The essentials
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Smart use cases. Generative AI in marketing thrives on specific, impactful use cases like predictive analytics, personalized outreach, and content automation.
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Technology meets efficiency. From automating lead scoring to creating tailored campaigns, generative AI is reshaping marketing operations while reducing costs and improving ROI.
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Supplier opportunities abound. AI providers can leverage unmet needs such as audience segmentation and UX improvement for growth.
Generative AI in marketing offers a multitude of opportunities, but where to start? Research shows that four use cases for marketers and six for suppliers are particularly valuable. Since ChatGPT 4.0 entered martech 18 months ago, the conversation has shifted from “Should we use generative AI?” to “What use cases can we implement effectively?” »
Despite the hype, not all generative AI use cases provide the same value. Success lies in choosing the right use cases, and the potential is enormous for both marketers and software companies. Some use cases are heavily underutilized by marketers, while others are heavily underutilized by software companies.
But first, let’s take a step back and explore the three main ways generative AI has affected martech.
How Generative AI Shapes Martech Innovation
There are three main ways to integrate generative AI into martech.
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Individual tools (n = several): These standalone tools solve specific problems. For example, Jasper.ai automates content writing, while SlidesAI creates presentations in seconds. Such tools allow teams to experiment with AI without significant upfront investment or disruption to existing systems.
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Tools integrated into historical solutions (n = several): Leading platforms like Salesforce, Hubspot, and Adobe Firefly are integrating generative AI into their offerings. These built-in capabilities provide AI-based functionality (such as customer journey) in familiar environments and simplify adoption for users.
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Disruptors (n = handle): New platforms like ChatFactory and ChatSpot (now Breeze Copilot) are challenging traditional martech categories and reinventing CMS and marketing automation. These disruptors are particularly attractive to companies seeking more radical transformation.
Related article: 5 concrete ways to integrate AI into Martech processes
Impact of Generative AI on Cost Savings and Revenue Growth
Generative AI helps businesses both save and make money. Businesses can reduce costs by improving operational efficiency, a long-standing driver of martech investments. Generative AI in marketing amplifies this by automating repetitive, resource-intensive tasks. Here are some examples:
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Lead Scoring Automation: Tools like AlgoOps streamline predictive lead scoring and remove the need for manual data analysis. Sales and marketing teams can reallocate time to higher value activities, such as strategic planning and sales activities.
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Content generation at scale: SpeakAI automates the transcription, analysis and even translation of media files. Jasper.ai takes it a step further by generating curated content, which allows marketers to focus on ideation rather than execution.
These tools don’t just save time. They also ensure consistency. For example, they can automate routine tasks to reduce human errors. Additionally, these scalable solutions allow teams to handle growing workloads without hiring additional staff.
While the cost savings are significant, the real promise of generative AI lies in improving customer experiences and drive revenue growth. Here are some examples:
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Personalized awareness: Platforms like Regie.ai analyze intent data and allow marketers to create personalized awareness campaigns. EgoBooster tailors introductory sales messages for cold emails and social outreach.
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Real-time recommendations: Advanced tools like Compelling track buyer behaviors and pipeline data to suggest actionable next steps. This information allows sales teams to close deals faster.
By using generative AI for personalization, businesses can improve conversion rates by delivering the right message at the right time. They can also build customer loyalty through personalized experiences and gain actionable insights by analyzing large amounts of customer data.
Analyze the main use cases of generative AI in marketing
By comparing the generative AI use cases used by marketers and what vendors are offering, we get a clear picture of the opportunities for marketers and vendors. We combined data from our own Martech Datawarehouse (2,371 generative AI tools and use cases) with results from MKT1’s “State of AI Survey.” In the latter case, marketers indicated whether they used certain instances of generative AI (daily, weekly, or monthly).
By comparing the two percentages, it becomes clear whether there is more supply than demand or more demand than supply (see the numbers in the bars).
There are marked differences between supply and demand for individual use cases. By noting where the differences are greatest, one can identify where opportunities lie for marketers and suppliers.
(Note: The tools mentioned are just examples. We neither endorse nor have any affiliation with them. Given the rapidly changing martech landscape, some of these tools may even cease operations in the near future) .
4 Ways Marketers Can Use Generative AI
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Reports and analytics: There are a multitude of specialized reporting and analysis tools. What about labnify.com for email analytics? Meanwhile, build your dashboard with Canvasapp.com, analyze reviews with mara-solutions.com, explore your CX metrics with Augmentcxm.com, and examine customer needs with Harmonize.ai. Chat with your documents via Sharly.ai, and communicate with your data via rawquery.com,
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Automation of marketing operations: Dive into the large number of code helpers like tabnine.com and shillbot.xyz master helper. Adopt ad reporting tools magicbrief.com, ETL/data sync with polytomic.com or RPA wizards like runautomat.com.
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Editing: There are many specialized generative AI tools for copywriting. How about writerelease.com for press releases, conversionmaker.ai for ecommerce marketing copy, hoppycopy.co for email copy, notice.studio for your website, and docudo.xyz for the copy of the product?
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Sales support: Optimize your sales efforts by responding to RFPs with 1up.ai, source leads with oliverlist.com, and create sales presentations with slidesai.io. Meanwhile, optimize your funnel with salesbox.ai and analyze revenue gains or losses with tribyl.com.
Related article: Making the Most of Generative AI Tools for Marketing Success
6 Key Opportunities for Generative AI Vendors in Martech
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Social Copy/Posts: The biggest opportunity here lies in helping marketers with social media. This includes features like social media post automation (postus.ai and sparksocial.io), reply automation (replyboy.com), social media reply writing (justcomment.ai), and organizing publications on social networks (publisher.io).
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Content search: AI also offers promising applications for testing and validating content. Although the current use cases are still narrow, they cover areas such as website analytics with archistar.ai, persona research with qoqo.ai, A/B testing with abtesting.ai, and enhancements UX with impeccable.is.
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Competitive research: Improve market research with significant.app, customer sentiment research with opinio.ai, and predictive AI for content with clevr.ai.
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Audience research and segmentation: Detect high-propensity customers with getcorrated.com, improve churn with headsup.ai, conduct lead research with lavareach.com, explore customer data with spatial.ai, and explore neuroscience with neuronsinc.com.
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Design assets: Some emerging tools address needs such as interface design (usegalileo.ai), videos (d-id.com), and product design (uizard.io).
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Make presentations: AI is used to generate pitch decks with beemerdocs.com, produced content with quinv.io, storytelling with storyd.ai and brand presentations with deckrobot.com.
Generative AI in marketing is transforming the martech landscape, providing immense opportunities for marketers and vendors to improve efficiency, personalization and growth.
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