![]() ![]() This is especially pertinent in our current times, where brands are more fragmented than ever. How a brand shows up in those places shapes people’s feelings and perception towards it. Each of these moments represent an opportunity for a brand to create a deeper, more meaningful connection-whether it’s a social post, a billboard, a mobile checkout experience, or a simple push notification. To us, a brand is defined by numerous interactions between them and a customer. ![]() “How we spend our days is, of course, how we spend our lives,” wrote Annie Dillard, which rings true.Īt Instrument, when we talk about branding, we think about experience in a similar way. It’s these fleeting moments in time that shape who we are and how people perceive us. Not just life’s big occasions, but the everyday ones too-a lazy day reading, a camping trip, a bike ride in the rain, the sound of the trees outside our childhood windows. We are moments that add up, collected and built upon like a scrapbook. Like the starlight taking years to hit our eyes, we can’t always pinpoint the exact correlation between events of the past and who we are today. It makes you think about that journey, and all the moments that lead up to that single speck of light emerging in the distance.Īs human beings, the shaping of our identity is often just as complex. Even the star closest to us, other than the sun, takes 4.3 years to reach our eyes. I’ve always been fascinated by the idea that when we look up at the night sky, we don’t see the stars as they are but as they were. They see ChatGPT as just the beginning and are looking to continuously improve their performance and experiment with new generative AI models.Īdopting the mindset, tech stack and workflow of a communications engineer will future-proof PR professionals, agencies and brand teams alike. They will not succumb to the once-dominant, winner-take-all industry tech heavyweights (you all know who I am referring to) who sell analog database systems replete with hackneyed, unfulfilled claims that everything can be done on one platform, from pitching to monitoring to attribution analyses. And they use technology to generate first drafts of content like press releases, blogs, sticky headlines, crisis statements, bios and social posts. They are able to identify journalists’ interests before they make a pitch. They use software to find signals in the noise, sussing out and mitigating missiles of misinformation before they can cause harm. They build agile teams and fly-wheel tech stacks that deliver specific DIY solutions with minimal human involvement. They create and manage narratives and drive audience engagement using data and insights to backstop their gut instinct. PR people who solely rely on or continue to tout their media relationships as their superpower will have the decision to make: become a fossil or become a communications engineer.Ī communications engineer sits at the intersection of art and science. So what does all of this mean for marketers, notably PR professionals and content creators? AI pierced the veil of doubt once upheld by a cabal of Luddites that dominated our industry. Microsoft, a major investor in OpenAI, has begun exploring ways to incorporate ChatGPT into its products, leading Google’s management to issue a “code red” and shift focus to developing AI products while laying off thousands of employees. On a more serious note: thanks to researchers from MassGeneral, AI can accurately predict lung cancer risk in smokers and non-smokers up to six years into the future. For example, you can hire AI interns Aiden and Aiko chat with any number of historical figures and celebrities that are living, dead, real or imagined through Character.AI or hire a DJ through PlaylistAI. One thing is certain, AI is arguably the most consequential innovation in modern history and is undeniably having a deeply profound impact on industries and facets of day-to-day life. Some are comparing the rapid rise of ChatGPT to the introduction of the iPhone in 2007. While mostly positive and exciting, some critics and naysayers claim the tool’s capabilities are overstated, while others worry that it could be the death knell of creativity by catalyzing complacency and plagiarism. There’s been a lot of press lately about OpenAI’s ChatGPT. ![]()
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