Many think of artificial intelligence (AI) as this fresh new thing.
Yet, a quick dive into the history of AI tells us this technology has been around since the 1950s. And recently, the use of AI has become more mainstream, especially for business purposes, thanks in large part to advances with generative AI specifically.
What is generative AI?
Generative AI is a type of technology using artificial intelligence to produce content, images, videos and more. OpenAI’s ChatGPT is one of the most well-known generative AI tools. But several others exist, including Bing Chat (Microsoft’s version), Jasper, Bard and Quillbot.
Business owners use AI in a variety of ways. According to a 2023 survey by Forbes Advisor, some of its most common uses are for customer service (56%), cybersecurity or fraud management (51%), as a personal assistant (47%), to manage customer relationships (46%), inventory management (40%) and content production (35%).
Despite this, many of those surveyed had concerns about using this technology within their businesses. Several of these concerns involve artificial intelligence limitations.
AI’s limitations
In addition to concerns about developing an over-reliance on technology, more than one in four (28%) respondents also had apprehension about AI being biased, therefore resulting in errors.
Another 30% were troubled that AI may generate incorrect information, with 24% fearful this misinformation would be harmful to their customer relationships. Other concerns about the business use of AI involved those related to privacy and data security (31%) and a reduction in the human workforce (33%).
Using AI responsibly
While artificial intelligence has its drawbacks, it can still be beneficial from a marketing aspect — if used responsibly. When the right steps are taken, AI can help practitioners save time on developing their campaigns, learn more about their target audience, improve campaign effectiveness and strengthen the connection with current and potential chiropractic patients.
The first step to using AI responsibly requires always keeping in mind its limitations. AI isn’t always accurate, can have biases and may leave your private information exposed — which is why it’s important to never input this information when using AI.
It’s also helpful to remember that AI is just a tool. It is meant to supplement your marketing efforts versus being a replacement for what you’re doing now.
Tips for enhancing marketing with AI
One of the keys to getting the most from AI is to structure your prompt in a way that elicits the best results. The more information you include, the greater AI’s ability to provide customized suggestions or solutions. Tell it who you are, a bit about your practice and patients and exactly what you want it to do.
For instance, your prompt may say, “I am a chiropractor who is looking to expand my practice. I specialize in sports chiropractic and want to market to my patients who play soccer. Generate three comprehensive marketing campaigns that can help me reach my target audience. Within each campaign, include content and image ideas. Also include keywords that I can target.”
Once you’ve entered your prompt, AI will generate a response, providing all the information requested. Look at the response and see how it fits your chiropractic practice. Does it match your brand’s personality? Is it in line with what you want? If not, structure the prompt in a different way to give the tool better direction (i.e., asking it to add humor if your marketing campaigns are usually funny).
If you ask AI for any data, check what it provides against reputable sources. This helps ensure its accuracy while giving you the information you need quickly and efficiently.
