With the creation of ChatGPT and other artificial intelligence tools, it may be tempting to just look the other way when considering the use of these tools in your marketing. But the industry has been warning us for years that a day would come where machines would be talking to machines that share information with consumers instead of marketers. I am here to report the role of marketer is simply shifting, not disappearing. And if used correctly, AI could help you become more efficient and effective.
Lets discuss a few places where AI is already in use.
- Google Ads – Google has been installing AI tools to their ad platforms and the general search engine since 2015. The big push has come over the past 12 months and I can see the results. For a deep dive, check out this article: https://adwisely.com/blog/how-ai-for-advertising-works-facebook-google-ads/
- Facebook/Instagram Ads – Meta has also been using AI really since its inception. In 2016, it really began using machine learning to help with predictive analytics. Hey now have a full platform that allows your ads to become smarter over time, self-optimizing depending in your goals. You can dig deeper into Facebook Smart ads here: https://localiq.co.uk/blog/what-are-facebook-smart-ads
- SEMRush – This is an SEO optimization tool that shows how your website ranks against the top 100 in Google’s organic or paid environments. It uses AI to constantly test and optimize for keywords and find conversion opportunities for marketers.
- Grammarly – I use this AI tool to check not only spelling, but syntax and sentence structures. They have actually been in use since 2009.
- Jasper – This is a relatively new tool that can create blog posts, social media content, website content, even artwork. It was founded in 2021, beating out ChatGPT as one of the first content AI tools in the market. I use this tool to lay down blog content then I jazz and customize based on brand values, personas, and goals of the content.
So you can see that artificial intelligence has been creeping into our world for over a decade. Now we must ask ourselves how can we be responsible users of machine learning without sacrificing our customers to stale content.
3 Tips for using AI in marketing:
- Blogging and content creation – Invite AI into your strategies by letting them lay down foundational content. AI can link concepts together, write into and exit paragraphs, and give some pretty well-developed content that a marketer can then cater to the brand and spice up with storytelling and other aspects that may be lacking with the machines.
- Embrace machine learning where it can really help. Google is estimated to change the search algorithm 500-600 times per year. Let the machines keep up with SEO needs. Just make sure you invest in a worthy tool.
- Use dynamic content to create a better UX experience. AI can help deliver a different message on a landing page, email, advertisement, etc. depending on the behavior of the end user. For example, you may have a group of people who like to open emails on Saturday morning. And another group on Tuesday afternoon. AI is becoming complex enough to begin to help you segment and personalize messaging based on behavior. In this scenario, you would create an email campaign and ask the tool when is the best time to deliver.
Remember during these early days of AI at least that the machines cannot gauge emotion, have empathy, create context during confusion, or any other interactions that require emotional intelligence. Marketers will still be need to add the human touch to the machine-created content. Just pay attention, stay educated, and be open to opportunities that technology like artificial intelligence can bring.
Onward!
Lisa Haas
Marketing Strategist