Generative artificial intelligence (GenAI) has been a hot topic in product marketing circles for several years. While some companies have adopted the technology, others are experimenting cautiously. Meanwhile, some product marketers fear that GenAI will replace their roles. In a 2023 Marketing AI Institute Study, 40% of respondents said AI will eliminate more jobs than it creates over the next three years. However, the truth about using GenAI in product marketing is much more complicated.
It is important to recognize that this technology is a tool that enhances, rather than replaces, the multifaceted role of a product marketer. Think of GenAI as an enthusiastic and quirky colleague. They have lots of new ideas but need human guidance to be effective. Therefore, a strategic approach is needed to balance the benefits of GenAI with the human creativity and ingenuity that forms the foundation of product marketing.
GenAI is complementary, not competitive
GenAI enhances the capabilities of product marketers, making them a collaborative tool rather than a competitor. Recent advances have introduced a wide range of GenAI tools and made them widely accessible. With the proliferation of these advanced tools, marketers must choose the one that best fits their specific needs to fully realize the potential of GenAI. For example, AI-powered tools like Quora’s Poe and ChatGPT offer deep insights into market trends and customer behaviors when used with intelligent prompts, improving strategic marketing efforts. These tools help brainstorm creative content, refine campaign ideas, and produce high-quality visual materials, as demonstrated in Midjourney’s photorealistic images.
Additionally, AI technologies such as 6Sense and Salesforce Einstein are crucial to improving customer segmentation and lead scoring, directly supporting targeted marketing campaigns. Tools like Persado have also shown their effectiveness, as evidenced by the craft giant Michaels increased customer engagement and conversion rates through personalized communication. When Michaels increased email personalization from 20% to 95%, its click-through rate increased by 25%. When she applied the same strategy to SMS campaigns, she increased engagement by 41%.
GenAI can also benefit product marketers by increasing their efficiency and productivity. A MIT 2023 One study found that GenAI tools like ChatGPT can reduce routine writing tasks by 40%, allowing marketers to focus on more strategic activities. This highlights GenAI’s role as a marketing support technology, proving that it is an ally, not a rival, for product marketers.
The risks associated with using GenAI
The use of GenAI in product marketing has great potential for industry transformation, but it also presents significant risks that need to be considered. Marketers using this tool should exercise caution and be fully aware of the associated risks, such as cybersecurity threats, data breaches, misinformation, and copyright legal challenges.
Cyberattacks and data breaches compromise sensitive information and represent a significant financial burden, the average cost of data breach reaches $9.48 million in the United States. This technology raises other complex copyright issues, particularly when using AI-generated materials in marketing assets. If AI reproduces copyrighted material without permission or attribution, this may have legal consequences for marketers or other stakeholders. As copyright challenges move through the courts, new policies and laws will emerge in the future.
Product marketers must use AI tools wisely to effectively manage these risks by implementing appropriate safeguards and cybersecurity protocols. To avoid potential legal issues, stakeholders must ensure that human creativity and oversight guide every aspect of their content.
“DARE” to balance human creativity with GenAI
Execution GenAI can benefit teams if the right approach is taken. The “DARE” framework is a strategic methodology designed to integrate human creativity with GenAI capabilities in product marketing. He recognizes that while AI can significantly improve marketing efforts, it is not a magical panacea for all marketing challenges. Here is an elaboration of each component of the DARE framework:
- Define. To effectively use AI tools in marketing, it is essential to define clear roles and goals for GenAI and human team members. This includes identifying tasks that are ideal for AI, such as data analysis and pattern recognition, and those that require human oversight, such as strategic decision-making and creative content ideation.
- Increase. This stage focuses on leveraging AI to augment human capabilities, not replace them. GenAI can handle large-scale data processing and automate repetitive tasks, allowing marketers to focus on more complex and creative aspects of strategy. For example, AI can generate draft content or insights based on trends while humans refine those results to align with the brand’s voice and goals.
- Refine. As AI systems generate results, marketers must refine those results to ensure they are effective. This refinement process can include modifying AI-generated content to better align with the brand voice, interpreting AI-based analytics to meet broader marketing goals, and providing feedback to adjust AI models based on performance.
- Assess. Regularly evaluate the integration of AI tools with human efforts, assessing their effectiveness and collaboration dynamics. Adjust strategies and tools to ensure responsiveness to market changes and alignment with marketing objectives.
Organizations can adopt the DARE framework to promote harmonious symmetry between human ingenuity and the technical prowess of AI.
The Future of GenAI in Product Marketing
As GenAI more and more permeates marketing, it asks important questions about how best to balance its technological advantages with essential human elements. Product marketers must approach AI with an open mind and deepen their understanding of these technologies to identify applications that improve marketing strategies without compromising ethical standards or security. Despite advances in AI, human skills such as strategic thinking and creativity remain essential. Humans’ unique ability to evoke emotion, tell compelling stories, and connect deeply with audiences remains fundamental to marketing success. By viewing GenAI as both a technology tool and a strategic element, product marketers will be well-equipped to confidently navigate the future of human-AI teamwork.
