Built-in Wizardry

A newsletter about AI and Marketing by Tom & Charlie

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AI Marketing School Newsletter #8

Remember when being cloud-based was a serious competitive advantage for software companies?

Now, it’s simply an expectation.

And the same thing is currently happening with AI.

When ChatGPT first hit the headlines, everyone flocked to Open AI to get their generative AI fix. But it appears that everyone from Google to Canva is now integrating AI into their offerings.

Why should marketers care?

• Now the cat’s out the bag, tech providers can’t afford not to include AI.

• This means you no longer have to go on the hunt for AI tools, or consider replacing your existing tech stack. Instead, AI will automatically be built in.

• Every single tool you use is going to get better. Period.

In this newsletter, we explore how AI is revolutionising marketers’ favourite tools.

Microsoft

Microsoft is leading the charge, having acquired a large stake in OpenAI giving it priority access to GPT-4.

The company has also announced the release of AI Copilot across all Microsoft 365 tools: Word, Excel, PowerPoint, Outlook, Teams, etc.

Copilot sits in the sidebar as a personal assistant, like Clippy. It can generate articles in Word, create PowerPoint presentations based on Word documents, create PivotTables in Excel, draft emails (with toggles to adapt length), and more.

But that’s not all.

Microsoft has also released Bing Image Creator, using OpenAI’s latest DALL∙E models to provide users with advanced text-to-image capabilities.

And, they recently unleashed Loop, a Notion competitor that has Copilot built in.

So if you’re using Microsoft’s suite of tools, expect to soon find AI in everything

Google

Surprisingly, Google has slightly been left in the dust compared to Microsoft—but that doesn’t mean it’s been ignoring AI. Far from it.

Google Workspace will soon integrate AI capabilities, much like Microsoft 365, including AI-assisted text generation in Gmail, Docs, and more.

And then there’s Bard, Google’s answer to OpenAI’s ChatGPT and Microsoft’s Bing Chat.

However, Bard is slightly disappointing.

For example, we decided to put it to the test by providing the same prompt to Bard and ChatGPT:

The prompt: “Write a funny, catchy, creative slogan for my business. It's called AI Marketing School. It's a newsletter aimed at marketing pros who want to keep up with AI. I want to get more subscribers.”

GPT’s answer was spot on. “"Get a byte of the future, one AI-larious newsletter at a time – join AI Marketing School today!"

But Bard’s left a lot to be desired. “"AI Marketing School: Where the future of marketing is learned."

So while Google is still most marketers’ top choice for Search, Bard’s really not worth writing home about.

The latest in Visual AI

• Canva has implemented AI with its Magic Design feature

• Adobe Firefly is set to transform Adobe’s suite of tools. Watch this space—Firefly looks immense.

• Photoshop has released its AI tool, Stable Diffusion.

• Midjourney V5 is as impressive as you’d expect. For example, here’s an image for AI Marketing School that we created.

Recommended Reading

1. What Google’s new guidelines for AI-produced content mean for SEO

TLDR; Google won’t punish companies using AI to produce genuinely valuable content. However, if you try to use it to game the system, then you’ll suffer the consequences.

2. Every Company Needs an AI Strategy

TLDR; AI is the single largest value creation opportunity in our lifetimes. Therefore, you need a strategy to integrate it into as much of your workflows as possible. Move as quickly as possible.

3. Artificial Intelligence is Going to Destroy Social Media

TLDR; LinkedIn will use AI to generate collaborative articles—but the author believes this will lead to a degradation of the social media experience and an increase in spam. This may lead people to "pull the cord out", spelling the end of social media.

Thanks so much for reading. With the abundance of content on the internet, your attention means a lot. If you have any suggestions or feedback on how we can improve the newsletter, please shoot us a reply. We'd love to hear from you!

Until next time. Happy marketing.

Tom and Charlie