Marketing is quickly being transformed by generative AI. One team tested this technology by using ChatGPT to create a highly successful webinar. They explored where gen AI could be used, what challenges they faced, and why they became big fans of ChatGPT.
AI has everyone wondering how it can enhance our processes and make us more efficient. But the real question is, how do we use it properly? To find out, Brooke Gracey, marketing director at Cvent, and her colleague generated an entire webinar using ChatGPT. The result was a wildly successful webinar and a new focus on balancing technology with the human element to maintain individuality and originality. Gracey shared their journey during a VB Spotlight event, covering five key stages of building a webinar and best practices for using AI to ideate, build, promote, execute, and analyze post-event insights.
The first step for Gracey’s team was generating ideas. They wanted to know if AI could truly replicate human creativity or just recycle existing ideas. When brainstorming, unique human input results in truly original ideas. But using AI, which relies on old data, could feel repetitive.
The basic webinar topic was about inspiring event planners to elevate their events with the help of AI. ChatGPT quickly generated 50 ideas, which the team sifted through, polished, and refined. ChatGPT also helped refine their pitch to stakeholders by suggesting potential questions or concerns and building talking points around them.
AI proved to be a valuable asset, creating efficiencies in the ideation and pre-planning process. It helped craft a precise webinar description, outline, and a 30-minute script within minutes. However, questions arose about the ownership of the content created by AI. Can one claim ChatGPT’s output as their own intellectual property?
Generative AI offers scalable marketing solutions, like writing 100 emails in seconds. But the genuineness of AI-produced content is debatable. It might lack the personal touch and depth of human-created content, potentially sounding robotic or formulaic. This is why the human touch is crucial. Marketers aim for personalized engagement, which AI might struggle to deliver fully.
AI was also useful for promotion. The team used ChatGPT to create persona-specific promotional content by identifying target personas and customizing content based on demographics and interests. However, questions arose about whether AI enhances precision or diminishes personalization. AI excels in making quick, data-driven decisions, but there’s a risk of unintended bias if the data used to train the model is biased.
AI creates efficiencies but requires human oversight. Gracey mentioned she would use AI for future webinars but wouldn’t rely on it entirely. She stressed the importance of reviewing AI-generated content to ensure it sounds authentic and not robotic. Gracey recommended using AI for webinar production, content writing, development, and data analysis.
To see how their ChatGPT-generated project turned out and learn more about leveraging generative AI for efficiency and productivity, watch the full webinar on demand.
Explore how AI can help ideate topics, build content outlines, write scripts, promote webinars, and more. Understand whether audiences can distinguish between AI and human input and if using AI actually saves time or adds to the workload.