Ever had somebody tell you "just use AI for this?"

The software isn't a magic bullet but there's still a lot of assumptions that AI can do whatever you ask it to. But that's not always the case - at least not with a lot of human input.

In this episode, we welcome back Telstra's Senior Creative Producer and Futurist Tomas Haffenden to explore the limitations of AI and why anybody using LLMs needs to understand the maths behind the model.

• Soc•AI•l Skylines is a Social Hills production.
• Hosts: Christina Vetta and Gary Andrews.
• Producer: Peter Northcote.
• Videographer: Imogen Mabin.
• Guest: Tomas Haffenden.

Product and marketing are closely intertwined. Those who are familiar with marketing theory know that product is one of the 4Ps, with marketing traditionally working to develop products that have a market-fit.

But if you're a product manager or a marketing manager working with product, where does AI come in? And how does it help, whether you're building digital features or a new SKU?

It's why we asked experienced product manager Diana Bui to share her approach to AI, and why she recommends slowing down rather than moving fast and breaking things.

In this episode, Diana speaks to Gary and Christina about:

• Where to get started with AI when you've got a number of different directions you could go in.
• How to harness Copilot properly.
• Thinking user-first when using AI.
• Why you should never ask AI to do something you don't know how to do yourself.

Soc•AI•l Skylines is a Social Hills production.

Hosts: Christina Vetta and Gary Andrews.

Producer: Peter Northcote.

Videographer: Imogen Mabin.

Guest: Diana Bui.

Chris Hall is an experienced designer and retoucher. He's moved from print design to digital and now uses AI regularly as part of his work. In this podcast Chris talks us through:

• How and why he first started using AI in his retouching work.
• How he uses AI to enhance his work (a clue: it's not one and done when it comes to prompting).
• Why his experience in design and retouching help him produce higher quality final assets.
• The limitations of AI when rolling out a campaign across multiple formats.
• Why he had to buy tubes of tomato paste to fix an issue AI couldn't.

Chris also talked through some of his work with Gary and Christina:

• The Allianz eagle, where Chris retouched the AI-generated images so they were suitable for Sydney's largest out-of-home advertisement: https://www.instagram.com/p/DSJQCthkkUK/
• Mutti's Muttiholics campaign, taking the original AI concept so it was suitable for large format advertising: https://www.instagram.com/p/DRQmnIVklYc/

Chris' insight shows that even when a concept is strong, a human hand is often needed to bring the AI vision to life.

• Soc•AI•l Skylines is a Social Hills production.
• Hosts: Christina Vetta and Gary Andrews.
• Producer: Peter Northcote.
• Videographer: Imogen Mabin.
• Guest: Chris Hall.