In this panel discussion, chaired by Diana Cabrices; Tim Blackmore, Mary Kate Gulick, and Susan Theder explore the role of AI in marketing, particularly focusing on the use of generative AI and large language models (LLMs).

Tim provides a relatable analogy using a corn maze to explain how LLMs work and emphasises the importance of prompt engineering and data quality. The panel discusses the benefits and limitations of AI in content creation, stressing that AI should be viewed as a starting point rather than a complete solution. They highlight the importance of maintaining originality and creativity, alongside scalability, when using AI-generated content.

Best practices such as voice definition, role assignment, goal setting, and leveraging AI for idea generation and client profiling are shared. The session also touches on compliance challenges in regulated industries, with suggestions on ensuring that AI-generated content adheres to regulatory standards. Overall, the discussion serves as a practical guide for marketing professionals looking to integrate AI tools into their strategies.

Watch parts of the session here: