In today’s world, we cannot deny the presence of AI. Headlines everywhere warn that AI will soon replace humans in many fields. But for Matt Millard, Founder & CEO of PurpleAsia, AI isn’t a threat – it’s a powerful tool, a servant that helps us achieve the best results. As he puts it, only those who don’t know how to use AI risk losing their jobs. He firmly believes in the power of crafting the right prompts to unlock creativity in AI.

Take branding as an example. Branding is a vast concept, it encompasses all the activities and strategies that shape how customers see, feel, and connect with a brand. If you use a simple, generic prompt, AI will return a basic, fact-driven response. This kind of content may quickly lose attention because most audiences already know it. But when you provide a more detailed and creative prompt, specifying tone, references, style, and storytelling, the result becomes richer, more engaging content that truly resonates and keeps the audience engaged longer.