7 Ways Marketers Should Use Generative AI Right Now

Marketing is about engaging customers with compelling content, delivering thoughtful and inspiring messages that help create a deeper relationship with the brand. Technology plays an increasingly important role in the relationship between brand and customer. And right now, generative AI is the technology making the most noise in marketing. Tools like ChatGPT and Midjourney prove to be valuable tools in marketing, allowing teams to streamline or automate the creation of all kinds of content.

Here are seven ways marketers could deploy generative AI tools in their daily work.

1. Writing Marketing Copy

Generative AI can be used to write text for a variety of purposes, including emails, ad copy, blog posts, social media posts, product descriptions, and even scripts for advertisements. And it can do it in a tone that suits your brand while adhering to specific brand guidelines. Best of all, you don’t need to have any software programming knowledge to leverage generative AI tools, because they can generate content based on natural language prompts, like: “Write me an Instagram caption, with appropriate hashtags, to inform customers about our free delivery offer this month.

2. Propose new ideas

Generative AI doesn’t just excel at creating text. It can also be used to come up with new ideas that energize brainstorming sessions. And again, this can be done with simple, conversational text prompts, such as “Give me 10 ideas for a video ad featuring our new sneaker design.” »

3. Create beautiful images

Generative AI can create imaginative visuals for advertisements or images of your products in various contexts, all without having to invest in expensive photo shoots. It can also be used to create branding materials including graphics and logos. And, you guessed it, all of this can be done using natural language prompts.

4. Generate a video

From social media (or broadcast) video ads to product demos, why not try using generative AI for your next video project? Tools like Pictory allow you to turn content into videos and edit videos using text instructions (so no professional editing skills required). Generative AI can also be used to create the music that will accompany your videos simply by describing the type of music you want.

5. Analyze Sentiments

So far we’ve focused on creating content and ideas, but generative AI can also be used as a sentiment analysis tool – for example, looking at social media mentions to see if Customer reviews are positive, negative or neutral. This means you don’t need any data analysis skills to gain valuable customer insights. Just ask for what you need. That’s why generative AI capabilities are rapidly being introduced into existing analytics tools to better enable users to query data and discover insights.

6. Creating Multiple Ad Versions for Different Audiences

Another great use is to create highly targeted campaigns, different for different customer segments. automatically. Meta, for example, creates tools that allow businesses to automatically create multiple versions of Facebook ads, featuring different texts and images intended for different audiences. Elsewhere, LinkedIn has launched a new feature for B2B marketers called Accelerate, which aims to speed up ad campaign setup and automate ad optimization. LinkedIn claims it will help B2B marketers create tailored creative content in as little as five minutes.

More and more generative AI tools include features around personalization. For example, Adobe’s Experience Cloud is a collection of tools, including Adobe Real Time Customer Data Platform, Journey Optimizer, and Adobe Analytics. These tools use AI to provide insights into customer journeys, behaviors, and engagement – ​​insights that, when combined with generative AI, can be used to automatically create hyper-personalized content.

7. Create personalized customer experiences

In addition to creating highly targeted ads, generative AI can be used to generate fun, personalized experiences that delight your customers. For example, superstar footballer Lionel Messi signed a deal with PepsiCo, allowing the brand to use a deepfake version of itself to promote Lays chips. As part of the Lays Messi Message campaign, users could create personalized Messi messages for themselves in English, Spanish, Portuguese and Turkish.

Faster, easier, cheaper (and other benefits)

It’s clear that generative AI can be used to create content much cheaper and faster than traditional methods. As such, generative AI will enable businesses of all sizes to create beautiful images, engaging text, and much more.

But it’s not just about creating masses of content cheaply. In fact, generative AI can be used to create a major wow factor, as was the case with a recent Coca-Cola ad created with ChatGPT and DALL-E 2. Called Masterpiece, the ad campaign brought some to life of the most famous in the world. works of art, seamlessly integrating AI-augmented animation and live action. So don’t just think of generative AI as a tool to save time and money (although it can certainly be both) – think of it as a way to drive marketing innovation. Coca-Cola is so invested in generative AI as a transformational tool that it has appointed head of generative AI.

Additionally, generative AI can give brands the ability to easily personalize ads and marketing materials at scale. And in the age of hyperpersonalization, the ability to generate text, images and even videos tailored to audience preferences could be a major competitive advantage.