Franco has an unwavering commitment to the growth and shared prosperity of our people, clients and community. To uphold this promise, we routinely seek feedback to help us navigate what matters most to our client partners.
As part of our 2024 client feedback survey, we asked some forward-facing questions, in addition to soliciting feedback on our team’s performance, our services and results (TL;DR, we’re thrilled with the feedback and it underscores why our clients trust us as their integrated communications partner 😊). Our ultimate goal is to empower our team to stay ahead of trends and changes in technology so we can continue being the best partner to our clients.
No surprise here – our clients are very interested in how evolving technologies will impact their work and the marketing and comms industry. Here’s what our clients had to say about emerging technologies like generative AI:
76% believe generative AI will impact their organization now and in the future.
The most considered technologies for 2024 include generative AI (77%), the Internet of Things (54%), and automation (54%).
These results further reinforced the need for continued education and development around how communicators and marketers are using generative AI to succeed.
Explore some of our most recent resources and guides on using generative AI:
A Communicator’s Guide to Generative AI
While most communicators have their arms around what generative AI is, there is always room for continued education on how it works and when it should be used.
We see generative AI as a starting point for developing content or a tool to brainstorm content/ideas during the ideation stage of a campaign, project, etc. However, we fully understand the limitations of generative AI and the strong probability of AI tools producing inaccurate information.
Our Integrated Communications Manager – Digital Lexi Trimpe leads our digital team and recently completed a months-long generative AI training through Trust Insights. Taking what she learned from the training and her certification, we have developed an AI adoption plan for Franco, which includes a comprehensive framework to integrate generative AI across agency operations and into client programs.
She shares actionable insights on the following in our latest AI guide:
- Choosing the Right Generative AI Tool for the Job
- Ethical Considerations When Using LLMs
- Mastering the Art of Prompt Engineering
Crafting an Effective Prompt When Using Generative AI Tools
By now, most marketers have experimented with the different ways various generative AI tools can be used to ideate and maximize content opportunities. With lots of experimentation, we’ve learned that a well-written prompt, context and creativity are the keys to making this technology work most effectively.
Small changes like specifying tone, audience or formatting can massively change how each model responds. Explore our five-step guide to effective prompt writing (and a quick rundown on ethics and considerations to keep in mind when using these tools).
Preparing for the Future – Together
We’ve created a task force of Franco team members with diverse areas of expertise and roles within the agency to execute the AI adoption plan mentioned above. We’ll be focused on this plan and the integration of generative AI to benefit our agency and clients throughout the early part of 2025.
While the options for using generative AI are growing every day, there are many areas we’ll never solely rely on generative AI to do:
- Adding context and storylines to our content that align with your goals and audiences. We know you best – not AI.
- Researching/fact-checking information included in the content we produce on your behalf to ensure there is no plagiarism or inaccuracies.
- Providing strategic counsel and recommendations that have your best interest in mind.
- Crisis communications.
Learn more about our approach to using generative AI on our FAQ page.
If you want to learn more about how your organization can (and should) be using generative AI to boost productivity, create efficiencies and remain at the forefront in your industry, let’s connect.
Nikki Little is Senior Vice President at Franco. Connect with her on LinkedIn.
