Cathy McPhillips’ Post

Here's a quick example of finding valuable AI use cases in real-time once you know what AI is capable of doing. Yesterday morning a journalist from AFP, a French news agency, reached out asking for my thoughts on the Google AI Overviews announcement and the impact that it might have on search. I wasn't familiar with AFP, or the journalist, so I put a quick prompt into ChatGPT to learn more. Prompt: Give me a summary of the type of stories that Thomas Urbain of AFP writes. Include links to some examples. It gave me a great summary of his writing, including links to recent articles. But, having owned a PR and marketing agency for 16 years, I know sometimes journalists have a certain angle they're going for when they conduct interviews, and it's good to be prepared. So, I followed up with ChatGPT and asked the following question. Prompt: What's the overall tone of his stories? Are they fact-based, or do they take a position that could be controversial? ChatGPT: "Thomas Urbain's stories for AFP exhibit a predominantly fact-based and objective tone. He focuses on delivering comprehensive coverage of events, presenting facts clearly and accurately without overtly taking sides or injecting personal opinion. His articles are detailed and thorough, often exploring the broader implications of the topics he covers." It continued on with a more in-depth summary of some specific articles to highlight his fact-based approach and then offered a conclusion about his overall tone and style.  I then performed the same sequence of prompts in Google Gemini and Perplexity to verify the information and compare the outputs. All told, in about 3 minutes I had the information I needed to reply to the inquiry and schedule a call with Thomas. As someone who has done PR his entire life I can tell you this process would have taken me 45-60 minutes to complete through traditional Google searches and note taking. And given how busy my day was already, I probably would have just passed on setting up the interview due to time constraints. When you understand what AI is capable of, you will continually find valuable use cases for it throughout your day. Keep learning and experimenting. And thanks to Thomas for a great conversation and writing a balanced, fact-based article. Just as the AI told me he would. https://lnkd.in/dg2zSHeQ

For more than 20 years, there has been a significant evolution in how people use search engines. As a result, search engines have added new capabilities to campaign types, ad formats, and more. However, the adoption of AI in paid search has been slower than anticipated despite the demand for more personalization. Stasia Fulginiti, our Associate Director of Paid Search & YouTube, shares her thoughts on leveraging AI in the ever-evolving paid search landscape. #MIR #MediaImpactReport #paidsearch #searchengine #Google #AI #artificialintelligence #ChatGPT #machinelearning

🔍 Google's new AI search overhaul is shaking up the digital landscape! As AI-driven results become more prevalent, publishers are facing the challenge of maintaining visibility and revenue. Dive into the implications for our industry and discover how to navigate this AI revolution. 📈 #DigitalMarketing #AI #SearchEngineOptimization #ContentStrategy Read more via Barron's

Thinking about using AI to write your website? Or to use it as an assist in writing it? You might want to re-think that. With Google's latest update, Big G is targeting contented created by AI or is AI-assisted content. https://lnkd.in/eXjqz8JD

Googles AI Search Tool vs Online Content Creators If you thought it was hard to create and publish relevant content online in order to attract people searching online for what you offer, I have bad news for you. Google just integrated AI to their search engine results! Why this is a nightmare for us? Content creators and publishers are facing a new threat to their traffic and revenue: Google’s integration of AI into its search engine. This means that AI-powered search would likely provide a complete answer to a user’s search, resulting in the loss of traffic to our websites. So instead of someone clicking on the links within the content to go to the publisher’s site, they stay on Google since they are getting the answer for their search right on Google. Not only that but, “Google’s use of generative AI was trained on content from across the web without payment to publishers. This poses a significant concern for publishing executives who fear that users’ searches won’t result in them clicking on links that take them to publisher websites.” This of course creates a two sided problem: lack of traffic to websites plus Google is using our own content to provide their answers to people searching on Google. Not nice at all… You can read the entire article on the link below. #smallbusiness #onlinebusinessmarketing #chatgpt #contentcreators

The Future of Search Is Ask "Since the turn of the millennium, the verb "search" has dominated our interaction with the internet—inputting keywords into a box and sifting through a list of results. In the last year, artificial intelligence (AI) has catalyzed a move towards a new verb that will redefine our digital experience: 'Ask.'" This means brands need to transition in 3 ways: 1. From "tell" to "answer" - Intelligently answering consumer queries instead of just telling them what your business does 2. From "show" to "share" - Social will continue to play an important role in how consumers experience your brand 3. From "sell" to "persuade" - Leverage AI to customize your message instead of doing the hard sell You can read more here about the transition from "search" to "ask": https://lnkd.in/eRDjreiV #Search #AI #AIApplications

Gosh-darnit! I thought marketing was supposed to be easy and content generation is like pushing a button these days? Think again. Great article on what Google is thinking on the the topic. Looks like they are clamping-down hard. Worth your time to read this. #contentstrategy #AI #marketingagencies

Google's recent rollout of its AI-generated search results, AI Overview, has been met with criticism due to the proliferation of errors, concerning advice, and misinformation. This experience serves as a cautionary tale for marketers and marketing technologists considering the implementation of AI-based tools, highlighting the importance of careful planning and testing to avoid similar pitfalls. **Key Takeaways** * Google's AI Overview has been criticized for providing misinformation and incorrect advice, including suggesting the use of glue in pizza cheese and claiming that geologists recommend eating at least one rock a day. * The hasty rollout of AI-generated search results has opened Google up to criticism, with experts warning that the increasing amount of synthetically generated content on the web raises the risk of inaccuracies. **Putting it into Practice** If your organization is considering rolling out a customer-facing chatbot or similar AI tool, take heed. Learn from Google's mistakes and don't rush it. Train your chatbot on your content and deploy it internally first to ensure all the kinks are worked out before you unleash it on your customers. The risks of rushing an AI-based chatbot include more than just damaging consumer trust, but can include legal, data privacy, and security risks. By taking a more measured approach, you can avoid the kind of backlash Google is facing and ensure a smoother, more successful implementation. **Your Turn** What questions do you have about implementing AI-based tools in your marketing strategy? Have you had successes or struggles with chatbots or similar technologies? Share your experiences and insights in the comments below.

Reducing Your Dependency on #Google Traffic – Part II: Generative AI - #PPC

While Machine Learning and Generative AI has been used in marketing for several years, it was the launch of ChatGPT by OpenAI in November 2022 that truly captured the industry’s (and world’s) attention. The released highlighted both the benefits and potential risks of being able to use a simple chat interface or text prompt to find answers and generate content.  https://lnkd.in/dE3z25yk