We are at the threshold of a new computing era, and learning how to use generative AI like ChatGPT and DALL-E is becoming a crucial skill. These systems can create text and images on their own, meaning that a business could potentially have automated content created by machines.

But generative AI doesn't work in a vacuum. Asking a machine to write your copy and draw your pictures is like asking a newly hired copywriter or recent art school graduate to represent your company in public. Talented though they may be, they lack deep knowledge about your marketplace, your customers, and your products. A recipe for disaster.

Using generative AI for practical applications is a different user experience that requires basic knowledge about what AI is and how it works. Fundamental techniques make all the difference.

More structured questions produce better (more relevant and accurate) results. Asking good questions reduces the time and effort required to train an AI system. That's where prompt engineering comes in. Prompt engineering is as important to understand and leverage as word processing, spreadsheets, and email.

In this session, you will learn:

- What generative AI is
- What prompt engineering is
- When prompts go wrong
- Best practices for prompt engineering
- Enriched prompt design
- Today's top tips for prompt engineering.

This Course is a recording of one of the main stage talks at the Marketing Artificial Intelligence Conference (MAICON), which was held in July 2023.