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    Business Education AI

    A Deep Dive into Generative AI

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    PBLINK Editor 20, June 2024

    This course was run at Loughborough College on 12th June 2024 to introduce business users on how AI and ChatGPT could be harnessed to help them to make full use of marketing capabilities and campaigns on Social Media. Course was created by Educators and Industry professionals who are not AI professionals. 


    • Where did AI come from?

    • What does it do?

    • Where is it likely to go?

    Course explored:

    • Generative AI

    • Content culture

    • Where are the robots?

    • Intelligence tools

    • General landscape.

    This will reach out to 100M users and UK market is worth £16.9BN already.

    1in 6 users in UK already use this new technology.

    Computer progs already available to perform tasks and are all software based.


    Predictive text.

    This has been in phones since early 90’s and that type is so much quicker on Smartphones as they have better architecture and better software installed. They use predictive words or phrases and this as mobiles are set up with language modelling (LM) Starts with data, uses a lot of it and utilises free data. Use of transformers which are key parts to development.

    Neural network > block > transformer > language model

    This is also used in:

    • Chat GPT

    • Generative

    • Pretrained

    • Transformer

    LM can be turned in LLM which is a larger version of the original where it can be supported to increase bandwidth and used to perform more types of related tasks. Generative AI tends to serve a culture that values quantity over quality and not defining goals in the original sense. It’s a question of content vs quality. Here expertise is more important than ever.

    An Illustrator takes responsibility for:

    • Defining objectives

    • AI

    • Produced work

    • Data quality

    • Ethical Use

    • Legality

    • Social impact.

    Google’s Gemini is woke and has been reported as such discrepancies in its  Image generation!

    Where are the robots? Imagination vs reality! Intelligent tools use metrics for determining intelligence. Eg Turing Test

    Agent board > open source.

    The ability to lie and deceive.

    Some examples are:-

    • Cybercrime

    • Fake news

    •  Abuse and misuse

    • Deep fake

    • Plagiarism


    Use of imagery to depict false pictures of situations and people. As in the case of Gemini released by Google but suspended


    Paradigm shift

    This is a fundamental change in approach to underlying assumptions.

    AI agents power up your productivity. Use of web apps and how they make choices and perform tasks on its own based on goals set by you. Use of Foundation agents and how they will become the next great challenge for AI. A book by Dan Hendryks was mentioned as it gives a Catastrophic overview of AI  Risks. Look at how social media becomes the product and also how AI mediates over understanding.


    The Rise of AI

    50 Killer AI tools were mentioned.

    Key areas to look at are to:

    • Discover

    • Adapt

    • Operationalize

    • Systematize

    • Customise


    Discover – testing new tools

    In case study 1 where there was a quality concept and results are needed.

    In case study 2 where it was about quantity accuracy and the ability to scale

    Use Mindjourney to improve creativity. Asset hack Brand identity used to build AI systems for scalable ad generation.

    Can be used for :

    For effective promotion, consider utilizing the Mindjourney image along with a compelling main headline and subheadline, followed by a clear Call-To-Action (CTA) at the bottom of the graphic. Incorporate photorealistic elements and utilize prompt cheat sheets through Google. Engage in Prompt Engineering, an art form that generates text inputs comprehensible to generative AI, utilizing question commands and style guides. Prepare the machine, edit the output, and use it to craft engaging emails. Visit and choose a conversation style for your content.

    Select a scenario from the list for your email, proceed with applying the PREP framework. Remember, even with AI assistance, designers are still essential. Aim for a balance where 20% of the content is AI-produced, while 80% involves the process and tools. This approach ensures a replicable and efficient process that upholds integrity and quality.

    Don't forget to create a comprehensive 4-part Social Media Campaign to effectively promote your business. Start with a teaser phase, transition to an announcement phase, engage your audience in the following phase, and finally, convert interest into action in the conversion phase. Tailor your content to suit each social media platform's unique style and audience for maximum impact.

    1. Teaser Phase: Start with cryptic posts hinting at something big coming up. Use intriguing images or short videos with captions like “Something exciting is on the horizon… Stay tuned.”

    2. Announcement Phase: Reveal the big news about your business, whether it’s a new product, service, or event. Use high-quality visuals and engaging copy to explain what’s new and why it matters.

    3. Engagement Phase: Encourage interaction by hosting Q&A sessions, live videos, contests, or giveaways related to your business. Use hashtags to track engagement and encourage sharing.

    4. Conversion Phase: Share customer testimonials, detailed product information, and special promotions to convert the built-up interest into sales or actions. Include clear calls-to-action in every post.

    Remember to tailor the content to fit each social media platform’s unique style and audience.

    Andy Kowalski MRSC MIScT MinstCPD FCMI, Qualified Coach of Excellence CE33044 Contact Andy Kowalski