7 ways marketers should use generative AI now

Marketing is all about engaging your customers with engaging content and delivering thoughtful, inspirational messages that help them develop deeper relationships with your brand. Technology is playing an increasingly important role in the relationship between brands and customers. And right now, generative AI is the technology making the biggest waves in marketing. Tools like ChatGPT and Midjourney have proven to be valuable tools in marketing, allowing teams to streamline or automate the creation of all types of content.

Here are seven ways marketers can incorporate generative AI tools into their daily work.

1. Write marketing copy

Generative AI can be used to create text for a variety of purposes, including emails, ad copy, blog posts, social media posts, product descriptions, and even ad scripts. You can also do this in a tone that is right for your brand while adhering to specific brand guidelines. Best of all, no software programming knowledge is required to utilize generative AI tools. Because these tools can generate content based on natural language prompts like “Write her Instagram caption with the right hashtags to tell your customers.” This month's free delivery offer. ”

2. Come up with fresh ideas

Generative AI isn't just good at creating text. You can also use it to come up with new ideas to liven up your brainstorming sessions. This can also be done with a simple conversational text prompt, such as “Give me 10 ideas for video ads that showcase new sneaker designs.”

3. Create beautiful images

Generative AI can create imaginative visuals for advertising and product images in a variety of settings without investing in expensive photography. It can also be used to create branding materials such as graphics and logos. And as you might have guessed, this can all be done using natural language prompts.

4. Generate video

From social media (or broadcast) video ads to product demos, why not use generated AI for your next video project? Tools like Pictory let you turn your content into a video or create text instructions. (so you don't need professional editing skills). Generative AI also allows you to create music to accompany your videos by simply specifying the type of music you want.

5. Analysis of emotions

While we've focused on content and idea creation so far, generative AI can also be used as a sentiment analysis tool. For example, you can look at mentions on social media to see if customer mentions are positive, negative, or neutral. This means you don't need data analysis skills to gain powerful customer insights. All you have to do is ask for what you need. As such, generative AI capabilities are rapidly being introduced into existing analytics tools to help users explore data and uncover insights.

6. Create multiple versions of ads for different audiences

Another attractive use is to create different, targeted campaigns for different customer segments. Automatically. For example, Meta develops tools that allow businesses to automatically create multiple versions of Facebook ads featuring different text and images aimed at different audiences. Elsewhere, LinkedIn has released a new feature for B2B marketers called Accelerate that aims to speed up ad campaign setup and automate ad optimization. LinkedIn claims that it allows B2B marketers to create customized creative content in just 5 minutes.

A growing number of generative AI tools are incorporating features around personalization. For example, Adobe's Experience Cloud is a collection of tools such as Adobe Real Time Customer Data Platform, Journey Optimizer, and Adobe Analytics. These tools use AI to provide insights into customer journeys, behavior, and engagement. This information, combined with generative AI, can be used to automatically create hyper-personalized content.

7. Create a personalized customer experience

Generative AI can be used not only to create targeted ads, but also to generate fun, personalized experiences that delight customers. As an example, superstar soccer player Lionel Messi signed a deal with PepsiCo to allow the brand to use a deepfake version of himself to promote Lay's Chips. As part of the 'Lays Messi Message' campaign, users were able to create a personalized message from Messi to themselves in English, Spanish, Portuguese and Turkish.

Faster, easier, cheaper (and other benefits)

It is clear that generative AI allows content to be created much cheaper and faster than traditional methods. Generative AI therefore enables businesses of all sizes to create beautiful images, engaging copy, and more.

But it's not all about producing large amounts of content cheaply. In fact, generative AI can be used to create a big wow factor, as in the case of a recent Coca-Cola ad created using ChatGPT and DALL-E 2. This advertising campaign, called 'Masterpiece', brings some of the world's most famous advertisements to life. A work of art that seamlessly integrates AI-enhanced animation and live action. So instead of just thinking of generative AI as a money- and time-saving tool (although it can definitely be both), think of it as a way to drive marketing innovation. Coca-Cola is very invested in generative AI as a transformation tool and has appointed a head of generative AI.

Additionally, generative AI makes it easier for brands to personalize advertising and marketing materials at scale. And in this age of hyper-personalization, the ability to generate text, images, and even video according to your audience's preferences can be a huge competitive advantage.

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