Where are you placing your 2024 genAI 'bets' in marketing?

As we near the end of the calendar year and my team is further down the road on our generative AI pilot(s) I have been contemplating how to further leverage generative AI in our Marketing and Communications operations as well as workflow. Where does it advance our productivity and offset costs allocated to external resources? Where does it 'add work' and hinder our productivity because the generative AI of 2023, just isn't there yet??

With that in mind, I thought it would be helpful to share the main areas I have been contemplating where to more strategically leverage generative AI in marketing plans for 2024.?

Therefore here is my initial list:

Customer journey: Maybe this is a no-brainer for B2C marketers, but as a B2B marketer and one with limited digital resources, I am thinking through how to integrate generative AI into the customer onboarding process by personalizing content delivery and streamlining experience. My thinking was that this can be done by linking website interactions with CRM systems to create dynamic content pathways to enhance engagement. As far as I know - this is already being done by major CRM systems out there (ex; Salesforce I think?) and now I just have to officially start doing it ;)

Automated recommendations: Again, this seems like something we’ve done with predictive analytics before using “next-best-offer” ads or retargeting, and now I think we can get a bit more specific by using recommender systems and generative AI to suggest content based on the next action you want your audience to take (ex; feed them the next best course or workshop to take OR promoting continual learning using your blogs, articles, podcasts, web assets etc.).

Content generation: Our team has been experimenting with generative AI content on social media, blog articles for marketing purposes and through creation of videos/ creative assets but it has been limited to bespoke projects or specific ‘needs’ this year. In 2024 I believe it will be easier to deploy generative AI to a more diverse set of marketing materials that may require “multi-modal” inputs such as design for ‘clips’ of existing videos (chunking them into series or themes or social teasers).?

That said, I am still a bit cautious of using 'generative AI' across all our marketing efforts and here is why...

1. Concerns around depletion of our ‘trusted’ editorial content. Currently we take pride in formulating a lot of our editorial based on an objective analysis of happenings and conflicting opinions from work our organization does with professionals in industry and AI researchers. This provides our content with a sense of balance, real quotes from real people, and we're not 'there yet' with generative AI editorial to make me feel comfortable that we could get this right if deployed for editorial purposes.
2. Concerns around limitations that may be set by browsers on "too-much" AI generated content which may ultimately make our SEO score lower.?

These concerns for me are especially relevant given recent examples over the past week from Sports Illustrated - where their content partner used generative AI inappropriately.?

The last thing I will say about 2024 and marketing strategies leveraging generative AI is that a HUGE part of implementing and adopting this technology, is going to require more and more tools and training for teams. Therefore I am considering the upskilling required to be a big portion of my operational plan to ensure adoption across my team + beyond.

Finally… I know there are so so so many more uses for generative AI within a marketing strategy, but I am curious to hear from you and where you think you will place your bets in 2024…. Let me know in the comments!!!