On April 25, the 44th edition of Dialogue Thursday (DiDo) focused on AI in CRO. In a survey on LinkedIn, we asked our followers which topics they find interesting and would like to hear more about during one of our events, and of course we listened. More than 70 specialists from all over the Netherlands came to OD House in Utrecht to learn more about the application of AI in the CRO field.

Before ChatGPT - How traditional AI can boost conversion rate

Alexandros Kakakis:

We often don't realize how much we already interact with AI on a daily basis. Everyone immediately thinks of chatGPT these days, but often it's much more subtle than writing prompts. Consider spam filters in your mailbox, spell checkers or FaceID. 

Our data scientist Alexandros works with AI on a daily basis. Whereas ChatGPT falls under Generative AI, Alex actually talked about the possibilities of more traditional AI (Machine Learning).

He gave 3 examples of applications in CRO:

• How to use a prediction model to prioritize A/B testing
• How to analyze customer behavior to segment visitors to your website
• How to arrive at the best product recommendation with a network graph

There is so much more possible outside of ChatGPT that you can use to improve your CRO work. Don't forget to check out those options as well!

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Accelerating against expectations - How ChatGPT transformed my CRO year

Tjerk van Halem:

Since the launch of chat-GPT in November 2022, Tjerk has been making smart use of chatGPT in his CRO work at I amsterdam. By now, the organization has fully embraced chat-GPT, guidelines are in place, and most employees have accounts. 

Tjerk showed some practical examples:

• How to improve copywriting & personas
• How to use it as a source of data
• How to give custom instructions
• How to code in Javascript
• How to analyze user feedback

Through his ChatGPT skills, the quality and speed of the experimentation program at I amsterdam has increased tremendously. But it was a journey with trial and error. Tjerk is happy to share his tips with us so you can get started with ChatGPT right away.

The bottom line is that you should continue to think of ChatGPT as something light-hearted. Just go play with it and don't think about it too much. 

AI tools for the marketing professional of the future 

Freya Liemburg:

As the owner of her own AI training and consulting firm, Freya had a lot to say about AI tools for marketers. As such, her presentation focused mainly on generative AI. 

She began her presentation with recent developments regarding generative AI. In doing so, she charted that those who think AI is something ‘of our time’ are wrong. The rise of AI began as early as 1961, so this has been going on for about 63 years. ChatGPT, on the other hand, is creating a revolution; just 5 days after its launch, ChatGPT had about 1 million users. Just to illustrate: Instagram only had 1 million followers after 2.5 months and Netflix only had this after 3.5 years. 

Freya also showed some fun and useful tools: 

• Microsoft copilot (365)
• Midjourney V6
• Adobe VideoGigaGAN
• Adobe firefly 
• Meta AI

Generative AI offers countless possibilities. Among other things, it can help you with creative processes by asking ChatGPT to create a presentation, for example. You can also ask for feedback and it can act as your personal data analyst. 

Besides all the possibilities that generative AI brings, Freya also highlights its downside. After all, anything you put into it, ChatGPT can use. This can create privacy and security risks. Therefore, you should never share confidential information with ChatGPT. 

In conclusion 

Can't wait for the next edition of the DiDo either? Then sign up now for the next one. The theme this time is ‘Digital Accessibility! 

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