Generative AI in Marketing: What, Why, and How to Get the Most Out of It (+ 10 Relevant Tools to Play Around with)
June 3, 2021 15 min. read
You may not have noticed, but AI is already all around you. Business process automation, voice assistants, photo editing are just a few examples of how it is used in daily life. Besides, with the help of AI you can create new content.
Generative AI: What Is It?
The so-called generative AI analyzes a gigantic set of data, including texts, images, and audio files. Based on this analysis, it creates new unique content that is similar to but sufficiently different from a dataset.
In the process of analyzing the data, algorithms train themselves so that they generate content more and more accurately and match the anticipated result better each time.
There are lots of opportunities for its application, and today, companies are adopting this technology at the speed of light. So the topic is scorching the news. Siemens released a generative AI-based web application dedicated to discovering better system architectures this week. Microsoft’s new product that uses OpenAI’s Generative Pre-Trained Transformer-3 (GPT-3) AI model, which allows non-professionals to write a code using natural language, will be released later in June. During one of its recent campaigns, BMW projected AI-Generated Art on its cars. And we bet that as you are reading this article, more news related to generative AI will be popping out.
Therefore the market is very promising for all sorts of digital businesses. And it is already starting to transform the marketing process. Let’s take a closer look at how AI can be applied in marketing.
How to Apply Generative AI in Marketing
AI has been already helping to produce specific content types, freeing up time for content creators — mainly to generate ideas and get insights on popular topics.
But today, there are tools that can do more — generate unique ad lines, product descriptions, and subject lines for outreach campaigns. All you need to do is enter a bunch of keywords, and AI will create a text in no time!
And it doesn’t stop there. For example, Facebook conducted an experiment using AI for hierarchical storytelling. Long story short, using 300,000 human-written texts and a short prompt, AI could generate a multi-stage story that almost none of the readers recognized as AI-produced.
Generative AI can help graphic designers and photographers save a great deal of time. If humans need to select, edit and process the images, AI tools will do it in a matter of clicks.
Take online shops, for instance. Imagine how much work and resources are required for a single photoshoot or searching for existing images that meet the needs of your marketing campaign? Plus, there are copyright laws. How about using AI to generate those images? The good news is that those AI-generated images for commercial purposes already exist. You can choose ones that fit your specific criteria and use them for your online store or web ads.
For example, SAP, a well-known application software developer, uses AI-generated images as avatars in a free trial version of its software products.
Video Script Generation
Do you think you can tell good video content from a bad one? You sure can! But AI can do it even better!
Every successful video story is incorporated with moments that drive the viewers’ engagement. AI cannot create feature-length movies with smooth storylines, and the character creation process is also limited, at least for now. But a customer training video with a fully AI-generated speaker using a synthetic voice is quite doable for generative AI.
Moreover, it is believed that in the future the technology will be able to steer the production teams towards better twists and turns, storylines, and dialogues so that the viewers won’t take their eyes off the screen. And it would do it simply by analyzing data on the web.
The most recent short film that was generated by GPT-3 algorithm is not bad at all. Basically, having only a few first lines to work with, the AI wrote the rest of the screenplay. How did it do that? “Simply” by analyzing 175 billion parameters from its training data. Check it out!
These are videos generated by AI that look real and can be used for corporate training, educational and promotional purposes. Their main advantage is that the production process is comparatively cheap and fast. The person in the video can address each customer individually by name and even in their native language — all thanks to generative AI.
To understand how it works, give a once over to PepsiCo’s project that enables fans to send personalized videos to their friends. Lionel Messi, a famous soccer player, addresses the viewers by name and in 8 different languages!
Dialogues for Сhatbots
Having unique personalized replies at hand brings sales conversations to the next level. Traditionally chatbots are scripted and don’t use enough natural language and machine learning.
AI-powered chat and customer support bots that use external databases are becoming capable of holding more effective discussions, responding to complex customer queries, and even escalating to human agents at times.
A few companies are already adopting this technology. Take Bank of America, for instance. Its virtual assistant powered by generative AI can interact with customers via text, voice commands, or by tapping options using a very natural language.
How Can Businesses Benefit From Generative AI?
Because all the actions are data-driven, there’s a higher chance of reaching the target and a lower chance for a critical error. By applying strong pieces of content that got better customer responses in the past, AI-powered tools can assist in creating more engaging content.
Generative AI can also polish ready-made copy, drawing more engagement and generating more clicks.
Time and Budget Efficiency
AI is undoubtedly starting to reduce the amount of mental workload that marketers should perform on a daily basis. It can create thousands of versions of copy personalized for every user or every platform and even incorporate SEO and data sets. This list of actions could take a manager a lifetime, right? So if you don’t want to waste time, you know what to look for.
Additionally, generative AI tools can create highly realistic images for your campaigns, letting you save on the time and budget needed to create images from scratch, make photoshoots, or source existing materials.
AI-generated content can be optimized for any specific task. Whether SEO optimization or optimization for a particular platform. Besides, it can edit and update already existing content based on changes in your marketing strategies and global context.
Deep segmentation and personalization are becoming increasingly important now, as opposed to mass marketing. Today customers expect special attention and a very individual approach. Without generative AI tools, it’s not very realistic to achieve that level of personalization.
AI can track, analyze and interpret consumer behavior more precisely and throughout numerous channels because it is automated and data-driven. Having all this information at hand it can create personalized customer journeys tailored for their specific needs. On top of that, it can react faster. All of this combined brings customers much more value than a traditional human-only-based approach.
Don’t get us wrong, there will be a time when a sales rep will take the initiative, but the machines will cope perfectly until that moment.
Automation of Manual Processes
Digital marketing activities require heaps of repetitive tasks to accomplish. And suppose things such as content updating, opening and reading emails and other messages, giving quick responses to customers, and even generating ideas can be automated. In that case, marketers have more time to be inventive with other tasks that still require an individual touch.
Top 10 Generative AI Based Platforms for Marketing Automation
Now let us walk you through some generative AI-based tools to take your marketing performance to the next level.
Signum.ai is an AI-based ad campaign automation platform. It first finds hyper-relevant audiences, conducts a competitive analysis of 1.5B+ Facebook and Instagram posts, and then generates text and visual ad creatives using generative AI and computer vision technologies. As a result, you get high-converting ad creatives that perform at their best! Why? Because they are backed up by reliable real-time data.
The company recently launched a solution that can automate the entire launching of an advertising campaign on Facebook. So far, it’s a private beta version only. How does it work? It captures micro-segmented audiences by applying the approach called “Entity Embedding” and generates high-converting creatives with GPT-3 + Microsoft Cognitive Services. Microsoft analyzes visual insights, and based on this data GPT-3 technology generates new creatives.
Synthesia generates personalized videos using AI. The process takes only a few minutes, and the results are mind-blowing. Moreover, the content can be translated into more than 40 languages, and the person talking on the video will look natural no matter what language they use.
You can create highly personalized and 100%-realistic videos for sales, education, and corporate purposes.
With its cognitive technology Opentopic can segment and create audiences, analyze social media posts, tweets, blogs, and videos and then categorize and recommend that content for specific target audiences.
OpenAI technology can be applied to almost any language-based task — semantic search, content generation, translation, natural dialogue generation for chatbots, and customer support services. And while it still works best in English, it can translate a sentence into another language using only a few sentences as context.
Skyword 360 is a content marketing platform. The process is profound and backed up by the information from customer profiles and stages of the buying process so that professionals can create text copies that are aligned with their marketing strategy and are highly welcomed by customers.
Its advanced AI technology allows generating any text from scratch by typing in the first sentence or a headline. Moreover, you can later rewrite any text by just copy-pasting it.
Clarifai is a deep learning AI platform for computer vision, natural language processing, and automatic speech recognition that helps to get insights from image, video, text, and audio data. It allows you to review all types of content, like service reviews and social media posts, faster while being sure it is appropriate.
This brand language optimization tool will help you create personalized customer journeys to serve personal and relevant messages for your target audience and deliver them to the right people at the right time and, importantly, in your unique brand voice.
OneSpot is a content personalization tool that will help to deliver personalized, targeted content to each site visitor and newsletter subscriber. This software also provides data about user behavior and content performance, so you are able to create and deliver messages that resonate with your market.
Persado is a natural language generation platform trained to understand individual users’ preferences on different language elements and, based on this data, generates content that resonates best with them.
Datagrid is developing AI software for automatic whole-body model generation. Generative Adversarial Network (GAN) technology synthesizes images of people who never existed to create new ones that look exactly like humans. The high-resolution images can be used for online stores and ads.
Rosebud.ai creates model faces for advertising campaigns and can easily tailor the model to target audiences depending on age, demographics, and other factors. It can also animate photos.
Generative AI based tools have great potential and lots of opportunities for content creation all over the industries and businesses. Under no circumstances should they be considered a threat to company managers losing their positions. It’s just a great time and money-saving way to create more real-life personalized and fast-response experiences for customers. By the way, it’s quite a cool one. “Ad creatives produced by generative AI.” Sounds sexy, doesn’t it? 🙂
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