AI (particularly generative AI) is perhaps the hottest topic in marketing right now. How to use it, when to use it, which tools, etc. And then there’s the unrest about it replacing marketers themselves.
Marketing is about creativity, empathy, and understanding human behavior. Humans possess the ability to do this. Generative AI can as well, to a degree. AI tools are only as good as the data you feed them so marketers need to get good at ‘teaching’ the AI tools they use; feeding them core brand content so the output is aligned with their marketing goals.
When utilized, AI tools help marketers with efficiency and productivity (just like any other tool). This time saving allows marketers to focus on strategy, iteration, testing, and optimization.
AI tools will continue to evolve. As of right now, marketers can use them for customer segmentation and targeting, predictive analytics, chatbots and virtual assistants, content creation, personalization, email marketing automation, social media management, advertisement targeting, voice search, speech recognition, and customer relationship management, to name a few.
You might be surprised by the AI tools you are already using. Every time you ask Siri a question, you are using AI. Netflix, Spotify, and other streaming platforms use AI algorithms to analyze your content consumption to recommend personalized content to you. Google Translate uses AI to perform language translations. Google Maps uses AI to suggest the most convenient route for your transportation method. Social media platforms use AI to curate your news feed with content.
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