Kicking AI up a notch, with Jasper

During Kaltura’s latest virtual event about the use of AI in marketing, Virtually Live! 2023, session summaries and takeaways were promptly generated by AI after the session and instantly shared with the audience through pop-up notifications.  We found these AI-on-the-fly session summaries too valuable not to share with you on our blog. Read on for the integral summary of this very interesting session with Jasper.ai’s VP Marketing.

Watch this session on demand for free on the Virtually Live! 2023 hub!

In a virtual fireside chat with Meghan Keaney Anderson, VP of Marketing at Jasper, the discussion revolved around the present and future of content creation with AI. Meghan shared valuable insights into using AI responsibly, ensuring content accuracy and brand alignment, leveraging AI for live events, posing ethical considerations, evolving skill sets, and presenting the upcoming changes in the marketing landscape. 

• AI evolution and challenges: Initially, AI showed rapid content creation abilities, but generic outputs raised concerns. Demand for AI aligned with brand voice and accuracy increased. Jasper introduced features like “Brand Voice” to meet brand integrity needs.
• Ensuring accurate and on-brand content: Use AI assistance but emphasize human editing and quality control. Blend AI with human inputs to maintain high-quality, accurate, and brand-aligned content.
• Ethical AI usage: Prioritize security, privacy, and compliance when selecting AI tools. Define clear standards for AI use within the organization. Address AI weaknesses like bias and inaccuracy through human editing and expertise.
• Workforce adaptation: Shift focus from production to ideation, research, and unique angles. Reinvest time saved by AI in enhancing content quality and creativity.
• Future of AI in marketing: Anticipate significant changes in search engine results pages, influencing SEO strategies. AI tools will evolve to optimize content performance, not just speed up production.

The conversation highlighted the evolution of AI in content creation, emphasizing the importance of maintaining human involvement for quality and creativity. Meghan stressed the need for responsible AI usage, addressing security, ethical standards, and human intervention to counter AI weaknesses. Looking ahead, marketers should prepare for significant shifts in search engine dynamics and the continued evolution of AI tools, focusing on strategic integration and creativity to adapt to the changing marketing landscape. 

Want to learn more about AI for your marketing strategy? Register for the Virtually Live! 2023 hub and get free access to hours of expert sessions and hands-on workshops with top global brands!