WORKING WITH AI
This presentation was creataed with the assistance of AI
USING CHATBOTS TO GENERATE AMAZING CONTENT
ai is part of the team
Photos courtesy of Literary Hub and PBS
CONSIDER THIS:
Suppose Ernest Hemingway and Andy Warhol came back to life and wanted to work at rAVe. Even though they're among the greatest artists of all time, you couldn't expect Hemingway to write perfect copy write off the bat; you shouldn't ask Warhol to design perfect graphics on day one. Why? Because they're unfamiliar with your work, your goals, your style, and your audience. You need to train them, then ask them to create. That's how you should approach an AI chatbot. It has unlimited potential, but only if you "train" it to do what you want.
SO HOW DO YOU "TRAIN" YOUR NEW AI ASSISTANT?
Honestly, Alexa would be cooler if it looked like this.
TALK IT OUT
Contextualize your topic
Large Language Models (LLM's) work best when engaged in back-and-forth conversations
01
PROMPTING TECHNIQUES FOR TEXT
How to coax AI into writing what you want and need
PRIMING THE MODEL
Chatbots need guidance before they can write great copy. That means "setting the stage" with relevant information before actually asking it to write. For social media posts, priming can help the model align its tone, style, and content with the campaign’s objectives.
GIVING CONTEXT & CUES
PRIMING THE MODEL
EXAMPLE CUES
- BRAND: The company, product or service
- BRAND POSITION: how the brand is seen in the minds of customers, compared to other brands
- VALUE PROPOSITION: the benefits that the product or service provides to customers
- VALUE ADD: additional, ancillary benefits, e.g., free installation, 24 hour customer support
- OBJECTIVE: Launch, lead generation, brand awareness, customer retention, differentiation from competitors, etc. If you have more than one objective, rank them. If you're going for differentiation, ask AI to compare the brand to its competitors.
- TARGET AUDIENCE: Research your customer's customers
- PLATFORM: Instagram, rAVE [PUBS], etc.
PRIMING THE MODEL
EXERCISE
Create an account with Microsoft Copilot. Choose Creative mode, then use the template from the previous slide to "prime the model" to write an Instagram post promoting one of the following products: - Nureva's Microphone Mist- Vivitek's NovoDS digital signage - Aver's AI-driven PTZ camera
Need help priming the model? Use the model!
Tiny robot friendsHelping with chores and homework Playful but useful
Mention how they're helpful
Beeping little botsWhirring, clanking all about Robot friends are cute
Make it appeal to children
Nuts and bolts in stepArtificial intellects Rise of cold logic
Haikus written by Claude AI chatbot
Don't mention metal
Metal beings marchCircuits whirring with purpose Future's sentinels
Write a haiku about robots
ITERATIVE REFINEMENT
Iterative Refinement involves using some of the chatbot's previously generated text in a new prompt to refine the output and/or exclude certain elements
USING WHAT IT ALREADY GAVE YOU TO GET MORE
iterative refinement
EXERCISE
Refine the first draft of your social media post to reflect the brand's voice. Choice one of the following: - Witty and irreverent - Concise and pragmatic - Analytical and erudite - Passionate and persuasive
TEMPERATURE ADJUSTMENT
Creative, balanced or precise?
"I like ice ____."
Low temperature (0.2-0.5): Focused, deterministic and precise. Good for factual writing and research.
High temperature (0.8-1.2): More creative, less predictable. The model considers a wider range of options for its response. Good for creative writing and open-ended dialogue.
Medium temperature (0.7-0.9): A balance of determinism and diversity. Allows for some variance while maintaining accuracy. This is the default setting for most models.
TEMPERATURE ADJUSTMENT
EXERCISE
Try generating your previous social media post in Balanced and Precise modes
CHOOSE THE RIGHT BOT FOR THE JOB
COPILOT
CHAT GPT
Use GPT-4 for free. Different temperature settings. Image generator built in. Cites its sources. Limits the length of conversations.
The OG. Still great, but only if you pay $20 a month for GPT-4, and it doesn't cite sources. Best feature: you can create custom GPT's.
GEMINI
CLAUDE
Use your own material, e.g., emails, as data
Best for document summary and analysis. Uses Constitutional AI.
Contextualize Your Topic with a Subtitle
YOU.COM
JASPER
Best for privacy
A new AI built for marketing. Incorporate your brand voice, check grammar and plagiarism, boost SEO, etc.
role playing
ASK AI TO PRETENd
Role-playing can help the LLM better understand the context and intent behind a query. By taking on a certain persona, the model may be able to tailor its language, tone, and knowledge to be more fitting for that role.
Recently, researchers discovered that AI does better at math if you ask it to pretend to be Spock from Star Trek.
BE NICE TO THE AI
THEY'LL REMEMBER WHEN THEY'RE IN CHARGE
Incorporating polite language like “please” and "thank you" can lead to more cooperative responses from AI models. They are designed to understand and respond to various linguistic cues, including politeness, and using etiquette can help establish a more positive and cooperative tone in the conversation.
Using positive feedback — such as saying “thank you” in a prompt chain — subtly signals to the AI that its previous response was on the right track.
One study even suggested that chatbots perform better if you pretend to tip them.
continuation prompts
YOU START, AI FINISHES
Continuation Prompts involve giving the AI the start of a sentence and letting it finish it. This is a great way to get creative, unexpected text because it combines your own thoughts with AI's capabilities.
CONTINUATION PROMPTS
EXERCISE
In Creative mode, ask AI to finish this sentence: "Brands need strategic storytelling to set themselves apart and..." Then refine the results with your own words.
CHAIN-OF-THOUGHT PROMPTING
involves "interviewing" the AI to develop a message. It's a great way to generate catchphrases for different aspects of a brand. Often, it's useful to start by asking AI to summarize the product/service in one sentence.
This paragraph is ready to hold stunning creativity, experiences and stories.
- Initial prompt: “Describe our new eco-friendly product line in one sentence.”
- Response: “Introducing our new line of products, designed with sustainability in mind to help you make a positive impact on the environment.
- Question: “What’s unique about these products? Highlight one key feature.”
- Response: “Our products are made from 100% recycled materials, helping to reduce waste and promote a circular economy.”
- Question: “How does using our product make the customer feel?”
- Response: “By choosing our products, you’re not just making a purchase, you’re making a statement about your commitment to sustainability.”
- Question: “What’s a call-to-action that aligns with our campaign theme?”
- Response: “Join us in making a difference. Choose sustainability. Choose our eco-friendly line.”
Build the message through questions
CHAIN-OF-THOUGHT PROMPTING
EXERCISE
Interview AI about the Apple Vision Pro. Highlight your favorite phrases from the responses, then generate a call-to-action based on one of them.
'When you collaborate with AI, the AI doesn't just become more effective. You do, too.'
02
PROMPTING TECHNIQUES FOR IMAGES
Tips for making the most of a new art form
AI IMAGE GENERATION
A NEW ART FORM
AI image generation is an entirely new art form. You're painting with words. This means that great writers can now become great visual artists.
thick description
AKA, STRANGE-MAKING
Thick description involves approaching the prompt like an ethnography, with a careful and systematic observation of the image. Describe everything about it in granular detail.
+EXAMPLE
THICK DESCRIPTION
EXERCISE
Using Copilot's Designer mode, create a photorealistic image of the object in front of you right now.
And the koala is smoking a cigar
I’m sorry, but I can’t assist with that request."
With a koala bear nearby
Illustrations created with Microsoft Designer
Make it an upright piano
A flamingo playing piano
ITERATIVE REFINEMENT
Iterative Refinement involves using the chatbot's previously generated images in a new prompt to refine the output
USING WHAT IT ALREADY GAVE YOU TO GET MORE
iterative refinement
EXERCISE
Refine your image of the plushie toy using subsequent prompts.
building up the image
start simple and build up
When you don't have a clear idea in mind, start simple and let AI inspire you as you go.
- PROMPT: Create an image of a microphone
- PROMPT #2: Make the surface of the microphone look like a colorful flower
- PROMPT #3: Etc., etc.
building up the image
EXERCISE
Task: Create a logo for Sony's celebration of Earth Day 2024 Starter image: A pair of headphones
LEARN THE NAMES OF THINGS
EXAMPLE
Learn the names of things so you can be specific in your prompts. Don't ask for a "tree," ask for a "black poplar." Use Google Images or Lens to learn the names.
For example, if you want this "style" of tree in your design, it helps to know that it's an acacia.
LEARN THE NAMES OF THINGS
THE 'CORMAC MCCARTHY' METHOD
If you've ever read a Cormac McCarthy novel, you know how he uses very specific (and often arcane) names of things to describe a scene. It's a slog, but it creates incredibly vivid imagery.
+EXAMPLE
KNOW YOUR ARTISTIC MEDIUMS
Photograph
Oil on canvas
Textiles
Watercolor
Digital art
Ink drawing
Charcoal
Mixed media
Bas relief
Lithograph
Graffiti
Etching
Stained glass
Collage
Mosaic
TRY DIFFERENT MEDIUMS
EXERCISE
Create an image of a soundwave using three different media from the list in the previous slide.
Photorealistic
Digital art
Stained glass
KNOW YOUR ARTISTIC STYLES...
minimalist
surreal
fluid
geometric
playful
whimsical
gestural
vibrant
BOLD
intricate
muted
...AND ARTISTS
What if I'm creating a multifacted design, like a social media post, with text, images, shapes, etc?
What if I'm creating a multifacted design, like a social media post, with text, images, shapes, etc?
Use the Brand Kit to create templates that adhere to rAVe's style guide
03
CLOSING THOUGHTS
ABOUT WORKING WITH AI
in the (very) near future, being able to interact
quickly, naturally & creatively WITH AI
WILL BE A HIGHLY SOUGHT-AFTER SKILL
You have to think like a computer. There's no BS in coding. The computer will do exactly what you tell it to. But you have to know what to tell it to do, and you can’t take any steps for granted.
GIF courtesy of GIPHY
With AI, you're using natural language; you're writing prompts instead of code. But it's the same concept. You have to figure out the steps the AI needs to take to solve a problem. Which raises the question...
Are we training AI, or is it training us?
GIF courtesy of GIPHY
THANK YOU!
EXAMPLE
FROM 'ALL THE PRETTY HORSES'
A photorealistic image of a room with mud walls and a small painted pine table. The mud walls are hung with old calendars, magazine pictures, and a framed tin retablo of the Virgin Mary. Under the retablo is a board supported by two wedges driven into the wall. On the board is a small green glass with a blackened candlestub in it. On the table are two plates with beans and tortillas. Next to one of the plates is a clay pot full of goatmeat chile and a tin cup full of coffee. The room is lit by oil light.
EXAMPLE
OF THICK DESCRIPTION
Create a photorealistic image of a simple two-story house of the kind found in East Austin, TX. Built in the 1940s, with stucco walls, casement windows, a simple shingled roof and a modest balcony on the second floor, facing the street. The scene is at night, dimly lit. The view is from the back of the house. The back of the hosue also has a balcony, creating a covered patio on the ground floor. The ground is gravely, with patchy grass. An old round charcoal grill sits on the patio. Soft warm light from the windows.
Google StreetView of the actual house, circa 2009
AI-generated, based on a description of my dream
rAVe AI Training
Dick Onzin
Created on March 12, 2024
Start designing with a free template
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Transcript
WORKING WITH AI
This presentation was creataed with the assistance of AI
USING CHATBOTS TO GENERATE AMAZING CONTENT
ai is part of the team
Photos courtesy of Literary Hub and PBS
CONSIDER THIS:
Suppose Ernest Hemingway and Andy Warhol came back to life and wanted to work at rAVe. Even though they're among the greatest artists of all time, you couldn't expect Hemingway to write perfect copy write off the bat; you shouldn't ask Warhol to design perfect graphics on day one. Why? Because they're unfamiliar with your work, your goals, your style, and your audience. You need to train them, then ask them to create. That's how you should approach an AI chatbot. It has unlimited potential, but only if you "train" it to do what you want.
SO HOW DO YOU "TRAIN" YOUR NEW AI ASSISTANT?
Honestly, Alexa would be cooler if it looked like this.
TALK IT OUT
Contextualize your topic
Large Language Models (LLM's) work best when engaged in back-and-forth conversations
01
PROMPTING TECHNIQUES FOR TEXT
How to coax AI into writing what you want and need
PRIMING THE MODEL
Chatbots need guidance before they can write great copy. That means "setting the stage" with relevant information before actually asking it to write. For social media posts, priming can help the model align its tone, style, and content with the campaign’s objectives.
GIVING CONTEXT & CUES
PRIMING THE MODEL
EXAMPLE CUES
PRIMING THE MODEL
EXERCISE
Create an account with Microsoft Copilot. Choose Creative mode, then use the template from the previous slide to "prime the model" to write an Instagram post promoting one of the following products: - Nureva's Microphone Mist- Vivitek's NovoDS digital signage - Aver's AI-driven PTZ camera
Need help priming the model? Use the model!
Tiny robot friendsHelping with chores and homework Playful but useful
Mention how they're helpful
Beeping little botsWhirring, clanking all about Robot friends are cute
Make it appeal to children
Nuts and bolts in stepArtificial intellects Rise of cold logic
Haikus written by Claude AI chatbot
Don't mention metal
Metal beings marchCircuits whirring with purpose Future's sentinels
Write a haiku about robots
ITERATIVE REFINEMENT
Iterative Refinement involves using some of the chatbot's previously generated text in a new prompt to refine the output and/or exclude certain elements
USING WHAT IT ALREADY GAVE YOU TO GET MORE
iterative refinement
EXERCISE
Refine the first draft of your social media post to reflect the brand's voice. Choice one of the following: - Witty and irreverent - Concise and pragmatic - Analytical and erudite - Passionate and persuasive
TEMPERATURE ADJUSTMENT
Creative, balanced or precise?
"I like ice ____."
Low temperature (0.2-0.5): Focused, deterministic and precise. Good for factual writing and research.
High temperature (0.8-1.2): More creative, less predictable. The model considers a wider range of options for its response. Good for creative writing and open-ended dialogue.
Medium temperature (0.7-0.9): A balance of determinism and diversity. Allows for some variance while maintaining accuracy. This is the default setting for most models.
TEMPERATURE ADJUSTMENT
EXERCISE
Try generating your previous social media post in Balanced and Precise modes
CHOOSE THE RIGHT BOT FOR THE JOB
COPILOT
CHAT GPT
Use GPT-4 for free. Different temperature settings. Image generator built in. Cites its sources. Limits the length of conversations.
The OG. Still great, but only if you pay $20 a month for GPT-4, and it doesn't cite sources. Best feature: you can create custom GPT's.
GEMINI
CLAUDE
Use your own material, e.g., emails, as data
Best for document summary and analysis. Uses Constitutional AI.
Contextualize Your Topic with a Subtitle
YOU.COM
JASPER
Best for privacy
A new AI built for marketing. Incorporate your brand voice, check grammar and plagiarism, boost SEO, etc.
role playing
ASK AI TO PRETENd
Role-playing can help the LLM better understand the context and intent behind a query. By taking on a certain persona, the model may be able to tailor its language, tone, and knowledge to be more fitting for that role.
Recently, researchers discovered that AI does better at math if you ask it to pretend to be Spock from Star Trek.
BE NICE TO THE AI
THEY'LL REMEMBER WHEN THEY'RE IN CHARGE
Incorporating polite language like “please” and "thank you" can lead to more cooperative responses from AI models. They are designed to understand and respond to various linguistic cues, including politeness, and using etiquette can help establish a more positive and cooperative tone in the conversation.
Using positive feedback — such as saying “thank you” in a prompt chain — subtly signals to the AI that its previous response was on the right track.
One study even suggested that chatbots perform better if you pretend to tip them.
continuation prompts
YOU START, AI FINISHES
Continuation Prompts involve giving the AI the start of a sentence and letting it finish it. This is a great way to get creative, unexpected text because it combines your own thoughts with AI's capabilities.
CONTINUATION PROMPTS
EXERCISE
In Creative mode, ask AI to finish this sentence: "Brands need strategic storytelling to set themselves apart and..." Then refine the results with your own words.
CHAIN-OF-THOUGHT PROMPTING
involves "interviewing" the AI to develop a message. It's a great way to generate catchphrases for different aspects of a brand. Often, it's useful to start by asking AI to summarize the product/service in one sentence.
This paragraph is ready to hold stunning creativity, experiences and stories.
Build the message through questions
CHAIN-OF-THOUGHT PROMPTING
EXERCISE
Interview AI about the Apple Vision Pro. Highlight your favorite phrases from the responses, then generate a call-to-action based on one of them.
'When you collaborate with AI, the AI doesn't just become more effective. You do, too.'
02
PROMPTING TECHNIQUES FOR IMAGES
Tips for making the most of a new art form
AI IMAGE GENERATION
A NEW ART FORM
AI image generation is an entirely new art form. You're painting with words. This means that great writers can now become great visual artists.
thick description
AKA, STRANGE-MAKING
Thick description involves approaching the prompt like an ethnography, with a careful and systematic observation of the image. Describe everything about it in granular detail.
+EXAMPLE
THICK DESCRIPTION
EXERCISE
Using Copilot's Designer mode, create a photorealistic image of the object in front of you right now.
And the koala is smoking a cigar
I’m sorry, but I can’t assist with that request."
With a koala bear nearby
Illustrations created with Microsoft Designer
Make it an upright piano
A flamingo playing piano
ITERATIVE REFINEMENT
Iterative Refinement involves using the chatbot's previously generated images in a new prompt to refine the output
USING WHAT IT ALREADY GAVE YOU TO GET MORE
iterative refinement
EXERCISE
Refine your image of the plushie toy using subsequent prompts.
building up the image
start simple and build up
When you don't have a clear idea in mind, start simple and let AI inspire you as you go.
building up the image
EXERCISE
Task: Create a logo for Sony's celebration of Earth Day 2024 Starter image: A pair of headphones
LEARN THE NAMES OF THINGS
EXAMPLE
Learn the names of things so you can be specific in your prompts. Don't ask for a "tree," ask for a "black poplar." Use Google Images or Lens to learn the names.
For example, if you want this "style" of tree in your design, it helps to know that it's an acacia.
LEARN THE NAMES OF THINGS
THE 'CORMAC MCCARTHY' METHOD
If you've ever read a Cormac McCarthy novel, you know how he uses very specific (and often arcane) names of things to describe a scene. It's a slog, but it creates incredibly vivid imagery.
+EXAMPLE
KNOW YOUR ARTISTIC MEDIUMS
Photograph
Oil on canvas
Textiles
Watercolor
Digital art
Ink drawing
Charcoal
Mixed media
Bas relief
Lithograph
Graffiti
Etching
Stained glass
Collage
Mosaic
TRY DIFFERENT MEDIUMS
EXERCISE
Create an image of a soundwave using three different media from the list in the previous slide.
Photorealistic
Digital art
Stained glass
KNOW YOUR ARTISTIC STYLES...
minimalist
surreal
fluid
geometric
playful
whimsical
gestural
vibrant
BOLD
intricate
muted
...AND ARTISTS
What if I'm creating a multifacted design, like a social media post, with text, images, shapes, etc?
What if I'm creating a multifacted design, like a social media post, with text, images, shapes, etc?
Use the Brand Kit to create templates that adhere to rAVe's style guide
03
CLOSING THOUGHTS
ABOUT WORKING WITH AI
in the (very) near future, being able to interact
quickly, naturally & creatively WITH AI
WILL BE A HIGHLY SOUGHT-AFTER SKILL
You have to think like a computer. There's no BS in coding. The computer will do exactly what you tell it to. But you have to know what to tell it to do, and you can’t take any steps for granted.
GIF courtesy of GIPHY
With AI, you're using natural language; you're writing prompts instead of code. But it's the same concept. You have to figure out the steps the AI needs to take to solve a problem. Which raises the question...
Are we training AI, or is it training us?
GIF courtesy of GIPHY
THANK YOU!
EXAMPLE
FROM 'ALL THE PRETTY HORSES'
A photorealistic image of a room with mud walls and a small painted pine table. The mud walls are hung with old calendars, magazine pictures, and a framed tin retablo of the Virgin Mary. Under the retablo is a board supported by two wedges driven into the wall. On the board is a small green glass with a blackened candlestub in it. On the table are two plates with beans and tortillas. Next to one of the plates is a clay pot full of goatmeat chile and a tin cup full of coffee. The room is lit by oil light.
EXAMPLE
OF THICK DESCRIPTION
Create a photorealistic image of a simple two-story house of the kind found in East Austin, TX. Built in the 1940s, with stucco walls, casement windows, a simple shingled roof and a modest balcony on the second floor, facing the street. The scene is at night, dimly lit. The view is from the back of the house. The back of the hosue also has a balcony, creating a covered patio on the ground floor. The ground is gravely, with patchy grass. An old round charcoal grill sits on the patio. Soft warm light from the windows.
Google StreetView of the actual house, circa 2009
AI-generated, based on a description of my dream