In todays fast-paced digital world, artificial intelligence (AI) is no longer a buzzword. It's a powerful assistant that helps marketers simplify, speed up everyday tasks and free up more time for what we really enjoy doing. And that also has a major impact on the results we achieve - from advertising and search results to blog posts and chatbots. Let's take a look at how this technology is transforming our field.
According to Hubspot, a whopping 90% of marketers say AI and automation help them spend less time on manual tasks and more time on the tasks they enjoy most (80%) and more time on creativity (79%).
AI is no longer a mysterious concept, it has become an indispensable tool for marketers. According to a HubSpot survey “AI Trends for Marketers” As many as 90% of marketers say AI and automation help them spend less time on repetitive tasks. This allows them to focus on the aspects of their work that they really enjoy. Moreover, AI opens the door to creativity. 79% of marketers now spend more time on the creative aspects of their role. This means that we not only work more efficiently, but also flex our creative muscles.
AI is like a smart assistant that thinks along with us. Imagine watching a Netflix series and getting recommendations for similar series. This happens thanks to AI algorithms that recognize patterns and make us relevant suggestions.
AI works based on machine learning and deep learning. Machine learning is like a student who gets better the more he practices. Deep learning goes even deeper and learns to understand complex patterns. A simple example: imagine that AI learns to recognize cats and dogs from photos. The system analyzes thousands of images and independently discovers the characteristics associated with each animal.
Generative AI, such as language models and image generation tools, creates new things. It has learned from the data it has been given and then uses advanced algorithms to generate new, original content from it. Generative AI has already revolutionized our world, and marketers can now take advantage of this creative power. There are various generative AI tools.
Large Language Models such as ChatGPT https://chat.openai.com/ , Gemini https://gemini.google.com/ and Copilot https://copilot.microsoft.com/ , are trained on enormous amounts of text. They understand context and can generate human-like texts. Marketers can use them in different ways:
In addition to text, generative AI is also revolutionary in image and video creation. Tools such as Runway Gen2, DALL·E , MidJourney, Adobe firefly , Pika , Heygen, Synthesia and Sora can generate stunning visual content. Marketers can use these tools for:
Today, brands are increasingly using AI for communication purposes. For example, Heinz has shown through a strong marketing stunt that even OpenAI's Dall-E 2 displays their ketchup when you ask to generate a ketchup bottle. https://www.youtube.com/watch?v=LFmpVy6eGXs
Or has Coca Cola brought numerous paintings to life in their advertisement: https://www.youtube.com/watch?v=VGa1imApfdg&t=48s
Chatbots will be able to do much more than just provide canned responses, allowing marketers to gain much more insight into their customers. AI-powered chatbots can not only answer more standard questions, but also provide personal advice, upsell, create support tickets, qualify and segment leads, schedule appointments, create trend reports, create reports from customer data, etc.
AI will also make our search engine results more relevant and personalized. Imagine walking into a library and the librarian personally guiding you to the exact books you need. This is what AI promises to do for online search results. It goes beyond simply a list of links; it becomes a personalized guide that leads you to the right information. Expect smarter recommendations and faster access to information.
AI is not a threat, but an opportunity for marketers. We must adapt to this new reality and find creative ways to use AI. The impact of AI will not only change our daily work, but also the results we achieve. The question is: what are you going to do with it, lead, manage or watch?
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