AI Update, May 17, 2024: AI News and Views From the Past Week

Catch up on select AI news and developments from the past week or so (in no particular order):

OpenAI's New ChatGPT Mac App. OpenAI has launched a new desktop app for ChatGPT on Mac, with a Windows version coming later. The app includes features like voice chat and screenshot sharing. A notable feature is a keyboard shortcut for quick access to the chatbot. The app leverages the new multimodal GPT-4o model, enhancing response times and understanding. Early tests show the app's capability in generating code, providing email replies, and summarizing news. The voice-to-voice version will further enhance interaction.

Importance for marketers: The app's advanced capabilities can streamline content creation and data analysis for marketers. Its ability to generate insights from screenshots and provide contextual responses can aid in market research and improve productivity.

How Google’s AI Overviews Work. Google's AI Overviews appear in search results for complex queries, powered by a customized Gemini model and the Knowledge Graph. These summaries sometimes provide webpage links but may require users to click "Show more" to see sources. Concerns exist about AI hallucinations, as disclaimers about inaccuracies are not included. Despite this, Google aims to highlight verifiable information. The feature will roll out globally by the end of 2024.

Using AI to Build Your Personas: Don't Lose Sight of Your Real-World Buyers

Building buyer personas requires empathy, not just data, and AI shortcuts may not provide meaningful insights. B2B marketer Ardath Albee explains the benefits and limitations of using AI for personas.

AI-generated personas may be too high-level or too in the weeds to be useful. For better results, Albee suggests using ChatGPT and validating the information it provides. AI can enhance MVPs and "day in the life" scenarios for personas.

For more insights on AI for buyer personas, watch Albee's presentation on AI for Demand Gen Marketers and check out other resources in the series. AI can be a valuable tool, but it should be used with skepticism and validation.

Seven Guiding Principles for Noticeably Better B2B Marketing

Marketing is not simple - what works for one business may not work for another. Understanding customers and building mental availability is key.

Be distinctive and relevant, communicate widely with potential buyers, and maintain consistency over time. Don't forget to market your marketing to show its value.

Research and understand customers, stand out from the crowd, and prioritize reach over depth. Keep translating marketing's impact on the bottom line.

How Many Days a Week Do Hybrid Workers Want to Be in the Office?

According to recent research, most employees who prefer hybrid work would like to spend 2-3 days in the office.

The report was based on a survey of 1,250 full-time employees conducted in April 2024.

Among those who prefer a hybrid setup, 41% want to work in-person three days a week and 27% want to work in-person two days a week.

Fix the Glitch: Why SEO Link-Building Is Now a PR Job

There is a glitch in the B2B marketing matrix, presenting an opportunity for companies to fix it. Securing high-quality backlinks is crucial for ranking on Page One of search results. Unfortunately, most companies fail at link-building.

Google has declared backlinks as one of the two most important SEO factors for ranking. However, most companies resort to black hat tactics such as inorganic link stuffing and paid posts. This worked initially, but Google eventually caught on and penalized those who used these tactics.

The Google algorithm can differentiate between natural and paid backlinks. It rewards websites with high-quality backlinks from top-tier media outlets, but penalizes those who use manipulative link acquisition methods. Thus, SEO link-building has transformed into a PR job, and companies should consider hiring a digital PR agency for this task.