Our Position on AI
We’re champions of responsible AI and responsible communication about AI. We believe it’s imperative for every business to share its position on AI, including the impact of AI on its customers, employees and stakeholders. We’re also big fans of using AI to inspire creativity for our own marketing and data-driven positioning work for clients.
How we use AI at ZOOM
Clients are knocking at our front door to craft their AI strategies. As they weave AI into their products and services, they desire to be seen as the AI leader in their market and win the thought leadership race. Conversations with our clients’ customers and prospects reveal a common thread—it’s clear that business and IT leaders are under pressure to deliver AI successfully.
AI is at our back door. We’re fascinated with ChatGPT and have learned its strengths and limits for the work we do. Let’s be clear: our IP and secret sauce is our data-driven methodology for discovering breakthroughs and driving buy-in. The real-life voices of customers and prospects, the catalysts behind messages that truly resonate, are irreplaceable.
What makes our methodology shine is human analysis and creativity. We don’t think AI will replace that any time soon. Our work requires understanding people—how they think, the words they use and the emotions they feel—all in the context of very complex technology in an ever-dynamic business landscape. This method is a proven process that has helped create a quarter-of-a-trillion dollars in delta market cap.
In the spirit of transparency, here’s how we use ChatGPT:
Outbound Emails and Marketing: Crafting compelling subject lines and article summaries is no easy feat. ChatGPT, with the right prompts, assists us in communicating with our target audience while staying true to our voice. It's not a magic wand; sometimes it merely inspires fresh thinking. It’s like brainstorming with the dream staff writer we haven’t hired.
Thesaurus for Precision: Our data-driven approach centers on communicating in the language of our clients' customers and prospects. We rigorously test ideas with them. Occasionally, ChatGPT serves as a thesaurus and editor, helping us experiment with different phrases. However, we ultimately rely on words that we derive directly from our clients’ target audiences’ preference. Sometimes, ChatGPT hits the mark; often, it misses. It lacks access to the invaluable data that we hold sacred within our walls.
What’s your position on AI?
We feel so strongly about communicating your AI point of view that Co-CEO Ellie Victor is writing an article about it for Forbes. Stay tuned and reach out to learn how you can successfully define and communicate AI's role in your company and industry.