What Is Generative AI and How Can Marketers Use It Now?

With its unparalleled capacity to analyze vast amounts of data, craft engaging content, offer personalized user experiences, and streamline repetitive tasks, AI’s potential for scale and efficiency is undeniable. While generative AI provides a multitude of benefits, it’s important to remember that it is not a silver bullet. AI may generate content, but humans are needed to guide its direction, provide creative insight, and ensure the final output resonates with the target audience. After all, human emotions, creativity, and intuition cannot be entirely replicated by AI. Additionally, generative AI can create text that is intentionally designed to convey a specific sentiment, such as positive or negative social media posts that could shape public opinion for marketing campaigns.

Forty-eight percent of 98 marketers interviewed said they were currently using genAI, and a further 43% said they were planning to in the future. It seems that when customers are seeking services, more of them want assurance that a real person is on the other end of the communication. For retail, positive and negative sentiment are balanced (34% in each case), while a larger percentage are on the fence about retail (33%) than about marketing. Overall, 53% percent of consumers say they believe genAI will have a negative impact on society. A full 38% of consumers interviewed in June and July said they were very or somewhat comfortable with generative AI technology used in marketing. Today generative AI is a super powerful, priceless tool that significantly speeds up and eases many tedious tasks and allows specialists to focus on more important things.

Create an outline based on a title and content brief

As a marketer, it’s critical you learn how to leverage AI to get more bang for your buck from one single piece of content. It’s vital you take a multi-channel approach when creating content to attract prospects and engage with leads. Similar to prompting, you’ll want to become adept at scoping out prompt responses and editing for consistency across your content, tone of voice, and always double-checking that the information is accurate. 30% who are worried AI provides inaccurate information, and 30% don’t believe generative AI content is as good as content made exclusively by a human. He adds, “It also gives your leaders the insights they need to make more high-impact, powerful decisions that align with what matters most to your customers.”

This course will equip you with the knowledge and skills to understand the power of Generative AI and stay ahead of the curve in an ever-evolving industry. Imagine a world in which smart assistants are the common front end of digital interactions, transforming the experience of engaging with a brand’s app or website. Picture a corresponding disruption in the creative landscape as new sources of imagination and flair emerge and old ones lose their historic edge. Or one in which influencers become even more critical, with access to simplified or targeted versions of powerful digital tools that used to be out of their reach. Generative AI is poised to take this to the next level with its ability to generate text, audio, video, images, code, simulations, and more content. This system was popularized recently by Open AI’s ChatGPT, which is based on GPT 3 and 4 large language models.

real world use-cases of generative AI in marketing

Continue reading to learn more about generative AI models and how advanced tools can revolutionize your business. ATOMM’s outputs originate from original, high-quality source material and are reviewed by human editors. For this reason, our AI-generated content retains the originality, depth, and accuracy required to meet competitive brand and customer standards. Brands get all the benefits of AI scalability without the reputational risk. Imagine taking a webinar, for example, and extracting and repurposing the key ideas and information to create multiple standalone assets such as a checklist, short video snippets for social, and a blog post. That’s why we’ve introduced ATOMM™—Atomization for Targeted, Original, Multi-channel Marketing.

Gen AI tools ensure marketing campaigns, product claims, and sales pitches adhere to local regulations and ethical standards by auto-checking against predefined criteria. For example, Yakov Livshits ChatGPT can provide suggestions on ways to improve sales pitches. Compliance.ai is another powerful regulatory change management software for financial services enterprises.

Areas that Generative AI Can Help Marketers

And right now, people understand other people and have a sense of nuance, tone, and context in a way that AI has yet to catch up to. Today’s customers value a personalized approach and human touch, which is – by definition – not possible using AI (at least, not yet). If customers were to discover a brand was using AI tools to generate their marketing messages or social media content, that brand could quickly lose customer trust and ultimately risk a PR scandal. And there are already tools that can detect if ChatGPT was used to write a text.

Yakov Livshits
Founder of the DevEducation project
A prolific businessman and investor, and the founder of several large companies in Israel, the USA and the UAE, Yakov’s corporation comprises over 2,000 employees all over the world. He graduated from the University of Oxford in the UK and Technion in Israel, before moving on to study complex systems science at NECSI in the USA. Yakov has a Masters in Software Development.

For example, a marketer for a sustainability reporting software company may prompt the tool to list topics related to sustainability in business. The prompt then offers a high-level overview of what a blog post might cover, including key topics, like circular economy and sustainable supply chains. The integration of AI has been a transformative force in the dynamic realm of digital marketing. However, despite the impressive potential of AI, human intuition, creativity, and empathy remain essential in marketing.

questions to ask when integrating generative AI into your marketing strategy

It’s fundamental to many of the products we’ve built over the last decade, driving growth for businesses of all sizes, from features like Smart Bidding to fully AI-powered products like Performance Max. These models have largely been confined to major tech companies because training them requires massive amounts of data and computing power. GPT-3, for example, was initially trained on 45 terabytes of data and employs 175 billion parameters or coefficients to make its predictions; a single training run for GPT-3 cost $12 million. Most companies don’t have the data center capabilities or cloud computing budgets to train their own models of this type from scratch.

An unintentional benefit of this is the high likelihood that new roles will be created due to AI implementation. Some models, like NovaCloud’s AI, Nova, are less focused on being recreationally successful, and better accommodating commercial interest. Nova excels in being a brand marketing AI that allows businesses to personalize their marketing and generate new marketing mediums. Using ChatGPT as an example, existing content is shown to ChatGPT, and the model attempts to learn from it and synthesize new content based on it. ChatGPT’s third generation has analyzed 45 terabytes of data to enable its multifaceted capabilities. Generative AI models rely on large datasets for training, and it is essential to ensure your agency can access quality data relevant to your B2B niche.

However, this rapid growth has also raised concerns about job security in the marketing sector. As generative AI automates more tasks, there is a fear that it could render some marketing jobs obsolete. Our sister community, Reworked gathers the world’s leading employee experience and digital workplace professionals. Stay updated with the latest news, expert advice and in-depth analysis on customer-first marketing, commerce and digital experience design. Made by Open AI, the creators of ChatGPT, this automated tool allows you to create realistic images and art from the descriptions you provide. In this review, we’ll closely examine some of the most popular generative AI tools, evaluating their features and capabilities, to help you add the right platforms to your marketing AI tool kit.

• To learn more about social media monitoring with generative AI tools, check out the video below.
• These capabilities allow marketers to focus on higher-level strategy and creative work, making the most of both human and AI strengths.
• Learn how you can leverage AI to become a more powerful marketer in 2023 with brand-new original data from 1,350 U.S. professionals plus expert insights.
• • Marketers must navigate ethical concerns by promoting transparency in their content generation pipeline, such as adding a disclaimer for AI-generated images or videos.
• But embracing gen AI requires more than integrating new tools into the existing framework.

This AI-powered tool offers a user-friendly interface that allows even non-technical marketers to create custom models, automate tasks, and generate content with ease. It also allows marketers to drive user engagement, increase brand awareness, and foster connections with their target audience on social media. This suggests a significant TAM for generative AI in marketing and sales, with businesses across various industries likely to invest in AI-powered solutions to improve their marketing and sales operations. When it comes to predictive analysis, generative AI analyzes past data to help marketers understand which marketing strategies will be most effective, or how a customer might respond to a new product. Since then, countless new tools leveraging GPT and other large language models (LLMs) have promised to improve efficiency and effectiveness at every step of the content creation process.

This report seeks to equip executives with insights into how Generative AI models are presently exerting their influence in real-world applications and the potential implications that may arise. Please connect with me on LinkedIn if you’re able to share your experiences with using these AI marketing tools and then I can share with other marketers reading this post. If you have developed a tool for creating content and have examples or case studies of its effectiveness I’d be interested to share these too. With generative artificial intelligence, you can create realistic sales scenarios for training new employees, helping them practice and improve their sales techniques. It provides real-time feedback on sales pitches, suggesting improvements or highlighting strengths.

Generative AI will enhance chatbot services by giving B2B firms better tools to engage visitors to their digital properties and producing summaries of their interactions for when account leads re-engage. Consumer chat technology will advance into a more useful and sympathetic tool for marketers, assisting them in deciding when and where to use discussions along the customer experience. Machine learning algorithms help B2B marketers gain valuable insights powering immediate tweaks and adjustments to optimize performance. At its core, Artificial Intelligence is a computerized system designed to mimic human intelligence and reasoning. Its applications range from speech recognition, image and pattern recognition, language processing, to decision making. Advanced algorithms and machine learning protocols allow AI systems to improve performance over time, increasing accuracy and efficiency.