Exploring GenAI for Improved Digital Marketing

Generative AI is revolutionising digital marketing by changing how we create, analyse and optimise marketing strategies. This technology uses artificial intelligence for tasks like content creation, data analysis and customer engagement. Understanding and taking advantage of its capabilities allows marketers to achieve unprecedented levels of efficiency and creativity. This article explores six types of AI use cases in marketing, each with its own unique contribution.

The components of genAI can be remembered with the acronym “FOG” - Find, Organise and Generate. Find involves obtaining data from external sources or user-provided data. Organise is the process of structuring the data for easy access. Generate is the most interesting for marketers, and includes six classifications - generate, extract, summarise, rewrite, classify and question and answer. Crafting an effective prompt is crucial for maximising the potential of any AI system.

Generation is the most common use case, with up to 64.7% of CMOs using generative AI to create blogs, and 62.2% using it for other website content. Extraction can be used for preliminary data analysis, summarisation condenses large volumes of data for clarity, rewriting refines messages for impact, classification organises data for better understanding, and question-answering enhances customer engagement and support.

Generative AI is an excellent supplement to marketing, but human oversight is still necessary. Integrating AI into marketing ensures your business requirements cover intent and measurable outcomes. The potential for AI to revolutionise marketing is immense, and its informed application can lead to significant advancements in the field.

Originally reported by Martech: https://martech.org/6-ways-to-use-generative-ai-for-your-marketing/
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