Artificial intelligence has made major waves in the marketing industry. In one survey, 96% of executives say that AI is a hot topic of conversation in boardrooms, while 29% of companies say they will use natural language processing AI (NLPs) for marketing.
AI programs like GPT4 and Google Bard can empower your marketing team and help you produce better content. However, the rapid rise of AI has raised serious questions about human’s place within modern marketing.
As with most things, balance is key. When utilizing AI, avoid the temptation to turn your entire campaign over to ChatGPT or Jasper AI. Instead, try to strike an equilibrium between automation and human ingenuity. This helps you retain control over your brand identity and can protect your business from expensive lawsuits.
Personalized Materials
Personalization is king in the modern marketing game. Addressing your audience by their name and tailoring their materials to suit their needs shows that you care about your consumers. Personalization is particularly powerful in B2B marketing, as it can help you build relationships and establish a higher rate of brand loyalty.
However, personalization is hard to pull off manually. You can’t waste time typing out personalized emails to every client, and shouldn’t have to trawl through your CRM to find highly qualified leads.
AI can streamline the personalization process by automatically identifying leads that require contact. This saves you time and can free up resources for more creative tasks like writing the copy for your next email.
Content Creation
Generative AI programs like ChatGPT have been hailed as the next big thing in content creation. A quick prompt can generate pages of tailored content, and graphic designers can use services like Midjourney to produce eye-catching imagery in less time than it takes for a real illustrator to sharpen their pencil.
However, real writers are still essential in modern marketing. While AI can produce content in mass, it’s currently incapable of creating the kind of well-researched, unique content that readers and SERPS love. Instead of replacing writers with AI, embolden your team by paying for AI programs to help with tasks like:
- Generate blog ideas
- Create article outlines
- Translate articles
- Suggest edits
Content creators who do want to use AI must have a strategic understanding of the programs before utilizing them. Writers need to be familiar with faults like AI hallucinations and should have a contextual understanding of audience expectations. This helps writers sidestep common mistakes and make the most out of powerful AI platforms.
Ethics
Striking a balance between AI marketing and human ingenuity isn’t just good for content creation, it could save you from expensive lawsuits. Copyright infringement lawsuits have already been lodged as many writers fear their work has been plagiarized by programs like ChatGPT.
Protect your business by ensuring that the generative programs you use have permission to use pre-existing materials. Reverse image search any graphics that you create and fact-check information that comes from an AI source. This can prevent legal issues from arising and will ensure that your content remains high in quality and reliability.
If you do decide to use AI, be as transparent as possible. Readers may be alarmed to learn that they’re reading AI-generated content, while others have legitimate fears about bias-affirming AI programs. Alleviate these concerns by publicly sharing your current AI policy and detailing the steps you are taking to ensure that your team is using AI responsibly.
Data Analysis
Human marketers have been making use of data for decades. A robust data analytics strategy can streamline your decision-making and give you a clearer picture of market trends. However, many human marketers find that they’re unable to process and collate all of the data that a business collects.
You can empower your marketing team by embracing AI analytics. AI analytic tools can be scaled up as your company grows and automatically run comparative tests against competitors. The speed and accuracy of AI analytics cannot be overlooked, either, as AI tools do not suffer from confirmation bias and can discover patterns that may have been overlooked by human marketers.
AI analytics can trawl huge data sets to parse out patterns from consumer behavior. However, you cannot trust machine learning programs to draw conclusions from data. Machine learning software has clearly defined parameters and may mistakenly overlook key contextual factors. Rather than treating AI as a replacement for human insights, use the programs as a tool to help your team make quicker, more accurate decisions.
When leveraged correctly, artificial intelligence can streamline your decision-making and boost your content creation strategy. Programs like ChatGPT and Google Bard can help writers plan their blog posts, while apps like Midjourney can empower your graphic designers. Guard against overreliance by creating a clear AI policy. This will protect your business against legal challenges, too, as many fear that AI-generated content could result in plagiarism claims and lawsuits.
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