Artificial intelligence is perhaps the most discussed developing technology in recent times. Platforms like ChatGPT are popular, with OpenAI’s chatbot now placing in the top ten most visited websites worldwide.

The technology is said to have applications across a wide range of industries, but what are the potential uses of artificial intelligence in marketing? Here’s our view on how businesses should be developing their AI marketing strategy.

How is artificial intelligence used in marketing?

The most common use of AI in digital marketing is chatbots like ChatGPT. They help create content such as social media posts, blogs, and articles.

Generative AI is a type of AI that creates content based on prompts. It uses existing information to do this. This technology can also create visual content for many different purposes.

This can save a lot of time for a marketing team that creates this type of content. However, it can also cause some problems. Generative AI that creates text is just producing words based on a prompt. It uses the most likely words or phrases to meet that prompt while following grammar and syntax rules.

This can result in outputs that are inaccurate or lack relevant information. If these outputs are used publicly without checking, it can lead to a poor customer experience.

This is especially important for using AI in B2B marketing. This type of marketing often needs specific knowledge. It helps to create content for audiences who are already knowledgeable about a subject.

Even with vetting, search engines and social media use algorithms that lower the rank of AI-generated text. This causes web pages and posts to be less visible, resulting in poorer SEO outcomes. Writers should use generative AI carefully for copywriting. However, it can help teams come up with ideas and prompts to create their own content.

artificial intelligence in marketing

Visual content

Generative AI can also be used for producing visual content. For example, Adobe programmes can use AI to change facial expressions or generate additional content around an existing image. This can be a useful time-saving tool for graphic designers and artists.

However, using AI to produce entire pieces of visual content can have negative outcomes too. Outputs often look uncanny or have odd features, such as hands with too many fingers.

This type of AI cannot create anything truly ‘new.’ It bases its outputs on information that already exists. While AI can seem like a helpful tool for marketing, it lacks the human ability to understand and have real expertise. This makes it unsuitable for long-term use in marketing.

At this stage of its development, it cannot replace skilled marketing professionals. These experts understand a business’s needs, brand, and target audiences. They create effective marketing and content plans and carry them out.

GIANT are a full-service marketing agency with an amazing team ready to help you achieve your marketing goals and grow your business. Get in touch with us on 01604 250900 or via email on info@gogiant.co.uk.