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Generative
AI is the flavor of the times and tools like ChatGPT and Google Bard promise to
upend branding and marketing as we have conventionally known it. Its primary
impact has been in the way that businesses connect and communicate with their
prospects, customers and clients. This is achieved through highly personalized
content creation that such tools enable.
Generative
AI algorithms allow marketers to come up with content that speaks to every
individual in a manner that resonates with them immensely by precisely catering
to their preferences. The sheer level of personalization and customization
results in spectacular success with regard to customer engagement leading to
higher conversions and enhanced brand loyalty. A great example of this is the
ability of generative AI to analyze very large amounts of data in real time to
generate highly personalized and pertinent suggestions to customers, thereby
providing them with a customer experience that is totally out of the ordinary.
Why is Generative AI so
hot?
The almost
God-given ability to come up with stellar quality content promises to
revolutionise digital marketing with regard to both SEO and PPC. The speed with which marketers can take generative-AI-assisted
initiatives is a game changer. From building any number of landing pages in no
time and creating websites in double quick time to mass dissemination of
product descriptions to creating stellar quality landing pages with the help of
inputs obtained from chatbot assist, Generative AI redefines the paradigm of
marketing like nothing else.
Marketers, therefore, would do very well to
apprise themselves fully with Generative AI and understand what it is all
about. Not doing so
might cost them. As many as 60% of
marketers are of the belief that Generative AI will transform their roles. At
the same time, they are concerned about how accurate its output would turn out
to be. [1]
Leveraging Generative AI
to Propel Marketing via Content
Generative
AI with its superlative ability to come up with text, images, audio, video,
simulations, code and myriad other types of content can do things with content
marketing that were not possible earlier. With its algorithm-based ability to
create content that speaks precisely to the needs and requirements of the
target audience by analyzing very large amounts of data comprising things like
market trends and customer behaviour.
From
bespoke social media posts to customized product descriptions and topical
newsletters, content tailored to address the pain points of prospects and
customers inevitably leads to higher engagement and ROI.
Evolution of Marketing in
the Age of Generative AI
Marketing
as a discipline is rapidly evolving because of the advent of Generative AI
technologies like Chat GPT and Open AI with the key impact being on content
generation, data analysis and customer interactions. With their outstanding
ability to transform and automate a range of dull and repetitive tasks,
marketing personnel can be freed up to perform more strategic tasks that have a
seminal impact on the customer. These include things like strategy development
or managing campaigns that can have a very beneficial impact on team
productivity.
Generative
AI will also help revolutionize advertising by its ability to analyze
performance data in double quick time and make highly accurate recommendations
to improve the conversion rate. In fact, algorithms can help come up with
optimized copy and visuals and even translate the campaigns into different
languages. What's more, they can even make perfect budget allocations that will
help enhance the ROI.
Above all
the scaling of customization and personalization driven by Generative AI will
lead to ever better results. This would happen because of better customer
segmentation and the extremely fast creation of bespoke content leading to
curated customer journeys.
Preparing for Generative
AI
The advent
of any seminal technology leads to a lot of anxiety and fear about what it
portends for the future as it promises to upend existing certainties. Marketers
should not shy away from using Generative AI tools to perform their roles and
tasks better, so as to tremendously improve the effectiveness of their marketing
efforts. Business leaders while adopting
Generative AI technology need to guard against potential pitfalls pertaining to
in-built biases, data protection and intellectual property. It would be a good
idea to understand the legal aspects that impact the adoption of this
technology enabling one to manage any risks that may arise.
Conclusion
Generative
AI promises to metamorphose marketing and usher it into a whole new era of super-efficient
outreach and sales by leveraging curated bespoke content. Its advent might have
caused disquiet and alarm amongst many on account of its supposedly disruptive
nature, but Generative AI is actually a force for good that promises to help
businesses and marketers perform way beyond their fondest imagination. The future
of marketing is great in the age of ChatGPT.
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