1. The problem with AI answers
Generative AI will always give you an answer. Even when it doesn’t know, it will produce something that sounds convincing. That’s risky if you copy and paste results without thinking.
2. Why prompts matter when using AI
If you put rubbish in, you’ll get rubbish out. The quality of your prompt directly shapes the quality of the output. Good prompts are:
- Clear and specific
- Packed with context and details
- Explicit about format or tone
For example, instead of saying “Summarise this report”, you could ask:
“You are an expert business analyst. Analyse the attached quarterly report and provide the three most significant findings. For each, include supporting data, explain strategic implications, and suggest one recommendation. Present your analysis with headings.”
See the difference? A more detailed prompt gives the AI clearer direction, which will lead to a stronger and more useful output. That’s how to use AI effectively.
3. How to use AI as a thinking partner
AI is best used as a thinking partner, not a fact machine. To get value:
- Stick to topics where you can check the reasoning
- Ask for step-by-step explanations
- Verify claims with trusted sources
- Avoid subjective or unverifiable topics
This way, you’re guiding the AI while keeping control of the outcome.
4. Keep it authentic
AI can draft, but you set the voice and values. Always review and adapt the output to match your style. Don’t hand over your brand’s credibility to a machine.
5. How to use AI for everyday tasks
Start small: use AI tools for business reports, social media content, or brainstorming ideas. Apply the prompt and review tips above. You’ll be surprised how much faster (and better) your work can be with AI as your co-pilot.
Want to explore how AI fits into your digital strategy without losing your brand’s voice? Contact PS/digital and let’s chat. Also, try out our latest AI top tip from our recent newsletter below.
Pick your favourite generative AI tool (ChatGPT, Claude, Copilot - whatever you like). Drop in the URLs of three competitor homepages plus your own. Ask the AI: Why might these rank higher than mine? What could I do to improve? Review the ideas, then blend the best ones with your own insight about your business and target customers. It’s that simple. You’ll instantly get a handful of fresh, actionable ideas to help creep up on your competitor and generate more traffic.
