In this section of articles, we discuss all things marketing AI.
AI stands for artificial intelligence, and this is becoming an increasingly important component within marketing. You can use it to speed up processes, simplify them, be more productive and much more.
We make the connection between marketing and AI. For example, how do you automate marketing tasks or how do you use it to analyze your data.
We offer practical tips that can help you with all issues related to marketing and AI.
OpenAI has launched the first version of their new 'Strawberry' series of AI models: ChatGPT-o1. This makes it the first company to move from AI Level 1 to Level 2. The name o1 can be seen as a reset (from the 'old' GPT-4 model of which Sam Altman previously stated 'it sucks') to the beginning of a new phase.
What levels of AI are there?
According to OpenAI's vision of the development toward artificial general intelligence (AGI), this happens in 5 different stages:
Conversational AI (such as ChatGPT-4 and current models of Claude, Gemini, Grok and Llama): Conducts natural conversations.
Reasoning AI (ChatGPT-o1): Solves basic problems similar to someone at the level of a PhD student or who has earned a doctorate. AI outperforms 50% of humans on the tasks they are skilled at.
Autonomous AI: Acts independently for extended periods of time without human intervention. AI outperforms 90% of humans on the tasks they are skilled at.
Innovating AI: Develops new ideas and solutions. AI outperforms 99% of humans on the tasks they are skilled at.
Organizational AI: The ultimate level of AI researchers where it performs tasks of an entire organization and outperforms 100% of its people.
OpenAI expects to reach level 5 (AGI) around 2030, a little sooner or a little later!
The difference between GPT-o1 and GPT-4o
What makes GPT-o1 different from GPT-4o? Whereas with ChatGPT-4o (level 1) you get an answer almost immediately, these new level 2 models can think longer and incrementally to give better answers and follow instructions better. With the answer, you can also see what steps it followed and how long it took. Here you can see ChatGPT-o1 in action. I asked the infamous question "how many r's are in the word 'strawberry'? You can see how ChatGPT-4o and o1 handle this simple-seeming question that all AI models have so far failed to address.
The performance of ChatGPT-o1
In various tests, ChatGPT-o1 showed impressive results: it solved 83% of the problems in the International Mathematics Olympiad qualifier, while GPT-4o achieved only 13%. In coding benchmarks, o1 outperformed 89% of participants in Codeforces competitions.
The o1 models use advanced reinforcement learning techniques. This allows them to refine their thinking process, try different strategies and even learn from their mistakes. OpenAI has also made great strides in the area of security. The o1 preview model scored 84 on one of OpenAI's most difficult jailbreaking tests, compared with just 22 for GPT-4o.
Getting started with ChatGPT-o1
If you have a Plus or Teams subscription, you can now use ChatGPT-o1 by selecting 'o1 preview' or 'o1 mini' in ChatGPT at the top. Don't go all out right away, as o1-preview has a limit of 30 messages per week, while o1-mini has a limit of 50 messages per week.
Try o1 especially for complex tasks or multi-step problems to experience the differences and get an idea of where this development is going. In this first preview version, several features of ChatGPT-4o are still missing, such as the voice feature, accessing the Internet, invoking GPTs and uploading files and images.
OpenAI indicates that these features will be added soon. For now, it is still best to use the ChatGPT-4o version for the tasks where you need it. With the introduction of these "self-thinking" AIs, we are entering a new phase where we can use AI for more complex tasks and the outcomes will become much better. This gives us very interesting opportunities, but also challenges to adapt our role and way of working to this.
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Anthropic, the company behind the popular AI chatbot Claude, has introduced a brand new feature: Artifacts. This addition allows users to create different types of interactive content through simple text prompts. The generated content then appears in a separate window next to the main chat, providing an uncluttered workflow. With Artifacts, users can not only quickly create content, but also easily edit, publish and share it via a Web page. If you do a lot of content creation, this gives you many advantages.
What are Artifacts?
Artifacts are essentially interactive content modules generated by Claude. With a simple text prompt, you can get complex output such as interactive presentations, websites, diagrams and even code snippets. This makes it a powerful tool not only for individual users, but also for teams working on different projects.
With Artifacts, Claude takes an important step in the development of their model, which is increasingly committed to interactivity and ease of use. Where advanced knowledge of code or web development was previously required, users can now create valuable different types of content with minimal effort and technical know-how.
What can you make with Artifacts?
Artifacts are flexible and suitable for various types of content. Here are some applications in which Artifacts can be used:
Documents (in Markdown or plain text): For creating easy-to-read and edit text documents ideal for reports, notes or manuals.
Websites (single HTML pages): Artifacts can generate simple HTML web pages. These contain all the necessary HTML, CSS, and even JavaScript in one file, making it easy to quickly publish a website without the need for extensive setup.
Diagrams and flowcharts: Visual representations of processes and structures are valuable in many industries, such as project management and software development. With Artifacts, you can quickly generate and customize these diagrams.
Interactive React Components: Want to add an interactive feature to a website, such as a quiz, a form or a mini-game? Artifacts can generate code snippets that can be easily integrated into React.
Code snippets: Programmers can use Artifacts to quickly generate code that performs specific functions. This can range from small scripts to complex modules that fit into a larger project.
Scalable vector graphics (SVG): For graphic designs, Artifacts offers the ability to create scalable vector graphics. These images are ideal for websites and apps because they can be scaled without loss of quality.
How do you create an Artifact?
Creating an Artifact is simple and quick. You begin by starting a conversation with Claude, in which you upload one or more files that serve as the basis for the content you want to create. Next, you instruct Claude to create a specific type of "content. This can be an interactive report, a mini-game or even a complete design.
Once Claude has enough information, usually more than fifteen lines of text, he gets to work generating the Artifact. What's special about Artifacts is that the content functions independently; you don't need context from the rest of the conversation to understand or use the Artifact. This makes it easy to reuse or modify later.
The result appears in a separate window on the right side of the main conversation. Here you can immediately view the visual output, analyze the code or make adjustments.
Examples of the use of Artifacts
Let's discuss some concrete applications of Artifacts:
Say you are working on a marketing campaign and you want to create an interactive presentation that guides customers through a product or service in a visual way. Instead of spending hours creating a PowerPoint presentation by hand, you can use Claude to input a few text prompts and have an interactive presentation generated.
Are you a developer who needs a quick prototype of a new Web page? Simply upload your wireframes or ideas to Claude, and he can create an interactive web page with React components and scalable SVG images.
Need complex diagrams for a presentation or report? Claude can create visual diagrams based on simple instructions that clearly depict processes and can be effortlessly modified.
How do you edit and use Artifacts?
One of the most impressive features of Artifacts is the ability to edit and extend content. You can easily ask Claude to make changes to a generated Artifact, such as adding an additional function to a React component or adding more detail to a diagram. These changes appear immediately in the Artifact window, making your workflow smoother.
In addition, there is the ability to store and manage multiple versions of an Artifact. This gives users the flexibility to go back to previous versions or compare multiple versions of the same Artifact.
Publishing and sharing Artifacts
Another useful feature of Artifacts is the ability to publish them. This is done through a unique Claude URL, which you can share with others. This makes collaboration and gathering feedback especially easy, as anyone with the URL can view it.
One minor limitation is that you cannot embed the Claude URL within your own Web site, which can be annoying for some users.
Remixing of Artifacts
When you share an Artifact, others can also copy and use it. This is done through the "Remix Artifact" button, which allows users to copy the content to their own Claude environment. Here they can make adjustments and reuse the content completely as they wish.
While this is a great way to collaborate and share knowledge, it can be a drawback for some users that this feature cannot be turned off. It means that your work can always be copied and then modified by others without your permission. This is especially something to consider with sensitive or copyrighted content.
The future of content creation with Artifacts
Artifacts offers unprecedented opportunities for creating, editing and sharing interactive content. Whether you work in marketing, software development or design, this tool can significantly speed up and simplify your workflow. By using AI, such as Claude, even users with no technical background can create complex content that looks professional and functions perfectly.
Want to discover for yourself how Artifacts works? Check out an example of an interactive page created with Artifacts based on a few simple prompts .
In addition, you can watch this video for a comprehensive introduction to Artifacts and all the features this new feature offers.
Invitation to monthly AI inspiration sessions
We would love to take a look at the most important AI developments with you, discuss the latest news and updates, share experiences, give you concrete tools, you can ask questions and spar with us.
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https://nxtli.com/wp-content/uploads/2024/09/claude-artifacts.webp11582058Michiel Schoonhovenhttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngMichiel Schoonhoven2024-09-12 19:01:492024-09-12 19:01:51Claude introduces Artifacts: A new way to create interactive content
According to a recent report from Reuters, Amazon is about to roll out a major upgrade for their popular voice assistant Alexa. The new version, scheduled for October 2024, will largely run on Anthropic's Claude's AI models instead of Amazon's own AI. This choice does not come out of the blue; Amazon's in-house AI models failed to meet high expectations, so the company decided to go in a different direction.
Two versions of Alexa: Remarkable and Classic
With the upcoming upgrade, Alexa comes in two variants. The "Remarkable" version will cost between $5 and $10 per month. This version offers advanced features such as making longer calls, handling more complex requests and enhanced home automation. It targets users who want to get more out of their smart home experience and voice assistant. For users who prefer not to incur additional costs, the "Classic" version of Alexa remains available for free, but without the new premium features.
Can Amazon finally turn a profit with Alexa?
One of Amazon's biggest challenges is generating revenue with Alexa. Despite wide adoption of the voice assistant, the company has yet to capitalize on it. The introduction of a paid version of Alexa appears to be an attempt to address this problem. Still, the question arises as to whether users are willing to pay for a service that has been free for years. While the new features could certainly be valuable, Amazon will have to demonstrate that this upgrade is worth the subscription fee.
A logical choice for Claude
The fact that Amazon chose Anthropic's Claude instead of their own AI models says a lot about the direction the company is taking. Amazon already invested $4 billion in Anthropic in 2023, making this collaboration not entirely unexpected. Amazon's choice seems like a strategic move, especially now that Apple has chosen OpenAI to give Siri a much-needed upgrade. Amazon's move to Claude could even foreshadow a possible acquisition of Anthropic by Amazon, which would further strengthen their position in the AI market.
A new AI battle between the tech giants?
What this move shows above all is that major tech companies are increasingly focusing on improving their voice assistants using the latest AI technologies. Whereas Apple and OpenAI are working together to revive Siri, Amazon is opting for a similar strategy with Claude. It's an interesting development, especially since Amazon was once one of the first to launch a voice assistant, but has since struggled to keep up with the AI race.
However, Alexa's upgrade could well mean that Amazon is repositioning itself as a major player in this growing market. The question now is whether users will be willing to pay for these new features and how competitors such as Apple and Google will respond.
Invitation to monthly AI inspiration sessions
We would love to take a look at the most important AI developments with you, discuss the latest news and updates, share experiences, give you concrete tools, you can ask questions and spar with us.
Do you enjoy being a part of this as well? Then sign up.
https://nxtli.com/wp-content/uploads/2024/09/amazon-alexa-1.webp11582058Michiel Schoonhovenhttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngMichiel Schoonhoven2024-09-12 12:12:072024-09-12 12:12:09Amazon will upgrade Alexa with Claude: What can we expect?
More and more, we get the question: How does NXTLI use AI during daily operations? Indeed, AI has become an integral part of our work, and we are constantly discovering new ways to use it smarter. For example, we recently developed Liza our caption creator and Ian our chatbot (bottom left of this page).
Because we love using it and get many benefits from using AI, below we share some concrete examples from our work over the past week, for tasks we use AI for. Maybe this could be useful for your organization too!
Content creation with AI
This week we held an extensive brainstorming session with one of our "AI colleagues" using ChatGPT's voice feature. Not only is this tool ideal for having conversations, but it can also be used to interview yourself. This is a great way to quickly come up with and refine content ideas. In the end, we used AI to create a detailed content plan that fully aligned with our strategy and goals.
We are also training a new AI tool for creating content plans based on data and our content strategy. This tool will soon be available to our clients so that they can also harness the power of AI in their content creation.
Collaboration and project management
AI also helps us streamline collaborations. For example, this week we used AI to refine a collaboration proposal and summarize consultation notes. It also automatically lists tasks after each meeting so we know immediately what next steps are needed. This provides a clear workflow and prevents important tasks from being overlooked.
Translations, text checking and image editing
Another practical example of AI applications are translation and text checking. Where you would normally spend time rewriting and checking text, AI makes this happen within seconds. We also use various AI tools for image creation and editing that speed up and simplify our creative processes.
For video edits, we use AI to edit and subtitle webinars. This is not only time-efficient, but also ensures consistent output that fits within our brand's tone of voice.
AI as a technical problem solver
A less obvious example: AI as a technical assistant. When we ran into a login problem with a MacBook, we didn't have to endlessly dig through forums or call Apple's customer service. Instead, ChatGPT provided us with a solution within seconds. This saved us a lot of time and frustration.
AI continues to expand
Whether it's data analysis, creating reports, or optimizing our content strategy, AI tools play a central role in our work process. And with lightning-fast developments, we are constantly expanding our applications.
Do you also want to use AI more effectively in your work?
During our AI inspiration session on Sept. 27, we'll show you how to use AI to save time and work more efficiently. We'll discuss concrete examples and help you determine which tasks AI can be most beneficial for.
Register now and discover the possibilities of AI for your business!
https://nxtli.com/wp-content/uploads/2024/09/nxtli-ai-toepassingen-1.webp11582058Michiel Schoonhovenhttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngMichiel Schoonhoven2024-09-11 07:39:382024-09-11 07:40:20Everyday AI applications: How we at NXTLI use AI in our work
An important new update for "coders" us or people who like to build apps or software. Cursor, a new tools makes it easier than ever to build your own software, even without deep technical knowledge. One AI tool that attracted a lot of attention this past week is Cursor. Designed specifically for coding, this new AI chatbot allows both experienced programmers and beginners to write functional code in a short amount of time.
What makes Cursor unique?
Cursor combines the power of a developer environment with the usability of an AI chatbot. Whereas tools such as ChatGPT are mainly focused on general word processing, Cursor is specifically designed to support programmers in writing code. This makes the tool ideal for people who want to build their own software or apps, but do not yet have the knowledge or experience to do so without help.
What makes Cursor truly unique is its integration with popular AI models such as Claude 3.5 Sonnet and GPT-4. These models help users turn ideas into functional code at lightning speed. Within minutes, a simple concept can turn into a working application, without the user having to understand all the details of coding themselves.
In addition, Cursor is based on the highly popular platform Microsoft Visual Studio Code, a code editor used by millions of programmers worldwide. This integration means users can quickly and easily make changes to their code and troubleshoot problems, all within the same environment.
Who is Cursor intended for?
What makes Cursor so powerful is that it makes coding accessible to everyone. Whether you are an experienced programmer who wants to work faster or someone just starting to code, Cursor helps you develop software efficiently.
A striking example is the story of an eight-year-old girl who developed her own app with the help of Cursor. This shows how user-friendly and powerful the tool is: even children can use it and bring their creative ideas to life.
Why do companies choose Cursor?
With more than 30,000 paying customers, including employees of companies such as Perplexity, Midjourney and OpenAI, Cursor has quickly proven itself as a reliable tool for software development. Companies choose Cursor because of the speed and simplicity with which ideas can be turned into working software. The AI support in Cursor allows complex projects to be completed with fewer errors and less effort, ultimately leading to a more efficient development cycle.
In addition, the seamless integration with the Visual Studio Code editor is a big advantage for programmers who are used to working with that environment. They can start coding right away without having to learn a new interface or drastically change their workflow.
The future of coding with AI
Tools like Cursor show that the future of software development is changing rapidly. Whereas coding used to be a skill mainly reserved for "technerds," it is now something anyone with a good idea can pick up. The combination of AI and user-friendly development environments such as Cursor ensures that the threshold for software development is becoming lower and lower.
Take a leap forward in your marketing AI transformation every week
Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.
https://nxtli.com/wp-content/uploads/2024/09/cursor-ai.webp386686Michiel Schoonhovenhttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngMichiel Schoonhoven2024-09-05 07:21:452024-09-05 07:22:19Cursor: The AI tool that makes coding accessible to all
Google continues to develop new AI solutions and this week introduced multiple updates to their Gemini models, personalized assistants called Gems and improved image generation with Imagen 3. These new developments show how Google continues to expand the functionality of their AI systems, taking a step forward in a rapidly changing market.
New Gemini versions: Flexibility and performance
Google has announced three new versions of their Gemini AI models, each with unique features and applications.
Gemini 1.5 Flash-8B
A more compact model that is still powerful enough for multimodal applications and processing large amounts of information. This model can summarize long texts, which is useful for companies that want to get a quick overview of extensive documents or data.
Gemini 1.5 Pro
Is designed for more specialized tasks, such as coding and complex jobs. Companies that deal a lot with technical issues or custom solutions can benefit from the improved performance of this model.
Gemini 1.5 Flash
Gemini 1.5 Flash has shown major performance improvements on several internal benchmarks. This model can be especially valuable for organizations looking to use AI for fast and efficient problem-solving tasks.
All of these models are available through Google AI Studio and the Gemini API, allowing developers and companies to test and customize them for their specific needs. These updates are labeled with the date "0827" to avoid confusion with earlier versions. On Sept. 3, the older Gemini 1.5 Pro Exp 0801 model was automatically replaced with the new 0827 version.
Creating your own AI assistants with Gems
In addition to the new Gemini models, Google is also introducing Gems, a new tool that allows users to create their own AI assistants. These personalized AI experts can be tailored to specific tasks or topics, similar to the customization features in tools such as ChatGPT, Microsoft's Co-pilot, and Claude. Gems makes it possible to create AI assistants specifically tailored to a user's workflow, which can significantly improve efficiency.
Google has also developed ready-to-use Gems, such as a brainstormer, a career advisor, a programming partner, and a writing editor. These preconfigured assistants can be used immediately for common tasks and are ideal for users who want to get started quickly.
We also tested our AI colleague Liza with Gems. Although easy to set up, the capabilities and results were disappointing for now. We will test this further and continue to monitor Gems developments.
Currently, Gems are only available to paying users of Gemini Advanced, Gemini Business, and Gemini Enterprise.
Image generation with Imagen 3
In addition to the Gemini updates and Gems, Google is also launching Imagen 3, a new version of their image generation model. Imagen 3 allows users to create images based on text prompts, allowing for a wide range of styles, such as photorealism, oil painting, and even clay animations.
This enhancement positions Google as a strong competitor to image generation platforms such as DALL-E 3, Midjourney, and Flux. Unfortunately, Imagen 3 is not currently available in the Netherlands, but this new functionality is expected to be rolled out worldwide soon.
What do these developments mean for businesses?
With the launch of these new AI applications, Google shows how committed they are to developing powerful tools that help organizations work faster and more efficiently. Whether it's improving word processing capabilities with Gemini, creating custom assistants with Gems, or generating high-quality images with Imagen 3, these innovations offer many opportunities for businesses.
Google's ongoing development of AI shows that we are only at the beginning of what is possible. The next step for organizations is to properly integrate these tools into their existing processes and train staff to use AI responsibly and effectively.
Take a leap forward in your marketing AI transformation every week
Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.
https://nxtli.com/wp-content/uploads/2024/09/google-gemini.webp386686Michiel Schoonhovenhttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngMichiel Schoonhoven2024-09-05 07:21:222024-09-05 07:24:08Google launches new Gemini versions, Gems and Imagen 3: What does this mean for the future of AI?
The world of artificial intelligence is not standing still. While many companies are just starting to use AI, OpenAI already seems to be ready for the next big step. Rumors abound about what their next development will bring, and more and more eyes are on an upcoming release Strawberry.
According to a recent article by The Information, OpenAI is working on a new GPT version that builds on previous models, focusing on better problem-solving skills and better reasoning. If they succeed in this, it could give them another big lead in the race for the most advanced AI technology.
What can we expect from Strawberry?
Strawberry is seen as a big step forward from current AI models, such as GPT-4. In particular, it is said to be better at solving complex mathematical problems, providing assistance in strategic planning and even in tasks that require human logic, such as solving puzzles. These improvements focus on deeper and more accurate reasoning, which is essential for more challenging tasks.
When is Strawberry coming out?
Although the full release of Strawberry is probably not expected until 2025, a beta version will be available as early as this fall. This will give users and companies a chance to experiment with the model in advance, while OpenAI continues to work on refining the technology.
What makes Strawberry different from GPT-4?
One notable difference from earlier models is that OpenAI's Strawberry is given more time to arrive at answers. Whereas GPT-4 and other similar AIs provide quick answers, Strawberry is designed to think more deeply about complex problems. This means that the model will be able to provide more accurate and reasoned answers to complex questions.
OpenAI and responsible use of AI
In the quest for increasingly sophisticated AI models, OpenAI is also keeping an eye on safety and accountability. CEO Sam Altman recently announced a partnership with the US AI Safety Institute to ensure that new AI models, such as Strawberry, are thoroughly tested before widespread deployment. This demonstrates the importance of careful development and responsible use of AI.
What is the impact of this new generation of AI?
While it is not yet clear how big the impact of Strawberry will be, it is clear that new AI systems such as these will continue to change the way we work. They offer promising opportunities for innovation and efficiency, but they will also affect roles and tasks within organizations. It is therefore wise to keep a close eye on these developments and consider how your company can prepare for these changes.
Looking ahead to Orion
In addition to Strawberry, OpenAI is also developing a new AI model called Orion. This project should ensure that OpenAI is even further ahead. Interestingly, Strawberry is playing an important role in the development of Orion by generating the training data needed to improve this model.
The future of AI is brimming with possibilities, and with releases like Strawberry and Orion, OpenAI shows that they continue to innovate. For companies and users following this technology, this could mean another big step in how AI impacts our daily lives.
Take a leap forward in your marketing AI transformation every week
Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.
https://nxtli.com/wp-content/uploads/2024/09/openai-strawberry.webp386686Michiel Schoonhovenhttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngMichiel Schoonhoven2024-09-04 14:26:162024-09-05 14:27:05OpenAI aims for big 'Strawberry' release this fall
In recent years, the influence of artificial intelligence (AI) in the workplace has grown exponentially. According to the 2024 Annual Work Trend Index, 75% of employees now use AI at work. Interestingly, 46% of these users have only started using AI tools within the past six months. This means that a large proportion of workers had to get used to AI in a short period of time, without much experience or guidance.
Despite this rapid adoption of AI in business, the 2024 State of Marketing AI Report reveals that 75% of companies do not yet offer internal AI-focused education or training. Less than 40% of organizations have a clear AI policy in place. This means many employees are using AI without actually really knowing how to use it properly, which can lead to unknowingly sharing trusted information and not using the tools correctly.
So why is an AI policy so important?
Using AI without clear policies carries risks. Without agreements or guidelines, employees may unknowingly deploy tools in ways that do not align with business strategy or may even harm the company. AI, when applied correctly, is a powerful tool to increase efficiency and drive innovation. But without a proper plan or clear agreements, its use can have just the opposite effect.
An AI policy provides structure and clarity within the organization. It helps teams better understand which tools may or may not be used and how to use these tools effectively and responsibly. Such a policy can include agreements about:
Which AI tools may be used.
How data is processed and secured.
What ethical guidelines apply when using AI.
Developing an AI policy doesn't have to be complicated. We have a free template you can use. By adapting it to your organization's specific needs, you can quickly create a good policy that will help integrate AI responsibly into your daily processes.
What AI tools are commonly used?
An important part of an effective AI policy is understanding what AI tools are being used within your organization and what agreements have been made about them. Many companies do not have a clear overview of the tools their employees are using. This lack of overview can lead to unnecessary risks.
According to the recently released third edition of the Top 100 Gen AI Consumer Apps, the market for AI tools is still going strong. Nearly 30% of the companies listed are new since the previous report in March 2024. This rapid change demonstrates how dynamic the market is and shows how necessary it is for companies to constantly keep abreast of new developments.
A useful starting point for organizations is to look at the most widely used AI tools. The Top 50 AI Tools list provides a good overview of the tools that are currently popular, both for Web users and mobile apps. By reviewing this list, you can better determine which tools are right for your team and what training is needed to deploy them effectively.
A future with AI requires a good AI policy
AI offers unprecedented opportunities for businesses, but without proper guidelines, its use can quickly spiral out of control. Creating an AI policy and providing targeted training to employees are essential steps to deploying AI in a safe and responsible manner. By streamlining and guiding the use of AI tools within your team, you will ensure that your organization takes full advantage of the benefits of this technology without losing sight of the risks.
Consider establishing an AI policy and offering appropriate training. That way you'll be ready for the future, when AI will play an even bigger role in the workplace.
Take a leap forward in your marketing AI transformation every week
Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.
https://nxtli.com/wp-content/uploads/2024/09/ai-beleid.webp386686Michiel Schoonhovenhttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngMichiel Schoonhoven2024-09-04 14:21:472024-09-04 14:21:48Why the importance of AI policy and training is growing
More and more people are now using AI for answers to their questions, rather than a search engine like Google. Whether they are searching for certain information, product recommendations, manuals or shortlisting, AI-powered tools such as ChatGPT, Claude, Gemini and Perplexity are rapidly becoming the starting point for more and more people. This requires a new approach to becoming visible in these AI tools: AI Optimization (AIO).
AI search as a replacement for Google Search
In mid-2023, I started testing myself to do all the information I wanted to look up, and for which I previously used Google Search, through AI. As a result, I now start with AI 99% of the time and use virtually no Google search engine. This is a trend that is going on worldwide. This shift from general search to AI-driven interactions also causes us to think differently about the approach to online findability for websites and businesses.
SEO, or search engine optimization, has been an important part of online marketing for many years. SEO is optimizing your website and content to rank high in search results, with Google being the main player. But with AI comes an important component: AIO, or AI Optimization. To what extent this will completely or partially replace SEO in the short or long term, we do not know, of course, but that AIO will play an extremely important role in your online findability is a certainty.
AIO goes a step further than SEO. It focuses even more on the intent behind search queries and is all about creating content that directly provides real value to the user. Where SEO focuses on search engines, AIO is about optimizing content to directly answer questions people ask through AI systems. As AI-driven search engines become more dominant, this will increasingly shift.
What exactly is changing?
The transition from SEO to AIO follows fundamental changes in the digital landscape:
Changing search behavior
People are increasingly searching with natural phrases or questions rather than single keywords. This means that content must not only meet technical optimization criteria, but must also increasingly match how people search.
Emergence of AI-driven search engines
New AI technologies such as ChatGPT, Perplexity and Google's AI views (which is still in rollout phase) are providing increasingly direct and relevant answers to search queries. These technologies better understand the context of a search query and provide in-depth, relevant answers that go beyond general search results.
Shift to 'zero-click searches'
Users are increasingly seeing their answers directly in search results, without clicking through to a Web site. This is forcing marketers to think about how to still make their content visible and effective, even when there is no click-through to the Web site.
With these changes, a new approach is needed to remain discoverable to your audience online, where traditional methods must be expanded and/or adapted to remain relevant.
What is the impact on website visits?
While exact numbers are difficult to predict, we do see some trends and research:
Decline in organic search engine traffic expected
Experts estimate that search volume through search engines such as Google could drop by 25% in the next few years. This decline could have a major impact on businesses that rely largely on organic traffic. In some businesses, we have already seen even larger declines. It is important to prepare for this and develop alternative strategies (see also Gartner Report and Prepare for Searchquake).
Increase in AI-driven search traffic
In contrast, traffic through AI-driven search engines is expected to increase by 50% to 100%. This presents opportunities for companies that succeed in creating content that is picked up and displayed by AI systems. AI-driven search engines such as ChatGPT could completely change the way we consume information (see also Insight Partners and Google AI Overviews).
This means that businesses can no longer rely solely on traditional SEO strategies to stay visible online. This shift is also referred to as a "Searchquake," which significantly undermines the foundation of previously used SEO strategies.
The key to success with AIO
AIO requires a different approach to content creation and optimization. Here are some key pillars:
Intention over keywords
Understanding what your target audience really wants to know is more important than just using keywords. Content should not only be informative, but also address users' specific needs and questions at different points in their fan journey. Consider using clear personas (a detailed description of a fictional customer who represents a specific group within your target audience) and search intent research to better understand what really moves your audience.
In-depth, valuable content that answers questions
Superficial and generic articles are a thing of the past. AI systems prefer content that offers real value and best answers to questions. This means that you need to connect very well with the questions your audience has, elaborate on specific topics much deeper, create more content from your own experiences, offer extensive research or analysis and enrich your content with multimedia such as videos and infographics. This will also prepare your content right away for the multi-modal AI era of text, images, video and audio.
Structured data
Make sure AI systems can easily interpret your content by using structured data. This can be achieved by using what is known as schema markup, which allows AI search engines to better understand what your content is about and how it is relevant to specific searches.
Natural language
Write as if you were in conversation with someone. This means that your content should not only be good, but also come across as natural and authentic. It is important to find a conversational tone that both informs and connects.
The growing importance of PR in the AI era
If you want your company and/or yourself as a person to be highly visible in AI, it is also becoming increasingly important to get serious about your "Public Relations. The AI model needs to know who you are and what you stand for. How do they know that? By the data they are trained on. This data comes largely from the public Web. The so-called "Common Crawl archives" (archives that contain a copy of much of the Web, including Web pages, texts, and other online resources) make up 70-90% of what AI models learn, depending on the model.
Unlike search engines where SEO metrics and link traffic play an important role, AI models learn at the sub-word level and do not pay attention to links. Therefore, for companies aware of AI, it is essential to have relevant text about themselves in as many places on the Internet as possible. Blogs, transcripts of podcasts and webinars, YouTube subtitles, news articles and books, make sure you have a presence in as many relevant places as possible. Where from the perspective of an AI model, an online article on a smaller media platform is just as valuable as an article on a leading national platform.
And who can help with that? Public Relations. PR focuses primarily on getting placements, which make you visible in places outside your own channels.
If you want to become highly visible in generative AI models, we recommend focusing your PR strategy on volume, to be present everywhere. From guest articles in local newspapers to responses to relevant LinkedIn posts. Every bit of text counts.
Don't forget about opportunities with relevant trade publications, either. If you have a good publication in a trade journal that is read by your audience, chances are it will also be published online and bring you to the attention of journalists. Who in turn may approach you for an article they are working on, if they see you as an important expert on that topic.
The caveat, of course, is that you want to be in as many places as possible that are credible and trustworthy for your brand. So it's time to get started on a PR strategy. PR may become an important part for you in the AI era.
How do you incorporate AIO into your content strategy?
With the increasing need for AIO, it is advisable to make adjustments to your content strategy.
Here are the key components to get started:
Focus on 'Topic Expertise'
Become the source of information for "your" topic by creating comprehensive, in-depth topic groups (content clusters) and linking them together on your Web site. Creating these content clusters helps demonstrate your expertise on this topic and show AI systems that your site is the place for reliable information on these specific topics.
Optimize for 'highlighted summaries'
Answer specific questions clearly and concisely and use structural elements such as lists and tables. This helps AI systems to highlight your content in so-called "featured snippets," which increases the chances of a zero-click view.
Invest in "long-form" content:
Write comprehensive e-books, white papers and in-depth articles (think at least 1,500 words) with a logical structure. Long-form content is often seen as more valuable and can help increase your authority and credibility in the eyes of both search engines and users. This content is what people with a certain intent want to view more extensively and is also more durable. This serves a very different purpose than "short-form" content that people see on socials. That's not what people are specifically looking for and this is what they happen to see coming along in their timeline. That content is much more intended as entertainment, newsworthy or inspirational.
Improve your E-E-A-T signals
E-E-A-T (expertise, experience, authority & trust) is already important according to search engines since 2022. For AIO, this will come into play as well. Show your expertise by sharing unique insights and build your authority through collaborations and publications in as many (reputable) sources as possible. This not only helps improve your visibility, but also build trust with your audience.
Implement structured data
Make sure AI systems can easily understand your content by using structured data called schema markup. This means adding extra information to your content, such as tags and descriptions, that help search engines and AI understand what your pages are about. This makes your content appear better in search results, and your information is more likely to stand out in AI-driven search engines.
Optimize for voice search
Use natural spoken language that matches how people talk. Voice search is becoming increasingly popular, and it's important to make sure your content is easily accessible for this new way of searching.
Create multimedia content
Integrate videos, infographics and interactive elements into your content and provide transcripts and detailed descriptions. Multimedia content is becoming increasingly important in a world where AI-powered search engines can understand and display a more diverse set of media formats.
Looking ahead: The future of AIO
The transition from SEO to AIO represents a major change in how we approach online findability. It's no longer about optimal keywords and backlinks, but about actually understanding and serving your audience with valuable content.
Companies that adapt quickly to this change will have an edge in the coming years. It's time to look beyond the SEO best practices of years ago and focus on creating real value with your content. In the world of AIO, quality is king, and your knowledge and expertise are the keys to online success!
Stay on top of the latest developments, experiment with your strategies and always keep your content strategy up-to-date. Have questions? We're here to help.
Invitation to monthly AI inspiration sessions
We would like to invite you to join us on the last Friday of every month to explore the world of AI. We dive into the latest developments, discuss current updates and share valuable experiences. Together we inspire each other, discover the possibilities of AI and prepare for the upcoming changes in our field. These sessions are designed to increase your knowledge, expand your network and give you an edge in the rapidly changing AI landscape.
https://nxtli.com/wp-content/uploads/2024/08/seo-naar-aio-1.png386686Michiel Schoonhovenhttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngMichiel Schoonhoven2024-08-22 14:17:342024-08-22 20:59:09From SEO to AIO: the future of online findability
Imagine having a new colleague who not only learns at lightning speed, but also always has the right information at the ready, is available day and night, and is constantly getting smarter. We are happy to introduce you to our new AI colleague: Liza.
Just as we extensively train new employees in our data-driven content methodology and way of working, we have also trained Liza on social media in great detail. She is a powerful, data-driven colleague who helps us be even more effective in creating impactful social media captions for our NXTLI content. In the near future, we will also be developing "Liza's" for our clients who want to use them.
How did the idea for Liza come about?
With many clients, we see a challenge in recruiting, training and then retaining good content creators. In addition, they are often young creative minds, usually not data-driven, and it is time-consuming work to do from scratch. AI is already being used here and there for writing, but the results are usually of a dismal level because the AI is not being used in the most optimal way.
This had to be better, we thought.
We started testing with extensive training of AI. With that, we saw the results getting better and better, and we started using it more and more ourselves. We noticed a huge efficiency gain in our own content creation and a different way of working in our team.
Liza is an assistant who is very knowledgeable about copywriting for social media and can draw on extensive data insights. She is trained to analyze all information about previous social media posts, including tone of voice and results, so she can make recommendations based on what has worked well. She is also fully integrated with the content strategy, so she is always working within the right frameworks.
From idea to valuable assistant
We can collaborate with Liza via Slack. Very simply, we ask her to create a social media caption for a particular topic or post and she comes up with a proposal. Based on that, we can fine-tune the text further in chat with her if necessary. When the text is ready, we can then pass it on as a task to a colleague in Asana, our project management system.
Just as every new colleague develops through experience, Liza is also becoming more intelligent. Right now, she is already definitely on par with a fine colleague and we continue to train her to improve results even further. She even has her own coach from our team to guide her. She really doesn't always hit the right chord yet. Then she lacks knowledge, is still a bit stubborn and needs time to fully comply with our wishes. But she learns quickly, adapts constantly, and with every interaction she gets better and smarter.
Will AI replace real flesh-and-blood people from our team? No, I certainly don't see that happening. But AI is going to cause the role of our people to change and the level of work they spend their time on to become higher.
Are you also interested in an AI assistant like Liza?
We'd love to get to work developing an AI assistant like Liza for you as well, specifically with all the relevant data for your business, combined with our NXTLI methodology. This assistant can support your team in effectively writing all your social media captions.
In addition to Liza, and AI chatbot Ian who we also recently introduced, we are also training several other assistants to develop articles, website pages and smart content plans.
If you want to learn more about this, be sure to attend our online AI inspiration session next Friday, August 30, at noon.
Together, let's build a future where data, technology and creativity go hand in hand to grow your business.
Invitation to monthly AI inspiration sessions
Together with you, we would like to take a look at the most important AI developments, discuss the latest news and updates, share experiences, inspire each other, take advantage of what is possible and prepare ourselves as well as possible for the changes that are coming.
https://nxtli.com/wp-content/uploads/2024/08/LIZA-4.jpg7721372Michiel Schoonhovenhttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngMichiel Schoonhoven2024-08-22 13:36:112024-09-04 14:00:19Meet our new AI colleague: social media content creator Liza
