THE FIVE AI PRIMITIVES YOU NEED
Vahey introduced five core areas where AI can transform marketing operations.
- Research Reimagined: "We're really trying to re-imagine what does it mean for everyone to do research and ChatGPT and how every marketer can be a researcher," Vahey explained.
With tools like Search GPT, marketers can quickly gather insights that were previously time-intensive. In a live demonstration, Vahey showed how he could research the German dental software market, compile regulatory requirements, and identify key trade shows—all in under two minutes, a process that traditionally would have required weeks of work.
- Data Analysis Made Easy: "As a leader I've been able to kind of look - understand data really quickly and start kind of thinking about how I might build a strategy around data." Gone are the days of waiting on analytics pros for insight analysis.
Using simple prompts like "What do I need to know about which channels are performing the best?" and "Tell me what I'm missing," Vahey demonstrated how AI can instantly analyze marketing channel performance and identify blind spots in your strategy.
- Content Creation 2.0: "What's really exciting is this technology is improving so rapidly and new capabilities coming out all the time that's making this better." While content creation remains important, it's evolving beyond text. With ChatGPT 4.0's multimodal capabilities, marketers can now seamlessly work with text, images, and voice simultaneously—creating more integrated content experiences.
Vahey demonstrated this with Sora, showing how a simple text prompt could generate a complete video concept.
- Automation and Coding: "We can use AI to understand natural language, what's happening in the forms, and change the experience within our company," Vahey explained when discussing automation possibilities. With AI costs plummeting from $36 to just 25 cents per million tokens in a year, sophisticated automation is becoming accessible to businesses of all sizes.
He shared how OpenAI uses this internally to analyze form submissions and automatically route inquiries to the right team members, demonstrating AI's ability to streamline complex workflows.
- AI as a Thinking Partner: "Thinking is going to be a use case I hope all marketers start embracing." He described how he uses AI during his 45-minute commute as a preparation tool for meetings and presentations, demonstrating AI's evolution from a task-completion tool to a true thinking partner.
With OpenAI's new reasoning model, AI can now take time to analyze problems, generate multiple hypotheses, and provide comprehensive analysis—much like a human strategic partner would.
