The world of marketing is being transformed by the rise of generative AI. As this technology improves, it allows marketers to be more efficient, creative, and data-driven. I recently spoke with Ben Duttersenior vice president of strategy at Digital powerto gain insight into the impact of generative AI on marketing.
One of the main areas where AI shines is in digital advertising campaign management. Dutter explained that machine learning algorithms have been optimizing paid ads for about a decade now. But generative AI takes efficiency to the next level.
In the past, marketers had to manually adjust bids and target keywords. Campaigns can now be automated using AI and cloud infrastructure. As Dutter noted, this allows experts to focus on in-depth strategy rather than tedious optimizations.
The time saving is enormous. Tasks that used to take hours or days can now be accomplished in minutes or seconds. This improvement in efficiency also allows for faster testing and iterations.
Generative AI is also revolutionizing marketing copy. Dutter gave the example of AI generating thousands of ad headlines or email subject line variations. Such a volume of content would be impossible for a human to produce manually.
Not only does this enable faster testing, but it also unleashes creativity. Brands can explore a wider range of ideas without worrying about production deadlines. The human creator simply invites the AI and modifies the outcome.
This demonstrates how AI acts as a multiplier rather than a substitute for human skills. The unique value marketers provide is evaluating ideas and guiding strategy rather than repetitive content production.
In the past, advanced data analysis required specialized expertise. Techniques like Bayesian modeling can take a data scientist hours to complete. But now AI systems can provide this information almost instantly.
