Alison Garwood Jones

My First Student With a Job in AI

August 30, 2023

A few weeks after a posted this, the University of Toronto (SCS) published an interview with the talented student I profile in this blog.

SCS Digital Communications Course Prompts Learner to Explore Exciting New AI Career


Earlier this month, I got an email from a former student who said she was moving on from a career as a digital content specialist to take on an AI-centric role. This was a first.

I have a nose for turning points, and seeing a content marketer re-configure her “Web 2.0 work self” into an AI-first knowledge worker was strong evidence for me that the future is already here.

If you’re still confused by all of the clear-as-mud hype about how AI will affect your job, I hope this post clarifies some of the changes this new internet is steering us all towards.

Raquel signed up for two of my classes at the University of Toronto’s School of Continuing Studies:

  1. Writing Digital Content (Summer 2021)
  2. Foundations of Digital Communications Strategy and Social Media (Winter 2023).

She came to class with massive amounts of experience creating content marketing and executing distribution strategies for big Canadian brands in the music, health and fitness, and food and drink sectors. Years of networking, learning on the job, and upskilling with con-ed classes made her really good at:

  • Content marketing and multimedia storytelling
  • Copywriting
  • Social media marketing
  • Paid, Earned, Shared and Owned distribution tactics
  • Audio storytelling (she has her own drinkology podcast What R You Drinking? and was an online radio host before that)
  • Event planning and management

BTW, this is the calibre of “student” who signs up for my courses. If I start to slip into complacency as an instructor, it’s students like Raquel who drop-kick my ass across the field and into the stands.

In both classes, Raquel was a bulldozer about learning and asked the smartest (most unsettling) questions about industry changes that were starting to come into focus. And this was before the ChatGPT bomb drop last November.

What’s going on?

In 2021, digital marketing’s accepted best practices — tactics that had been working for a dozen years — weren’t working as well anymore. Raquel wanted to know why. And, more importantly, what could be done about it? At that point, the fixes and workarounds I was hoping to find and share with my students were washed out to sea the moment AI started elbowing search to the sidelines.

Fast forward to January 2023 when Raquel signed up for her second class with me, Foundations of Digital Communications Strategy and Social Media. ChatGPT had been on the scene for five weeks when we gathered for our first webinar. It was early days, but not for long.

Each week, I started integrating Generative AI updates and demos into our class discussions about blogging and content calendars. Our heads were swimming with questions about how such traditional digital assets and tactics could possibly co-exist with the spewing power of chatbots.

At one point, Raquel emailed me wondering what she had signed up for. I sensed she was on the verge of dropping out. I don’t blame her,  I was steering the course in a new direction that didn’t exactly match the course described in the calendar at sign-up time. Here is how Raquel described her confusion in a LinkedIn recap a few weeks ago:

“I felt I had registered for the wrong course … Little did I know it would lead me to exactly where I want to be.”


Single apple

My courses have always been less about passing on formulas for success and more about figuring out how to respond to and capitalize on change as online storytellers and creative entrepreneurs. Note: Content marketing isn’t dead, it’s just entering a very different chapter.

From Content Marketer to AI Prompt Writer

So where is Raquel now? As summer comes to a close, she is finishing up her final deliverables for the “Prompt Engineering for ChatGPT” Certificate through Coursera and Vanderbilt University (PS: like Raquel, all of us will be upskilling until our final breath). But here’s the kicker:

Last month she accepted a full-time contract job as an AI Prompt Writer at TEKsystems on assignment for Meta (parent company to Facebook). She is responsible for the composition, evaluation, and analysis of prompts that fuel an AI chatbot’s interactions and responses.

That job did not exist last January, but the idea of that job started to come into focus during the last half of our 12-week course (i.e. by about March 2023), a time when all of us were wondering out loud if “prompt engineering” would be a skill or a job title. I’d argue it’s both.

It’s worth pointing out that Raquel does not have a computer engineering degree or advanced coding skills. She’s a storyteller, an artsy with a head for strategy and an openness to change.


Let’s review: in the span of eight months, Raquel went from managing digital marketing campaigns for multiple corporate clients to being someone who thought “it was a good idea to pursue this thing called AI.” As I write this, she is actively rethinking how to use all of the skills she spent the last decade acquiring.

It takes energy and courage to turn your life towards a new horizon and an unknowable future. Raquel let me know that her chihuahua, Harley, boosts her courage every day, as only dogs can.

I plan to invite Raquel to be a guest speaker in class this fall. I know we’ll all benefit from her stories from the front lines of change.

For the rest of us, letting go of our earlier selves and ending our quest for wins that don’t exist anymore is arguably one of the hardest things we’ll ever have to do. It’s the end of a relationship to ourselves.

Sooner or later, we’ll all be asked to pack our bags and move on to the next big thing.

AI won’t kill content marketing, but content marketers who use AI (like Raquel) will definitely replace those who don’t. The same can be said of instructors. The Marketing AI Institute put it best:

Marketing AI Institute

Comment on this post »

Don’t Google Yourself, Try Binging

August 3, 2023

No pretty pictures today • All business

To my writer friends trying to improve their online presence (all of us):

Don’t Google yourself, starting “Binging” your name.

Find out what sources Chat GPT-4 in collaboration with Bing search are using to tell your story. This story is what prospects will see and believe.

My results were:

• littered with incorrect facts
• pulled from outdated sources
• skipped my website altogether (what’s an About Page for? And I love my blog *sniff*)

If a chat output doesn’t mention my website, the likelihood of someone searching for it isn’t good.

The results when I Binged myself
Final Thoughts: It looks like it’s up to me to increase and update my earned media mentions. I need to be featured in more podcasts and website profiles by others where I can remind listeners and readers: “You can find me over at“. Those increased mentions will become text that gets picked up in the next round of training the models. And, “for the record, I graduated from Queen’s University, and I never wrote for The Walrus.” But that’s my past, not my present. It’s not relevant anymore.

To be continued …

#PESO #UnbrandedSearch #BrandedSearch #GenerativeAI

Comment on this post »

Long for yourself

July 28, 2023

A young woman of colour longing for herself by Alison Garwood-Jones

In 1967, she was thinking: air hostess (for the glamour), nurse, or “office girl” — charm and efficiency a must.

In 2023, she is thinking about algorithms, AI, black holes, oncology, stories with blockbuster movie potential, Odyssey translations, power structures, and true crime. She is still being instructed to improve her hair, her voice, her figure, her walk, her kids, her home, etc. … But the joy of applying herself is stronger than the drumbeat of criticism.

Keep going, sisters.

As Sinéad O’Connor said not long ago: “I consider myself a woman of the past, of the ’70s and ’80s. We were raised to long for a man. We weren’t raised to long for ourselves. [I guess my message for younger women is]: Long for yourself.”

Quote: “Sinéad O’Connor: 25 minutes with the most misunderstood woman in music” (2014), Reposted on July 26, 2023.

Comment on this post »

July 28, 2023

My Art Desk is My True North Strong and Free - illustration by Alison Garwood-Jones

Comment on this post »

Heading North

July 18, 2023

Grey Country, Highway 27, Ontario

July 2022: Front seat art is the best way to pass the time on the way up north. The scene en route to Georgian Bay is all puffy clouds and miles of yellow mustard fields. Ontario, you’re gorgeous.

Comment on this post »

The Ink Spot

June 26, 2023

Are you curious to try the new AI features inside PhotoShop?

Here’s a one-minute tutorial on where to find it and how to start using it.

In this example, I wanted to add an AI-generated background to my drawing of a beagle.

After uploading a transparent png file of my dog drawing, I prompted the bot to generate a background image of “the Lake Ontario shoreline.”

Comment on this post »

AI Coffee Talk

June 20, 2023

AI Coffee Talk cartoon by Alison Garwood-Jones

Comment on this post »

The Industrial Mindset

June 13, 2023

an office secretary at her typewriter

It’s 2023, not 1953, and the industrial mindset is asserting itself for the final time. Let it go.

#KnowledgeEconomy #Autonomy #WFH #WeveMovedOn #CommandAndControl

Inspired by Seth Godin, a champion observer.

Comment on this post »

Kathryn Barlow is My Web Genius

June 8, 2023

Kathryn Barlow is an award-winning Canadian web designer.

When I decided I wanted to add splashes of colour to the landing page of my personal website, she made it happen.

When I have questions about how to evolve my Shopify store, she is my sounding board and website carpenter.

Kathryn has been a steady presence in my professional life for the last 10 years. She’s also a good friend.

If you need a Kathryn in your life, go to

She didn’t know I was going to do this. (h/t to Mariellen Ward for introducing us at a backyard party).

Comment on this post »

Delia Ephron

May 31, 2023

Delia Ephron drawing by Alison Garwood-Jones

I love juicy ink sketches with a graphic punch. This one was created with a Pentel Brush Pen and Noodler’s fountain pen ink.

I almost never nail the drawing on the first try. You have to warm up your hand and your head, like a ballet dancer at the barre sliding her foot to the front, side, back, and repeat. Once you’re in flow mode — hand, mind and spirit aligned — the sketch happens.

The angels weep.

Be sure to keep them away from your page. Teardrops can dissolve a drawing.

Portrait of Delia Ephron.

Comment on this post »

error: Content is protected !!