The use of Generative Marketing AI (“GenAI”) has become increasingly popular among businesses of all sizes. This is due to the various benefits it offers, such as cost and time savings, personalization at scale, easier customization, and its ability to generate thought starters and stimuli for marketing content and new product development.
Critical Considerations for Competitive Advantage
After speaking with experts in the field, six areas have emerged as critical for brands to gain a competitive advantage through AI marketing.
- Data and Context: To get the best outputs from using AI, organizations need to focus on the data needed for the specific task and train the models to align with their brand. Contextual information, such as brand strategies, real-time social listening, and target audience profiles, can significantly enrich the output.
- Human Involvement: Maximizing cost savings by limiting human intervention may result in mediocre or inaccurate creative. Humans should provide insightful prompts and modify the AI-generated content to ensure alignment with the target audience.
- Content Generation and Volume: The pressure to increase content generation speed and volume tempts firms to use AI as a replacement rather than a supercharger for marketing efforts. However, this can lead to similar content among competitors.
- The Last Mile: While it may be easy to get 80% of the way with AI-generated content, the last mile requires human creativity and interpretation to make the content truly distinguishable.
- Non-Obvious Use Cases: Small use cases can have outsized importance. Examples include using AI tools to gain creative insights from real-time user comments, optimizing thumbnail images for better movie selection, and using AI to determine what can be said about products within FDA regulations.
- Review and Interpretation: The interpretation and application of GenAI outputs matter. Seasoned individuals with deep industry knowledge and consumer insights can provide meaningful insights and creative applications.
GenAI has the potential to be a valuable tool for marketers, but it requires careful consideration and strategic implementation. By focusing on data and context, involving humans in the creative process, and exploring non-obvious use cases, brands can gain a competitive advantage in their marketing efforts.