Generative AI tools are suddenly everywhere. According to Statista, 37% of professionals working in marketing and advertising have used artificial intelligence, or AI, in their workplace. This number will likely continue to grow in the upcoming years. But what exactly is generative AI? And can you use it for your own marketing efforts?
The short answer is yes. Using AI in your digital marketing for your business can be a valuable instrument for growth. However, you need to know more about generative AI, how to use it, its limitations, and what it can do for your business.
What is Generative AI?
Generative AI is a type of artificial intelligence that can generate content, including text, images, video, audio, code, and more, from existing data and content. The way it works is that it has algorithms and patterns that study and learn from existing data to create new content.
You give it a prompt, it responds to the prompt, and it presents you with output or content based on what you’ve told it to do.
Generative AI in business has numerous benefits. Ever since it exploded all over the world and the internet in 2022, businesses and individual professionals have found ways to benefit from it. Here are a few of its advantages for your business:
- It can help create marketing materials.
- It can help automate operations.
- It can summarize long texts and data.
- It can help with research.
- It can help cut off manual labor to save time and money.
Various ways you can apply generative AI in business
Creating marketing content
Generative AI, of course, can be utilized when it comes to creating marketing content. This includes blogs, product pages, service pages, images, marketing videos, audio, and more. They can also be used to draft social media posts, photo captions, and more.
Generative AI makes it easier and faster for marketers and teams to create content. It can give main topics and subtopics for blogs and articles, or create a bulleted list to highlight key features and benefits of products or services. It can also create images and videos you can use as marketing materials for a campaign, proper social media captions with CTAs, and more. Just make sure to review or add more before you publish.
Generating keywords for blogs or other copies
You can also use generative AI as a keyword research tool. ChatGPT, for example, responds to prompts asking for relevant and high-volume keywords. It can generate keywords that can be used as blog topics, keywords or buzzwords for product or service pages, and more.
This can be quite helpful for small businesses or independent shop owners who have limited budgets and don’t have access to extensive keyword research tools. Generative AI can be a good stepping stone and alternative to researching keywords.
Personalizing sales outreach and email marketing
Generative AI can also be used to write email outreach and email responses and give them a personal touch. Personalization in emails can change the way the sales team connects with people and the way people convert.
Here are a few facts and figures regarding the significance of email personalization:
- Personalization lowers the cost of acquisition by up to 50% (Sender)
- It’s 50% more likely that your email will be opened if the subject line includes the recipient’s name, job title, recent purchase, or any other kind of personalization (Zippia)
- 71% of consumers expect companies to deliver personalized interactions (McKinsey & Company)
- Companies that invest in email personalization earn 40% more money than their competitors. (McKinsey & Company)
Generative AI can be a simple tool that can enhance every email outreach and email response the sales team sends to prospects and customers. It can craft email messages with specific tones depending on the buyer’s journey, personal information, and more.
Creating product demonstration videos
AI video creation tools can also be used for product demonstration videos. More often than not, videos can propel businesses to the forefront. This is because videos have become a crucial part of digital marketing strategies. Videos can be used to market to Gen Z the right way, reach more audiences, attract more customers, highlight certain products and promotions, and more.
AI video tools are beneficial for those with small marketing budgets, those who don’t have a professional studio to film, or companies with a small marketing team. Generative AI can create the engaging and informative product videos you need for your business. These videos can be used on your brand’s website, social media accounts, ads, and more.
Customer service or chat support
Last but not least, generative AI in business can also be used for customer service and chat support. Live chat support and fast response time can impact customer satisfaction level, revenue, and even customer loyalty. Fortunately, there are various AI tools that can be integrated into your website, social media pages, or SMS to facilitate customer service.
This will make it easier for customers and prospects looking for chat support regarding a query, order clarifications, delivery or returns, and more. The AI tool can handle simple questions, while customer service can focus on more complex inquiries.
Generative AI Tools you can use for your business
Generative AI can be versatile and advantageous. With the right tools and proper usage, you can reap the benefits of generative AI in businesses. Here are a few examples of different AI tools you can use as a marketer or business owner:
ChatGPT is probably the most popular AI tool right now. ChatGPT is a large language model that functions as a chatbot. Users can converse with ChatGPT in a natural conversation flow and give it a specific prompt. Meanwhile, the chatbot will take the given question or prompt, study any data it is provided with, and generate the best response.
This tool can be used for blog writing, copywriting, research, document or content summaries, and more.
Writesonic is one of the best all-around AI content writing tools. This is because it has SEO at the core of its features. Writesonic can be used to write SEO-optimized content and copies for blogs, ads, product pages, emails, social media posts, and more.
Marketers would be able to use this to generate SEO-ready content for any campaign, no matter the time of day. This can be an ideal solution for small to medium-sized businesses, startups, individual entrepreneurs, and other professionals.
If you’re looking for an AI video tool, Synthesia might be the best option. Synthesia is a leading AI video creation platform, allowing users to create professional brand videos within minutes. The platform is intuitive and accessible in a web browser. You can create your AI avatar, localize your videos in over 120 languages, customize overs, and more.
Marketers can use Synthesia to create engaging videos for prospects, customers, clients, and even the internal team of a business.
Designs.ai, on the other hand, is a great generative AI tool for logos, banners, social media graphics, AI graphic design mockups, and more. This AI tool simplifies your workflows as you can create your own logos and banners in as little as two minutes.
Designs.ai can be handy when creating or reinforcing the brand identity of a business in visual marketing materials. Brand identity is crucial in every business, and this kind of AI platform will have all the tools you need to create compelling brand identity assets.
Limitations or concerns to consider when using generative AI
Copyright Infringement or Plagiarism
The thing you need to understand most about generative AI is that it’s generating content or data based on existing content already on the internet or data you’ve provided it with. This makes it susceptible to copyright infringement issues or plagiarism. They will most likely get content without the knowledge or permission of the original creator. You wouldn’t know the original source either as a user.
Because of this, it’s important to remember that you shouldn’t be quick to accept all the content generated by AI and claim it as your own. Use it as a suggestion or a foundation, add more information, and find more resources if you can.
AI is also known to generate content with some form of bias, prejudice, and more. For example, internet media, news, and entertainment company Buzzfeed published an article in early July showing photos of AI-generated Barbies from ‘every country’. However, internet users were quick to point out the numerous racial and cultural stereotypes and inaccuracies in the AI-generated images. This incident speaks to how harmful bias in AI content can be. And even though it was made for entertainment purposes, it also sparked a discussion on the ethics of using AI to create art.
If you ever want to use AI to generate images, you will need a quality check to make sure that the images don’t have any unintentional bias in them.
Quality of the output
And of course, the quality of the output is always something to consider when using generative AI. AI-generated texts and content might lack information or have inaccuracies because the AI didn’t understand the prompt quite well.
Furthermore, AI-generated art is also known to have problems with hands, fingers, teeth, and toes. What looks like high-quality, detailed images may contain nightmarish, inaccurate depictions of hands once you’ve taken a closer look. Double-checking and reviewing are always necessary when using AI content.
Generative AI in business presents a lot of opportunities. Most of all, if you know how to use it properly for your marketing, it can give your business a competitive advantage over your peers.
Need more help with your digital marketing efforts, but are a little wary about using AI immediately? Twin Rams has marketing experts who are human and more than happy to work with you and help elevate your business. Contact us today!