As digital marketers, we always look for cool new ways to engage our audience and
stand out. And the newest marketing buzzword on the street is AI. AI has the potential to
revolutionize the way we create content, optimize campaigns, and understand our customers.
So, how can it be used in digital marketing, and what are the potential benefits and drawbacks of this technology?
Generative AI is a subset of artificial intelligence used to create new content rather than simply processing and analyzing existing data. It works by training machine learning algorithms on large datasets of existing content, such as text, images, or audio, and then generating new content based on the patterns and structures it has learned. The resulting content can vary greatly, from text articles to music compositions to video clips. Does your brain hurt yet?
Good news! Generative AI is often used in creative fields, such as music and art, but it also has many potential applications in digital marketing. By generating content automatically, marketers can save time and resources, test new ideas more quickly, and create highly personalized campaigns that resonate with their audience. #Winning
One of the most obvious ways that generative AI is used in digital marketing is for content creation. By training AI algorithms on large datasets of existing content, marketers can quickly generate new articles, blog posts, social media updates, and other types of content. This can save time and resources, especially for businesses with limited marketing budgets or staff.
Generative AI can also create highly personalized content tailored to your customers. For
example, a clothing retailer could use generative AI to generate customized outfit
recommendations based on a customer’s browsing and purchase history.
Generative AI can also be used to optimize advertising campaigns by automatically creating and testing different ad variations. By analyzing data on how different audiences respond to different ads, generative AI can create new ad variations that are more likely to resonate with a particular audience.
Another area where somebody can use AI in digital marketing is by creating chatbots and other automated customer service tools. By training AI algorithms on large datasets of customer interactions, businesses can create chatbots that can better understand and respond to customer questions and complaints.
Who else loves those Amazon carousel ads? Personalization is an increasingly important aspect of digital marketing, and generative AI can create highly personalized campaigns that resonate with individual customers. By analyzing data on a customer’s browsing and purchase history, generative AI can make customized product recommendations, special offers, and other types of content tailored to that customer’s interests and preferences.
Generative AI offers several benefits for digital marketers, including:
- Personalization: AI can help create personalized experiences for your customers based
on their past behavior and interests. This can lead to higher engagement, increased
loyalty, and, ultimately, higher sales. Cha-ching!
- Efficiency: AI can automate many marketing tasks, such as ad targeting, A/B testing, and email marketing. This can free up time for marketers to focus on higher-level strategic initiatives or Ted Lasso Season Three.
- Improved customer service: AI can be used to improve customer service, for example, through the use of chatbots or virtual assistants. This can improve the overall customer experience and increase customer satisfaction.
- Data analysis: AI can help marketers to analyze vast amounts of data, allowing them to gain insights into customer behavior and preferences. This can help to inform marketing strategies and improve targeting.
- Predictive analytics: AI can be used for predictive analytics, allowing marketers to
anticipate customer needs and behavior. This can improve the relevance and
effectiveness of marketing campaigns.
- Creative assistance: AI can assist with creative tasks like generating ad copy or designing visuals. This can help marketers to create more engaging and effective campaigns.
Overall, generative AI offers several key benefits for digital marketers, from time and resource savings to improved customer service and increased efficiency. By leveraging this technology effectively, businesses can create more engaging and effective campaigns that resonate with their target audience and drive revenue growth over the long term.
While AI can bring many benefits to marketing, there are also some potential pitfalls to be aware of. Below are some of the primary drawbacks associated with employing AI in marketing:
Over-reliance on AI
AI can be incredibly powerful, but it’s important to remember that it’s not a replacement for human creativity and intuition. Over-reliance on AI can lead to lacking diversity in marketing strategies and failing to recognize important nuances and context. Not only that, but you will also start to sound like a robot in your copyrighting if you’re not careful.
AI relies on vast amounts of data to function, and there are concerns about how this data is collected and used. In particular, there are concerns about the potential for AI to collect and use personal data without consent, which could violate privacy laws and erode consumer trust.
Bias and discrimination
AI algorithms are only as good as the data they are trained on, and if that data is biased or discriminatory, the algorithm will be too. This can result in marketing campaigns that are inadvertently discriminatory or exclude certain groups.
Lack of transparency
AI algorithms can be complex and challenging to understand, and they often need more clarity around making decisions. This can lead to mistrust from consumers who feel they are being targeted or manipulated without fully understanding how or why.
Implementing AI in marketing can be complex and require significant technical expertise. This can create a barrier to entry for smaller businesses, which may need more resources to implement AI effectively.
Businesses need to be aware of these potential pitfalls and take steps to avoid them. This might include ensuring that AI is used transparently and ethically, investing in diversity and inclusion training, and engaging with consumers to build trust and address concerns.
Are you wondering how to get started and what tools are out there that you can incorporate into your daily marketing workflow? Here are a few martech ai options (and some you might already be using) to help you get started.
Price: Free for Basic
Grammarly is an online writing assistant tool that helps users to improve their writing by
detecting and correcting grammar, spelling, punctuation, and other writing errors. It uses
artificial intelligence to analyze text and suggest improvements to make it clearer, more
concise, and more effective.
Grammarly is available as a browser extension, desktop, and mobile app. It can be used to check text in various contexts, including emails, social media posts, and documents such as essays, reports, and business proposals. Grammarly also offers features like tone detection and vocabulary suggestions to help users achieve the desired tone and style in their writing. It has both free and premium versions, with the premium version offering more advanced features like a plagiarism checker, a writing style checker, and more detailed feedback on writing errors.
Check out Grammarlygo – you get relevant, personalized generative AI in every text box across the web
And speaking of writing…
Price: Free for Basic/$20 for Plus
In Chat’s own words,
- “Hello! I am ChatGPT, a large language model created by OpenAI. I am based on the GPT (Generative Pre-trained Transformer) architecture, specifically the GPT-3.5 variant, which is one of the most advanced language models currently available. I have been trained on a massive corpus of text data from the internet and can understand and generate human-like responses to a wide range of questions and prompts.”
Okay, so basically, ChatGPT uses data from the internet to act as a trouble shooter, personal assistant, tutoring, content creation, language translator, and even offer mental health support and guidance.
Make sure to also check out Magic Write from Canva.
Currently in Beta – Sign-up to request access
Podcast is new software from Adobe that uses speech-to-text technology to allow you, the creator, to edit words rather than sound. Adobe uses their “Project Shasta” AI technology to create a transcript of your episode, allowing you to delete all those umms from the transcript. Remote record with others by sharing a link, and then Podcast syncs it in the cloud for you.
Can’t wait to try it out? Try the AI-powered audio tool, Enhance Speechh. Throw in your dirtiest, nastiest, and smelliest audio, and allow Enhance Speech to clean up for you.
And if you want to know if your mic check is really checked, use Mic Check before you record to ensure your microphone is set up for success.
Price: 115 Credits for $15
DALL-E 2 is an artificial intelligence model developed by OpenAI that generates images from textual descriptions. It uses a neural network to learn to associate words with pictures and generates images based on new textual inputs. It can create a wide variety of images, including animals, objects, scenes, and abstract concepts, and has generated a lot of interest in the AI community. Now you don’t have to search the web to find the perfect creative for your content.
Another Adobe product that is in the works is Adobe Firefly that will also create and edit images using AI. Click here to sign-up for their Beta program.
We are not going backward; to stay relevant in digital marketing, you will have to use AI. I tell my students that the people who will win with AI are the ones who know how to write good questions. Don’t be afraid to get specific with these tools to find the necessary resources to succeed. Ask it to write you a 1500-word blog about generative AI for digital marketing in a casual voice; I sure did.
Krissy Buck @kbuck
Building inclusive communities online and in-person is Krissy Buck’s passion. She is the Department Chair of the Digital Marketing program at WSU Tech, where she teaches her students how to use digital marketing to build relationships for themselves and brands. She is the former Chief Community Officer of a Wichita tech start-up, QuiCC, where she grew a user base in 77 countries in just ten months.
Krissy believes strongly in Wichita’s start-up ecosystem and is a former Organizer for 1 Million Cups Wichita. She also mentors students working for ShockStarter, a marketing agency that employs WSU and WSU Tech students. Krissy recently participated in Advance Kansas to learn how to promote diversity, equity, and inclusion in our community and sits on the IDE committee at WSU Tech. She is also the vice-chair of Digital Wichita, a non-profit that educates Wichita on emerging digital marketing trends, and host of Social Media Day Wichita.