Episode 51: Revisiting AI: How To Use It and What’s Next with Kyle Campbell

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Shiro Hatori
Hello, everyone. Welcome to the higher ed demand gen podcast hosted by concept 3d. My name is Shiro and I will be your host today. And today I’m really, really excited to be talking about something, I think that’s hot for the whole world, but also starting to get a little hot for the higher ed industry as well. We’ll be covering AI tools in higher ed marketing, on how to add them to workflows, concerns, suggestions, and much, much more. And for that, today, we have our guest speaker, Kyle Campbell, founder of education marketer, amazing guests. We’ve had him on the show already before on a previous episode. So welcome back Kyle.

Kyle Campbell
Thanks for having me back. It’s always a good sign. If someone asked you back on the podcast on the promise, they thank you very much. It’s good to be back. It’s one of my favorite shows.

Shiro Hatori
Thank you so much. It means a lot to me to hear that. And, you know, today we’re gonna be talking a little bit more, you know, conversationally around AI tools, and how we can make an impact or how higher ed tools teams can really be utilizing these tools. And, you know, I’d love for us to kind of just, you know, get into it.

Shiro Hatori
You know, I think as a premise, lots of higher ed teams are really strapped for resources, right? They’re limited in resources, whether that’s headcount funds, positions that are open, but just they can’t fill them, right. There’s, there’s a huge need for right now. And, you know, there’s there’s a lot of potential opportunity with AI tools, helping to reduce time, make teams more efficient, so that you can get work done and less having do less, you know, repetitious work or work that is grinding, right? And so I think there’s a lot opportunity, and it’s a great conversation for hire and marketing as a whole. And so I wanted to kind of start there. And you know, where are you seeing AI tools really being useful in higher education Kyle.

Kyle Campbell
the moment, have a few clients I’m working with spoons, ways that you just said, like getting greater efficiencies out of the projects they’re working on. And some of these are a wide range of projects, some of them are a bit more simple and focused. So on the simple end of the spectrum, one of the most common things I’m seeing is University Marketing teams using these tools on existing content on their, on their website. So those high traffic pages in the in the UK, and I imagine it’s probably similar for you to or our program pages that outline what the product is, right. And we all know that those pages sometimes suffer from being very academic, in their tone, right, not necessarily written for a younger audience, you know, late teen audience, so you are Prime customers. So it’s just a case of taking that existing content and giving it to something like to chat GPT for and saying, I like this content, it’s true for it works, but we need it to be focused towards this audience that we’re targeting. And bang, you know, within about 10 seconds, you got your first draft, right and right. In the past, you’d normally have to engage your team brief them or you know, go for a freelancer get a copywriter in now, I’m not saying you still don’t need copywriters, this is a skill set that’s very valuable. But if you’re strapped for resources, and you just don’t have them available at that time, it’s a really viable option for you to just make those quick edits and adjust your content. So it’s suitable for the right audience.

Shiro Hatori
I love about young, just take it one step back, I think if you’re really beginning your AI, tool journey, and maybe we can focus around chat GPT just because that’s obviously the, the tool that’s gotten the most recognition is you know, what I believe it really helps you know, if you’re starting out in your AI journey is where can AI help with copywriting? Like you just mentioned, a great example of taking the program pages, which are sometimes maybe too long and texts and too academic and changing the tone, maybe shortening the length, so it’s more digestible to your ideal customer profile, or the team’s right and the students in the teens. So that’s copywriting help. One area, I think, you know, also it can really help with his content ideation, just to sort of get the wheels turning because I think as a marketer, and as a creative, sometimes, like, you clean your whole room, and you sit down on your laptop, you make a smoothie and brew your coffee and like, you need to get in this mindset and cleaning your room brewing the coffee, making breakfast, that’s two hours right there, right? You’d be like okay, now I’m ready. But sometimes that’s what it takes, right? And maybe like just to just to start to spin the wheel content ideation. I feel like it’s a really strong tool. So now you can skip the the cleaning room and the coffee and you can you know, be like, hey, like, what are some ideas that are top of mind right now and maybe what it spits out and you know outputs is not good. But you can use that as leverage to, you know, keep the ball rolling. So content ideation is also a strong area I think it can help with and also research as well, right? I know, there’s a lot of data to back that you should not trust data from GPT. And I’ve seen that single handedly, like, I’ve searched titles, and they’ve associated with the wrong institution, like, quite frankly, completely incorrect. But also just, you know, to like, figure out what kind of research is out there just to use it as some as very, very draft, zero, maybe draft minus just just to set the tone of where you’re starting. But those are kind of three areas, I think, that are really good to start out with, if you’re starting your AI tool journey. Do you have anything to add to that? Like any also areas that you’re seeing it utilized?

Kyle Campbell
Yeah, I mean, definitely on that, that first draft ideation, scope, a major unlock for me, when using it for that sort of tall was understanding that it wasn’t just a case of doing one prompts, but actually having a conversation with it. And I think the best way to look at it is, you know, when you go to an agency, and you you give them a brief? Well, if you gave that agency, a one line brief, quite naturally, the result you’re going to get back is either a terrible result that doesn’t match what you want, or they’re going to come back and go, can you give us a bit more detail, please. And, in principle, with with this tool, and when I’m using it, I often think about it as like, an actor on a stage, right? And you’re the director in the wings. And this actor is raised skilled, they have all this knowledge about how to perform and do all these amazing parts, but they need to know what part they’re playing. So one of the first instructions is you got to tell it what it needs to act like, do you want it to act like a marketing consultant? Do you want it to act like an academic, you’ve got to give it these different tools, these different levels of prompts. And then it’s a back and forth conversation, as you shape that output, whether that’s a piece of content or a plan for a workshop, maybe you’re analyzing some some data, whatever it is, it’s never going to be your one line prompt and done, it’s going to be a series of conversations in chats in a thread, and you’ll get to your result, eventually, so yeah, that that really helped me thinking about it. Because, you know, you see a lot of posts on LinkedIn, where people are taking a screenshot of chart GPT. And there’s like one line, and then there’s the result. And the posts usually go saying, Oh, this isn’t very good. You know, this is a terrible output. Of course it is. You know, you’re not using it right. You’ve got to treat it like a partner.

Shiro Hatori
Amir, yeah, that makes total sense. So maybe like, if you are a VP of Communications, and you tell your content writer in the in the past, you know, like, hey, like, Marissa, go, can you go write about moving week for me? The 2023 and fall moving week? Like, if that’s your prompt, that you’re giving to your employee, like, that’s she’s going to be like, Well, what do you want me to talk about? Like, what student body who’s the audience and so you have to really frame it, like, just like you’re giving a task to anyone have anyone on your team? You have to really treat chat UBT like that. That’s, that’s what I’m hearing, you’re saying?

Kyle Campbell
Yeah, yeah. 100%. And you think of all the complicated work the PR teams and unis had to do when you’re a new piece of research drops. And I imagine so many people have this brief, like, they’ve got this amazing piece of research, and then they’re asked to write about it for for an audience of the public. That’s an incredibly challenging role. But now you can take something like that a briefing paper with all this detailed, like academic information on it, and then asked Jack GPT to simplify it for you. So then you can be creative and your storytelling and still use all those skills that you were hired for. But you can cut out that awful part of your job that involves translating what something actually means with a subject area expert. I mean, I’m not a journalist, by Imagine if that’s the sort of thing that you’re working on in university. Oh, my. If I could shelve that part of the process, I probably would so I could be more creative.

Shiro Hatori
Love it. That’s amazing. And I was just thinking back to I love, love what you opened up with the taking the program and digesting it into smaller pieces, bite sized pieces and for different audiences. Like I remember when I was a student understanding programs is so difficult because of the language. I mean, I’m an 18 year old coming in, you know, trying to learn, like I’m not really used to academic language yet. And that was very difficult to understand. And I’m thinking like, you can even use ChaCha PT to to prompt and create maybe like, short scripts for like videos that your social media team could be using like, hey, like, can you in three sentences, break down this business program or something. And you can take those three lines, putting that create a script around like a Tiktok video or Instagram video, to advertise to students about different program offerings your school has like that’s like, I feel like a great idea. Like even to even simplify your idea more.

Kyle Campbell
Yeah. And again, it taps into that idea of speed and scale, doesn’t it because think how long that would normally take you to break down. There’s a brilliant app. And it’s built on the same sort of technologies as chat GPT. But it’s called Super creator.ai. And it essentially does just that it turns you into a super creator by 10x in the world, you’re able to reduce so you get a mobile app, you type in the topic, you want to create something about like a video and it then generates 10 different scripts based off this one topic you’ve put in or if it’s a URL or web page, you can start off this process in many different different ways. And it will create the script, it will create the video backgrounds, it will give you effects and stickers for your video. And it does it all in this one mobile window. So you can have like a real basic input, but then you have that content for an entire series on this one idea of if you wanted to. And again, it’s a it’s a first draft into edit and play around because you are the creator. But it just increases your workflow with like, a an incredible degree. It’s, it’s almost like we’ve unlocked these superhuman abilities that we didn’t know we needed. Right? And where was two years ago?

Shiro Hatori
What was that one? Just call that I’ve never heard of that application?

Kyle Campbell
Super creator.ai. And the great thing about it is hardly anyone knows about it, like the company dropped a video on YouTube. And it might be different now. But when I watched it a couple of weeks ago, we only had like 3000 views. Because there’s so many things drop in, right? We can’t keep up. But yeah, just all kinds of little gems that if you get in first and you can suddenly, you know, get in front of your competition, and they don’t even know what’s going on. But you’ve got these AI tools supporting you. It’s it’s a very, it’s a very interesting time to be marketing.

Shiro Hatori
I love that. Yeah, I think I actually joined another call with high EdWeb shout out to hi at web great higher with higher ed web organization joined the webinar, and you know, kind of along the lines of taking that program page and dumbing it down or not dumbing down sorry, that’s wrong word. But simplifying the language and making sure that language is target to your audience. A good thing that they talked about is, you know, it’s Chad GBT is really strong for taking good sourced long form content. So you know, academic, long written content is usually a good source of information. And so while we’re in, they found that chat GPT is very, very strong at at simplifying and shortening, long form content that has a really good base. And you can use that to create email copy. So maybe you want to do an email campaign to let students know of a new class that’s become available in their program or a new offering they can you can add prompt chats up to be like, Hey, can you create a 300 character email about this program? Great use case example. Another one that I thought was really interesting was, you can take that same program page, and it’s probably similar to what you were saying is, is hey, can you use the program language to create 1000 word landing page with call to actions to sign up for the program. And it’ll help you spit out a very base of a landing page. So you, you have something to work off of a blueprint to work off of, I thought that was really cool as well. And then obviously, we went over this social copy thing, but you can just really just take one strong piece of long form content, break it down into social email, landing pages, call to actions, and so much more than I thought that was really amazing. Something now again, going back to the business perspective, you’re saving so much time.

Kyle Campbell
Yeah, I see these various features all being brought together into chat GPT. Now, so I don’t know if you saw it recently, but the founder of open AI, the creators of chat GPT, he did his TED Talk, as you know, I think he’s deserves it right. And he was showing some of these features coming down the track for for chat GBT through the app itself. And essentially, the open AI is rolling out plugins that support functionality within the chat GPT application, and he demoed it by asking chat GPT to create a A suggestion for a post Ted meal. So what foods gonna eat post this talk, it then generated an image within the same window, and then created a digital shopping list. So you could buy the ingredients in chat TPT at the touch of a button. And then he posted everything together that you just created in a single Twitter post that link through to a web page. We used to do that for seven apps in different screens and chopping and changing everything. But he’s done it live on a TED stage, probably within about five minutes of a live demo. And, you know, I look at this and think of all those operations we talked about there about creating landing pages, where it doesn’t take much of a stretch imagination that maybe there’s a plugin to develop, like website designs within chat, GBT and I, and I believe there already are that it can create web pages from sketches and drawings that might not be chat, GPT or a plugin, but I’ve definitely seen this demoed in some sort of AI interface. So we’re not that far away from, you know, your example of literally not just doing the copy and the content and CTAs. But actually creating the page, all for a chatbot interface. I don’t think we realized how amazing that is, it’s, it’s quite a step change. You know, we had mobile, like, what early sort of 2000s and the dawn of the iPhone and how that change took place. And I think we’re moving to that next interface change now, which is essentially going to be, you know, a textbox, that we type what we want into it, and then it magically creates it for us how amazing,

Shiro Hatori
that’s amazing. Yeah, and I’m just again, in when, when higher ed taking the example of the TED Talk, like maybe after orientation weekend, you want to send T shirts and mugs to all the parents right and send a calendar. And maybe there’s a way to use a chat generated prompt engine, to add that to a workflow that you’ve already created that’s maybe integrated with the system so that you don’t have to manually create all these things anymore. That probably took a lot of time, right? Think imagine like having a set that workflow up, okay, after all these students have the students who showed up, send their parents t shirt mug calendar, you might be able to just prop that on the fly.

Kyle Campbell
And when you think that through, like your marketing term looks very different to how it does now and you know, I’ve been involved in unit when I’m when I used to work for universities actually, as as an employee, I remember these campaigns and all the different people you had to talk to to get this sort of stuff done. And you always will do to an extent have people representing certain areas, but you look at a technology like this, and it’s not far off being able to automate a lot of that process. And, you know, really, don’t we all become managers, then we’re just managing our AI systems to do these things. For us. You’re the you’re the creative person, you have all these things at your disposal. It’s how you use them, but I think we’re moving into a new a new area.

Shiro Hatori
I love it. Yeah. It’s, it’s, it’s so fun to talk about, and also a little scary, I think. Yeah. Yeah, it’s marketers, you know, I think there’s just, that’s just the next thing is the next learning curve is is learning how to use the lies he’s told. And I think, for higher ed, I can like it just know, you’re expected to do so much more, with less now. And this is almost a sign of relief, obviously, there’s going to be a period of learning how to use the tools and for them to become sticky, but I think it’ll help alleviate some of the tasks that were repetitious, time consuming, that you didn’t enjoy in the past. And I think that’ll be actually a positive net positive for marketers in general.

Kyle Campbell
I agree. And I think every technological innovation we’ve had in the past that you have an initial sort of terrified workforce, that they’re going to be replaced. But then because there’s new technology, all these new opportunities are created around it. You know, look at the the creation of like the, you know, the the car, for instance, right? You get rid of horses, but then you need garages, roads, all of this infrastructure, don’t you in that, that’s another avenue of employment, different skills required. It’s just the same with technological infrastructure, we’re going to have a very different workforce appear over the next five years. There’ll be a lot of money in prompt engineers, that’s for sure.

Shiro Hatori
While it is again, going to going back to my conversation that I listened into, I think it was yesterday around how you can also use chat GPT not just for you know breaking down that long form content but you can also use it for keyword research. I think Brian Piper shout out Brian Piper. He mentioned how you can use ChaCha PT for us SEO, optimization, SEO research. So you can If you can easily find out, you know, good keywords to use, you can relay those words back in tools like SEMrush to find out volume search volume based on the keyword. And then once you know which which key terms you want to use based on volume, and that you know, are going to be relevant to your topic, you can prop chat UBT, to say, Okay, can you write a 600, word, post blog post on this topic? You know, making sure you have the proper prompts, right, making sure it’s very detailed, you have the audience voice all captured. And then you can say, Hey, can you please use this h1 keywords or eight, this keyword in the h1 and then please sprinkle these four keywords into the copy. And, you know, that can help kind of alleviate some of the SEO implementation that you’ve been having to do as a writer as well. That was a great example that I really loved.

Kyle Campbell
It makes you think what’s going to happen to SEO, because there used to be the barrier that you had to create the content and do all that research in SEMrush, and or whatever platform you’re using. But if you can create, say several pieces of content built around the pillar and the cluster model that we we’ve deployed in SEO for quite some time to good success. How does Google respond to that when suddenly everyone can create content at scale? And, you know, obviously, the quality of the content matters? And I’m sure that the content that has that more creative element probably do do better. And then there’s the risk that Google might penalize AI generated content, but in the past, yeah, that the barrier has been able to have a an SEO team to create this stuff. Well, you know, now you, you don’t necessarily need that quite the same degree that you needed in the past. So yeah, lots of opportunities. And I really do wonder what that SEO community must be thinking privately, positively. They all sound very positive and really happy about this technology. But yeah, it’s a huge shock to that community and how these tools are, are being used, especially with I think we mentioned beforehand, didn’t we with actual AI in in search, and how potentially if you have an array generating 100% personalized content in the search engine results page before the click happens, like what happens throughout traffic? It goes down, right? So yeah, big global impacts come in there. lots lots of unis to thinking about,

Shiro Hatori
yeah, I’m happy to kind of move on more around like the rules and concerns topic here starting with yours. And I think if I understand you, right, Kyle, it’s that. Just I’ll give a very specific example. So you can understand if, if you’re a student, and traditionally you searched, okay, I’m a student who loves rowing. So I want to join a rowing club, I want to go to a school in the Midwest. Where do I go to right, and they’ll maybe come up with a series of short prompts that they would have searched in Google Search. And then, you know, maybe a school in that region would pop up as a result, and they would start their research there. Or maybe they’d use niche.com, to figure out, you know, what school would be good for them. Maybe it’ll take a little more research, because they’d have to go to the website and figure out the running club situation, right. But now you’re saying, a student who’s armed with with Chad Eygpt, will go in there and create a long prompt of exactly what they need, and then charge up to spit back out the school. And so on the institutional perspective, how do I optimize so that I show up in the prompt? That’s what you’re asking? Right?

Kyle Campbell
Yeah, that’s exactly right. I mean, with with Google, you get a series of results. But with an AI assisted search, you literally get the answer put in front of you. And, you know, like you said, you could make that prompt that request for information as long and as detailed as you want. And you’ll get back the exact response that you were looking for. You don’t need to wade through content, skim content and find what’s relevant to you. It’s, it’s literally there. And in terms of defending against that, if that’s the right word to use. I don’t I don’t think we need to we need to change SEO strategy. I still think it’s good to have helpful content on the web. So don’t get rid of it for God’s sake. But I think it does mean we need to look at protecting ourselves in case search as an organic acquisition channel isn’t as fruitful as it has been in the past. You know, for me, in the universe I worked with we were looking at how we can work with academic thought leaders how we can help the university be known for for certain topics, off the back of certain content marketing programs, building email lists, building content, marketing properties, podcasts, subscription programs, as another means of getting people acquired through different channels and you is helping them build trust with us over time. So they’re more likely to convert when we when we ask the question or give them the opportunity, right. And at the moment, we do heavily rely on search as a way people find this and make a decision. But that it for me over the next five years looks a little bit more risky than it has done in the past. Because in the past, we’ve had the knowledge of what goes into good search engine optimized content. And if we can’t optimize we just pay for, but we don’t know what those models are going to going to look like. So I think it’s fine. Keep doing search optimization makes sense. But you really do need to look at content marketing, and even create partnerships, whatever it is, but we need to diversify from what we’ve been doing. Because right now we’re heavily indexed towards search acquisition.

Shiro Hatori
Right? Yeah. And that’s like, either paid or organic. Right? You were mentioning schools rely on what like 30. What were the numbers? Exactly? Again, on organic search

Kyle Campbell
ranges? But yeah, typically, the lowest end of that spectrum is like 35% acquisition via that channel, which is high, highest. Yeah, organic. The highest I’ve seen it goes up slide 65. But it could be higher, it could be could be lower. This is based on personal experience. But as an acquisition channel search is the dominant way that people right. Yeah, so Oracle?

Shiro Hatori
Yeah. So you can, it’s potential, we’re just, we’re just, you know, theorizing here. But there is a potential that in the future, or maybe 510 years now, when students and anyone related to higher ed, they might not be using Google Search prompt, and so that that channel just Could, could slow down or become a little bit smaller and smaller part of your website journey,

Kyle Campbell
I think slow downs, right. And everything we probably need to consider is how that changes the role of a website. So at the moment, if people are discovering you, primarily through that channel, your website has to help them learn about you, okay, but if they start to learn about what you are through via other channels, whether that’s AI generative search or social media as a discovery channel, it sort of changes the role of what the website is, you know, maybe the websites a place they go to convert before for whatever event you’ve got, or something like that as the the key conversion metric wherever you’re wherever you’re measuring. But yeah, I think the the idea of the web as a storytelling place might lead might be diminished slightly. It’s a very complicated picture. But yeah, I think we see the web, reducing its impact into the Discovery Channel and other channels of social media, it’s probably coming more prevalent in that space.

Shiro Hatori
Yeah, it’ll be really interesting to know, from SEO experts in the near future around know how AI tools like ChaCha CBT pull information into their outputs, like, Are they pulling from higher domain authority websites, aka higher ranking SEO pages? Or are they pulling from every like, we don’t have an understanding of how it’s pulling that information that it’s putting in? So I think knowing that would be really good, because if it is the former, which is, you know, just it’s similar to a search engine, where it’s, it’s giving authority to the top search ranking sites, then the basic theory behind it, whether you might have less tracking or not or less traffic, is you want to build a really strong website with great information that has a lot of backlinks has domain authority. And so yeah, it’d be really interesting things all day. They’re not gonna go away. Right, right. Yeah. Yep. And, you know, I love this topic, you’re on concerns and maybe some rules to follow, you know, I think, yeah, there’s this. There’s a little uncertainty around, you know, how the organic channels going to perform in the future, there’s a good chance, it could get smaller. You know, one thing I’m hearing around, we’ve talked about prompting a lot now, and you know, what you’re searching, putting in the chat prompt. But one thing I’m hearing is, you know, if you’re putting garbage in, expect garbage out. So if you’re asking, you know, a five word question in chat GBT and expecting a long answer, like, that’s not how it works, right? I think this goes back to our initial conversation around like, treat treat, Chad GPT and other AI prompts like, it’s an agency or an employee and give them very thorough directions. And one quick fun tip I learned actually is you can ask chat GPT. How can I make this prompt stronger? If you don’t know is you can ask that five word question. And they’ll give you probably the answer you don’t like and say, Hey, how can I make my prompt, initial prompt stronger? And I thought that was a really good tip because you can actually ask AI how to make the prompt stronger, and they’ll probably get back to you and say, can you tell me more about the audience? Can you tell me how long you want the article? Can you tell me what industry or you know? I’m not sure I’m just giving you examples, but that was a great tip. If you’re really unsure of where to start, anything, we’ve already covered this, isn’t it? I’ve read, you know, and I’ll actually I love it. Yeah, there’s actually, I have a great resource, this guy, Moritz cramp, shared on Twitter 22 Chat GPT prompts that will make your life much easier. And while although I know He’s highly contested right now, Elon Musk even replied on the on the Twitter thread and said, these are some amazing suggestions. Thank you. So Elon is even

Kyle Campbell
authenticated. And isn’t it? He’s made

Shiro Hatori
it exactly. So it’s got almost about a million views just shy of a million views. I’ll share the link to this in the recording notes as well, because I think some of these prompts are really legendary. And the first one is asking, the first suggestion out of the 22 is asking chatty PT, how can I make my prompts stronger? So I thought that was very powerful. Yeah, anything else you’re seeing like rules, you know, things to be worried about, that you’re seeing from You, yourself or your customers.

Kyle Campbell
I mean, the on the hacks angle, the one of the best ones I discovered was telling it, what it was getting wrong. We see so many examples of prompts, that it doesn’t meet your expectations. And the default human response to machine is go, oh, you know, I’m gonna get annoyed now and walk away from it. Gotta tell it what it’s getting wrong, it will never learn. And I’ve got Fred’s when I’m working through it on certain topics. And I’ve told it back and forth, how to get better at certain things. And lo and behold, eventually you get there. Because you’re, you’re helping them understand you, there’s all kinds of things you can do, you just got to, you’ve got to try and treat it as much like a human as possible. I know that sounds really backwards, almost. But if you’re not happy, and results, tell it why it went wrong. Equally. You can, if you need it to help make a choice for you. Maybe it’s giving you like five different Synopsys or headlines. You can say, Well, which one do you think is the best and then tell it what the definition of the best is. And it will take your criteria and work it out for you. So it depends how much involvement you want to outsource to it. But yeah, it’s all kinds of creative ways. I’ve got a cheat sheet on chat, gee whiz here on my desktop, or again, like you all include it in the show notes. Because you got these mega craters on LinkedIn now who are suddenly really clued up on this stuff. But last month, there was something different, but they’ve got loads of really great things you can just pick up for absolutely free and just try it yourself.

Shiro Hatori
Love it. Yeah. And this is probably very, very, very basic. But you know, our thing is definitely proofread everything. I think I mentioned earlier before, I had asked for a list of contacts that I think would be good for this podcast show. And so I tried a chat GPD with it, and literally gave me a name tied to the wrong institution. Like, like, I’ll give it I would say Kyle Campbell, let’s say, you know, like Harvard University professor or something, right? Like they would, they would, they would suggest the right person, like they were legit person, but for some reason that the company they work for the title is always wrong, like 50% of time. So make sure you proofread everything, like, you know, whether that you’re trying to export a list, or it’s a blog post, like, it should really just be your first pass, and you should read through everything and treat it really as an infant that really needs a lot of guiding. And I think you can avoid a lot of mistakes and errors. And if there’s any sensitive information, don’t put it in chat GPT I think Samsung caught a big red flag. Yeah. So you know, make sure you’re not searching any sensitive information at all. So you know, be careful that you still don’t know where any of this information is getting logged in, might spit back out some other users. So definitely recommend that as well.

Kyle Campbell
I mean, there’s a couple of bits I’ve got. And again, it’s more caution than because I don’t want people to be discouraged. You need to play with this stuff to get good. Hallucinations are quite frequent in incharge, GPT, I make stuff up. I did a show like like this recently, and I wanted to have the transcript analyzed, summarize it. And I asked chat GPT to do it. And it goes, here’s your summary. And here’s some of the kind of pull out quotes, not one of those quotes was accurate, and the sentiment was the same, but the quote was not in the transcript. So check it out. We’re not at the point yet where you can just re simply outsource it and trust it to do the work. The other thing was that’s going on my head now, hallucinations and all your copyright as well. There was a case in the US recently where someone couldn’t copyright a graphic novel, because the images in it were created by mid journey and The rationale for not being able to copyright them it wasn’t because they were generated by AI. It was because the the human involved the human involved, like I’m talking about separate species or something was didn’t do enough creative input on those images. I edited them afterwards to make them their own. So be careful this because if you’re using it in your job, and you create an amazing image, it might not be protected by your brand’s copyright. Okay. So yeah, that’s one thing you need to just be careful with, because there’s no hard and fast rules this this stuff yet. So use it for ideation and concepts. But the the final piece, I be quite cautious at this point.

Shiro Hatori
Yep. I love that point. Yeah, and AI generated images, video media, definitely want to make sure that it’s copyrighted. That’s, that’s a great point, especially if you’re putting it from an institution, which has very strict brand guidelines in most cases. So that’s a great point. Yeah. You know, one, one thing I heard that I really also enjoyed is when you you know, when you have someone in your team that just has a creative eye, and it helps make the brand and everything that your department or team individual puts out, what it actually is, it’s the identity, it’s the soul, if you have someone on your team, that is that person, don’t cut them out of the process. Because there’s no way that any AI tool is going to do a better job than what they’re doing. Right. And so I think a good example of this, Kyle is like, no one’s going to, you can’t replace what you’re doing with your newsletter and your daily posts with an AI. Right, that authenticity would be lost in the snap of my finger. And so yeah, like if you have anyone in your team who’s just got an eye for creating Student Success videos that do really well on tick tock, and she does all our own copywriting content, don’t try and you know, force these tools on that person because it don’t take away what’s working. And don’t take away anything that has authenticity and soul. And I really believed in this, because that’s just something that is invaluable. And you can’t replace that with this moment. Because an

Kyle Campbell
interesting argument, isn’t it. I mean, if you follow the chart through to its conclusion, eventually AI will be powerful enough to do what I do. But the AI in that content creation won’t give you the audience that I built up over the years. So I imagined eventually, content creation by an AI will match that of a human. I know the day will come. But hopefully by then my audience will be big enough and trust me enough to to keep engagement, the content I produce, but it’s produced by me and my perspective. So right, I think when we we do this for our faculty members, as well, and we’re building up thought leaders, you know, remember, it’s not, it’s not the content that’s valuable, it’s the audience of these people attract. So the content helps you get there and good content will help you grow an audience quicker. But ultimately, it’s the individual and the brand that has the people interested in what it says. Or they say, so yeah, I think the value is in the audience rather than the content in the future. And, and that’s a very different way to think about marketing and how we build out content and content programs. But yeah, the day will come when these things can produce wonderfully art design, or in very personal content, but it’s literally produced by machine. I’m quite excited for it. But at the same time, it’s, it’s a massive shift that I thought wouldn’t happen for like 30 years. But here we are, when less than a year in from the dawn of chat GPT. And we’re already talking about general intelligence and chat GPT five, maybe dropping by the end of the year, and what that looks like. So fun times to be in marketing. For me, this is the first time I’ve lived for a major shift in marketing as a professional. I enjoyed the iPhone as a consumer, but I was still like a student then. So I wasn’t really in the workforce. So this is my first big, big technological shift. It’s very exciting.

Shiro Hatori
Barbara Yes. And, you know, I want to do last, lastly, cover a little bit around, you know, I know we’ve been really focusing on Chad GPT and text prompts. We talked a little bit about AI generative images, but also thought it was really valuable when I was listening to other people around like, you know what other AI tools are out there. It’s because it’s not just Chachi PT, right. And so just trying to open the window and widen the horizon of potential for higher ed marketers on what tools you can be using. And so I have a list of a few I won’t go into too much detail here. But aside from chat GPT and maybe AI generic tools like mid journey that spit out more the photo kind of pictures which I think in higher ed would probably be more for. I just don’t see them being used quite quickly yet. Just because they’re not copyrighted, and they’re a little more like for fun, I would say, in my opinion, but of course, a couple other tools. Right, right. It’s getting better though. It’s scary. If you look at like one year ago, it’s like, I know in the cartoons, yeah. And then now it looks like it looks like a 40 photography. But yeah, we’re getting off the rails here. But there’s also a lot of other tools. A really cool one that I found recently, it was called video with vi d y o video.ai. And that actually helps split your long form videos into smaller clips. So if you’re really strapped for, like, let’s say you film a student interview, and you want to use it for marketing, right, or maybe to highlight a student or department, you can start using AI tools to help you clip up those videos. And that saves so much time if anyone’s ever done any video editing work. It is a time consumer. Yeah. And so there’s tools coming out to make the video processing of it easier. It’s not perfect, right? It’s it’s still getting worked on. But, you know, video editors, there’s opportunity with AI tools as well to make your workflow easier so that one person can create 20 Micro clips in a matter of a few minutes when that took days before in the past. Another cool one is a runway and again related to video. Credit runway helps. Yeah, yeah. So what this basically does is we were talking earlier about text to prompt, right? Like you can use a text to ask things to do stuff like, Hey, can you please send T shirts to everyone who attended orientation week or something? Right? Similar to that this is a text prop for video editing. So you can tell a video editor Hey, the background on this video is a little too dark. Can you brighten it up? Instead of having to learn Photoshop or not sorry, not Photoshop, Adobe Premiere, right? And to learn, okay, how do I like separate out the background and then lining up, this tool helps you do that. So for people who, you know, are not as good at video editing, or let’s say your video editors out, or they just went to a new job, and you need to still make videos for your institution, you can use tools like runway to help edit your videos, just via text a prompt and not having to actually learn the software. And so I thought that was very, very powerful as well. And then lastly, the last one is a Microsoft designer. It’s an AI Canvas to help you create marketing materials. And you can add like branded logos and stuff. So let’s say your your campus has a lot of events, and you need to create really quick banners. Sure, there’s Canva. And these tools that already make it easier. But this is just another thing that makes it even faster where you can text to prompt to, to make like, Hey, can you make a banner around a jazz fest coming up on September 9, it starts at 9:30am? Who puts out an image for you can you play as add the company logo, and it’s specifically designed for creating ads. So you know, it’s good at adding logos in and such to apply to brand guidelines. So I thought those three were really cool. And they kind of open my box. I’m like, hey, it’s not just chat UBT tools, creative teams, which are often the most overloaded can maybe get some relief with these tools.

Kyle Campbell
Yeah, I’ve given some good ones there. So I’m probably give three examples myself, but there’s a couple that stick out to me. And you know, as as a podcaster. descript is just an incredible app. So normally, when you’re editing podcasts, you’ve got the timeline, and it’s really hard to work out where you need to cut certain things. Well, we’ve descript your transcripts. Your editing timeline is literally the words that have been spoken the transcript itself. And if you cut out words, you you edit down the podcast, and there’s a button a single operation that can just delete every filler word, in an instance all those arms and ORs that you’re always cutting out, you can get rid of those. But the most amazing one has to be when you mess up a line or a sentence, you can actually replace your voice with an AI version of your voice with the thing you meant to say. And because it’s in context of actual dialogue, you can’t tell the difference when you play it back. So it’s a little example of AI right? It’s not as dramatic as I chat GPT but I think sometimes the best AI is that what is invisible, right? It just fits in those those gaps and it makes us good creative production, but it’s helped you get there 10 times quicker. The other one and I think that a lot of people listening to this will relate to is what Microsoft’s doing with co pilot and co pilot is the Microsoft Office Suites AI So we’ve co pilot, if you’ve got the latest version of Microsoft apps, you can literally go into PowerPoint, drop a Word doc in just a massive text file, and it will create a PowerPoint presentation within five seconds, a beautiful looking PowerPoint presentation, yeah, recorded these basic functions that we’ve had to spend hours on in the past, if you’ve got a horrible word doc, you can turn it into this very visual document, you can type in how you want to change things, and it will do it in front, it adds animation and all that sort of stuff, even does it with itself. So if you can’t do something in Excel, usually I will place a walk down the corridor and ask an expert to help me with these sort of things. You can actually tell Excel what you want to do, and it will do everything for you formulas, pivot tables, whatever you need it to do, via the AI. And, you know, that for me is how these technologies enter into day to day use. Let’s not say chat, GPT isn’t used day to day, it’s got something ridiculous, like, I think it’s 1.2 billion users now. But you know, Microsoft suite actually having these tools embedded a standard, that’s how it becomes the norm. I just seen that. And I think it’s incredible Microsoft done there, you know, these are the basic operations, but things that just make people’s lives a lot easier.

Shiro Hatori
Wow, okay, that the slide deck creation is powerful. I love webinars too. And it’s, it’s so funny, because of the format of a podcast, that video recorded like we’re doing right now and a webinar are so similar. But because it’s called a webinar, you have to find the host, create the slides, come up with all the speaking points. You know, it’s a little less conversational, it’s more education, right. And so the amount of effort it takes to create a webinar or set up a webinars, I would say, like four or five 6x, right, because there’s also promotion of the event, which takes a huge load of time. And to just save a little time on the slide deck part, which is usually the hardest part for me. That’s massive.

Kyle Campbell
Well, that’s yours. Now you can do anything you want with that information. If you’ve got a PowerPoint, yeah, knock yourself out. You go for it. You’ve got that time back in your life.

Shiro Hatori
That’s awesome. Google, when are you coming out with this? Because our tech stack is with Google, unfortunately.

Kyle Campbell
Well, maybe you should move to Microsoft. Well, I’m only with Microsoft, because I look after university clients. And you know, if you don’t use marks or sweet, it’s very hard to connect with people. Right? So your PowerPoints way more effective now. And that used to be I’m actually thinking of switching from my use pitch. So yeah, now PowerPoint can do that. I’m very interested.

Shiro Hatori
I love it. Oh, man, this has been such a fun conversation. i It’s, I feel like we keep going. But you know, we’ll make it a little bit more digestible. Keep it on to the hour mark. And maybe we can record an episode three in six months when the whole world of AI has already changed again,

Kyle Campbell
when open AI is no longer relevant, and it’s something else. Yeah.

Shiro Hatori
All right. Awesome. Well, thanks so much for joining as a guest again, Kyle, work in some of our listeners reach out to you and please tell them about your amazing newsletter. It’s been awesome.

Kyle Campbell
Yeah, I mean, the best place to connect with me is education marketer dot code at UK. The first CTA you’ll see there sign up to the newsletter, I send it out every couple of weeks, and it’s concise digest and what matters to education marketers. So there’s a range of higher ed news, there’s what’s going on digital content and media. And there’s always like a good section there about what universities are doing with their marketing. So if you want to save yourself time on personal development, and you can’t be bothered to find all your information from sources, it’s, it’s a good it’s a one stop shop. If you just want to write quick hits of information that in LinkedIn, obviously I’m all over that.

Shiro Hatori
Amazing and obviously if you know a quick message from our sponsors, if your school needs an updated interactive map, virtual tour or centralize events calendar, please reach out to constant 3d dot com as well. We’d love to hear about your problems, pain points and how we can help solve them. Thanks so much, Kyle. We’ll talk soon

Kyle Campbell
fun See you soon. Bye bye.

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Robby Sietz, Webmaster, Ole Miss

The biggest challenge for [Claremont Graduate University] was lack of a centralized map system entirely. Roughly 30 different maps existed on our website pre-[Concept3D], created by various departments to meet their own needs.

Claremont Graduate University
Concept3D’s photospheres really allow us to show rather than tell what separates our studios from others.
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Our residents are getting more savvy with technology and they will certainly appreciate a tool that guides them from location to location on our campus. Concept3D’s wayfinding capability was the immediate draw for us, but the map and interactive media have been valuable for depicting a bird’s eye view in print materials, or when scheduling an onsite visit. Residents, visitors and even staff find a lot of utility and functionality in Concept3d, and we often hear compliments about our beautiful map.
Mike Haber, Digital Media Manager, Shell Point
Vantage is committed to exceptional customer service, and the technology developed by Concept3D helps us work closely with potential clients, give them an incredible preview of the data center and offer a compelling way for them to explore the critical details of our facilities.
Steven Lim, Marketing Vice President, Vantage Data Centers

The new virtual campus map is particularly helpful to showcase our campus to prospective students and families who are not quite ready or able to physically visit campus. International students are a great example of a group who typically do not visit our campus before enrolling, but really value getting a birds-eye view of the place they’re considering calling home.

Admissions Director at Boise State

We want Rice to be a welcoming destination for art, music, lectures, food, athletic events, lectures – a great place to visit just to enjoy the beauty of our campus. [The Concept3D] mapping system will help people find those amenities and explore those opportunities.

Linda Thrane, Vice President of Public Affairs, Rice University
We saw the potential of Concept3D’s platform right away, and it was amazing to see our space come to life in a fully interactive 3D map. We know the platform will improve the overall guest and attendee experience, and we’re excited for all the ways that we can use it for both internal and external needs moving forward.
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