In today’s digital age, there seems to be new up and coming tools appearing left, right and centre and carrying the weight to potentially change the way we go about our day-to-day jobs. However, there does seem to be one particularly technology development that has everyone on the edge of their seats a little more than the rest.
The integration of Artificial Intelligence (AI) in the world today is accelerating at an enormous pace. It almost feels as if, if you aren’t using AI in your day-to-day operations in some way, you’re in the minority. While it’s true that AI can certainly accelerate some aspects of a business’s processes, perhaps you are a little apprehensive of how it can help you, or unsure of how to use it ethically to enhance your veterinary marketing efforts rather than take them over.
This article discusses some of the excellent ways that AI can be used to enhance productivity, and some pitfalls to look out for.
✅ Research
AI can be a very effective research tool. It’s designed in such a way that it looks like a conventional search engine, such as Google or Bing. However, it can give significantly smarter and more tailored answers by going deeper into processing a user’s request. In situations where general information may be required, such as how many hours a 7-year-old Labrador should be walked for, or the types of food guinea pigs can eat dependent on size, artificial intelligence tools can produce an almost instant response.
If you’re ever in any doubt about the information AI gives you, don’t hesitate to back up your research with Google. Some AI tools are only trained with information up to a certain time frame, making it unhelpful for any queries that require internet access past this time. Additionally, AI is always learning – so it isn’t yet at a point where everything can be taken at face value.
✅ Bespoke image generation
Looking for unique images that you can use without licensing issues?
AI image generation tools such as DALL-E, Bing Image Creator, Canva’s magic tools and other similar software are very good at generating images from written prompts or adding to an existing image using innovative generation. It is best to check the individual websites for any specific licensing guidelines for each tool, but several AI image generation options currently have no restrictions on use and therefore allow images generated for use in any situation.
✅ Beating writer’s block
Do ever just sit in front of your blank document with a puzzled look on your face?
Almost everyone has experienced writer’s block at some point when it comes to starting a new veterinary marketing project. In the same way you might bounce ideas or concepts off of a colleague in the office, artificial intelligence can produce some fantastic ideas and starting points for your content.
For example, asking a generative AI such as ChatGPT for a bullet point list of social media content ideas can spark inspiration and give you a strong starting point for your own ideas to blossom. If you are sticking to prompts that evoke a short, snappy response from the AI, not asking it to write everything for you, you can still feel a sense of fulfilment that any work you produce is your own, original content.
❌ Human and animal image generation
While image AI tools can be great, they do have some profound limitations. When it comes to generating images that involve humans or pets, the AI tends to fall short of understanding the correct body shape. Particularly when it comes to hands, limbs and faces, artificial intelligence usually lacks the detail to create a coherent human or animal form, as well ask lacking accurate depth perception, making it quite hard to use to generate living things.
So, if you are planning to use AI in your design work, it’s probably best to stick to creating background or scenery shots.
❌ Genuine creativity
While AI generated content may seem to have all the bells and whistles when you master the art of prompting, there truly is no substitute for human creativity.
No matter how fancy the copy may appear to be on the surface when the AI spits it out in a matter of seconds — no one, especially not a computer, knows your business better than you. The use of artificial intelligence can be helpful for ideas or even the occasional pun, but it shouldn’t replace your own human thinking and personal writing style.
❌ Veterinary marketing knowledge
Veterinary marketing is not a case of finding one size fits all solutions. Only through real industry-specific knowledge can veterinary marketing be truly successful, and campaigns can resonate with their target audience. So, if you are looking to write factually accurate and engaging copy, make sure you have a knowledgeable veterinary or marketing professional to consult with your queries.
Need a bit of extra help? At Companion Consultancy, our team of experienced marketers and vets have the knowledge without needing the AI. We are on hand to lend our expertise and keen eyes for detail to any marketing project in the veterinary and pet health sector.
To find out more about what we can do for you, email jenny@companionconsultancy.com, or call 01284 655013.
❌ Environmental impact
The environmental impact of AI is a topic of great interest and discussion now. In short, the impact is significant, primarily due to the substantial energy and electricity required for training and running large-scale models. Additionally, the production of special software to use in these models is bespoke and therefore produces a lot of waste. Therefore, in this initial phase of AI growth, the impact is significant, especially in comparison with traditional search engines. It is currently unclear what the future impact will be on our environment and general carbon footprint.
This is the end of the article. Perhaps you’re looking for one of those classic ‘plot twist: this blog was actually written by AI’ disclaimers, nut no. This content is all human with the help of AI for research. AI can’t overtake quality human written content.
