$pa Marketing: Using AI to Your Advantage

$pa Marketing: Using AI to Your Advantage
AI is not simply a machine, doing a machine’s work: it’s a machine that thinks like a human.
Photo courtesy of Shutter2U

In the blink of an eye, AI (Artificial Intelligence) has gone from vague, futuristic concept to something we use in at least some capacity every day. Even if you think you don’t currently use AI, virtual assistants such as Siri, Alexa and online chatbots would argue otherwise. So, what exactly is AI, and how can you make the best use of this increasingly popular technology?

What is AI?

According to McKinsey & Company, a worldwide consulting firm, AI is “a machine’s ability to perform the cognitive functions we associate with human minds, such as perceiving, reasoning, learning, interacting with an environment, problem solving, and even exercising creativity.” This is especially interesting, because it implies that AI is not simply a machine, doing a machine’s work: it’s a machine that thinks like a human.

How Can I Use AI?

If you’re completely new to free AI platforms such as ChatGPT or Rytr, they’re exceptionally easy to navigate; a chat box pops up and you simply type in whatever you’re seeking. The more detailed your request, the more detailed your results will be. For example, if you want to send out a newsletter to your clients on teenage skin care, you could type in “Help me write a 1,000 word piece on skin care concerns,” for which you’ll get a fairly generic response. However, if you type in something more specific such as “Help me write a 1,000 word newsletter on acne, laser treatments, chemical peels and the best ways to treat skin care concerns for teenagers” you’ll get a much more detailed essay.

Related: 5 AI Skin Care Technologies Pushing the Industry

Can You Claim AI Content as Your Own?

This is a great question! And also one I think we’re going to talk a lot about in years to come. Some would argue that because AI content is created by computers, software, etc. (not humans) that it’s “okay” to claim it as your own. However, many high school/college students and workplaces are already well aware of the potential problem in doing so. In my opinion, there’s nothing wrong with using AI to assist with problem-solving and creative inspiration—but copying AI and claiming 100% ownership begs the question of plagiarism. The key to using AI successfully (and safely) is to put your own unique, personal spin on it. There is no substitute for your voice, your experience, your passion and your point of difference.


We live in an exciting, fast-paced technological world in which we have barely touched the surface of what is available to us. Just remember, human touch and experience trumps computer algorithms, every time. Use what’s out there but always keep it personal.

Louis “The Laser Guy’s” Three Additional Tips for Using AI to Your Advantage:

  1. Play around with AI just as you would a paintbrush and paints to create a beautiful piece of art; keep tweaking your requests until you get the result you want—then adjust it to reflect your point of view.
  2. One of the cool features of AI is that you can request whatever you want in a very conversational style; for example, you can ask for things such as “Can you make this funnier/less formal/more educational,” etc.
  3. Always keep your voice in mind by asking, “Does this sound like me … or does it sound like AI?” The answer is usually pretty obvious.

Louis “The Laser Guy” Silberman is CEO/Founder of National Laser Institute, a cosmetic laser and medical esthetic training institute. He is the owner of medical spas in Scottsdale, Arizona, Dallas, Texas, and Oakbrook, Illinois, and a nationally recognized author and motivational marketing speaker. Silberman created the 6th most visited online health site and was a semi-finalist for the Ernst and Young Entrepreneur of the Year Award 2014. Most recently, he created “Louology, the science behind crushing it in aesthetics, in beauty and in life,” designed to help aesthetics and beauty pros stay connected and build thriving practices. He can be contacted at [email protected] and followed on Instagram @ louisthelaserguy.

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