B2B Marketing Strategy

The Friday Concentrate #8: Does Generative AI Need Eggs?

Jonathan Gandolf

February 9, 2024

The Friday Concentrate #8: Does Generative AI Need Eggs?

No. That’s the simple, literal answer. 

But neither does cake mix. 

Stay with me. 

In the post-depression era, and into World War II, cake mix rose sharply in popularity. This was partly thanks to flour manufacturers’ abundance and focus on producing dry meals for troops. After the war, these same manufacturers shifted their focus to consumer applications. 

Cake mix. Delicious, flavorful cake mix.

But after a sharp spike in popularity, sales plateaued. 

Insert Ernest Dichter, a psychologist and marketing consultant. For bakers, he found that only adding water was a psychological hurdle. They didn't feel like they were "baking" when they just added water. However, if you remove the dehydrated egg from the cake mix and have the baker add eggs…now, we’re cooking. 

And today, many decades later…we’re still adding eggs. 

What does this have to do with Generative AI? 

Marketers are baking with generative AI. Content is being created at a faster pace than ever before. Businesses are selling us cake mix in the form of AI workflows and prompts. 

But for many marketers, it feels a like empty calories. We’re missing something. Marketing is supposed to be creative. It’s supposed to be entertaining. It’s supposed to be a bit magical. Butwith many AI solutions, we’re just “adding water.”

What are the figurative eggs that can be pulled out of Generative AI and re-inserted into the marketing process. So many marketers became marketers because we want to cook. We enjoy the process—the ups, the downs, and the moments when it clicks.

So, what are the eggs for Generative AI? Is it prompt engineering? Is it editing? Is it a layer of strategy (icing on the cake?!) on top of the inputs and outputs? 

I’m not sure. But it’s a scary combination for a lot of marketers—we’re being asked to do more with less and generative AI certainly helps us do more. But is it the right more. Or do we need to crack some eggs along the way. 

I’m thinking through this. We’re thinking through this at The Juice. Stay tuned. 

Bring The Juice,


P.S. Shoutout to Sam Smith from Demandwell and Kristian Andersen from High Alpha for the inspiration of today’s newsletter.

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