By Hamlet Azarian
GenAI is a prime mover of innovation and is transforming digital marketing by revolutionizing content creation, enhancing ecommerce strategies, and elevating paid advertising.
By 2025, the global artificial intelligence (AI) market will be over $190 billion, and generative AI (GenAI) is a prime mover of innovation. GenAI is much more than a buzzword and requires really reconsidering the way businesses connect with their audiences. GenAI can also deliver advanced personalization and create dynamic content at scale.
Read this article to discover how GenAI is transforming digital marketing by revolutionizing content creation, enhancing ecommerce strategies, and elevating paid advertising. Along the way, I’ll explore real-world examples, key statistics, and actionable insights that can enable you to harness this game-changing technology for your marketing efforts.
What Is GenAI and Why Does It Matter for Marketers?
GenAI dynamically produces unique text, images, videos, and audio that often resemble human creativity.
GenAI refers to a type of artificial intelligence that is capable of creating new content based on the input it receives. Unlike traditional forms of automation that rely on rigid programming, GenAI dynamically produces unique text, images, videos, and audio that often resemble human creativity. GenAI can discover patterns and structures in large datasets to personalize its outputs.
ChatGPT, DALL·E, and Jasper AI are already helping marketers create interesting blog posts, designs, and video scripts with minimal effort. These tools can take simple prompts and turn them into personalized content, saving marketers hours of manual work.
Why Is GenAI a Game-Changer for Modern Marketers?
GenAI is a game-changer because it can deliver the following benefits to modern marketers:
personalization at scale—GenAI can produce personalized email campaigns, product descriptions, and ads that are tailored to individual customers’ preferences.
dynamic content creation—Brands can refresh their content at high speed—from interactive visuals to social-media posts—without suffering creative burnout.
greater efficiency—GenAI can automate mundane tasks such as creating captions or designing ads, freeing up time that marketers can dedicate to strategic planning and innovation.
Think about creating hundreds of variants of product descriptions in mere minutes or generating social-media content for an entire month based on just a couple of prompts. This is the level of efficiency that GenAI makes possible.
A Basic Example of a Workflow
Let’s consider a basic example of a GenAI workflow, as follows:
Input: A prompt such as, “Write a product description for a smartwatch targeting fitness enthusiasts.”
Processing: The AI searches its database for relevant patterns and examples.
Output: A polished, optimized product description that is ready to publish, as shown in Figure 1.
Figure 1
Personalization at Scale: The AI Superpower
Imagine opening an email message that seems to be written just for you. It has a catchy subject line, the content is highly relevant to your needs, and even the product suggestions seem to fit perfectly. This is the magic of GenAI in operation, empowering marketers to create hyper-personalized content for everything from email campaigns and social media to ecommerce sites. Many brands partner with growth marketing agencies for better results because they can ace the creation of these kinds of content.
GenAI bases its personalization on a variety of data, including the user’s browsing history, past purchases, and even social-media behaviors. A good example is Stitch Fix, a brand that analyzes customers’ preferences and uses AI to suggest outfits with matching colors and styles that fit seasonal trends, as shown in Figure 2.
Figure 2—Stitch Fix
Image source: Stitchfix Newsroom
Personalizing content actually makes users feel seen, improves user engagement, and boosts sales. According to recent studies, AI-powered, personalized email messages boast 29% higher open rates and 41% higher click-through rates. Imagine the boost to your campaigns when each message has the feeling of being curated for its recipient.
Why does personalization matter? You can generate personalized content for the following:
• email campaigns—GenAI autogenerates subject lines, body text, and calls to action (CTAs) according to individual preferences for better engagement.
• social media—Create posts that target the sentiments of particular segments of the audience to improve reach and engagement.
• ecommerce—Generate dynamic product recommendations and personalized landing pages to enhance the shopping experience.
Personalization at scale is about making every customer interaction meaningful, and GenAI is the transformational engine that drives personalization.
Rethinking Content Creation: Faster, Smarter, Better
Create content with GenAI and eliminate the painful process of manual content creation. Whether you’re crafting a blog post, writing product descriptions, or generating ad copy, you can generate all of this content with speed and precision using AI tools. There’s no more staring at a blank page. Instead, in mere seconds, GenAI can turn an indistinguishable prompt into a fully formed piece. Today, many brands such as Coca-Cola, shown in Figure 3, Heinz, and BMW are using GenAI to create video ads and build interactive content.
Figure 3—A Coca-Cola ad
Image source: Coca-Cola
GenAI can analyze trends and audience preferences and use historical data to create stunning visuals and engaging scripts. In fact, many brands are already automating a large portion of their content-creation pipeline, freeing up their teams to work on strategy rather than production.
Popular Generative AI Tools for Content Creation
In Table 1, take a quick peek at some of the most popular GenAI tools for content creation.
| Table 1—GenAI tools for content creation | ||
| Tool | Capabilities | Best for Creating |
| ChatGPT | Conversational text generation, idea brainstorming | Blog posts, customer-support scripts |
| DALL·E | AI-generated images, based on text descriptions | Visual content for social media |
| Jasper AI | Marketing-focused, content-creation tools | Ad copy, email-message text |
| Runway | Video editing and generation with AI | Video ads |
| Copy.ai | Quick generation of product descriptions and ad copy | Ecommerce product pages |
Source: uxmatters.com
