Your Guide to Generative AI for Marketing

Since the release of ChatGPT nearly two years ago, generative AI technologies have disseminated into dozens of white-collar or knowledge-worker industries at breakneck speeds. In short, if your job primarily consists of staring at a screen while typing and clicking, you’ve almost certainly used generative AI tools or encountered the work of others who do. The case of generative AI in marketing is no exception.

Already, 85% of marketers report that generative AI has changed how they create content. Among the active adopters, 20% now spend 40% of their total marketing budgets on AI-driven content. Like the internet and the smartphone, the emergence of generative AI is starting to seem like a moment dividing the irretrievable past from an inescapable present.

However, this moment is still quite early and no one can yet see exactly where we are in the larger, ongoing process. After all, rapid – almost near universal – adoption of AI technologies in marketing and other fields says little to nothing on its own about how effectively most marketers are using this powerful new toolkit. Despite the widespread use of generative AI tech, only 32% of companies consider misuse of AI a risk worth mitigating, and even fewer (21%) have any policies in place to guide employees across this frontier.

In the meantime, however, new AI applications in marketing continue to pop up seemingly overnight, like toadstools after a spring rain. Even for enthusiasts, the pace of change can be hard to keep up with. Nevertheless, if you’re keen to catch up but short on time, you’ve come to the right place. This guide provides a broad overview of emerging use cases for generative AI in marketing, with a focus on tools that enable more meaningful user experiences.

How to Use AI for Marketing: 5 Developing Use Cases

Here’s an overview of five AI-integrated marketing tools that showcase AI’s vast potential to connect people with exactly the content and information they’re seeking.

1. Google’s AI-Powered Performance Max Campaigns

Google’s AI-Powered Performance Max Campaigns represent a significant leap forward in the integration of AI for digital marketing. This innovative tool uses machine learning to optimize ad placements across all of Google’s channels, including YouTube, Display, Search, Discover, Gmail, and Maps.

Performance Max uses AI to analyze extensive data and identify the most effective ad combinations and placements across Google’s channels. The AI continuously learns from user interactions and dynamically adjusts bids and placements to maximize performance and achieve campaign goals.

While dynamic ad placement isn’t new to Google Ads, Performance Max uses AI to analyze vast amounts of data in real time, at a scale and pace that would be unimaginable for human analysts working with spreadsheets. Marketers only need to provide the campaign goals, creative assets, and targeting criteria, and Google’s AI handles the rest.

This tool is particularly effective in identifying high-performing ad formats and channels that might be overlooked in traditional manual campaigns. By automating these decisions, Performance Max campaigns enable marketers to focus more on strategic planning and creative development. The integration of AI into this marketing technology simultaneously enhances efficiency and empowers marketers to harness the full potential of their advertising budgets.

2. Salesforce Einstein

Salesforce Einstein is a unique example of AI for marketers embedded within the Salesforce customer relationship management platform. Primarily, Einstein performs predictive analytics to help marketers forecast future trends and behaviors. The AI’s capability to offer personalized recommendations ensures that customers receive content tailored to their interests.

Additionally, Einstein automates workflows and streamlines routine tasks like:

• Lead scoring
• Sales forecasts
• Data entry
• Customer service responses

This integration of AI into marketing technology both improves customer relationships and boosts campaign effectiveness by delivering insights and efficiencies that traditional tools cannot match.

3. HubSpot’s SEO Marketing Software

HubSpot’s SEO Marketing Software now deploys generative AI for marketing uses.

• AI-powered topic suggestions: Analyzes large amounts of data to recommend relevant content topics. This helps marketers create content that aligns with audience interests and search trends.
• AI-driven content optimization: Provides prioritized recommendations for keyword optimizations and highlights changes with the most significant impact on search rankings.
• Meta description and title generation: Automatically creates compelling meta descriptions and titles to improve click-through rates from search results. By leveraging AI, the software ensures that these elements are optimized for maximum engagement​​​​.
• Performance tracking: Monitors keyword data, estimates traffic gains, and tracks essential SEO metrics in real time. This allows marketers to adjust their strategies based on up-to-date data at any point in campaigns.

4. IBM’s watsonx

IBM’s watsonx offers some clever AI integrations tailored for marketing.

• Large language model (LLM) for content creation: Allows marketers to generate a wide array of content types like marketing campaigns, emails, blogs, social media posts, and product demonstrations with natural language prompts.
• Prompt Lab and Tuning Studio: Provides marketers with tools to customize AI models for specific tasks such as content generation and summarization. Prompt Lab enables the use of tailored prompts to enhance the relevance and personalization of marketing copy. Meanwhile, Tuning Studio fine-tunes models – even with minimal data – to improve performance and accuracy for specific content audiences.
• Retrieval-augmented generation (RAG): Uses generative AI models to create content and responses. RAG integrates retrieval capabilities that pull relevant data from a specified knowledge base or dataset. This ensures that the generative outputs are grounded in accurate and up-to-date information.
• Comprehensive AI lifecycle management: Helps marketing teams manage AI models throughout their lifecycle. This includes training, validating, and deploying models that can adapt to changing market conditions and consumer behavior.

5. Hushly’s Generative AI Content Chat

Hushly’s Generative AI Content Chat represents a groundbreaking integration of AI into marketing technology, with unique capabilities that enhance content intelligence and engagement. This innovative feature leverages AI to gain deeper insights into visitor interactions with content. Content Chat generates 1st-party data signals to inform content marketers about specific account and visitor interests. This process uncovers content gaps and increases customer education by providing detailed, accurate responses tailored to each visitor’s queries.

Looking deeper, Content Chat also can learn and index all content types across a marketer’s library, including documents, blogs, and transcribed videos. Using natural language processing (NLP), it understands the meta-structure of each content asset, thus eliminating the need for manual tagging.

Moreover, the platform offers flexible deployment, allowing marketers to activate or deactivate the AI chat on any page and customize the call-to-action (CTA) as needed. This adaptive learning feature ensures that the AI focuses on the specific content asset in question, providing precise, content-focused answers and recommending related assets to increase engagement.

Overall, Content Chat transforms how marketers interact with and optimize their content. By providing real-time, actionable insights and automating labor-intensive processes, Content Chat enables marketers to create engaging, user-specific content experiences and ultimately drive higher engagement and better customer education.

Revolutionize Your Content Strategy with Hushly’s Generative AI Content Chat

Discover how Hushly’s Generative AI Content Chat can drive engagement and provide insightful analytics for your content strategy. Hushly transforms marketing efforts with real-time, actionable insights.

Book a demo with Hushly today.

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