AI is Copilot for Enhancing Agency Efficiencies: OEM Group Perspective (Part 2)
In my last blog, Shane McKinnon, Founder of OEM Group, a healthcare advertising, and digital marketing company, provided an outlook on AI in general, what it means for the marketing industry, and ways business leaders can start experimenting with different use cases. OEM Group and SecureCHEK AI have been collaborating on initiatives that use AI to build claims libraries, precheck content and create personalized tactics at scale.
Below, Shane has outlined several simple, low barrier ways to start experimenting with different AI based applications and use cases. What should emerge as the common variable, or theme, is that these use cases all nod to AI technology acting as an extension, or “copilot” to optimize human effort, and not outright replacing it.
Before jumping in, it’s advisable that you consider the privacy implications when using 3rd party and especially web based Large Language Models (LLMs) platforms, such as OpenAI’s GPT, with sensitive data. You can avoid this by redacting sensitive information, or by running these models locally, which avoids putting your information online.
Data analysis:
LLMs, like OpenAI's GPT variants, have emerged as valuable, low barrier tools for business leaders in navigating the complex and laborious landscape of data and documentation. Serving as a digital copilot, LLMs can swiftly analyze vast arrays of documents using natural language, including the nuances of campaign analytics, audience data, and even financial statements and sales figures. By parsing through these datasets, they can surface key insights, trends, and anomalies that might otherwise go unnoticed. For campaign strategies, they can highlight performance metrics, suggest optimizations, and predict future trends. In demographic research, LLMs can identify target audience behaviors and preferences, aiding in market segmentation and product positioning. For financial documents, these models can provide detailed breakdowns, forecast financial health, and flag potential discrepancies.
Optimizing content creation:
LLMs, when integrated into the content creation process, can serve as trusted copilots, especially in the preliminary stages. From the inception of an idea to its execution, LLMs may help combat the all-too-familiar "writer's block" by kickstarting the process. Briefing an LLM application, much like you would a team member, can yield structured outlines and preliminary drafts. Before moving content to a dedicated editorial team, utilizing an LLM for a preliminary review can potentially address a significant portion of issues, streamlining the editing process. Furthermore, when crafting creative content, such as headlines or key messages, LLMs can offer alternative suggestions, bringing fresh perspectives, but again, not at the level of a seasoned professional. While these models certainly don't replace human intuition and creativity, LLMs can enhance it, acting as an initial sounding board or assistant to generate content.
Optimize presentations and storytelling with generative slide creation:
Generative AI can significantly enhance presentation decks by automating outlines, content creation, suggesting design layouts, and optimizing data visualizations. It can offer tailored content based on audience demographics, provide feedback on presentation delivery, and even assist with real-time translation for broader accessibility. Additionally, AI tools can facilitate research by gathering relevant data and ensure the narrative flow is coherent. Again, it helps you get started, it does the grunt work, leaving humans with the task of overseeing the accuracy and fine tuning the content. Assessable applications for generative slide creation (Microsoft launched their 365 copilot this year) include Tome, Plus AI, and Gamma, among others.
Get more out of meetings:
A study by Harvard Business Review found that executives spend an average of 23 hours per week in meetings, and up to 50% of that time is considered unproductive or unnecessary. AI can help optimize meetings by streamlining scheduling, creating agendas, taking notes, tracking action items, and analyzing meeting data. AI can create meeting agendas by analyzing previous meeting notes, emails, and other documents related to the meeting topic. This can help ensure that the meeting stays on track and includes only the right members. To solve for accurate note-taking, there are AI applications that can listen in on the meetings and transcribe what the attendees are saying, and identify key points, that can then be analyzed, and compiled for contact reports, with clearly defined action items. It also has the capacity to analyze meeting data, such as attendance, duration, and engagement levels, to provide insights on meeting effectiveness, to improve future meetings. Easy to adopt AI meeting plugins, include Fireflies and Otter, among many others. Eventually, AI will be natively integrated with video conference platforms such as teams and Zoom.
In conclusion, the dawn of AI marks a transformative era in technological advancement, with its potential to reshape industries and address pressing global issues. Its integration into the business landscape, including healthcare marketing, is not about replacing human intellect but rather augmenting it. While AI promises efficiency, innovation, and solutions, it also necessitates thoughtful governance and ethical considerations. As we navigate this new frontier, the synergy between human creativity and AI will be the catalyst to unlocking unprecedented possibilities.