Five Marketing Use Cases to Deploy Generative AI

Gone are the days when GenAI was used only for writing cool poems. Today most successful marketing teams have been using GenAI technologies in various parts of marketing. Here are five use cases you can start using soon.

1. General Content Creation: The simplest way to use GenAI has been developing content. My first professional exposure to this technology was for this purpose. Writing long internal emails to a large group of employees and social media posts with ChatGPT and then briefly editing saved me tons of time. Today GenAI can write in-depth short and long-format content, series of prospect emails and social posts with limited touch from you.

Bonus: You can also create unique images. Goodbye to using stock images and the fear of seeing the images on your competitor’s site. Yet as you can see, the image of my favorite character playing my favorite sport needs a bit of improvement :)

2. Real-Time Personalization: This is not a new topic. Some industries, led by ecommerce have been using RTP for quite some time. Still, mostly it was limited to segmentation by visitor’s industry, company size, IP or other high-level demographic input. It was never granular, and nowhere close to being personalized. Now you can use multiple GenAI tools to populate web pages unique to your visitor’s particular background, preference and actions.

3. Triggered Operations: In the last ~10 years, RevOps (and Mark Ops and Sales Ops in this context) has been the least disrupted compared to other GTM categories. Now thanks to GenAI, we can easily predict the prospect’s next move with a certain probability. You don’t need to send the ten nurture emails to everyone who downloaded your white paper. Each of your prospects has different demographic and behavioral differences and with some training, you can take different actions for different individuals. They also have different preferences for learning about your offerings. Even if two people receive the same type of action, i.e., triggered email, triggered callback, triggered tweet, the contents of each item can now be different catering to the needs and expectations of each prospect.

4. Predictive Chatbots and Virtual Assistants: Working in two AI-based companies for the last 7+ years, you did not expect me to skip chatbots, right? I’m not talking about rule-based Gen1 Chatbots though. I’m referring to a chatbot that predicts your prospects’ next action. Because you now know all of her previous actions, tied with your intelligence about her demographics, the predictive chatbots and virtual assistants will be replacing MDRs and to a certain extent BDRs and I expect them to be Marketers’ biggest help in the next 6–12 months.

5. Insight Generation: Marketing is all about research whether it’s the industry trends, the competition or your customers. Now we’re entering a new age, you don’t need to sit in front of a spreadsheet to come up with an NPS after reading thousands of user comments or refreshing your competitors’ websites to grasp what the hell they launched recently. In addition, GenAI-based tools can create a presentation in your favorite format with limited input from you. So, you can get your market research in a fancy slide format too :)

I originally published this article here