What Is Generative AI and How Can Marketers Use It Now?

At Google I/O, we announced new generative AI capabilities coming to Search. These new experiences will make Search smarter and simpler, and Search will continue to be a jumping-off point to the best of the web, including your business. As the future of Search evolves, the future of advertising will evolve too — bringing more opportunities to grow your business and showcase your brand. Last year, we started rolling out automatically created assets (ACA) for Search ads, which use content from your landing pages and existing ads to generate headlines and descriptions. Soon, we’ll be supercharging ACA with generative AI to more effectively create and adapt Search ads based on the context of a query. It allows the user to customize the look and feel of existing fonts or create their own fonts from scratch.

The ultimate goal should be a symbiotic relationship where AI and human expertise complement each other. By 2028, the market for AI in marketing is predicted to reach $107.5 billion, a significant increase from the estimated $15.84 billion in 2021. For B2B marketers, generative AI opens up possibilities for overcoming content creation challenges. These challenges often include time constraints, limited resources and the need to create personalized content for target audiences.

How can marketers leverage generative AI?

First of all, ChatGPT can help you reduce the time you spend drafting marketing materials. It’s capable of providing lengthy responses within seconds – far faster than any human could type. It is also quick to provide answers to questions you might have, and unlike Google, which provides links to the existing online materials, ChatGPT analyzes existing data to provide a summarized response. Other important factors are dynamic content, cross selling, analytics, customer journey maps, automation of workflows, and hyper-personalized sales training.

Generative AI has already shown its prowess in several areas of digital marketing. For instance, AI can automate the creation of personalized email campaigns, draft engaging social media posts, or even write full blog articles. Additionally, it can analyze vast amounts of data to predict consumer behavior, helping marketers craft more effective marketing strategies.

Generative AI Revolutionizing Sales And Marketing In 2023 and Beyond

Luckily, generative AI can help by analyzing your past ad performance to suggest improvements. It might notice that ads with a certain type of image perform better, or that ads shown at a certain time of day get more clicks. With the help of generative AI, you can make more informed decisions and stay one step ahead in your marketing strategies.

Outside of the creative space, scientists use AI algorithms throughout the world. Machine learning models aren’t going anywhere; our best bet is to learn to work alongside the machines, not against them. By 2025, researchers believe that generative AI tools will Yakov Livshits write 30% of outbound messaging. Since generative AI systems are machine tech and work quickly, you can create more content faster than humans. You can either have artificial intelligence work on all content or have generative AI work alongside employees.

When viewed from this lens, AI seems to be a major milestone in the otherwise larger trend of connecting everything to the internet. 19% of chief executives display interest and desire to converge artificial intelligence with the concept of IoT, dubbed the Artificial Intelligence of Things (AIoT). Since the technological boom at the start of the century, society has moved closer and closer toward technical integration in all aspects of society and culture.

Yakov Livshits
Founder of the DevEducation project
A prolific businessman and investor, and the founder of several large companies in Israel, the USA and the UAE, Yakov’s corporation comprises over 2,000 employees all over the world. He graduated from the University of Oxford in the UK and Technion in Israel, before moving on to study complex systems science at NECSI in the USA. Yakov has a Masters in Software Development.

• A second is that early movers become hubs for top data and engineering talent required to compete.
• This effectively prioritizes content that comes from or includes an expert.
• Don’t look for 20 new blog posts about elementary topics on our blog every day – because while I would do just about anything for rankings, I won’t do that.
• Marketers should always consider the ethical implications of AI use, such as data privacy and transparency.
• Literally everything they create, from music to videos to text, is based on existing material that belongs to someone else.

If you are interested in what these can be, check our article on the ethical concerns around generative AI. Use licensed or original content to respect legal restrictions and avoid copyright infringement. To uphold ethical standards, obtain the required consent for data usage and be open and honest with your audience about using AI in content development. AI’s rapid growth can increase energy demands and carbon emissions, especially as Generative AI requires significant computing power and data centers.

Additionally, it offers an outline generator and keyword research tools to create SEO content from the get-go. AI marketing tools help you create messages that resonate with your target audience and speed up the writing process. Sprout handles a range of marketing functions—from social media and customer care to digital marketing and competitive intelligence—giving you more valuable insights for faster decision-making. Sprout Social’s AI capabilities make it one of the most intuitive marketing tools on the market. The all-in-one platform accelerates business impact through social, so you can strengthen collaboration between teams and put your best foot forward when you engage with audiences. AI-driven insights are playing a huge role in behavioral segmentation and other agile marketing strategies as well.

In this blog, we will explore three ways generative AI can empower marketers in a B2B technology landscape. Automation has been used in marketing for decades, but with generative AI, marketers can now take automation to a whole new level—by creating content from scratch. Generative AI lets you quickly create unique content (copy, images, etc.) that is personalized and tailored to a target audience and can adhere to brand guidelines and tone of voice. Marketing teams can enhance market segmentation efforts if they integrate a generative AI model with a data lake or customer data platform that contains a large amount of customer and prospect information.

B2B technology companies deal with large volumes of data generated from various sources. Extracting valuable insights from this data and predicting market trends is crucial for strategic decision-making. Generative AI can analyze and process data swiftly, providing actionable insights. Generative AI is the next generation of artificial intelligence that has been making big waves in the world of content creation with tools like ChatGPT and DALL-E. Here are 16 ways you can use it to up-level your marketing (with examples).

From E-commerce to marketing, the applications for generative AI programs are endless. But it’s both an exciting and worrying time for creative professionals worldwide. Searchers can access Google’s beta Search Generative Experience (SGE) through Google Search Labs.

Many governments regulate how organizations store and use customer data, such as personally identifiable information, so businesses must ensure their generative AI tools work in compliance with these laws. AI can handle all types of inquiries via chatbots, social media, and even over the phone. But paid marketing tools, like Jasper AI, solve this problem to some extent by giving you prompt templates for different types of ad copies. Leveraging AI in marketing to improve customer experience involves the analysis of large sets of data. Bard’s main function is to take customer orders at the drive-thru, allowing human employees to focus on food preparation and other critical tasks. Not only has this resulted in increased efficiency, but it also improved customer experience, thanks to Bard’s ability to offer personalized menu suggestions based on previous orders or popular items.

Generative AI enables hyperpersonalization by analyzing vast data and tailoring content to individual preferences and behaviors. B2B marketers can leverage AI-generated content to design highly personalized campaigns for companies they are targeting, improving customer experiences and achieving higher conversion rates. Generative AI models can generate stunning visuals, including graphics, images, art forms and videos. Marketers can leverage these AI-generated visuals to enhance their storytelling, create eye-catching social media posts and produce visually engaging presentations. With Gen AI, every sales interaction—be it through email marketing campaigns or phone calls—becomes more than just a point of contact.

But it’ll alleviate some of the menial tasks, best suited for machines, and allow our people to lean hard into their creative, strategic, and emotional power. But these current challenges are not stopping smart marketers from already finding ways to build AI into their marketing operations. A study at Stanford found that, on average, most generative models are truthful only 25% of the time.