We’ve been talking about generative AI a lot. How it can be used to enhance application security and data security. How it’s being used by Google to “supercharge” search. It’s also being used to generate SEO content.
But, some argue, that content comes under the umbrella of creativity. Can GenAI really create high-quality, valuable, creative content?
The truth is, artificial intelligence has been readily adopted by marketers. The global AI market for marketing was valued at $15.84 billion and is expected to reach over $701.5 billion by 2028, according to Statista. And, yes, that’s US Dollars.
That’s because generative AI offers some very powerful tools that can help make the production of marketing material easier. Tools like DALL-E2 and Midjourney are great for creating customised marketing images. ChatGPT and other AI solutions have simplified the process of creating compelling marketing copy.
So, let’s take a more in-depth look at what generative AI tools are being used for in marketing.
The Role of Generative AI in Marketing
The main advantage of AI is its ability to automate and accelerate many processes. That makes it appealing to almost everyone who uses it. It can also access the internet to come up with information instantly. These qualities allow GenAI to take on certain tasks quite easily.
Brainstorming and Ideation
Large language models like ChatGPT are great for coming up with fresh ideas that appeal to customers. It’s as simple as asking the tool to come up with twenty ideas for… whatever.
Of course, you need to bear in mind that these won’t be original ideas. As with everything else, the AI will trawl through the information available to it to come up with suggestions. That means those ideas will already exist somewhere.
However, it can seem quite magical, getting that list in a matter of seconds.
Content Creation Automation
Blog creation requires gathering information and creating a piece of content based on it. That’s something GenAI can do fairly well.
Note that I said “fairly”.
Again, AI can regurgitate content that already exists somewhere. It doesn’t have original ideas of its own. However, if you’re short on time or can’t find inspiration, having a draft to work with makes your job easier.
More commonly, though, AI is used to generate social media posts—by extracting sound bites from longer pieces of content. It can also generate ad copy quite easily.
Another way AI can be invaluable to marketers is for taking content, analysing it, and giving suggestions on how to improve it.
Ironically, whilst you may not want to use AI-generated content without it going through a human check, tools powered by this technology can be quite helpful at pointing out how to make your content better.
Have you ever had that moment where you’ve created a great piece of copy but haven’t been able to find the right image for it? Stock image websites may have something close to what you want, but it’s not perfect, ya know?
In such cases, DALL-E2 and Midjourney can help make you that just right image. All you have to describe it.
Marketers have been trying for years to personalise content. Retargeting, cookies, and drilling down into their customer persona are some of the techniques they use. But, now, with AI, it’s possible to drill down and customise the message to get better results.
Personalisation isn’t just for marketing to your clients’ customers. It can also be used to reduce the agency’s churn rate. Everyone knows it is more difficult—and expensive—to get in new clients compared to retaining existing ones.
Advanced language models can analyse communications and identify reasons for a high client attrition rate. They can segment clients based on churn risk, value, and tenure. That way, marketers can adapt their strategy to keep clients coming back for more.
Customer Service Automation
One of the most popular applications of GenAI across almost every industry is for customer support. Feed an AI-powered chatbot the right information, and it can answer most of the common queries a customer might have.
Plus, a robot never sleeps, so your lines are covered 24/7. Your staff can go home after a full day’s work without you having to worry about losing potential leads.
This solution is so popular that 90% of marketers from 35 countries reported using AI tools for automating customer interactions.
So, as you can see, generative AI has a lot to offer to marketers. However, it’s still not at a point where it can do everything for you. Whilst it’s a handy tool for getting quick content, you still need people for those initial, original, ideas.
So, if you’re looking to rebrand your business, you’d still need a creative marketing expert like Bald Agency. However, once you’ve got a clear strategy, it’s definitely worth using GenAI to get ahead on some tasks.
Parul Mathur has been writing since 2009. That’s when she discovered her love for SEO and how it works. She developed an interest in learning HTML and CSS a couple of years later, and React in 2020. When she’s not writing, she’s either reading, walking her dog, messing up her garden, or doodling.