The unprecedented rise of AI has the potential to fundamentally revolutionize the way companies go about marketing their brand, products and services. Marketing has come a long way from the decades of mass advertising and untargeted direct mail. AI and technology have helped marketers be more precise as to who we reach out to, with what message, and offers that are most relevant.
That’s where Generative AI comes in, with large language models and multimodal models that have the ability to make use of structured, unstructured, unlabeled data across internal and external sources, to discover patterns, correlations and insights that we couldn’t see before and to help us gain insights and take action on those discoveries.
The first wave of Generative AI content creation is happening right now, with marketers exploring and using apps to generate marketing blogs, web banners, posters and so much more. Generative AI is unleashing the power of advanced creative tools to companies both large and small, with the ability to engage in the creative process through simple text props that provide guidance to the models, as well as flexibility to iterate and regenerate at the press of a button.
Once we have models that understand your company, your brand, your products and services, and most importantly, your customers, how are we going to take advantage of this powerful capability? Let’s start at the beginning of the creative process and change the way creatives ideate; provide guidance as to the customer need, persona, concept; and put Gen AI to work creating a raft of ideas to jumpstart your product teams, writers and designers.
Now the second opportunity is personalization, where generative capabilities may have even more impact. For years, AI has been helping marketers identify targets, predict attrition, recommend products and more, but the AI couldn’t create content. Generative AI and its ability to create or customize at speed, means it’s now possible to personalize messages in much more granular ways. This allows for micro-segmentation, addressing very specific needs and attributes, while still ensuring a brand’s voice and offer is properly represented.
For marketers, the foundation of any Gen AI program is ensuring that your model has a deep understanding of your brand. To do this, you need to collect, digitize, and connect the data that reflects these elements.
This movement toward Generative AI is driven not just by the big tech firms, but by customers themselves. They’re interacting with Gen AI solutions now in their everyday lives, and their expectations of highly personal interactions are setting a new bar for companies.
In the future there will be Generative AI baked into a ton of products; and we’re already seeing it. This is AI at a pervasive level. Think about Gen AI built into your word processors, your image editors. It’s a business accelerator, everybody will have access.