When I started writing articles for the college newspaper on a cute little McIntosh computer it was a joy. Our editor Mike Towell convinced the administration that buying computers would be a positive thing for learning and for improving production. He was right.
No Going Back
I have a hard time remembering what it was like to use a typewriter. And no one ever suggested going back to one.
Large Language Models are like that McIntosh. LLMs are a type of artificial intelligence (AI) known as generative AI that can understand and generate human language. They have changed writing in a more fundamental ways than the typewriter. But they also make it hard to go back to the old way of doing things.
Legitimate Concerns about Generative AI
Some marketing leaders in life sciences worry that LLMs will not be trusted by their customers who work in a regulated environment, and that LLMs remove the humanity from communications. And many writers are concerned that LLMs will put them out of work. These concerns are legitimate. But there is also reason for hope.
Marketers in life sciences and other industries now have an additional assistant to help them craft messaging that is customized for each segment. They can produce high volumes of high quality writing to reach people with convincing and relevant value.
Scale, Efficiency, and Brand Voice
Our work with LLMs at Foculus Marketing is a rapidly evolving journey. We are excited to bring scale, efficiency, pinpoint customization, and unique brand voice to our customers at a speed and scale that are only possible with this new technology.
With LLMs, the opportunities for exploring different concepts for segmentation, position, and messaging have expanded dramatically. That is a good thing for the creative process.
Pushing the Envelope for Better Outcomes
Do I miss that cute little Mcintosh? No, in fact the McIntosh of today is less useful for what I do than it was in college.
But the motivation to use a McIntosh back then comes from the same spirit that drives us to innovate communications with Large Language Models. My goal is still to push the boundaries of new technology for outcomes that build greater human connection.