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The Rise Of AI In Marketing: How To Stay Ahead Of The Game

Forbes Communications Council

Sairam Vedam, CMO, Cigniti.

Generative AI is taking the internet by storm. This part of artificial intelligence uses machine-learning algorithms to generate new, original data based on the information it learns from existing data. It can create novel and diverse content with minimal human input and has the potential to revolutionize a wide range of industries.

According to McKinsey, the key to unlocking the full potential of generative AI is to combine it with human expertise and creativity, creating a powerful partnership that can drive transformative change.

According to Gartner, generative AI can enable organizations to automate complex tasks and processes, thus freeing employees to focus on higher-value work that requires human expertise and judgment.

But how might generative AI be useful for marketers in their day-to-day activities? Let's explore some ways below, including how my company, Cigniti, uses this technology.

Using Generative AI For Marketing

According to Gartner, by 2025, large organizations are predicted to generate 30% of outbound marketing messages through AI, up from less than 2% in 2022.

Below are some marketing-related tasks that generative AI tools can help scale. It's also important to keep in mind that while the content generated by AI tools is interesting, getting the right messaging depends on the right prompts given by the expertise of the individuals.

Blog Writing

Companies need to churn out blogs consistently to stay on top of the minds of their customers. But publishing informative blogs can sometimes be challenging. Content creators can utilize the power of generative AI to come up with relevant topics and ideas for blogs. The cherry on top is that this technology, when used effectively and with enough detailed prompts, can even write personalized blogs for specific targeted personas.

Social Posts

Being social online has become crucial in today's industry to attract customers and stay relevant and competitive. Social media channels help us to reach our target audiences with the latest updates of our offerings. Generative AI can help in enhancing social media posts and help create high-quality content. It can generate the post in your brand's desired style and tone, thus helping improve the overarching message, and reaching the audience with a personalized message.

Digital Marketing

Marketers can use generative AI to help craft the right message for their display and search ads. It can also help with location-specific ads, video ads and carousel ads. Based on my own experience, I'd recommend playing around with different tools that use generative AI. With some trial and error, you can produce tons of well-crafted messages, which can take a lot of time and effort for a person to do manually.

Creative Design

Generative AI creates a new space for creativity. Many companies—including advertisers—already employ image-generation tools, such as DALL-E 2. Creating images with just a few simple prompts feels fantastic. Of course, the image generated may not be perfect in every instance. But with each iteration, there is an immense possibility of getting a better version of your ask.

Long-Form Content

Generative AI has become a valuable time-saving tool at our company. With the use of large language models, we are improvising content daily to meet the needs of our day-to-day business. These tools—such as ChatGPT, Copy.ai, DALL-E 2, Stockimg.ai, etc.—are consciously used. We use them to help generate ideas for articles, blog posts, product descriptions and other types of content in minutes. It saves time and resources for content creators, who can focus on various other aspects of content marketing.

Topic Research

Generative AI is capable of researching topics and generating content based on that research. The AI can scan the internet and other sources to gather information on a topic and create relevant content. This can save time and effort for content creators who would otherwise have to spend hours researching and compiling the information.

Variety of Content Pieces

Some audiences may prefer reading while others may prefer listening to a podcast or watching a video. Generating a variety of different content formats such as text, images, audio and video in less time gives an edge over competitors in capturing the attention of a maximum audience. It is the start of a new era in marketing, and we are just scratching the surface of it.

Account-Based Marketing (ABM)

There are multiple personas in a target audience for any business to target. Therefore, creating numerous pieces of content with the same messaging but aimed at different personas is crucial. AI chatbots can help analyze customer queries and provide automated responses that match their intent using machine learning algorithms, thereby generating personalized content. To generate personalized content for ABM at our own company, we use tools like ChatGPT and Alli GPT.

Product Marketing

Product marketing is a crucial element in the entire product management life cycle and has myriad activities to be completed in a short period. We need to bring the product to market, promote it and sell it to the right customer. To sell the right product to the right customer at the right time, we use generative AI with different prompts to find the right mix of the target audience, display compelling messaging, find suitable analyst quotes, write ad copy with different calls to action, and sometimes get a list of competitors.

AI will be at the forefront of marketing in the coming years. That said, the onus is on the human brain to ensure that the messaging, storytelling and brand narrative are stitched intact.


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