Generative AI in Marketing: A New Horizon

Having passed the 20 reviews mark, I am frankly running out of primary areas of AI application to examine. Don't get me wrong -- there are thousands of AI tools out there but most fall into similar buckets of copy, artwork, SEO, some form of content development and distribution, image and video editing, voice to text, and various forms of assistant. So for this week's blog I thought I would begin to connect the dots and provide some pragmatic advice on how to best apply these tools to our industry.

With the rise of generative AI and machine learning, marketing as we know it is rapidly evolving. These tools, once the stuff of science fiction, are now transforming traditional marketing tasks, making them more efficient, personalized, and impactful. Let's explore how AI can be applied to marketing and the tasks at which it excels.

1. Copywriting with AI

Generative AI, like ChatGPT4, has shown incredible capability in generating human-like text. But it's not yet ready to take your copywriting job.

• Brainstorming and data-dumping: Instead of brainstorming for hours, marketers and even writers can provide basic information and allow AI to generate a variety of catchy and relevant concepts, headlines, and first drafts. This is a great starting point from which to develop the real work.  The prompt input can include strategic insights, parts or all of the brief.
• Email campaigns: AI can personalize email content for each subscriber, increasing open rates and conversions. What would be a near impossible task of personalizing thousands of emails can be done simply by dropping in "personalization tokens" (HubSpot's term) to enter first names, company names, category relevance etc.

I decided to leave in the next AI-generated couple of sentences to give you a sense of how AI can get you started but, typically, you'd want to do what it suggests and always review and change!:  Best Practice: Always review AI-generated content to ensure it aligns with brand voice and message. One great example is the brand Lexus, which once used IBM’s Watson to create a script for a TV commercial.

2. AI in Design

AI tools like MidJourney can assist in:

• Quick image generation: While not ready for use as final art in most situations, AI-generated images are a great way to provide visual stimulus: in presentations, social media content, mood-boards, storyboards, and other lower fidelity use cases.
• Logo creation: Algorithms analyze the latest design trends to propose concept logos based on user preferences.
• Personalized content: Generate graphics based on user behavior or preferences.

Best Practice: Use AI as a starting point. The final touches should be human.

3. Social Media Content Creation

• Content Suggestions: AI tools can suggest content types or topics based on current trends or follower preferences. It can also do much of the legwork in finding the latest stats, relevant images, and examples.
• Scheduling: AI can determine the best times to post for maximum engagement.

Best Practice: Maintain a balance. While AI can suggest and schedule, human intuition is crucial for responding to real-time events and trends. That is correct my AI friend. Some good tools to try: Thundercontent, Ocoya, and InkforAll.

4. SEO Optimization

AI tools can help with:

• Keyword Analysis: In addition to providing fast access to top keywords and phrases, AI can predict which keywords will become popular in the future.
• Content Optimization: Suggest changes to increase the likelihood of ranking higher on search engines.

Best Practice: SEO is dynamic. Regularly update your AI tools and data sets to stay ahead of the curve. Unbounce, Clearscope and MarketMuse are platforms that have integrated AI for content optimization.

5. Video Creation and Editing

AI tools can support:

• Auto-editing: Quickly generate video cuts or edits based on predetermined criteria.
• Personalization: Create video content tailored to individual user preferences.

Best Practice: Always review the final product. While AI can handle the bulk of editing, a human touch ensures brand consistency and quality. At the moment these videos are good for social content but not beyond that based on the level of fidelity. Muse, Vidyo, and Codeformer are all good examples.

Successful Adoption of AI in Marketing

As I noted in a recent post about AI-designed QR Codes, Coca-Cola has been on the forefront, using AI in its marketing. Coke has also used AI for content creation and predicting how audiences will react to their ads. Their chatbots for customer service and the use of dynamic content created through AI for their vending machines are also good examples of AI's potential.

Sephora, the beauty brand, uses machine learning to offer personalized product recommendations, making online shopping more intuitive and engaging.

Most Widely Adopted AI Tools for Marketers:

1. ChatGPT4: For content and copy generation.
2. MidJourney: AI-driven image creation, design suggestions and content creation.
3. Clearscope & MarketMuse: SEO and content optimization.
4. Hootsuite Insights: Uses AI to analyze social media conversations and gauge brand sentiment.
5. HubSpot: Uses machine learning to score potential leads based on behavior.
6. Adobe Sensei: Powers intelligent features across Adobe's products, from auto photo editing to targeted content in digital marketing.

Conclusion

Generative AI and machine learning offer an unprecedented opportunity for marketers to enhance efficiency, personalization, and impact. By understanding where AI excels and incorporating best practices, brands can effectively integrate AI into their marketing strategies and execution.

Written by Nick Jones in collaboration with ChatGPT4. Images prompted by Nick Jones and imagined by MidJourney.