A-Z of Generative AI

AI has become the talk of the town both within the digital marketing world and beyond it with generative AI taking popular culture by storm. But what is generative AI and what are the key terms you need to know to utilise it within your own business? We’ve pulled together a handy A-Z guide to generative AI with some of the top AI terms you need to know.

Quick Contents:

A-I Terms ¦ J-P Terms ¦ Q-U Terms ¦ V-Z Terms

What is Generative AI?

Whilst you may have heard all of the talk surrounding AI in its various forms, you might not be familiar with the term generative AI. Generative AI, meaning generative artificial intelligence is AI that is capable of generating something. This could be images, text, video, words or other data using generative models in response to a prompt.

For example, Chat GPT, when given a prompt can generate content such as lesson plans, book summaries and more. This type of AI takes its learnings from the patterns and structure of its input training data and then generates new data that has similar characteristics to what it has learned. Now you know the basics, here are the key terms you need to know when it comes to generative AI.

A – AI

We’ll start with the main term. AI stands for artificial intelligence. AI is a technology that allows machines to simulate human intelligence and solve problems or queries. AI can be used for a multitude of tasks including when it comes to digital marketing. However, it is important to be cautious when using AI for a website or marketing efforts as it may not be original and always needs a human aspect to quality and fact-check to ensure the proper meaning is shown.

 

B – Bias

One element that is a side effect from the large amounts of data generative AI tools are trained on is bias. Many AI modals such as ChatGPT can present biases based on the data they have been trained on which can lead to discriminatory or biased output which is also an effect of its lack of real-world understanding and experiences.

 

C – ChatGPT

Probably one of the most well-known tools in the AI trend that has swept popular culture, ChatGPT is an AI chatbot created by OpenAI that generates responses to a range of queries and can be used for translation, summaries and more. It is designed to be conversational and works by repackaging information it has learned from the internet. There are plenty of ways to train ChatGPT to help with everyday tasks, but a word of caution is advised. Whilst it is a good way to provide summaries or longer texts for examples, it always needs to be fact-checked as it is not always 100% accurate.

D – Deep Learning

Modern generative AI tools use deep learning to absorb vast amounts of datasets for the information it provides. It uses multimodal training to learn the relationships between different elements such as how text relates to an image.

 

E – Ethical Concerns With AI

When it comes to using generative AI tools for marketing. It’s worth taking a step back to look at the ethical implications before you jump in fully. AI produces responses based on learnings from existing data such as websites and resources available, it is also continuously learning from new information available, including yours.

Generative AI is not an employee so it is imperative that you don’t input any confidential information during use. AI systems rely on vast amounts of personal data with concerns on how it is collected, stored and used. Like the internet, AI can also absorb any prejudices and biases that might appear in the data it analyses, so it is important to review and be aware of any potential biases when using it. Find out more about Gemini’s data collection policy here.

Transparency and accountability can also be issues with generative AI as there is often no clear paper trail for where the information has come from. 

F – Formulas

One of the most popular uses for AI is when working with formulas making it a great tool to save time, especially if you are looking a boosting efficiency in Excel for example. Generative AI can generate formulas based on the information you input such as ‘calculate the sum of all values in column A’ and it can also help when understanding or analyzing complex formulas.

 

G – Generative AI, Gemini

Gemini is Google’s general AI model and is created to be multimodal meaning it works across text, code audio, image and video incorporating logical reasoning with creative collaboration to provide solutions. It also is part of Google Workspace making it an accessible generative AI option.

H – Human Aspect

When it comes to using AI for marketing, it all comes down to trust and the human aspect. AI-generated marketing content often doesn’t contain the same nuances and personality as human-generated content. This means that whilst it can generate vast amounts of content, the unique voice of your brand could be missing. Pairing AI generated content with a human being whether it is for a social media post, AI-generated marketing strategy or AI-written blog is vital. A human being reading, editing and optimising is essential to ensure originality, affinity to your brand and accuracy, not to mention success out in the world.

 

I – Image Recognition

AI image recognition works using deep learning models to analyse and interpret images. These are trained on huge datasets of labelled images that are fed into a deep learning model such as a CNN or convolutional neural network which extracts features from images to classify them.

The trained model is constantly tested on a dataset of images to evaluate accuracy so image recognition tools are constantly improving with many featuring on popular mobile devices these days.

 

J – Use Your Judgement

When using artificial intelligence for marketing, your judgement of what is right for your brand and what looks correct is vital. Whilst AI tools can generate plenty of sweeping statements and generalised fluff pieces, it’s up to the human to decide on what is a good point and can be expanded upon for content and what is just tenuously related words on a page. The same can be said for AI-generated jargon, if you don’t understand what you are reading or producing through your chosen tool, it’s likely your end reader won’t do either.

K – Keywords (keep them in mind)

When using AI to create content such as website content or blogs, it’s important to remember that the machine doesn’t know and can’t enforce your SEO strategy automatically. Part of creating SEO-optimised content is optimising with keywords so it’s important that any outlines you create using an AI tool are then reviewed and optimised for SEO using keywords and SEO techniques in order to show up in search engines.

 

L – Large Language Model

Large language models or LLMs are trained on massive datasets containing billions of words and are based on deep learning to simulate the human brain. They are designed to generate almost human-like text for tasks such as writing stories and translating languages.

 

M – Machine Learning

Machine learning algorithms are used to train natural language processing models on huge amounts of text data to allow them to learn patterns in language. It also allows artificial intelligence tools to become better at predicting outcomes and answering questions accurately and automatically learn rules previously programmed.

 

N – Natural Language Processing

Natural language processing or NLP is a branch of artificial intelligence focussed on helping computers to understand and generate human language taking into account things such as grammar, context and sentiment. This method allows AI to create more human-like interactions and text and more accurately undertake tasks such as spam filters, voice assistance and more.

 

O – Original Content – Reminder

When it comes to using AI for marketing, there is a word of warning. Due to the popularity of generative AI, the internet has become flooded with AI-generated content and Google’s own website crawlers are becoming wise to it. AI content uses information and ideas that already exist on the internet and is limited in the creativity in how it expresses that information. The result of this is generic content that doesn’t entertain or enlighten the reader in any new way and so doesn’t perform as well in SERPs (search engine results pages). Google prizes original informative content above all so if you’re planning on bulking out your website with pages of AI-generated content, you might want to think again.

 

P – Prompt

Put simply, a generative AI prompt is simply what you enter into the system, whether that is Google’s Gemini, Chat GPT or another AI bot. Some prompts are better than others and there are some useful AI prompts out there for a number of tasks. Some top tips for writing successful prompts include being specific, including context, intent and tone.

Some generative AI examples might include things such as ‘Generate product ideas for my home accessory company based on current industry trends’ or ‘I just opened an Etsy shop that sells trendy customized gift cards. Generate some enticing product descriptions using this information (add information)”.

Using prompts is a great way to generate ideas using generative AI such as Gemini or Chat GPT, it is just important that a human, whether it is an employee within your company or part of the marketing team you hire, is there to review and edit if necessary and bring those ideas to live themselves if it involves creating content such as website copy or blogs.

Q – Quality Review

As with any content you or your digital marketing specialist create, a quality review should always be included when using generative AI for marketing.

 

R – Reinforcement Learning

Reinforcement learning is a type of machine learning undertaken by an AI tool involving performing actions and seeing the result in a trail-and-error format. In this way, generative AI can perform tasks that usually require a human element such as problem solving or decision-making. In this way, AI is constantly learning and evolving to fit new challenges and become more intuitive. 

 

S – SEO & AI

Now that generative AI is becoming more established, search engines such as Google and consumers have become more in tune with how to spot it. When it comes to SEO there really are no shortcuts and whilst AI tools can help with ideas or pointing out gaps in knowledge, they still have a long way before they can produce SEO optimised content that ranks. 

 

T – Training Data

Training data is the data used to train an AI model so that is can learn patterns in information and make more accurate predictions. This is a core part of how AI works and is able to produce new tips and content.

 

U – User Experience Through AI

Although you might not see it at first glance, AI has a hand in a number of UX systems and processes. AI can analyse user data to help deliver a more personalised experience based on previous actions or perceived action outcomes, for example showing a customer products they may be interested in. Generative AI can also assist in customer service by picking up on user issues through a chatbot or other method and creating a solution that works for the user.

Another way AI can help with user experience is through accessibility. AI is able to auto-generate captions for images or videos and provide real-time translations, all improving customer experiences on your site.

 

V – Voice Recognition

Voice recognition AI or speech recognition AI works by capturing the sound waves of the person speaking, converting it into an audio format, using acoustic modelling to map vocal variations such as accents, using language modelling to interpret context and turning this into a transcript that can then be used to issue commands. This is often used for tools such as Google Assistant, accessibility tools or automated customer service lines.

 

W – Weak AI

Weak AI or Narrow AI is a type of AI that focuses on performing a specific task. Some examples of this could include virtual assistants such as Siri or Alexa or spam filters that use artificial intelligence to weed out spam emails. Online retailers such as Amazon of Netflix use limited AI to suggest products or shows you might like based on your viewing history.

 

X – XAI (Explainable AI)

Explainable AI is the process of making artificial intelligence’s decision-making process more transparent and understandable to humans. This can help identify issues in data that might otherwise be missed, meet data regulation requirements and build further trust in artificial systems.

 

Y – Your Brand

When using generative AI, it’s important to keep your brand at the heart of everything you create. Whether you are describing your brand for context as part of the AI prompt or adding your brand voice and language to a piece of content after an AI tool has outlined it, it’s important to ensure your brand identity isn’t lost in the sea of computer generated generic content.

 

Z – Zeitgeist

ChatGPT & AI have definitely become the zeitgeist of the mid 2020’s and it shows no sign of fading out as a trend. Whilst it may be tempting to jump on board the AI wagon for everything and anything, using it intuitively and for the select tasks it is good at is the best strategy. Whether you use it to organise meeting notes, rewrite your strategy wording or understand some complex code, generative AI has plenty of uses and remains a popular tool.

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