Unwrapping the benefits of AI in marketing

AI in marketing is not just a futuristic concept; it’s here, and it’s transforming the industry in tangible ways.

• Improved copy and content

Starting a new project or developing fresh ideas can be daunting, especially when faced with a blank page. AI platforms such as Copy.ai can provide the initial push needed to get ideas flowing. Whether you’re drafting a report, creating a presentation, or brainstorming ideas for a new campaign, AI tools can assist by generating initial drafts or offering creative suggestions based on your prompts. This is particularly beneficial when you’re up against tight deadlines or when inspiration is running low. For example, Finastra, a software solutions company, is reducing creative production time from seven months to seven weeks using AI tools. Saving time on initial idea generation allows marketers to shift their focus to the tasks that genuinely require their attention and creativity.

• Enhanced customer engagement

Another key use case for AI in marketing is customer engagement. Feeding customer personas into generative AI platforms to tailor the copy to their wants can make content more audience-centric and tailored to drive engagement. Additionally, using AI platforms for real-time data tracking and analysis across channels can help marketers understand what is working well and continuously improve. For instance, AI can help segment audiences more precisely and personalise interactions at scale, enhancing overall customer experience.

Making AI merry and bright

As with any emerging technology, AI does not come without its risks. The key to successful AI adoption is understanding and addressing its limitations.

• Addressing accuracy limitations

Despite AI’s capabilities, AI-generated content can sometimes miss the mark. For instance, ChatGPT has been known to create hallucinations, facts or references that are incorrect or fictional. That’s why human oversight and validation are crucial to avoid errors and maintain the quality and accuracy of marketing content. This includes refining AI outputs through multiple iterations and ensuring the final content aligns with the brand’s voice and messaging. Human editing ensures that the content remains authentic and resonates with the audience.

AI models also need constant updates. Netflix’s AI, for example, continuously learns from new viewing data to ensure recommendations stay relevant. Marketers should adopt a similar approach to keep their AI models current and ensure that AI-generated content remains relevant and accurate. If using off-the-shelf AI products such as ChatGPT, it’s important to sense-check the outputs generated to ensure they are relevant and make any necessary updates.

• Privacy and security

Generative AI can enhance efficiency, but it’s crucial to understand its associated risks to ensure responsible application. In an age where data is king, confidentiality and security have never been more important. It’s essential that anyone using AI understands the privacy guidelines of each programme to avoid leaking any sensitive data. This is particularly crucial when using large language models (LLMs) such as ChatGPT.

Anonymising key data is the best way to safeguard the information to protect both the organisation and customers. Similarly, being aware of the cyber security risks of AI platforms and implementing robust security measures is vital.

AI in marketing: naughty or nice?

So, it’s clear that with the right guardrails and precautions in place, AI can be transformative to marketing, both from a productivity and creative perspective. But are companies taking this too far? Marketers must strike a balance of using AI to enhance their work, without losing the sense of human emotion and authenticity that makes marketing outputs a success.

For instance, Coca Cola’s recent Christmas campaign has sparked controversy by being entirely AI generated. While the company insisted that its updated ‘Holidays are Coming’ advert “links the brand’s rich heritage with its optimistic vision of the future,” the feedback has not been so positive. The campaign has been criticised for lacking emotion or creativity, something which marketers must be mindful of when using AI for their content. 

Taking AI by the reins

As we look towards the future, the integration of AI in marketing will only deepen, presenting new opportunities and challenges. By embracing AI’s capabilities while staying vigilant about its risks, marketers can lead the charge in strategic innovation. The road to 2025 and beyond is paved with AI-driven possibilities, ready to be harnessed for transformative marketing success.

Sophie Rea is director of integrated marketing at ANS, a digital transformation provider and Microsoft’s UK Services Partner of the Year 2024. Headquartered in Manchester, it offers public and private cloud, security, business applications, low code, and data services to thousands of customers, from enterprise to SMB and public sector organisations.