AI and the ‘Heston Hustle’

Grant Heston | October 11, 2024

At our division retreat this week, the Enterprise Marketing and Communications team surprised me with a fun exercise using AI to promote a hypothetical marketing book I “wrote.” We developed AI-generated press releases, marketing strategies and even tackled crisis communications due to fictional protests against my book!

The book title ideas were gold -- my fave: “The Heston Hustle.” But the AI-generated author photos? Absolutely the best (note the U2 title on my book). Though I doubt I’ll ever be brave enough to read the prompts the team used to create these.

The exercise demonstrated AI’s creative potential ... and that there are still many limitations. It also reminded me that there is power in being able to laugh at yourself!