This week's inspirer is Lovisa Andersson, strategist and advisor in marketing and brand development. Lovisa wants to awaken our curiosity and desire to experiment with one of the biggest changes of our time: generative AI. An innovation that, according to her, has a greater impact on our digital everyday life than the internet once had!

But Lovisa also wants to de-dramatize the technology. "Used correctly, AI can make communication faster, smarter and - believe it or not - more human"

‍

How does generative AI work?

Generative AI creates text, images and video by analyzing huge amounts of data. Think of it as a smart assistant that gets better the more it learns. There are many AI tools, specialized in different areas, for example:
‍

Text: ChatGPT, Gemini, Jasper Image: Midjourney, DALL-E, Runway ML Video: Firefly Video, Synthesia, Pictory

What opportunities does AI create?

Generative AI is revolutionizing how brands communicate and engage their audiences. It enables faster and more creative content - but it cannot replace your expertise! AI analyzes data and automates tasks, but it's your understanding of customers and strategy that creates real value.

How can communication become more human with the help of AI?

Generative AI creates personalized content in real time, enables more natural dialogues and makes information easily accessible. It is also changing the way we seek information.

In the past, SEO (Search Engine Optimization) has been about optimizing for algorithms. But now it's about optimizing for GEO (Generative Engine Optimization) - so that AI models can use the content in their answers. This means we write more for humans than for search engines.

Would you like to give us your best tips to succeed with AI-driven communication?

1️. Write for people, not just algorithms
Focus on clear, credible and engaging content - AI rewards what is relevant and useful.

2️. Use AI as an assistant, not a replacement
AI can automate and analyze, but it's your strategy that creates real value.

3️. Dare to test and experiment
If you don't learn the AI tools, you risk being overtaken. Start now - it's fun and exciting! And just like AI, we get better the more we practice.

The future is here, make sure you help shape it!

‍