\u201cWe have between four and 12 clients at a time, and we\u2019re a team of five. But I am the decision maker on everything, which means that I don\u2019t have that much space in my brain,\u201d says Fine, who divides her time between London and Madrid. \u201cI started to feel overwhelmed, and that I needed two of myself. Or even 10.<\/p>\n
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\u201cOur work is data driven, insight led and the brands we work with have a very specific tone of voice. They have a lot of rules and regulations to work within. As a single person, you can\u2019t remember all of that stuff.\u201d But Mini Freya can.<\/p>\n
Within \u2018Mini Freya\u2019, Fine has 12 specially-trained chatbots <\/a>which she created within ChatGPT that are dedicated to specific clients and their needs. Fine spent about four hours developing the appropriate prompts and feeding in the relevant documents to set up Mini Freya.<\/p>\n Now it can help the real Freya with tasks such as writing emails to clients<\/a> and staff, and new business proposals. It also supports her in drafting client marketing strategies and negotiating with social media influencers. For example, after a meeting, Mini Freya will dissect a transcript to assign follow up actions to the right team member with the appropriate deadline. She also posts to LinkedIn and organises Freya\u2019s day, like a personal assistant<\/a>.<\/p>\n On average, Freya says having this saves her around 40 hours a week in tasks she doesn\u2019t have to do \u2013 at the cost of \u00a320 a month, the rate of ChatGPT\u2019s \u201cPlus\u201d plan. \u201cIt\u2019s [no cost] compared to the impact it has on the team,\u201d says Fine. \u201cIt\u2019s like having a super-organised partner on call 24\/7. Or like a junior team member you can train to take over an entire role.\u201d <\/p>\n And \u2013 like a member of staff \u2013 the more resources Freya gives her mini-me, the more capable it becomes. \u201cYou feed it information \u2013 videos, PDFs, textbooks, notes \u2013 and continually refine with feedback and new inputs. Over time it learns your tone, style, and ways of working. The longer you have it, the better it gets. Naturally just by working with it, I\u2019m improving it everyday.\u201d Fine has since encouraged her whole team to create their own AI mini me to help with similar tasks. <\/p>\n Fine however makes it clear that the creative and strategic thinking her agency provides clients still comes from the team\u2019s own actual brains. \u201cWe use ChatGPT for all of the grunt work. We by no means use it for any of the \u2018love\u2019. For example, the strategy for all our ads comes from hours of research and the experience we\u2019ve accumulated, so there\u2019s no way that ChatGPT could do that for you,\u201d she says.<\/p>\n But using AI it\u2019s not something she hides from clients. \u201cBecause we are in a tech space, it\u2019s almost expected that you\u2019re in some way leveraging AI,\u201d says Fine. \u201cWe\u2019re using it to give a much better product\u201d. And rather than worrying about AI making her obsolete<\/a>, Fine thinks her advanced knowledge of how to use it gives her a competitive edge in the job market.<\/p>\n Gen Z\u2019s AI edge<\/p>\n Fine and her team are a perfect example of how Gen Z<\/a> \u2013 despite often being criticised for having a looser work ethic than their Millennial<\/a>, Gen X and Boomer counterparts \u2013 are demonstrating how their command of AI is giving them an edge at work.<\/p>\n Indeed, 55 per cent of Gen Z use AI to problem solve at work, compared with 54 per cent of millennials, 42 per cent of Gen X, and 33 per cent of baby boomers, according to recruiter Randstad\u2019s study<\/a> of 11,250 workers across 15 markets. Around 75 per cent of Gen Z use AI to learn new skills, ahead of Millennials (71 per cent) Gen X (56 per cent) and Baby Boomers (49 per cent). Yet 46 per cent of Gen Z also say they worry about the impact of the technology on their jobs \u2013 up from 40 per cent last year.<\/p>\n
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Letizia Mollinedo uses AI at work, but is concerned about widespread use<\/p>\n