Recent trends are all showing that AI is here to stay. Whether in self-driving, virtual reality, or content creation, artificial intelligence has proven that it’s on the right path – with advancements coming with each passing day. But the question needs to be asked: how is AI going to shape the future of marketing?
In this blog, we’ll explore the ways that marketers can use AI to augment their offerings to customers. With all of the hype surrounding ChatGPT at the minute – especially with Bing integration and competitors such as Google Bard – we decided to ask a copywriter and ChatGPT the same question, just to test the writing style and capabilities of the technology today – and see whether the role of the content marketer is safe… for now.
Our copywriter answers the question: how will AI shape the future of marketing?
Supporting the research phase for content creation
Due to the training data that many of the AI writing tools learned from, they can be a fantastic way to distil complex information extremely quickly. Being able to ask a question as a jumping-off point can be fantastic for content creation, understanding the areas that might be worth exploring more and helping to target research more effectively.
Writing data-driven blogs for ranking
One thing about AI content-creation tools that humans inherently lack is their unrivalled connection to the Internet. These tools, such as ChatGPT, have been trained on datasets from the Internet, making them almost an extension of the Internet. That means that when it comes to writing content that ranks, AI might have a slight advantage. Of course, it doesn’t understand why it’s writing the content that it is, but due to the fact that it trawls existing content for its answers, it draws its inspiration from already ranking content.
Predictive analytics
With AI, marketers can begin to make use of the almost uncountable consumer data. Predictive analytics tools can make sense of the data, helping marketers to spot trends and patterns of behaviour that might make it more likely for a customer to visit a website, or help to target customers that might’ve slipped through the cracks before. With the incomparable computing power and intelligent solutions that AI tools bring to the table, targeting is likely to get much better and more personalised.
Training writers to be more effective
Given that ChatGPT and other AI writing tools are trained on Google results, they can be helpful for training copywriters on what type of content works best for SEO writing. ChatGPT is an excellent tool for summarising and distilling complex information from the Internet, so training writers on the structure (if not the style!) could be a great way to practice writing easy-to-understand information, presented in a clear way.
AI answers the question: how will AI shape the future of marketing?
Artificial Intelligence (AI) is transforming the way businesses operate and interact with customers. In particular, AI is set to revolutionise the world of marketing, bringing with it new opportunities and challenges. Here’s a look at how AI is likely to change the future of marketing.
- Personalised marketing: AI algorithms can analyse consumer data, such as browsing history, purchase history, and social media activity, to create highly personalised marketing experiences. This will allow businesses to target specific groups of consumers with relevant and appealing advertisements, resulting in more conversions and higher customer loyalty.
- Chatbots: AI-powered chatbots can handle customer service inquiries, provide product recommendations, and assist with purchases, freeing up time and resources for businesses. Chatbots can also collect data on customer interactions, helping businesses gain a deeper understanding of their target audience.
- Predictive analytics: AI algorithms can analyse large amounts of data to make predictions about consumer behaviour, market trends, and campaign performance. This information can be used to optimise marketing strategies, allocate budgets more effectively, and improve the overall return on investment.
- Content creation: AI algorithms can generate written content, such as articles and social media posts, saving businesses time and resources. This technology can also be used to analyse and optimise existing content, making it more appealing and engaging to specific target audiences.
In conclusion, AI is set to change the future of marketing in profound ways, bringing with it new opportunities for businesses to reach and engage with their customers. However, it is important for businesses to carefully consider the ethical implications of AI, such as data privacy and algorithmic bias, to ensure that its use benefits both businesses and consumers alike.
Now, back to a real person to settle the scores!
It’s clear that so far, AI has enormous potential to change the way that we research, develop, and write pieces, as well as already shaping the way that data-driven marketing is performed.
With its instantaneous-answering capabilities, chatbots can help companies take the strain off human employees and provide customers with the answers they need quickly; with unfiltered access to the Internet, AI can help with research tasks that might’ve taken hours previously, cutting down on the cognitive workload of staff. It can also support the creation of more marketing material in less time – enabling faster testing and better value for money.
However, it’s also clear that AI has some way to go yet. Here’s why we think that is…
- ChatGPT is only accurate up to 2021, and so might not be the best option for industries where information changes quickly. Making sure that you have a human writing and checking content for this type of content would be essential, helping you to keep your finger on the pulse.
- Even if SEO tools claim that the work is “original”, the ideas already exist somewhere on the Internet – the AI has just reformulated them into sentences that don’t. If true originality is important to your business, using AI won’t help that.
- ChatGPT can also feel lacking in personality because of its sometimes-stulted nature of its speech and the matter-of-factness. While ChatGPT can write easy-to-read pieces sometimes the results can also become extremely repetitive for longer answers, when the writing patterns of the AI start to become recognisable.
Of course, we have to expect that future iterations might be better, but even with improvements, it’s clear that AI in marketing will be best utilised in a supporting role.
If you’re looking to develop a strong brand identity and create content that has a human touch, using digital marketers that can keep up to date with the changes and best practices is the best way to stay ahead of the curve with your content.
Knowing what to ask an AI can also be extremely difficult, so staying with a digital marketing agency that knows how to use ChatGPT and its successors is your best option for publishing the best content possible.
Get in touch with Workshop Marketing for marketing solutions provided by the digital experts.
