Jackie Haley
Marketing Campaigns Manager
The advent of AI
Here at Make the Break, we started looking at how AI could benefit what we do back in 2022 and 2023. Like many businesses we were on the receiving end of all the ChatGPT hype and we knew this was a development that we had to take seriously.
Our early interactions involved help with finding ideas for brand names, and playing around with fun AI-generated images to showcase wacky ideas for the future of offshore wind turbine design. From images of floating turbines that looked more like modern art installations than energy producers, we started to use it as a more serious tool.
In 2024 we moved from throwaway social media posts to see this could be a real game-changer for our industry. We asked ourselves the questions “Could AI actually revolutionise how we create and share content about renewable energy?”
What does AI mean for my job?
From initial worry that an AI bot could replace me in my job, and the doubts that I could understand and master this mystical technology, I took a dive in. Fears of my job being replaced were unfounded, we’re not in a sci-fi future yet! And the more I became comfortable using the tools, I quickly realised this is more about working faster and smarter while breathing new life into my work in the renewable energy market.
What can AI do for us?
From background research, content generation, optimisation and customisation, there is a wealth of skill available via an AI assistant. We now see the value in using automations to enhance work and we’re doing this in our day to day to support the effortless creation of campaigns.
AI-powered image generation has transformed the way we create images. From generating realistic images of non-existent objects to enhancing your existing images, they are becoming a real game changer.
We’re now using a growing number of AI tools as part of our normal workflow, providing support with everything from spelling and grammar through to presentation slide design and performance analysis tools to better understand campaign performance so we can further optimise future content.
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Where are we seeing real value?
At Make the Break we have been having success with Claude.ai. Claude is really helping us to provide our clients with an enhanced service. Why Claude and not ChatGPT? Well they are both AI assistants and, we understand, are powered by similar LLMs (large language models), but we like the way Claude works with larger documents and we’ve had a lot of success designing personalised prompts for ongoing use.
From persona stories, content marketing iteration and brand voice suggestions, we can build marketing plans and guidance for our clients that is comprehensive and consistent.
Stay tuned, we’ll be showing you exactly how Claude.ai has been working for us, and giving you some tips for use.
Navigating the tricky bits
AI might be pretty amazing, but it’s not perfect so it’s important to be aware of some of the pitfalls. At Make the Break we have taken the decision not rely on AI to produce content at scale and post it without oversight. Fact checking is the most important step to take before hitting publish. The renewable energy market is moving at a fast pace so make sure all the information you are putting out there is the most up to date. Brand matters. We cannot be making errors either on our own work or on behalf of our clients.
The human touch is super important. AI is all about enhancing your content. Bring your own passion and expertise, so use AI as a base and a helping hand rather than relying on it completely.
What does the future hold?
So it’s clear that AI can really benefit marketing in the renewable energy sector, the content we share becomes smarter and our jobs become easier. But the full force only comes into effect when we combine this all with our own creativity, expertise and passion.
Personally I hope to use AI more and more over the next 12 months as I become comfortable and confident with the benefits of the technology. If I can use AI to assist with content creation and messaging then I can really add value to my experience and the strategies and campaigns we offer to our clients.
By working smarter and faster I can create time consuming pieces of work in a more efficient way, with fresh ideas and industry insights.
*Full disclaimer, I did use AI to help me with the basis of this article, but the final content is all my own work!
If you think your business could benefit from some marketing support then please drop us a line now hello@makethebreak.co, we’d be delighted to help.
Jackie.