Greetings from Carlsbad, CA. I'm here to keynote at the OOH Media Conference. What does AI have to do with out of home advertising? Everything. From planning to execution, deployment to measurement, AI is having an impact on every aspect of the business. It's a great case study in creative disruption.
Speaking of case studies, "external signals" are various types of real-world data and information that can be used to influence and improve the performance and relevance of your AI tech stack. My Sunday essay, Making Your LLM Yours: Enhancing LLMs with External Signals, explores the fact that big foundational models like GPT-4, Gemini, Claude, and Llama are awesome, but they are not experts in your business. They are also available to all of your competitors, so creating competitive advantage requires you to train your subject matter experts to get the most out of the AI, and to augment your LLMs to be as relevant to your business as possible.
As always your thoughts and comments are both welcome and encouraged. Just reply to this email. -s
ABOUT SHELLY PALMER
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit shellypalmer.com.
