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Marketing by Design – Design thinking that makes marketing work

AD70: The Brand Builder's Checklist – Plus LLM Rankings

Published about 2 years ago • 3 min read
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10 November 2024 | Issue #70

In this issue:

  • The Creative Director's Checklist
  • Chat.com Buyer Revealed to be OpenAI
  • The Checklist Prompt Technique for GenAI
  • Experimenting with Claude's new Computer Use Agent
  • How Trustworthy is Your LLM?
  • Design Quote of the Week

I'm keeping it short this week. We're all exhausted.

Whether or not you're a brand designer, there's a great chance that you have a role that is somewhat brand-adjacent.

If so, you should check out The Creative Director's Checklist from It's Nice That and Frontify.

Survey results in the article show that many people are having similar struggles that you experience (lack of time, no shared brand strategy, etc.).

NEWS AT THE INTERSECTION OF MARKETING, DESIGN, & AI

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🔍 Chat.com Buyer Revealed to be OpenAI

If you follow HubSpot's Dharmesh Shah, you may remember that he bought the domain chat.com and then sold it to an unnamed buyer.

It turns out the buyer was OpenAI. Dharmesh originally paid $15.5m for the domain and then "sold it for a profit." It turns out he turned that domain into OpenAI shares.

Considering HubSpot stock is also up 10% this week, he's having a good week. From all accounts, he seems like a good guy, so I'm happy that he continues to do well.

Also, check out his Agent.ai project to start playing with the next version of AI: Agents.

✅ The Checklist Prompting Technique for Generative AI

AI/ML expert Dr. Lance Eliot discusses the “Checklist Prompting” technique for guiding generative AI effectively. This method involves creating structured, detailed prompts that outline specific requirements, ensuring the AI stays on track and produces more accurate and useful outputs. By incorporating checklists, users can minimize errors and generate content that better aligns with their needs.

• Structured Guidance: Using checklists helps specify desired outcomes, enhancing AI precision.

• Better Results: This approach reduces ambiguity, improving the quality and reliability of AI-generated content.

​Keep reading​

💻 Experimenting with Claude’s New Computer Use Feature

Frank Prendergast explores Anthropic’s “Computer Use” feature, where Claude, its AI, can control your computer to perform tasks. While impressive, initial tests revealed significant limitations, like failing to handle cookie pop-ups and struggling with complex interfaces.

However, with guidance, Claude learned to execute creative tasks, such as generating and modifying Midjourney art. The feature shows promise but still needs improvements in reliability and autonomous operation.

• Learning Capabilities: Claude can perform tasks after being taught but needs guidance.

• Current Limitations: Struggles with unexpected obstacles and complex interfaces.

​Watch Frank's video walkthrough​

👩‍🎓 How Trustworthy Is Your LLM?

AI Flywheel provides a detailed assessment of popular large language models (LLMs) against Human-Centred Trustworthy AI Principles, emphasizing the importance of ethical and responsible AI use. The analysis helps users make informed decisions, balancing performance with ethical considerations.

• Significant Ethical Gaps: Models like Meta’s Llama and XAI’s Grok scored poorly due to privacy issues and lack of bias detection, raising major ethical concerns.

• Claude as a Leader: Claude emerged as the frontrunner with strong data protection, content moderation, and a human-centric design, making it a top choice for high-risk sectors like healthcare and finance.

​Keep reading​

Design Quote of the Week

"Design is easy. All you do is stare at the screen until drops of blood form on your forehead."
– Marty Neumeier

My AI disclaimer: I write the main stories by hand (with occasional assistance from Grammarly). The quick news hits are articles I've found, which I run through a ChatGPT prompt to generate the synopsis and bullet points. However, I write the My Thoughts bullet. If AI generates the images, I include the prompt so you can see how I got to that image. Nothing in this newsletter, or anything I publish anywhere, reflects the views of my employer.

Thanks for reading!

–Jim

14 Grapevine Road, Merrimack, NH 03054
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Marketing by Design – Design thinking that makes marketing work

Jim MacLeod

I test the AI tools, design trends, and brand moves marketers are talking about, then tell you what holds up and what doesn’t. Written by the author of the bestselling The Visual Marketer, after 20+ years leading brand, creative, and digital experience marketing teams.

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