Issue #13: AI and SEO, 3000+ free prompts, future of LLMs and ChatGPT
Is this the year when SEO finally dies?
Like email, it’s been put through more funerals than I can keep track of.
Every year, “SEO is dead” articles show up. People write Twitter threads, do the Thought Leadership Thing on LinkedIn, and opine on podcasts.
And yet, SEO is still a thing.
But for how much longer?
The other day, Google announced ‘Magi’, their new AI search engine.
If anyone can finish off SEO, it would be Google.
(You could argue they’ve been trying to do that for years already).
Magi will have a chat-like interface and is rumored to replace the 10 results you get from a search with Magi answers.
I’m sure ads will fit in somewhere, too. Perhaps as part of the answer—or as an answer. You might end up bidding on providing answers to searches, instead of keywords.
Google says Magi will offer preselected options for purchases, research, and other relevant info. It will also be more conversational, making users feel like they're talking to a person rather than a machine.
It’s not live yet but the initial release is expected next month, starting with users in the US.
After a slow and awkward start, Google is trying to catch up and innovate with AI:
Improve Google Earth’s mapping technology with help from A.I.
Search for music through a conversation with a chatbot.
GIFI uses A.I. to generate images in Google Image results.
Tivoli Tutor teaches users a new language through open-ended A.I. text conversations.
Searchalong let users ask a chatbot questions while surfing the web through Google’s Chrome browser.
We’ll see when, exactly, the final nail in the SEO-coffin is hammered (if at all).
What’s unquestionable, and which I hope is abundantly clear to you, is how AI is changing everything in tech and marketing.
Nothing will be untouched. No job, task, or responsibility.
Let’s get you as prepared, ready, and in the good graces of our new AI Overlords as fast we can.
In today’s issue:
Exploring Microsoft’s Copilot (I can’t believe I’m saying this)
Mining large PDFs is one of the best AI use cases for marketers so far
3,000+ free prompts but also, learn how to write your own
AI facial recognition is dehumanizing, it needs to stop
The future of Large Language Models and AI is not more, more, more…
Let’s dive in.
Meet your new marketing assistant, Microsoft Copilot.
I’ve shared the announcement before but now it’s becoming clearer how Copilot can help marketers with a variety of tasks.
Here’s a rundown:
Copilot uses similar natural language experiences that you already know with GPT, and combines it as a layer on top of existing 365 business apps. Just “talk” to it like a normal human, and it’ll do what you ask. No need for complicated prompt engineering.
You can also reference and pull in documents you want to make use of. Say you’re pulling together a marketing campaign proposal. You can ask Copilot to use your meeting notes from the other day, along with a product roadmap (or any other document that’s helpful), and it’ll draft up a full proposal in seconds.
It’s integrated across Microsoft apps like Word, Excel, Powerpoint, Outlook, and Teams—which means you can call on it inside any document with a simple prompt.
When you’re done with that campaign proposal in a Word document, you can ask Copilot to create a PowerPoint slide for you, complete with speaker notes, images and animations in whatever style you want.
If you’ve ever found yourself with CSV or Excel sheets with lots of data in them (for an ad campaign or email sequence, or really anything), then Copilot can turn them into reports with charts, patterns, and graphs.
And, if you do voice-of-customer interviews, Copilot can listen in on the call for you, and create real-time transcripts, and even summaries.
Truly, I never thought I’d see the day when I’m excited about another Microsoft product. Bing Chat has impressed me. I expect Copilot to do the same.
You can read the original announcement here. Get yourself a Microsoft account so you can take Copilot for a spin. I’m fortunate to have access, which I believe will be widely rolled out soon.
Also, any marketers or copywriters here dealing with large PDFs?
Navigating large, jargon-packed PDF documents is a pain. Automate that process, and check out this tutorial on how to 'chat' with them using the power of GPT-4.
Mayo Oshin, Sienna and LangChain AI’s founder, has demonstrated his own process for extracting relevant information from even the most complex documents.
Using the Morse v. Frederick Supreme Court case as an example, Oshin provides a clear step-by-step process on how to set up a ChatBot, implement a simple UI, and then input any PDF document into the site and ask it questions.
This will fundamentally change the way we interact with large documents, making research and analysis more efficient and effective than ever before.
The tutorial is also a great resource for anyone interested in making their own AI chatbot with minimal code.
Everyone loves to collect prompts.
But how many of them are you actually using every day?
When I held my AI Copywriting Workshop, I shared plenty of prompts for marketing and copywriting, but I kept repeating and reiterating a couple of things:
Learn how to create and write your own prompts, because…
Process and working through prompts, with a tool like ChatGPT, is how you get quality output you can actually use.
Prompts are like words—both useless and, with the right use, extremely powerful.
Which means they’re both worthless and valuable at the same time.
Good prompts are good communication.
Bad prompts are bad communication.
Learn how to express your thoughts, directions, questions, statements with clarity and specificity—and you’ll be a prompt master in no time.
I’m tired of seeing people pay $20 or more for crappy prompt collections, when there are thousands of prompts available online, for free.
And while long prompts or prompt stacking is useful, wouldn’t you want to get good at interacting and prompting with ChatGPT yourself, so you can get the outcomes you need, instead of playing prompt roulette?
Not a single prompt will give you the exact same output every time. A prompt, even a long one, might work great for a while but then a model gets updated and it becomes less effective. Or, you still won’t get the output you need.
If you don’t know how to interact and communicate with ChatGPT or other models, and write your own prompts, you’ll always be at the mercy of the latest shiny prompt.
All those Prompt Engineering jobs aren’t paying someone $300,000 per year because they can copy-and-paste weak prompts they paid $20 for.
They’re paid the big bucks because they’re operating on a deeper level—and prompts are just an expression of their thinking, thought process, imagination, and ability to communicate.
As for thousands of prompts, these sites should keep you busy:
As for other models, like Google’s Bard, well…
If you’ve given Bard a shot, you may have noticed that compared to ChatGPT, it’s a little… slow. It’s inaccurate, gives long-winded answers and is overall a little bit unhelpful.
Not a great combo.
But there might be a good reason for that.
It may be that Bard's constraints are completely intentional, to avoid any PR missteps.
With Google's reputation for intelligence and the potential of multimodal AI, we may just be seeing the tip of the iceberg with Bard.
Just take a look at Amazon. They recently released a new feature that allows users to create AI-generated art through voice controls, which then appears on their TV.
Prompts and a Bard with communication issues are all fun and games.
But on to something more serious.
I’ve said it before but I’ll keep saying it:
AI can either be used to dehumanize us (through surveillance and control) or humanize us (with tools that improve our well-being).
On the more dehumanizing side of things:
It's no secret that AI has the potential to be invasive, and it's not without its controversies.
Take the example of Clearview AI, which has been repeatedly fined millions in Europe and Australia for privacy breaches.
If you think that sounds a little invasive, you’re not wrong. The New York Times covered the case of Randal Reid, who spent nearly a week in jail due to a bad facial recognition match—thanks to a tool exactly like Clearview.
This is a great example of how AI can go wrong. As always, regulation is lagging or non-existent. The use of facial recognition has, so far, not netted much positive anywhere, and is frequently wrong. Shut it down.
On the more humanizing end of the spectrum:
Early research has already shown NLP will be a game-changer for combating loneliness and aiding communication. In fact, the UK is exploring the applications of Natural Language Processing in social care.
I wish companies and governments would focus more on these use cases, than figuring out new ways to surveil and control.
$23.5M: Workera raises Series A for AI-based skills assessment and plans to launch an automated assessment authoring platform to expand its product offerings and customer base.
🤖 With Descript, creating professional-level videos is easy-peasey. Your video editing will be as easy as editing a Google Doc (no BARD included).
This tool is packed with infinitely handy features that make upscaling your content-creation portfolio a breeze:
Present live from downtown LA or downtown Tokyo with an instant background replacer.
Create, edit, and fine-tune scripts with an integrated Write Feature Mode
Integrated support for Overdub voice cloning technology means you can even scratch in a bespoke celebrity voiceover.
Autogenerated subtitles to maximize your audience reach.
🤖 Looking to make a more impactful virtual connection with your audience?
Innovative, smart and powerful, Nvidia’s Eye Contact is a serious game changer.
This AI-powered tool uses artificial intelligence to make it look like you are maintaining eye contact with your audience—without looking at the camera.
With a simple installation and setup, you can enjoy the benefits of a more natural and effective virtual presence in minutes. Finally, no more need to constantly adjust your gaze or worry about appearing distracted.
Whether you're a business professional, a content creator, or digital seminar presenter, Eye Contact is a game-changing tool that can help make your virtual presence more natural.
Give it a try and see the difference for yourself.
THE LAST BYTE
What will make GPT-4 better?
Is it training it with even more data and getting to GPT-5?
Are we going to keep counting up, like the iPhone, and eventually get to GPT-100 or something crazy?
It turns out more parameters and data may not actually produce better AI.
Sam Altman, CEO of OpenAI, says the research strategy that birthed ChatGPT is played out and future strides in artificial intelligence will require new ideas.
GPT-4 was likely trained using trillions of words of text and many thousands of powerful computer chips, costing over $100 million.
But training the next version on even more words won’t make it “better”.
So, what will?
New AI model designs and further tuning based on human feedback.
Or, as one of the leading AI researchers in the world, Gary Marcus, says:
Let us invent then a new breed of AI systems that mix an awareness of the past with values that represent the future that we aspire to.
Our focus should be on figuring on how to build AI that can represent and reason about *values*, rather than simply perpetuating past data.
— Gary Marcus (@GaryMarcus)
Apr 19, 2021
In other words, putting humans squarely at the center of AI development.
Or in yet other words, making sure AI are tools that humanize us, not dehumanize us.
Or as I like to say:
Use your sense of taste, discernment, judgment, perspective and wisdom to leverage AI tools as tools for creative outcomes—compelling marketing for amazing products that people love.
I know, words like “discernment” and “wisdom” sound out of place in a newsletter about AI for marketing.
But after working with AI and Machine Learning for marketing, over about 7 years now, trust me when I say:
Copy-pasting prompts you paid a few bucks for, no matter how impressively long, will not help you in the long run.
Develop your creativity, sharpen your imagination, become a tastemaker, practice your decision-making, form a perspective.
Tools and prompting are not your unfair advantage.
Being human is.
See you next week,