Nicole Matthews

12:30 p.m.–1:15 p.m. Pacific — Thursday, November 16, 2023

Case Study: Building Brands for the Health Sciences Schools at the University of Pittsburgh Using ChatGPT

On November 30, 2022, OpenAI launched ChatGPT, an artificial intelligence large language model chatbot. In January of 2023, 13 million unique visitors used the free site each day, and it has only become more integrated into the fabric of marketing ever since dividing the workforce into two categories: the ones who use AI tools and the ones who are getting left behind.  

In this session, you’ll learn how the Strategic Communications team at the University of Pittsburgh Schools of the Health Sciences has harnessed the potential of generative AI tools to develop distinctive brand identities for each of their six schools, starting in February 2023. By utilizing programs like ChatGPT and Sprout Social, this team achieved months-long, traditionally labor-intensive analysis projects in mere weeks, defined their brand effectively, and saved valuable time on tactical tasks with plenty of key learnings along the way.  

This session will highlight lessons from the Strat. Comm. team has learned through its first eight months utilizing AI tools while providing actionable insights and takeaways that will empower you to embrace generative AI practices to strengthen your own brand.  

You'll learn:

• A framework for getting out of “beginner mode” for prompt engineering
• Tactics for harnessing generative AI tools into your brand strategy
• Tips on automating daily tasks with the help of AI