OUR AI APPROACH
“AI WON’T REPLACE HUMANS, HUMANS USING AI WILL”
At Sleeping Giant Media, we’ve adopted an AI-first approach to our workflows, improving our ability to make informed decisions and reducing time spent on repetitive tasks.
While AI isn’t used for every task, our processes allow artificial intelligence to make enhancements where it’s appropriate and strategic to do so, enabling our teams to focus on higher-value, human-led work.
We call our AI solutions “Giant Mind”.
GIANT MIND
Giant Mind ensures our clients benefit from the latest technology and solutions we develop. Our teams also use it to help uncover trends, conduct research, and perform deep data analysis—all with the ambition of helping move the needle with intelligence and impact.
We are constantly innovating new solutions, building AI tools and training our teams and clients on how to get the most out of AI. We often deliver talks on the topic as well as researching and sharing ideas with other like-minded agencies to ensure we are always at the cutting edge of the industry.
DISRUPT OR BE DISRUPTED
When we talk AI, we don’t just focus on our internal process development. AI is impacting all aspects of the digital marketing industry and how people find and consume information.
Want to know how to get ahead with AI in digital marketing? Need to rethink your digital marketing strategy in the age of zero-clicks, AI Overviews, and AI-led search? We have the answers you are looking for.
PROACTIVE, NOT REACTIVE
We’ve been preparing for this new moment in search for years, honing our approach and future-proofing our clients’ strategies.
Our teams have paved the way in the fields of GSE (Google’s Generative Search Experience), Entity SEO, GEO (Generative Experience Optimisation) and zero-click search, driving unparalleled results by broadening the focus beyond traditional keyword-lead approaches.
Most recently, our Paid Media Team has been embracing the importance of attribution and tracking to enable the latest ROI- and revenue-focused targeting through PMAX.
LAW 1: HUMAN DIRECTED, AI ASSISTED
AI is a tool, a co-pilot, but you are always the pilot in command. Every piece of AI-generated content or analysis requires human oversight, critical thinking, and refinement.
- Apply the “Human-AI Sandwich”: Start with human strategy and input, use AI to generate or assist, and finish with human review, editing, and approval.
- Critical evaluation is key: Never blindly trust AI output. Always question, verify, and apply your expertise.
- You own the outcome: The final work product is your responsibility, reflecting Sleeping Giant Media’s standards.
LAW 2: QUALITY IN, QUALITY OUT
The effectiveness of any AI tool is directly tied to the quality and specificity of the prompts and input. Thoughtful application is essential.
- Avoid “Trash In, Trash Out”: Invest time in crafting clear, detailed prompts with sufficient context to get valuable results.
- Focus on value: Use AI where it genuinely adds efficiency or insight. Constantly assess the appropriateness – cost vs benefit and time vs reward.
- Be transparent: Be open, internally and externally, about the significant use of AI in digital marketing work.
Law 3: ENHANCE EXPERTISE, NEVER REPLACE LEARNING
AI should augment our skills and free us up for higher-level thinking, not become a crutch that hinders our professional development.
- Be knowledge leaders: Use AI to explore ideas and automate tasks, but ensure you understand the ‘why’ behind the output. Don’t be a knowledge stealer; be a knowledge leader.
- Prioritise your development: Actively engage with the subject matter. If using AI prevents you from learning a core skill, reconsider its use in that context.
- Use ethically: Consider the broader implications, including data privacy and potential environmental impact, when choosing to use AI to assist with a task.
AI INSIGHTS
Stay ahead of the curve with the latest AI insights, perspectives, and developments from our team of passionate experts.