Marketers keen to invest in generative AI ‘but lack know-how’

In fact, the rate at which the technology is being used is increasing to the point that experts predict that sales of AI for marketing purposes will go from $27.4 billion in 2023 to $107.5 billion in 2028. Achieving viral status and reaching an audience of millions aside, using generative AI tools such as ChatGPT, DALL-E and Midjourney isn’t without its perils, particularly around copyright and brand safety. Separate research from Goldman Sachs similarly predicts that generative AI has the potential to automate 26% of work tasks in the arts, design and media.

• Businesses can also train generative AI to develop meta descriptions, optimise headline copy and summarise product descriptions for their website.
• European Union officials working on groundbreaking rules to govern the emerging technology were caught off guard by AI’s rapid rise and are now rushing to add language generation rules to new regulations.
• Generative AI has the potential to completely revolutionise how marketing teams function, however, where this technology proves particularly game changing is in content development.
• This involves summarising large amounts of text data into more manageable summaries, which can be useful for analysing customer feedback, market research reports, and other text data types..

It’s easy to get caught up in the capabilities of generative AI, but it’s important to stress that this technology isn’t a people replacer. At the same time, AI tools like ChatGPT can’t thrive without being fed reliable and factual data sets from, you guessed it, humans. Despite generative AI’s ground-breaking capabilities, its vital that marketers don’t overlook the importance and value of the human touch.

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Does the rise of generative AI spell the end of B2B content marketing as we know it? Discover the good, the bad and the ugly of this new phenomenon and how you can prepare for the inevitable shift. As well as text-based content, generative AI can also genrative ai create visually appealing graphics, animations, and videos to enhance your marketing materials (like the one used for this article!). Email marketing still remains an effective method for reaching customers and promoting products or services.

Generative AI can be used to create high-quality, engaging content for B2B marketing purposes such as blog posts, articles, social media captions, and product descriptions. This technology can also provide personalised content recommendations based on user preferences and behaviour. While this type of AI can undoubtedly save time and effort for content creators, all content needs to be reviewed and carefully edited, bringing in your own industry genrative ai knowledge and experience. Any content you put out into the public domain should always reflects your brands’ unique tone of voice to ensure it remains authentic and fact checked for credibility of sources and references. The opportunities to integrate AI in marketing processes and strategies are endless. Generative AI can be used to efficiently craft website copy, brochures, digital advertising copy, email copy, and social media content.

Agencies and brands can build a strong rapport with their audience by harnessing the power of Generative AI to create novel imagery in a fraction of the time of traditional methods. There are two types of generative AI; ‘supervised’, which is trained to generate content that matches specific goals or criteria, and ‘unsupervised’, which can create content without specific labels or objectives. Our position is that we will not use any AI technology to create content for our clients. This includes copy for outlines and assets, as well as for documents such as content strategies and social copy. You take a moment to decompress and discuss the potential of your ideas without feeling like you’re being judged or criticised. Generative AI can help businesses stay ahead of the curve by continually adapting to the ever-changing needs and preferences of their customers.

Web and App Tools

The boom in machine learning technology has seen chatbots rise to the most likely trend to change our world in the last six months. Inaccurate predictions and unreliable insights can result from poor data quality or algorithmic bias – a reminder that we can’t simply step aside and leave it all to technology. A GPT model can analyse client lead-generation data to see which channels are generating the most leads, and which segments of your target market are the most responsive to each channel. This has potentially huge implications for marketing in areas such as image generation, text to image applications, or text to voice.

Please note that the field of AI, including generative AI, is rapidly evolving, and some information might have changed post this date. Be sure to stay informed by following the latest news on the resources provided. Beyond initial integration, keeping up-to-date with the rapidly evolving field of AI is essential for maintaining a competitive edge. Regularly reading AI-focused news sites can help you stay informed about the latest developments and understand how they might impact your business.

Yakov Livshits

In light of this, let’s look at the benefits of incorporating AI in digital marketing. From music to manufacturing, film to finance, Generative AI is making its mark across pretty genrative ai much every industry. Closer to home, across the advertising landscape and our WPP family, generative AI is redefining the ways in which brands can generate original content.

Prioritising regular data hygiene is a must, along with regularly updating your ideal customer profiles and personas. Given how prevalent this technology is becoming across the sector, it’s expected that fears are rising over AI ‘replacing’ marketers’ jobs. So, whilst AI can draft content, the human element is still very much needed to make content that resonates with audiences, by being unique, personal and creative. Similarly, AI-generated content has the potential to negatively impact SEO and brand visibility. Without human oversight the content can be repetitive and lack originality, making it difficult for search engine algorithms to understand the relevance and therefore impacting its ranking.

Generative audio even improves accessibility through automated closed captioning abilities. Generative AI models like ChatGPT and DALL-E are trained on vast amounts of data scraped from the internet, including copyrighted material. Recent lawsuits have accused companies like OpenAI and Meta of illegally copying authors’ work without permission to train their AI models. AIPRM – A pre-programmed ChatGPT prompt engineering tool which can write all kinds of marketing material including SEO content, persona development, social posts, paid advertising etc.

Embarking on a Future Defined by Generative AI:

By processing and interpreting this data, AI models can generate reports, recommendations, and predictive analytics that help businesses make informed marketing decisions. Again, the quality of the data here is key and must be up-to-date to be most effective. It can perform sentiment analysis on customer feedback, cluster customers based on behaviour, provide personalised recommendations, and more. By employing AI-driven A/B testing tools, businesses can experiment with various design elements, content variations, and calls-to-action, determining the most effective combination for their target audience.

That trusted first-party data is important for generative AI to work well, 63% of marketers told us. Marketers themselves also play a pivotal role in generative AI’s success, with 66% saying that human oversight is necessary to make sure a brand’s voice stays authentic. Generative AI can help with drafting marketing materials or providing quick answers to customer responses. The goal is to develop an informed understanding of generative AI’s strengths and weaknesses.

The AI creative market itself is a hotbed of tech start-ups, covering imagery, music, writing and much more. But tech giants like Microsoft are already taking note, with strong rumours that Office apps will soon have generative AI capabilities to rival other creative tools. The report recommends beginning with hiring AI as an assistant, promoting it to a personal coach, and eventually accepting it as a teammate to build trust and understanding between the human and machine teammates. Generative AI is the future but the market of AI has developed so rapidly that even tech entrepreneurs are hesitant to adopt this new technology mainly due to the challenges that come with artificial intelligence. However, make sure to add that touch of human element to all these activities as AI is just a tool and even the most perfect tools don’t guarantee correct results. You can also generate marketing ideas like how to create subscription-worthy newsletters.

This breakthrough means users can access market insights more efficiently than ever before, leading to increased productivity on a whole new level. So, with the right creative, strategic and human input, harnessing the power of AI without causing harm will help ensure AI is used as intended within your organisation. Agencies and brands need to be aware of how their use of AI in marketing could affect perceptions and relationships within the company.

The transformative power of AI in various industries is truly astounding, but nowhere is this more apparent than in content marketing. As generative AI continues to develop, it makes sense that marketers and creatives will start to explore the possibilities that generative AI can bring to their roles and how it can impact their strategies. Even Ryan Reynolds is getting in on the AI action, after he debuted an ad for his brand Mint Mobile (which was recently sold to T-Mobile), in which the ad copy was partially written by ChatGPT. Guarav Sharma, founder and CEO of marketing agency Attrock, says that rather than seeing AI as a threat, content creators can use it as a “highly efficient assistant to enhance their productivity”. Despite the eagerness to invest, there is a concern from marketers that they’re not yet ready to fully benefit from generative AI.