Artificial Intelligence Archives

Jasper Names Intercept a World-Class AI Marketing Agency Partner

“Now is not the time to wait and see. ‘Marketing’ has been given a new superpower. The question is, what will I do with it?”
Andrew Au, Managing Partner at Intercept

Jasper recently announced their list of world-class marketing agencies for their AI Solutions Partner Program, and we’re proud to say Intercept is among the global top 20.

To earn this accolade, we focused on B2B marketing in the global tech sector. Our deep understanding of generative AI (gen-AI) and its transformative potential set us apart.

Becoming a recognized leader in gen-AI marketing

Our AI journey started in 2017 with white papers and eBooks that explored possibilities for Big Tech clients. As early adopters, we leveraged AI tools internally for content creation and testing. Microsoft’s investment in Open AI validated our path, spurring further exploration.

By early 2023, we expanded into other gen-AI platforms like ChatGPT, DALL·E, and Midjourney, focusing on textual and text-to-image capabilities. Our comprehensive research evaluated tool functionality alongside data privacy and security. This led to a curated suite of tools, each chosen for their unique strengths, from infographic design to analytics insights.

In this mix, Jasper became a central tool in our approach to marketing, excelling in several areas:

Output consistency
Data privacy
Content control
Mitigating hallucinations
Maintaining a consistent knowledge base

Tailored Jasper solutions for every need

We understand that every business is at a different stage in adopting and leveraging gen-AI technology. Whether you’re looking to take full control in-house or prefer a fully managed option, we offer a spectrum of Jasper-related services.

Bring Jasper in-house: We provide comprehensive guidance to jumpstart your Jasper journey, specializing in training models, building knowledge bases, defining brand voice, and optimizing naming and tags. This package includes all the guidance and support your marketing team needs to access Jasper’s capabilities with confidence.

Gain hands-on control with expert support: This offering combines the automation power of Jasper with our agency’s expertise. We help build your in-house capabilities by providing comprehensive training, strategic guidance, and tailored copywriting support.

Stay hands-off and focused on strategic priorities: In this full-service offering, we handle everything – from turnkey license management and setup configurations to campaign strategy and content production. You’ll gain the peace of mind that comes from having an award-winning B2B agency managing your marketing needs, ensuring efficient and impactful results.

Embracing the gen-AI revolution

“The new program is purpose-built to incorporate AI functionality into marketing workflows, removing the barrier to experimentation and disrupting the traditional hours-based model with a move towards value-based pricing.”
Al Biedrzycki, Director of the Solutions Partner Program at Jasper

If your organization is not keeping pace with AI, then it’s falling behind. This isn’t about job loss; it’s about job evolution. Using gen-AI purely as a content factory is not enough. The real opportunity lies in a strategic, creative, and critical approach.

The landscape of outsourced services is changing too. As traditional hourly billing makes way for value-based pricing, a shift in mindset becomes vital for future partnerships.

Navigating data security, ethics, and bias

“People often think of humans as unbiased and rational, whereas machines are seen as more biased. But in reality, human bias is harder to spot.”
Andrew Au

Unconscious bias is part of human nature, whereas gen-AI biases are more identifiable and correctable. Legal complexities in copyright laws present challenges, but major tech companies are stepping in with legal support. At Intercept, we navigate these intricacies with care, ensuring our clients are well-informed about content ownership.

Transparency in AI use is non-negotiable. We have established AI policies, and our contracts clearly outline data confidentiality and proprietary information. We chose Jasper partly for its robust data privacy and security, aligning with our operational framework.

By adhering to ethical guidelines and security protocols, we offer our clients a stable and reliable gen-AI experience.

AI is a co-pilot, not an autopilot

Relying on AI as a form of autopilot is a sure way to crash. It excels in supporting, but not replacing, human reasoning. Strategic planning, critical thinking, and creativity should remain in human hands.

Human oversight is also crucial for course corrections and model refinement. A meticulous human-led review process ensures alignment with strategic goals, brand identity, and client expectations

The near and long-term impact of gen-AI

Currently, gen-AI shines in extracting key details from complex documents. In the short term, it’s set to boost transactional communications, like automated webinar invites and thank you messages.

Long term, we see immense potential in text-to-image platforms. The current challenge is producing on-brand content efficiently. Our experience involved generating 400 AI images to find a starting point. These platforms are promising but still evolving.

Platforms like Jasper are leading the gen-AI revolution – disrupting traditional methods of campaign setup, content analysis, and optimization.

If you’re looking to harness gen-AI for growth and are wondering where to start, let’s have a conversation.

To view some of our award-winning campaigns with enterprise clients, check out our case studies page.

Conversational AI

The Future of Conversational AI for Product Marketers

The buzz around OpenAI’s ChatGPT and the surge in experimentation across various generative AI use cases signify the incredible advancements in conversational artificial intelligence (AI).

This innovation is driven by the fusion of foundation models, knowledge graphs, and human-supported reinforcement learning. Over the next three years, these AI techniques will dramatically transform the intelligent capabilities of software and advanced virtual assistants (VA).

As a product marketing professional, it’s important to stay on top of these trends and understand how they can give you a competitive edge. In this blog post, we’ll explore how generative AI and foundation models are shaping the future of conversational AI.

Foundation Models: A Major AI Advancement

Foundation models are one of the most significant advancements in AI technology. These models are created by training a neural network on vast amounts of data, allowing it to learn patterns and make predictions. They represent a major AI advancement and are transforming the intelligent and conversational capabilities of software and advanced virtual assistants (VA).

However, it’s important to note that foundation models should be explored as a potential technology in combination with other AI-developing techniques, such as knowledge graphs and reinforcement learning. As a product marketer, it’s important to explore custom large language models (LLMs) to prepare for organizations’ accelerated acceptance of intelligent software and VA.

Generative AI: Increasing Perception of Intelligence

On the other hand, generative AI is a technique that uses machine learning to generate new data that resembles the training data. It’s a powerful tool that can be used to create content, personalize customer experiences, and even develop AI avatars that can assist with digital and marketing communications.

The use of generative AI will expand in the next two years, and Gartner predicts that generative AI will create more than 30% of marketing content that’s human-augmented by 2025. By incorporating generative AI and foundation models around specific areas and utilizing a Markov decision process-based approach, product leaders can create successful product strategies and gain a competitive edge in the market.

Applications to Multiple Industries and Domains

The use cases for conversational AI are expanding across multiple business domains and industries, from content marketing to new intelligent search options, AI avatars, and decision intelligence. As a product marketing professional, it’s important to examine NLP-related startups to help identify new opportunities for innovation.

It’s predicted that by 2025, more than 50% of advanced virtual assistants (VAs) will be industry-domain-specific, up from less than 25% in 2022. Industry-domain-specific VAs are designed to assist people within a specific domain, such as healthcare, banking, retail, or legal. They can also incorporate fine-tuned, domain-specific language models, prebuilt integration with relevant enterprise applications, and connection with business processes.

The Next Steps for Product Leaders

As a product marketer, it’s essential to understand the challenges and opportunities associated with these emerging technologies.

Accelerating your solutions toward becoming more generative AI-enabled, complementary to existing search solutions, and enabling real-time neural machine translation is crucial. Additionally, humanizing internal and customer communications with AI avatars based on text-to-video generative AI technology is an area of significant opportunity. To elevate the business value of emerging technologies like conversational AI and advanced VAs, technology providers can uncover a promising future.

4 Ways Generative AI Can Help Marketers Make an Impact

AI is coming for creative work—and that’s ok. In 2023, generative AI is at the top of every marketer’s mind as people experiment with tools like ChatGPT. We see them produce increasingly convincing copy with just a prompt and the push of a button, and we wonder how that will scale, what possibilities it brings to the table, and who it might replace.
People are expressing equal parts anxiety and excitement. Both are understandable. We don’t yet know the full implications of this technology, and it will only accelerate from here. According to Grand View Research, the global market for generative AI will expand from $8 billion in 2021 to almost $110 billion in 2030. Gartner predicts that by 2025, 30% of outbound messages from large organizations will be synthetically generated.
Like every technological revolution, generative AI will produce new kinds of work and new ways to win. The challenge is knowing how to adapt.

What is generative AI?

Text-based generative AI tools leverage natural language processing to produce fresh content. They don’t just analyze existing information to build analytical or predictive models like their cousins in big data. Instead, their algorithms assemble text according to the conventions of standard formats: scripts, blog posts, technical reports, essays for higher education, conversations with long-dead historical figures, and the list goes on. Think of them as extremely advanced versions of the predictive text that’s common on mobile devices and word processors.

Generative AI depends on self-supervised learning. The “GPT” in ChatGPT, the most prominent of these tools, stands for “generative pre-trained transformer.” That gives you an idea of how it works. Its underlying model trains on immense swathes of text drawn from web archives until it can generate reliable predictions for conventional language models.

It’s important to remember that ChatGPT doesn’t build responses by searching the internet in real time. Instead, it uses its predictive language model to emulate how humans typically discuss a topic. That’s an important distinction as you consider where it can provide value.

Four ways to apply generative AI in marketing

While the most obvious use case for generative AI tools might be customer-facing copy, there are internal applications as well. Within the marketing discipline, it has potential across content creation, CRM and CS, knowledge management, and strategy.

Your writers have a new co-author

Generative AI holds enormous potential for content marketing when it comes to both volume and adaptability. The first and most obvious application is saving time. While it isn’t up to most agencies’ standards for final, customer-facing copy, it’s certainly useful for providing inspiration or helping with edits and iterations.

Generative AI also sidesteps the tedium of producing high-volume text variations for PPC campaigns, A/B testing, or personalization across segmented audiences. Encourage your writers to start ideating through experimentation, iterating on creative prompts, and automating how they break their copy down into different formats and specifications.

A quantum leap for conversational marketing

Generative AI represents a watershed for conversational marketing and direct customer engagement. As conversational generalists, ChatGPT and other out-of-the-box generative AI tools aren’t typically equipped to go deep on product. But through APIs, dev teams can connect these tools to accurate, relevant company information, then present it in a customer-facing forum.

Companies like Got It AI are adapting existing language models like ChatGPT’s to create experiences tailored for conversational marketing and customer service. They work by connecting to your existing knowledge base to field customer inquiries. They also learn from past conversations to build better and smarter dialogue paths. While many businesses are jumping on the customer service possibilities, we see the potential for more intelligent and compelling first-touch engagement.

Accelerate learning experiences

Internal professional development and upskilling take time, effort, and investment. Generative AI can ease that burden by simplifying and distilling concepts down to a consumable scale. It’s important to remember that ChatGPT doesn’t search for up-to-date information on the real-time internet. It’s explicitly a predictive language tool—no more, no less. Don’t expect it to encapsulate the latest information or discussions on a topic.

Using extensions like Summarize, you can easily pull out the key information from lengthy web pages or articles. The results will need oversight and editing from subject matter experts, but the labour of condensing and summarization is already done. Rinse, repeat, and you have the foundations for a rapid-deployment knowledge base.

Inform strategy through summary

Strategists and thought leaders can also build actionable insights using generative AI tools. As long as your researcher has a strong grasp of reliable sources, they can quickly navigate from McKinsey to Gartner to PWC to any number of research firms and pull out key insights through generative AI summary tools.

To start, experiment with breadth and depth approaches:

Input comprehensive trend reports from several different research firms and have the tool summarize each. Aggregate those summaries, then look for common trends that stand out.
Find and input research on a single topic across different providers. Conduct a meta-analysis of their summaries to sift the signal from the noise

What does generative AI mean for marketing professionals?

Technological inflection points disrupt industries. Refuse to accept that reality at your peril. But that doesn’t mean we need to be fearful. Even within the generations that make up the current workforce, we’ve seen several new technologies rise to prominence—ubiquitous home computing, the internet, smartphones, big data. Remember that new technologies don’t eliminate jobs. They evolve them.

Keep two things in mind as you plan your next moves. First, these tools work best in close collaboration with humans. Writing for Harvard Business Review, authors and AI experts Thomas Davenport and Nitin Mittal share that using AI effectively requires human attention at both the beginning and the end of the process. You might begin to think of writers and subject matter experts as content coordinators or curators rather than creators. Second, conduct any implementation thoughtfully, strategically, and with a firm understanding of your goals and the technology’s capabilities. Ask yourself some key questions:

What does this technology simply augment? Where is it a true disruptor?

Which use cases will be most helpful for our business and our clients? How do we decide that?

What can we put in place to maintain compliance and trust?

Moving forward with generative AI

As the technology grows and providers react to business needs, use cases will become clearer. Models will improve their output and humanlike qualities. Their polish will elevate from first draft to final. At the same time, API availability and specialized models mean that business-specific iterations of this technology will get more granular. We already see that pattern at work with Jasper, a marketing-oriented generative AI platform.

Finally, after Microsoft acquired ChatGPT’s developer OpenAI, the tech giant recently announced their AI-powered Bing and Edge. Microsoft calls them “your co-pilot for the web,” claiming they will lead to better search, more complete answers from sources across the web, a new chat experience, and more. Not to be outdone, Google revealed Bard—one day before Microsoft’s announcement. In addition to more intelligent searches and fact-finding, Google highlights Bard’s potential for supporting developers by creating tools they can use to design innovative applications with AI.

Moves like these have taken generative AI from a purely predictive language tool into active, AI-driven research, discovery, and development. Results have been mixed, but the technology is well on its way to accurate, active engagement with real-world knowledge. Now is the moment to prepare your business for the generative AI marketing revolution. Start experimenting, get comfortable with the technology, and explore its benefits and vulnerabilities. Encourage your people to do the same. Reward thoughtful exploration and build process around wins. It’s never clear how new technology will evolve your business, but one thing is certain: ignoring it is not an option.