Generative AI Marketing Use Cases: Where Do You Want To Start?
Author: Abhay Reddy
Marketing has seen an explosion of innovation reshaping the field. Generative AI is one such game-changer technology that allows today’s marketers to stay ahead of the curve. It allows for innovative solutions to age-old problems by automating repetitive tasks, increasing scalability, personalizing interactions, and enhancing creativity. While 98% of executives said that Gen AI was a hot topic of discussion with their board [1], only 14% of organizations were using Gen AI for Marketing and Sales [4]
I have highlighted the key Gen AI use cases in Marketing to get started.
Content: Generate quality content that is highly specialized to a company and industry. This is one area with the biggest impact, as in the past, marketing organizations would have to hire highly proficient technical writers who understood product capabilities and industry trends. AI can now be trained with content ideas based on a set of keywords, topics, and existing assets to generate fresh content such as blogs, product descriptions, ads, and social media. This helps maintain a consistent and engaging online presence.
Personalization: Marketers can now create personalized messages that are tailor-made to individual user signals. It is possible to deliver these personalized messages at scale across multiple channels. It is a key driver for increasing customer engagement and the likelihood of conversion. Personalized content includes emails, website experience, videos, product recommendations, and more.
Targeted Advertising: AI algorithms can analyze vast amounts of customer behavior data and decipher their likelihood of purchasing. These platforms can create targeted ads that incorporate a customer's needs, history, preferences, and purchasing patterns. The ads are then delivered on a channel that the customer frequents. This automated and highly targeted ad strategy results in higher engagement and conversion rates while lowering cost per lead.
Images: Create images from text descriptions. The graphics can be generated to include a user’s preferences and with a company's brand in mind. Gen AI allows for the creation of hundreds of variations that can then be quickly tested.
Videos: Generate videos from text for training, education, and ABM (Account Based Marketing) campaigns. A single video can be customized and translated into multiple language variations. They can include a user’s preferences, a celebrity's likeness, and with a company's brand in mind.
Sales: Most CRMs now incorporate AI that allows sales to leverage Gen AI and predictive analytics to understand a prospect’s propensity to purchase and assist them throughout the sales cycle. Sellers can now automate manual tasks, decipher actionable insights from sales calls, create personalized messages, schedule meetings, and nudge customers for follow-up. The ability to respond quickly at the right time helps accelerate sales.
Increased Creativity: Gen AI helps artists explore new styles or design variations that were based on their original work. This helps increase creative cycles. They can also design new media forms without having to start from scratch.
Chat and Search: Next Gen chatbots that are context-aware can mimic human-like conversations. These AI algorithms can analyze historical data, user behavior, and preferences to provide personalized search results. They allow for 24/7 resolution of queries without the need for expensive human resources.
Analytics: AI models can analyze large amounts of data providing insights into marketing trends, campaign performance, and customer preferences. These platforms can also anticipate customer behavior, identify patterns, and predict future trends. Marketing can use this information to make informed decisions to stay ahead of the curve without the need for highly skilled technical resources.
Brand Monitoring. AI platforms can monitor social platforms, news, and other channels in real time for industry trends, brand sentiment, product placement, market conditions, competitor pricing, and customer behavior. Marketers can leverage this information to promptly respond to customer feedback, manage brand reputation, and even dynamically adjust prices.
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