Generative AI has been getting a lot of buzz lately, but with its popularity comes a lot of misconceptions and confusion about how it can help marketers.
As customer expectations for personalization grow, marketers can leverage generative AI to maintain customer loyalty and better understand the post-cookie era.
We’ve seen how AI can help marketers, salespeople, and many others make informed decisions.
In this article, we’ll explain how brands can use AI in marketing to become more efficient and productive.
When we recently asked marketers how this technology can help them, a staggering 60% said that generative AI would change their role.
And more than half (51%) have tried generative AI or used it at work.
Along with that, marketers estimate that generative AI can save them five hours a week and more than one month of their time per year.
Just imagine how much more you could do by getting that time back.
Here are three ways marketers can apply AI to better connect with their customers
What does the future of GenAI in marketing hold?
Generative AI doesn’t just help you create marketing materials and provide quick answers to customers.
Leveraging this technology can help companies do so much more.
Combining GenAI with a visual customer data platform gives companies the tools to take action based on real-time insights.
This makes it possible to provide personalization at scale, such as product recommendations tailored to individual customers based on their search and purchase history.
Consumers also expect brands to use their data to provide more relevant services.
More than 60% of customers expect companies to respond immediately with up-to-date and accurate information as information moves between departments.
Generative AI can meet this customer need by providing instant, suggested responses based on real-time data.
The next step is training.
According to a recent survey, 54% of marketers say that a GenAI training program is essential to successfully use the technology.
And 72% expect their employers to provide opportunities to learn how to use artificial intelligence.
The final step in personalization
Today’s customers expect personalization at every step.
65% of customers say they will be loyal if a company provides them with a more relevant experience.
Combining the power of GenAI with CRM data gives marketers the ability to deliver such digital experiences to their customers.
All in all, this results in a more effective and relevant marketing journey for customers through content creation, design and targeting.
Replacing third-party cookies
The demise of third-party cookies and access to high-quality data – structured and usable data – is a growing challenge for marketing organizations.
41% of business leaders say they lack knowledge about their data because it is too complex or not accessible enough.
As data becomes increasingly difficult to collect, store and analyze, marketers can now leverage AI tools to analyze the data they have and make the right decisions.
AI can help process existing (and sometimes limited) first-party data and provide useful insights.
63% of marketers say trusted first-party data is important for GenAI to work well.
Marketers themselves also play a key role in the success of generative AI, with 66% saying human oversight is necessary to ensure the brand voice remains authentic.
Customer Focus
This shift in focus and the move towards a generative AI approach is essential.
By eliminating the confusion and delays of data analysis, AI makes content creation easier. The technology can create product descriptions that are accurate, engaging, and search engine optimized.
Using GenAI to handle low-level tasks allows marketers to focus on campaigns, strategy, creative execution, and connecting with customers.
Generative AI has the potential to fundamentally change the way marketing departments operate, allowing them to focus more attention on their original focus: the customer.