Could Gen AI Enhance Your Content Pillars

Generative AI is rapidly changing the landscape of content creation and customer experience. The technology offers a wide range of applications for marketers, beyond just automatic content generation, with many starting to explore applying the technology to curate a personalised customer experiences.

What is Generative AI?

Although you might be aware of what Artificial Intelligence is, Generative AI is a type of artificial intelligence that can create new content, such as text, images, audio, and video. It works by learning the patterns and structures of existing content and then using that knowledge to generate new content that is similar.

How Can Generative AI Benefit Marketers?

Generative AI offers a number of potential benefits for marketers. It can increase efficiency by automating many of the tasks involved in content creation, freeing up marketers to focus on more strategic work. It can also improve personalisation by creating personalised content experiences for customers, which can lead to increased engagement and conversions. Additionally, Gen AI can enhance creativity by generating new ideas and formats for content, helping marketers to break through the clutter and capture attention. Finally, generative AI can create entirely new formats of content, such as virtual influencers and brand avatars.

Practical Applications of Generative AI for Marketing

Here are some specific examples of how generative AI can be used in marketing:

• Text generation: Generative AI can be used to create marketing copy, news stories, social media posts, and other types of written content. For example, a company could use generative AI to create different versions of ad copy to see which performs best.
• Image generation: Generative AI can be used to create images for marketing materials, social media, and websites. For example, a clothing company could use generative AI to create images of models wearing different outfits.
• Video generation: Generative AI can be used to create marketing videos, product demos, and even personalised video messages for customers. For example, a real estate company could use generative AI to create virtual tours of properties.
• Personalised experiences: Generative AI can be used to create personalised email campaigns, website experiences, and even product recommendations. For example, an e-commerce company could use generative AI to recommend products to customers based on their past purchase history.
• Virtual influencers and brand avatars: Generative AI can create virtual influencers and brand avatars for social media and the metaverse. For example, a beauty company could use a virtual influencer to promote its products on Instagram.

Challenges and Considerations

While AI offers many potential benefits, it is important to be aware of the challenges and considerations. Gen AI can be used to create deepfakes and other types of misleading content. It is important to use this technology responsibly and ethically. AI models can also be biased, which can lead to the creation of discriminatory or offensive content. It is important to carefully evaluate and mitigate bias in models.  AI could also unknowingly potentially create content that infringes on existing copyrights, meaning marketers must be aware of the legal implications of using this technology. While AI can automate many tasks, it is important to remember that it is still a tool. Human oversight is essential to ensure that the content created is high-quality and meets brand guidelines. AI also works by replicating content meaning the work will always be lacking in originality. It is also important to consider the human reaction to AI, many large brands have faced criticism and backlash in recent times for using AI instead of paying artists, designers, or copywriters.

The Future of Generative AI in Marketing

Gen AI is still a relatively new technology, but it will continue to evolve rapidly. As it continues to develop, we can expect to see even more innovative applications of this technology in marketing. In the future,  AI may be able to create even more realistic and engaging content, maybe even leading to the creation of content that is indistinguishable from human-created content!  Marketers will be able to create hyper-personalised experiences tailored to individual customer preferences and needs, automating the entire process of creating and executing marketing campaigns, from content creation to ad targeting. AI could power new forms of customer interaction, such as highly intelligent AI-powered chatbots and virtual customer assistants.

Conclusion

Generative AI is certainly a powerful technology that has the potential to transform marketing. By automating content creation, enabling personalisation, and enable creativity. Marketers will be able to achieve better results and connect with customers in new and innovative ways. However, it is important to remain aware of the challenges and considerations associated with applying this technology. By using AI responsibly and ethically, marketers can unlock its full potential and create a more engaging and personalised campaigns and customer experience.