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Generative AI: Changing the Digital Landscape

Updated: Nov 14, 2023


generative AI changing digital marketing

What is Generative AI?


Generative AI is a complex software that uses machine learning models to predict the next outcome, whether that be in images or words. AI’s application spans from writing blog posts to producing images, poetry, artwork and even, music.


The initial training and data and computing power required to build such advanced software is massive, with the initial software being built with around 45 terabytes of data and employing 175 billion parameters to make its predictions (Harvard Business Reviews). However, once the model is trained, making adjustments and changes to its functionality does not require too much data and/or time.


What’s interesting is that despite the notion of AI, such as ChatGPT, taking over human jobs and creativity, generative AI still requires human involvement at the beginning and end of the process.


The beginning being the initial prompt and built of the software that helps train it for future predictions and functionality and the end is where the final results are evaluated by humans.


One such example of this is Jason Allen, who won the Colorado digitally manipulated photography contest with the help of AI. He spent nearly 80 hours making more than 900 versions of his art and then would spend time fine-tuning them. Finally, he uses Photoshop to enhance his final design and increased the image quality with another AI tool.


AI in Marketing


Advanced Personalization


Generative AI has revolutionized marketing personalization. By analyzing customer data, AI can generate highly personalized content, product recommendations, and targeted advertising. For instance, AI can tailor email marketing campaigns to individual preferences, increasing engagement and conversion rates.


Content Creation


AI tools like Jasper are transforming content creation. They enable marketers to produce high-quality, SEO-optimized content rapidly. This efficiency allows marketing teams to focus on strategy and creativity, rather than spending extensive time on content generation.

Screenshot of Jasper ai with sliders for customizing a brand's voice attributes for creating SEO-optimized content.
Crerdit: https://www.elegantthemes.com

In the same vein, AI tools such as ChatGPT are revolutionizing the way marketers approach content generation, with a particular knack for creating conversational content that resonates with users. ChatGPT's advanced natural language processing capabilities allow it to generate human-like text, making it a powerful tool for creating engaging chatbot scripts, interactive Q&A sessions, and personalized customer service responses.



Chatbots and Customer Service


AI-powered chatbots provide instant, 24/7 customer service, improving customer experience. They can handle routine inquiries, freeing human agents to tackle more complex issues. These chatbots can also gather valuable data to enhance future customer interactions.


Example: Zendesk Chat

It is an advanced AI-driven chatbot solution designed for customer service. It integrates seamlessly with a company's website or mobile application to provide instant support to customers.



A Zendesk Chat customer support interface displaying a conversation with options for ticket management and customer interaction.
Credit: https://www.zendesk.com/

Social Media Management


AI tools aid in managing social media platforms by generating content, scheduling posts, and analyzing engagement metrics. They can also monitor brand mentions across platforms, providing insights into public perception and areas for improvement.


Take, for instance, the social media management platform Buffer. It incorporates AI to analyze the performance of posts across different platforms. Buffer's AI can identify the best times to post based on user engagement, suggest the type of content that resonates with the audience, and even recommend adjustments to improve reach and engagement.


For example, if a tech company's AI-analyzed data shows higher engagement for posts shared on Wednesday afternoons featuring new product teasers, Buffer's AI would prioritize scheduling similar content at that optimal time. This intelligence not only enhances the visibility of social media content but also ensures that marketing efforts are data-driven and strategically aligned with audience preferences.



Future of Marketing with AI

The integration of AI in marketing is poised to become more sophisticated. We can expect advancements in natural language processing and machine learning to create even more personalized and interactive customer experiences. AI will likely play a crucial role in emerging marketing channels, such as virtual and augmented reality.


Real-Time Personalization at Scale


AI's ability to process and analyze vast amounts of data in real time will lead to unprecedented levels of personalization in marketing. Brands will be able to deliver personalized content, recommendations, and experiences to consumers not just on a daily basis, but in real-time as they interact with various platforms and channels.


Predictive Marketing and Decision-Making


With advancements in AI, predictive marketing will become more accurate and powerful. AI will be able to forecast consumer behavior, market trends, and even the success of marketing campaigns with greater precision. This will enable marketers to make more informed decisions, optimize their strategies in real-time, and achieve better ROI.


Automated and Dynamic Content Creation


Generative AI will increasingly automate content creation, not just in writing but in video and interactive media. AI-generated content will become more dynamic, changing in real time based on user interaction and feedback, leading to more engaging and responsive marketing materials.

Real Examples of Businesses using AI for Marketing


· Nestle used an AI enhanced version of a Vermeer painting to help sell its yogurt brand.

· Mattel uses AI technology to generate images for toy design and marketing.

· Heinz ketchup used AI to show how well-versed AI is on the Heinz brand imagery, using that popularity to its advantage.




Heinz ketchup brand using AI. Source: Campaigns of the World
Heinz ketchup brand using AI. Source: Campaigns of the World

Conclusion

Generative AI is not just a tool of the future; it's a dynamic resource available now, reshaping the marketing landscape. It offers unprecedented efficiency, personalization, and analytical capabilities. However, the true power of AI in marketing lies in its collaboration with human creativity and strategic thinking. As AI technology continues to evolve, it's essential for marketers to stay informed and adapt, leveraging AI's strengths while maintaining ethical and responsible use. This balance will be key to harnessing the full potential of AI in crafting successful marketing strategies.





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