Why You Need Generative AI as a Marketer

Beth Norton
February 6, 2024
5 mins

Generative AI is a marketing force multiplier. Imagine a world where you, as a marketer, had no constraints — time, resource and output were all in abundance. And now stop imagining, because that could be your world today.

With automation powering efficiency and content generation paired with consumer insights powering exceptional customer experiences — far beyond what you believed possible to deliver — AI is revolutionizing marketing, pushing the boundaries of human imagination in all the ways that matter in eCommerce.

And while companies are exploiting widely available generic GenAI tools, it’s those that integrate those models with their own data and systems that will truly differentiate themselves, offering a degree of personalization that has never been possible before.

So, how can you successfully integrate AI into your marketing workflows and produce contextual, relevant content for your customers? And how can you leverage AI to make your job easier?

Let’s first take a look at the benefits of generative AI in marketing.

Key Benefits of Generative AI

Automation and Efficiency

By automating monotonous and time-consuming tasks, such as writing alt text and adding meta tags, generative AI frees up valuable time and resources so that you can focus on more strategic tasks. It facilitates faster, more efficient workflows.

Enhanced Creativity

We get it, it’s not easy to keep coming up with new ideas. Using generative AI to recommend topics for content based on key search terms or to edit campaign or eCommerce images can give you a starting point to explore new ideas. No more awkward planning meetings.

Data-Driven Insights

By quickly processing huge data sets, generative AI can provide you with valuable insights about customer engagement and site performance, allowing you to make fast and informed decisions about changes to your content and strategy.

Personalized Customer Experience

You know it’s a top priority for customers, but you’ve never before been able to truly personalize the experiences you deliver. Generative AI allows you to scrap the one-size-fits-all marketing approach and analyze your customer data to tailor the content and visuals to individual preferences.

It sounds like a no-brainer, right? Let’s now take a look at the top use cases for generative AI in marketing, to help you understand where the technology can help you most.

Four Use Cases of Generative AI in Marketing

1. Text or Content Creation

You’ve got an upcoming campaign and you need a tagline, social posts, emails and a blog post. That’s a lot of content to produce! Especially when you have a small team. One of the top use cases for generative AI in marketing is, unsurprisingly, content creation. AI text generators use natural language processing to allow you to quickly generate short and long-form content in a variety of formats, including:

  • Blog posts

  • Emails

  • Social media posts

  • Scripts for video ads or product demos

  • Campaign taglines

  • Calls to action

Generative AI can help you produce pretty much any copy you need, as long as your prompt is concise, specific and directional. An intelligent engine for prompting AI will ensure that you generate contextual content that’s relevant to your brand and your audience.

AI-generated content will always require human oversight and expertise for the best output, so bear that in mind when you’re leveraging the technology in your content creation. Using generative AI will enable you to create content fast and at scale, but you will need to tweak and refine to make the content valuable for your audience.

2. Search Engine Optimization (SEO)

A successful SEO campaign relies on thorough keyword research, competitor analysis and understanding of user intent and search queries. There are a lot of moving parts in ensuring that your content ranks on SERPs and reaches not just a wide audience, but the audience that you’re specifically targeting.

Generative AI makes this process easier and quicker by analyzing large volumes of data and identifying consumer behavior trends to recommend relevant, high-performing keywords for marketing campaigns. Generative AI can help you build your SEO content by:

  • Recommending topic clusters related to your industry

  • Conducting keyword research

  • Identifying keyword gaps and opportunities

  • Recommending content titles

  • Creating content in line with SEO best practices

  • Optimizing human-produced content to maximize SEO value

By using generative AI to help with SEO research, as well as producing and optimizing content, it not only saves you time and effort, it improves your content for better results too. Think of generative AI as your dependable SEO co-pilot, assisting you and sharing your responsibilities as a marketer.

3. Image and Video Generation

Got a small Creative team that’s about to buckle under the weight of your marketing requests? Take some work off their plate and get your content out to market faster by leveraging generative AI instead. Using generative adversarial networks (GANs), generative AI can produce high-quality marketing images and product videos from text prompts, helping you to increase brand awareness and drive conversions. Leverage AI to generate:

  • Realistic images of products for use in campaigns and on social media channels

  • Visual branding assets such as logos

  • Images for social media posts

  • Website banners

If you want to repurpose an eCommerce or campaign image for your marketing materials, use AI for image background removal, to help you get the most out of your assets, and to prevent you from trying to reinvent the wheel every time.

Use voiceovers and music in your AI-generated video, and layer branding visuals in your AI-generated images to maximize the value of your content and add your own unique brand stamp.

4. Personalization

In marketing, this might just be the most valuable use case of all. Personalization is top of the consumer demand list and if you’re unable to provide a tailored experience, there’s a risk of losing out to the brands and retailers that can. Through customer segmentation, you can collect and analyze huge amounts of customer data in a short period of time, including shopping behavior and preferences, to better inform your marketing campaigns.

With customer preferences at your fingertips, you’ll be able to:

Personalized experiences are the only way to ensure customer loyalty and retention in eCommerce as it is today, and generative AI is the magic ingredient in your marketing recipe to make this happen.

Get Started with Generative AI

You’re probably wondering why you’re not yet using generative AI in your marketing efforts. Or, you’ve dipped your toe into the AI waters and now you’re ready to take the plunge.

Using generative AI in marketing allows you to better understand and anticipate customer needs and preferences, enabling you to deliver tailored, timely and competitive campaigns and content that will improve engagement and drive conversions.

To learn more about how the Amplience AI Content Platform can help you be more productive, efficient, and deliver exceptional content for your customers, book a demo today.