Building The GGC Intelligence Hub: How Is It Different?
A general AI chatbot will answer almost any marketing question you put to it. That is the catch. It answers the same way for you as it would for your competitor, because it knows your business no better than it knows theirs.
Think about that for a moment. The answer you’ll receive will be the same as what your competitor receives. Superficial prompts fed into AI tools do nothing to harness AI’s power for competitive advantage. And therein lies the challenge and the potential of AI for any business.
It’s rather simple: instead of viewing AI as a “fast blogging tool,” the technology has the potential, when used correctly, to drive competitive advantage. Consider the core challenge: every CEO has a 1-year or 3-year strategic plan. How will that CEO use AI to achieve a competitive advantage in just 2 years instead of 3?
There are many ways to achieve that. But let’s start at the beginning: building a true Intelligence Hub.
Many ChatGPT or Claude users have built their own customized Hubs or Projects. These are powerful tools that allow us, for instance, to automate and accelerate what we do so we have more time to spend on higher-value marketing strategy and ideas. However, GGC takes a far deeper approach to create a more powerful AI partner for you:
- It includes your company go-to-market strategy
- It includes style guides, words and language to avoid, legal terms to avoid, ® and ™ rules. The Hub produces drafts that are not only legally and factually correct but that are in your voice and sound human, not AI-generated.
- Customer language and voice pulled from a client’s own customer interviews, reviews, win and loss notes
- Competitor landscape
- Approved/legal product claims and competitive advantages
- Published content so the tool can include internal links and avoid rewriting a topic the company already ranks in AEO for
- Targeted search keyword strategy to ensure marketing materials are tied to efforts to secure visibility and AI answers on ChatGPT, Google, and other AI answer engines.
- Client templates for Word documents and PowerPoint files, so the tool produces documents unique to your company rather than AI-formatted pieces that look so common today.
- Instructions to search for grammar errors and AI “tells,” so documents produced don’t contain obvious signs that they were just written by AI.
- Instructions around a “refusal to invent.” The Hub is instructed never to manufacture a statistic, a specification, or a customer claim. When it is not certain, it says so and flags the point for a person to confirm, rather than delivering a guess with the same confidence it uses for a fact.
The Intelligence Hub we create encompasses a deep, organized understanding of a single company. It also includes a written set of operating instructions about how to think, what to trust, and what to refuse to use. It is far closer to a trained consultant than to a search box. It converts AI from a clever search tool or commonplace blog writer into a powerful, seasoned strategic advisor.
