In today’s fast-paced and ever-changing marketing landscape and with the introduction of Generative AI, businesses must stay ahead of the curve.
Generative AI
Generative AI is a groundbreaking advancement revolutionizing how marketers engage with their audiences.
By creating highly personalized content and elevating audience engagement, AI is changing how businesses connect with consumers and drive meaningful results.
This article will explore how generative AI is reshaping the marketing industry and how marketers can use it to their advantage.
Generative AI is a subfield of AI that enables machines to create the latest content based on existing data.
In recent years, there has been a significant increase in its use, with 77% of companies currently using or exploring artificial intelligence.
This technology uses algorithms to create new iterations of content, including audio, code, text, pictures, videos, and simulations.
The goal is to “teach” machine learning systems to think artificially by using examples of previous content to generate updated content.
ChatGPT
One of the most significant examples of generative AI is ChatGPT.
It uses forty-five terabytes of data to generate content, the equivalent of one million feet of bookshelf space, 25% of the Library of Congress, and an estimated cost of $12 million.
Marketing professionals in various industries are rapidly adopting generative AI to solve old problems in new ways.
These industries include legal, professional services, high-tech, telecom, finances, retail, consumer goods, automotive, assembly, pharmacy, and healthcare,
Generative AI is used in various areas of marketing, such as email marketing, marketing lead scoring, customer service routing, fraud detection, cross-selling and upselling, and service chatbots.
How AI Assists with Growth
Additionally, AI can assist with new growth areas and enhance business productivity by up to 40%.
There has been a fourteen-fold increase in AI startups since 2000.
And AI marketing tools such as Chat GPT, Make-A-Video, DALL-E, Bard, Bing Image Creator, and Nova create new business opportunities.
Chat GPT is an AI chatbot capable of interactive dialogue. In its first five days, one million people signed up to use it.
Make-A-Video is an AI tool that generates videos from text-based prompts.
It has three times higher quality and three times better text representation than previous tools.
DALL-E is a deep learning tool that can create stagnant AI images based on prompts and has more than 1.5 million users worldwide.
Bard is Google’s newest conversational AI powered by LaMDA, with 50% of training data from public forums.
Nova is a brand marketing AI focusing on personalization, boosting marketing results by 60% to 170%.
Generative AI is in its Infancy
Despite rapid growth, specialists explain that generative AI is still in its infancy.
Rob May, CEO and Founder of Nova, states, “AI technology is shifting the possibilities of marketing teams faster and faster. We are about to enter a Cambrian explosion of generative AI startups.”
BrXnd believes that “marketing as a discipline is particularly well-suited to the kinds of problems AI and machine learning are best at.”
Paul Roetzer, Founder and CEO of the Marketing AI Institute, emphasizes that:
“It’s tough to find the intersection of business professionals who understand what AI is capable of doing and can apply it to real business problems and use cases.”
Dan Olley, Dunnhumby’s CEO, advises,
“If CIOs invested in machine learning three years ago, they would have wasted their money. But they will never catch up if they wait another three years.”
The Future of Generative AI in Marketing
The future of generative marketing is promising, with endless possibilities for businesses.
Generative AI transforms how companies approach marketing and advertising by enabling them to create highly personalized and engaging content at scale.
With the ability to analyze vast amounts of data and generate targeted content based on customer preferences, generative marketing can help businesses in the following ways:
- Improve customer engagement
- Increase conversion rates
- Ultimately boost revenue
However, it is essential to note that generative marketing is still a developing field,.
And businesses should carefully consider the ethical implications of using AI to create content.
As AI technology continues to advance and become more accessible.
As a result, we can expect to see even more innovative applications of generative AI in marketing in the future.
Overall, generative marketing has the potential to revolutionize the way businesses reach and connect with customers.
Those who embrace this technology early on are likely to gain a competitive advantage in the marketplace.

Brian Wallace is the Founder and President of NowSourcing, an industry-leading content marketing agency that makes the world’s ideas simple, visual, and influential. Brian has been named a Google Small Business Advisor for 2016-present, joined the SXSW Advisory Board in 2019-present and became an SMB advisor for Lexmark in 2023.

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