It’s hard to avoid the buzz around artificial intelligence these days, and unlike some fads that have come and gone over the years, there’s good reason to take notice of this one. Marketing and communications teams are amongst those who have the most to gain from these technologies, thanks to their immediate, practical application for organizations today.
In this setting, AI makes more sense than ever: after all, why walk up the stairs in a tall building when you can take the elevator instead? In fact, McKinsey estimates that generative AI could add the equivalent of roughly $3 trillion to the global economy, with 75% of that falling into marketing and other areas directly related to the customer experience.
Great Results, with a New Kind of Partnership
With customer expectations to receive personalized content, offers, and experiences constantly increasing, brands are feeling added pressure to ensure their content marketing is multi-channel, brand-compliant, and personalized down to the customer in the moment they need it. This means that more content is needed, and creating it at scale, across the channels, and in the multiple variants that are needed for hyper-personalization requires a level of effort that few if any marketing teams can produce on their own, let alone sustain. Thus, a new kind of partnership is needed.
The partnership we’re referring to, of course, is one between creative talent and their AI counterparts: the methods and platforms that are the toolset of the creative talent of tomorrow. This partnership leads to effective results, while saving copious amounts of time and focusing your creative talent on the work that matters. According to Gartner, 30% of outbound marketing messages from large organizations will be personalized using generative AI tools by 2025, up from less than 2% in 2022.
Better ideas, More Quickly
With remote and hybrid work, plus an increased demand on marketers, it can be hard to schedule in-depth brainstorming sessions for every new initiative that “needed to launch yesterday.” Smart brands are getting great concepts and ideas more quickly by combining human and AI brainstorming.
Generative AI is great at building on starting points provided by humans, and skilled creatives who understand how to prompt artificial intelligence-based tools effectively can supercharge the idea generation process with this AI-human hybrid method. When working with well-crafted prompts, AI can generate a multitude of potential ideas that creative teams can edit and build upon, eliminating any that may not be as relevant.
Scaling to the Occasion
If you operate on multiple marketing channels, have several audience segments, conduct business in several geographies, and/or have other demands that require content variations, you know the scaling issues that come with creating content for even the most routine campaigns. And when it comes to hyper-personalizing content down to the individual customer level, even the largest marketing department can quickly become overloaded.
Take this for instance: If an apparel retailer that sells several product lines on its multi-channel marketing platforms to different audiences in more than one geography creates a targeted campaign, they’ll need to create the following:
- Multiple variants of copy and materials for each combination of product (e.g., shoes, shirts, jackets, etc.) and audience (e.g., gender, age, HHI, etc.)
- Resized and reformatted the materials for each marketing channel (e.g., social media platforms, email, website, mobile app, etc.)
- Unique country/language variations for each geography (e.g., US English, UK English, Spanish, German, etc.)
Keep in mind that this doesn’t account for personalized content that is tailored to the individual. This type of hyper-personalization can build on the above and tailor content to the individual based on things like:
- Recent purchase behavior and frequency of purchases
- Specific demographic information
- Customer loyalty information
All of this adds up to many variations of content to be created. Rest assured, though, generative AI is up to the task of scaling content creation to meet customer expectations for personalized content and experiences.
__________________________________
Takeaway
Maximizing the results of generative AI with the right tools and methods, piloted by skilled prompt engineers and creative talent, means forming a new kind of partnership between humans and artificial intelligence — and it does not require any sacrifices on the outcomes you should expect either.
For organizations that are unsure of where to start, bringing in freelance experts to help with strategy and setup of an AI strategy can accelerate this shift. Whether it’s automation of text content variations or something more advanced, having the right team to set up a personalization strategy can take a generic-feeling marketing campaign and make it compelling and increase conversions.
Our AI Insights blog series continues, exploring what it truly means to effectively personalize content at scale with generative AI. Continue reading here!
