Layover Live insights: essential AI skills for savvy destination marketers

Artificial intelligence (AI) is already impacting destination marketers ... and it’s here to stay. 

Savvy marketers are exploring how AI can give them an edge. Across the industry, destination marketing organizations (DMOs) and their teams are integrating these tools to cut manual tasks, increase operational efficiency, and empower marketers to create more — and better — content and strategies.

On our latest episode of the Layover Live podcast, we dig into the findings from a recent Microsoft-LinkedIn report and share a few tactical and practical tips to instantly elevate your DMO’s AI game.

Here are a few key takeaways from the episode.

Be Specific

When it comes to AI, quality input is key to driving quality output. It is not a mind-reader (yet)! Being specific with your prompt is the best way to make sure AI tools deliver what you need. Try making your model a respected specialist, not a generalist, and give it a persona. 

For example, don't just ask for a blog post on the best restaurants in Tucson, Arizona, instead prompt: “As a paid media specialist with 10 years of award-winning experience in destination marketing, write a blog post on the top five places to eat in Tucson, Arizona,  and cite any sources you use. Include data-driven insights and any case studies that support your findings.”

AI Skills Pay the Bills — Literally

The Microsoft-LinkedIn report surveyed 31,000 individuals across 31 countries and found that AI proficiency is key for both career advancement and the competitiveness of the job market.

Among the results, 66% of respondents said they wouldn’t hire a candidate who lacks AI proficiency. And 71% prefer less experienced candidates with AI skills over seasoned professionals without them.

LinkedIn’s internal data also recently showed a two-time increase in marketing leaders around the globe adding AI skills to their profiles. Some of those skills include:

• Prompt engineering

• Generative AI

• Stable diffusion

• ChatGPT

Personalize Your Tools

Custom Generative Pre-Trained Transformers (GPTs) may seem daunting, but they’re actually a no-code feature in Chat GPT that allows you to create a chatbot tailored to your needs.

In simple terms, if ChatGPT is a universe of people that you can ask about anything, a custom GPT is a particular role or persona you can create to get more specific results.

ChatGPT already has pre-built GPTs you can try out, or you can create your own.