Discover how MCI utilises AI, specifically ChatGPT for marketing and to enhance our client services at the engagement marketing agency.
The rapid advancement of generative artificial intelligence (AI), particularly ChatGPT, has opened up new possibilities and applications across various industries. We chatted to four MCI talents about their use of ChatGPT.
“At MCI, we are always looking for innovative ways to improve our services and provide the best experience for our customers. Here, our employees learn to make the most of ChatGPT's resources, always safely and efficiently,” says Andre Codespoti, Head of Creative Technology, MCI Brazil.
“Through ChatGPT, we optimise a wide range of tasks, from script creation, brainstorming, spell check, communication arts, to generating ideas for games, quizzes and lecture topics. This has allowed us to expand our creativity, innovation and significantly increase the productivity of our team.”
Juliano Lissoni, Managing Director of MCI Canada, is quick to mention the importance of care when using these platforms. "We have to moderate what we share and ensure we never provide the tool with any sensitive information... We don't mention clients. We don't mention names. We only go with generic wording.”
Here are some of the ways generative AI is being used as a tool at MCI.
Written content and visuals
"I use ChatGPT for many things, but mostly to create relevant content,” says Sissi Buir, Strategic Planner at MCI Switzerland. She has found the tool useful when creating concise and engaging summaries, to seamlessly transition between different writing styles, such as shifting from a casual tone to a more formal one, and when incorporating innovative storytelling techniques.
Sissi says it’s great for inspiration, and it helps her craft the perfect prompt for another AI platform, Midjourney, which she uses to create mood boards or rapid prototyping of concepts.
These enable her to effectively communicate her vision and ideas to clients. Andre notes that MCI Brazil uses ChatGPT with Dall-e/Bing for the same purpose.
Along with preparing text for different audiences (say, changing a document from UK English to US English), MCI Canada uses it to refine invites, social media text and when writing proposals.
“One of the things that we've been testing is using chat GPT to match our own skills to the requirements of RFPs,” says Juliano. “So we're using chat GPT to match the requirements with our skills. This is one of the ways you can use generative AI, without giving away any sensitive information, to help you to make sense of the context.”
Head of Digital & Analytics for MCI Canada Vini Apoena adds: “And if you have a huge strategy document to prepare, for example a website for an association often, because you have a creative and a strategic mind, you cannot reach the conciseness that is necessary.
“You can build ChatGPT prompts for marketing to help you organise your ideas, make sure that you are using the best practices in your field, without having to go and research this, and also check that you're following legal requirements.
“Then there’s the part of the proposal where you think about the sales we can research leads, do market research when you're trying to get information or data. We do account-based marketing here so you can create criteria and research the criteria. If I connect with BingChat [which uses ChatGPT4] it becomes really powerful tool. We can do a lot of experimentation.”
"The good thing about Bing is you can get to the source,” Juliano adds. “You can go to Bing and you can validate."
Vini uses ChatGPT4 and has access to the API version. He says it is useful when creating paid media for clients, from calculating a good click-through rate and optimisation. "And when an association needs to reach potential members, we can tailor the ads for the right audience with the right message at the right time," he explains. He uses ChatGPT, along with traditional and emerging tools, to research, target ad campaigns efficiently. “One point that is interesting is that we are using auto generated ads right now, so creative is partially done by AI. I would say now 20 to 30% is done by AI. Some clients prefer to opt out; others understand that it is used from the perspective of optimisation."
Enhancing engagement and interaction
MCI Brazil has been using APIs from ChatGPT. “An example is the activation we created for an event that was themed around Generative AI, which we named ‘Chatting with AI’,” says Andre.
“In this activation, we integrated ChatGPT with WhatsApp, so each participant could interact with and experience ChatGPT directly from their own devices, thus providing greater flexibility and convenience, without the need for registrations and logins.
“Another activation from this event, inspired by a Google event, we called ‘A Stroll into the Future’. In this exercise, the participant fills in the sentence ‘Imagine the ___ of tomorrow with ___ vibes and a hint of ___’, creating their prompt. Based on that, the generative AI creates an image and displays it saying, ‘This future belongs to you’ – a QR code below makes it possible for the participant to download and save the image they created with the AI.
“Another application we used in a different project was for participants to receive a post-event thank you email with a summary, made by ChatGPT, of highlights from the lectures at the event.”
Andre says there are other applications that MCI is developing for various projects, across the pre-production, delivery and post-event stages.
Vini notes that ChatGPT aids in researching leads, conducting market research, and automating repetitive tasks, thereby improving overall productivity. Sissi agrees that for more operational teams it’s a great tool for automating processes that would otherwise be time-consuming.
The tool's ability to generate concise summaries, revise content, and assist in the creation of introductions or executive summaries saves valuable time and streamlines workflows.
Accelerating data analysis and prototyping
"You can use it as a tool that you feed with data,” says Juliano. “The tool will analyse the data and give you the insights; you can then put those insights into generative AI and ask it to help you to make sense of them. New products or services can then be developed based on the results.
“You get those insights, you get some ideas, and then you can turn those ideas into prototypes very quickly. But you cannot get away from going to market and testing your idea.
“From analysing vast amounts of data to identify trends, preferences, and customer needs, through getting help to design digital prototypes, find optimization in the supply chain, to personalizing an offering, AI is optimizing a process that used to take months and now can be done in a matter of days. AI tools are giving us something that we’ve longed for for a long time. Speed. We can get things on the basic level done faster, so we can spend more time having real world conversations and articulating this or that value proposition.”
Facilitating client briefings and collaboration
Generative AI can also assist clients to convey their needs and refine briefs. Sissi notes, “Midjourney is so simple to use as a tool to communicate your vision. And you don't need to be an artistic director or a graphic designer, you don't need to know how to draw or to use Photoshop, everybody can use it." She explains that it can help clients to express their ideas more effectively, streamlining the briefing process and fostering collaborative partnerships.
Balancing human talent and technology
There is an important balance between human talent and technology. While they rely heavily on ChatGPT and other AI tools, all four MCI talents acknowledge the unique capabilities of human creativity and strategic thinking.
“Sometimes the suggestions ChatGPT comes up with are not great or are not relevant. Chat GPT may reflect a bias existing in our society or might provide inaccurate information. It is important to have the necessary experience to effectively assess the quality and relevance of Chat GPT ideas. This requires having clear expectations and a clear initial brief,” says Sissi. “That's where MCI comes in, with all our experience and our knowledge of how to put things together.”
As Vini says, "It is really about understanding how we can find the intersection between human talent and technology."
“We want to ensure that machine does not replace human skill,” Andre confirms. “All ChatGPT suggestions are reviewed and improved by our team of experts. In this way, we maintain the quality of our services at the highest level, guaranteeing the satisfaction of our customers.”
What can you do with ChatGPT ?
Some tips for using ChatGPT from Andre.
Remember, Artificial Intelligence must:
- Only complement humans, not replace human decision-making. Always review!
- Be transparent and explainable
- Be fair and preserve privacy
- Being robust and secure, it's about trust; confidence in the systems and the data used to train the systems.
|Use ChatGPT to generate creative ideas and inspiration for event production and communication strategies.||Do not use ChatGPT as the sole source of creativity and ideas. The human touch and experience are irreplaceable.|
|Use ChatGPT to obtain public and general information about market trends, marketing strategies and technological innovations, among others.||Never use ChatGPT to obtain, share or disseminate sensitive, private or intellectual property information from customers, partners, participants or other stakeholders.|
|Fill out the usage forms in advance, if use API or without using API and turn off “Chat history & training” in your account settings.||Do not use ChatGPT to propagate hate speech, bullying or any type of content discriminatory.|
|Use ChatGPT to improve efficiency in organising information, performing routine tasks and constantly learning.||Don't rely exclusively on ChatGPT for tasks that require human judgement, such as strategic decision making or crisis management.|
|Always verify the veracity of the information provided by ChatGPT with other reliable sources.||Do not take the information provided by ChatGPT as absolute truth without validating it with other Reliable sources.|
|If you share any personal data, sign a Data Processing Agreement||Do not ignore or encourage any misuse or abuse of ChatGPT.|
|Ensure that all your team members are aware of the usage guidelines and privacy policies when using ChatGPT.||Do not allow use of ChatGPT by individuals who are not aware of or who do not agree with the usage guidelines and privacy policies.|
|Consider the cultural, social and ethical context when using ChatGPT in your communication campaigns or event production.||Do not use ChatGPT in a way that could be considered offensive or inappropriate in different cultural, social and ethical contexts.|