful… at least not yet. While it can generate A LOT of information, much of it is not proven or peer-reviewed. Many experts agree that Generative AI does everything it can to make you see it as a reliable source of information, no matter how little knowledge you provide it.
But that’s where Google comes in. For everything AI lacks, Google provides; and vice versa. Google is the best resource for finding specific singular information that can help back up your ideas with facts, statistics, and real-world examples. Moreover, sub-tools of Google, such as Google Scholar and Analytics, can provide excellent data for research and execution.
Think of it as a pencil. It is a precise tool that gives much-needed definition and detail to your proverbial painting. Not only that but this precision can also be used in creative ways to add elements many will see once they take a closer look. It’s a tool that turns general ideas into real ones.
Using Tools Together
These tools provide a lot of value to ideation. When applied to marketing, they can help with every step in the creative process.
Let’s say you are planning a new influencer campaign — but have no idea how to improve your results. Previous projects didn’t do well, and the influencers you chose underperformed. But using these tools can help your new campaign do much better.
Starting with AI, you can begin searching for campaign ideas. Continuing to ask questions, you can narrow down and fine-tune your questions to spark more ideas. Not only that, but AI can also generate marketing personas for the campaign and criteria for a prospective influencer.
Now that you have a solid structure, time to add detail with Google. By using analytical tools, effective searching, and using the criteria generated by AI, your search will yield much better results. You can have clear ideas to search for, which will reduce your research time and improve the campaign’s chances of success before it’s even launched.
An Artist is Always Needed
Finally, it’s important to point out how this just scratches the surface of what these tools can do. However, what’s more important is the person using them. Google and AI help you bring ideas to life, but you need to be the one to see them. Pencils and paintbrushes can make wonderful works of art, but an artist is always needed to paint the picture.
