In a Mint Cellular commercial, Ryan Reynolds reads from a script written completely by ChatGPT. His immediate was easy (embody a joke, curse phrase, point out the vacation promo in his voice), however he calls the outcomes “compelling” but additionally “mildly terrifying.”
I feel the advert is a superb instance of one of many some ways entrepreneurs can use generative AI: to streamline the inventive course of.
Reynolds’ use is only one utility of many, although, and I’ll go over extra generative AI use instances in advertising and marketing on this piece, utilizing information from our 2024 State of AI Survey. Let’s see how entrepreneurs already use it and how one can leverage it your self.
Desk of Contents
Advantages of Gen AI for Advertising and marketing
Generative AI provides very actual advantages for entrepreneurs, and right here’s what I discovered from our information:
Most entrepreneurs say that the content material they make with generative AI performs considerably higher than content material created with out it
- Generative AI helps them create content material extra effectively
International entrepreneurs say that essentially the most impactful results of utilizing AI is that it makes them extra productive.
- Generative AI helps them make considerably extra content material
75% of entrepreneurs agree that AI might help them spend much less time on guide duties (like information entry, scheduling conferences, and so forth.), which supplies them time to deal with content material creation duties.
Entrepreneurs additionally save a big period of time utilizing gen AI: 3+ hours when utilizing gen AI for content material creation duties like writing copy, creating photographs, getting concepts, and so forth. With this time again, us entrepreneurs can let go of guide duties and deal with duties that want our human contact.
85% of entrepreneurs imagine AI is efficient at serving to entrepreneurs create extra customized content material, which speaks to shoppers’ want for personalization and experiences immediately related to them and their pursuits.
Gen AI also can assist entrepreneurs really feel extra glad at work, as 73% agree that it helps them spend extra time on the components of their jobs they take pleasure in essentially the most.
How will you reap these advantages your self? Let’s dive in.
Generative AI Use Circumstances in Advertising and marketing
Entrepreneurs who responded to our State of AI Survey informed us that the highest three duties they use generative AI for of their position are content material creation, analysis, and studying the way to do new issues.
The channels entrepreneurs most frequently use AI to create content for are e-mail advertising and marketing and newsletters (48%), social media content material for audio and video platforms (45%), and text-based social media content material (44%).
Entrepreneurs report optimistic ROI from utilizing gen AI to create content material for audio/visible channels (48%) and search/Search engine optimization content material (45%). Utilizing gen AI for e-mail advertising and marketing newsletters and text-based social media content material most frequently yields considerably optimistic ROI.
Let’s dive deeper into generative AI advertising and marketing use instances, that includes knowledgeable recommendation from Samyutha Reddy, Head of Enterprise Advertising and marketing at Jasper.
1. Generative AI for content material creation.
As I discussed, entrepreneurs informed us they most frequently use gen AI to create content material.
They use it to create photographs for advertising and marketing content material (with AI artwork instruments) and write copy for advertising and marketing content material. This is sensible to me as a result of, on essentially the most fundamental degree, all advertising and marketing content material contains some kind of visible picture, textual content, or each.
Gen AI also can assist with extra distinctive advertising and marketing duties, corresponding to producing the simplest and engaging e-mail topic strains primarily based in your historic open charges or translating your content material for world audiences.
I like Reddy‘s instance of utilizing Gen AI to repurpose content material. She says, “With the ability to take tremendous prolonged items of content material, feed them into Jasper’s Content material Synthesizer, and have a abstract of various viewpoints and items of information might help creators kind an opinion or perspective that a lot faster.”
For instance, if I’m changing a multi-page e-book right into a weblog publish, I can velocity up my course of by pasting the copy into an AI software and prompting it to record the largest takeaways. The software will establish key themes, subjects, and concepts, which I can use as a tough draft for my weblog. I add my voice and knowledgeable perspective, and I’d have a brand new piece of content material that took a fraction of the time to create.
All in all, 84% of entrepreneurs say gen AI helps them create advertising and marketing content material extra effectively. Regardless of its advantages, most entrepreneurs aren’t handing over the reins. They aren’t asking ChatGPT to put in writing an Instagram caption, copying the output into the caption field, and pushing it stay. A majority say and suggest entrepreneurs use gen AI of their roles however keep away from turning into overly reliant on it.
I prefer to view it as a trusty sidekick. It gives you concepts and show you how to create your outputs sooner, however you make edits and have the ultimate say.
2. Generative AI for content material ideation.
As a author, there‘s nothing worse than observing a clean doc. However as of late, you don’t have to attend for inspiration to strike.
AI might help you get the ball rolling even sooner than you often may: entrepreneurs report saving 2-3 hours when utilizing gen AI for brainstorming.
Reddy says, “AI actually suits at the start of the writing course of, significantly for content material ideation. If I am writing a weblog, I usually use Jasper Chat to check new concepts and take a look at completely different angles, identical to I’d with a colleague in a convention room.”
Reddy factors out that AI instruments are particularly useful for distant entrepreneurs who haven’t got the bodily house to spitball concepts with others.
“It‘s beneficial throughout a time when persons are working remotely and groups are distributed. We will get lots achieved in digital conferences, however they’re not usually used to simply brainstorm or join. In that method, AI will be actually useful,” she observes.
Device Advice: I repeatedly use HubSpot’s AI Content material Author in my writing course of. Typically I take advantage of it to create a complete define; different instances to give you a bit heading. Both method, it helps me kick off my course of, whether or not I’m feeling caught or not. The software also can show you how to write social media copy, fill out your touchdown pages, and even write your advertising and marketing emails.
3. Generative AI for content material analysis.
Plenty of effort goes into writing articles earlier than I even put pen to paper, and 99% of that effort is researching and sifting by means of info.
Language fashions have modified the sport on this regard. As a substitute of sifting by means of search outcomes, instruments might help customers entry info and get solutions in document time. For instance, prompts like “What’s the distinction between [topic] and [topic]?” or “What are the highest developments in [industry] in 2024?” can floor particular responses that may show you how to by means of your course of.
Entrepreneurs informed us they get again 2-3 hours they’d sometimes spend conducting their very own analysis utilizing gen AI, so it’s already confirmed helpful.
4. Generative AI for Search engine optimization optimization.
As content material creators, we wish our work to be seen by as many individuals as potential. One technique to get there’s by optimizing for Search engine optimization.
Nevertheless, we’re not all consultants in technical Search engine optimization. For Reddy, that is the place AI can actually shine.
She says, “I‘m not somebody that grew up within the self-discipline of content material advertising and marketing, and I by no means had a software to assist me with the technical facet of Search engine optimization. That’s the place Jasper comes into play. It will probably assist content material entrepreneurs optimize their articles by automating a number of Search engine optimization duties.”
In motion, a generative AI software may show you how to conduct key phrase analysis, classify key phrases by intent for extra targeted content material, counsel content material clusters to your weblog, or show you how to write meta tags and descriptions to enhance click-through charges.
However AI would not finish at optimization — it may additionally work as an editor in the course of the remaining phases of writing. Instruments like Grammarly can detect wordiness, provide various phrases, and enhance readability. The outcome? Search engine optimization-optimized content material that individuals take pleasure in studying.
Device Advice: As shoppers additionally get increasingly more utilization out of AI search engines like google and yahoo, you need to guarantee your web site is ready as much as seem in these outcomes. Enter HubSpot’s AI Search Grader, a free app that shortly analyzes your model primarily based on what your prospects & prospects are seeing throughout AI search engines like google and yahoo, then offers you actionable suggestions on the way to enhance.
5. Generative AI for scaling advertising and marketing campaigns.
In a really perfect world, there could be a single channel to fulfill, have interaction, and convert prospects. In actuality, entrepreneurs want a multi-channel technique to succeed in their viewers.
In fact, scaling advertising and marketing campaigns is not any straightforward feat. As Reddy places it, “We frequently burn all our vitality on creating one lovely, optimized piece of content material. However then our distribution falls.”
Nevertheless, entrepreneurs can use AI to construct total advertising and marketing campaigns from one piece of content material, which they’ll adapt to completely different codecs and lengths.
For instance, if I create a YouTube video I need to scale into a complete marketing campaign, I can use AI to transform the video script to completely different codecs, like a LinkedIn Submit, Fb advert, or e-newsletter copy. I’ll have a multi-channel technique moderately than a single platform or format. It additionally helps me strategically ramp up my advertising and marketing.
Reddy underlines this level, telling me, “It allows me to actually be a mission supervisor and a strategist, versus somebody who’s ready on different folks to ship their finish of the cut price.”
The Pitfalls to Keep away from When Implementing Generative AI Into Your Processes
1. Eradicating creators from the creation course of.
“When incorporating generative AI, the worst factor you are able to do is take away somebody with a powerful inventive or editorial eye,” cautions Samyutha.
At first look, AI-written content material could look good. But, many human parts — like humor, empathy, perspective, and cultural context — could possibly be lacking. On high of that, generative AI operates with limited data, so the data it collects could possibly be irrelevant, outdated, and even biased.
Most entrepreneurs informed us they’re solely considerably assured they’d know if the data gen AI offers is correct, however they’ve comparable ideas to Reddy. A majority use gen AI to present them a top level view/draft to construct off of, and a majority additionally make important edits to the textual content that gen AI produces.
Finally, I like to recommend utilizing AI as your first draft — not the final. It will probably lay the groundwork, however you continue to must elevate the content material together with your distinctive persona or perspective.
2. Recreating the wheel.
Each advertising and marketing crew has a unique technique for creating content material. In consequence, your method to AI — and the way you select to implement it — is exclusive to your crew.
Whereas AI is thrilling and new, Reddy recommends the “much less is extra” method when including it to your workflow.
She tells me, “On the subject of integrating AI, a number of groups really feel strain to recreate the wheel. Nevertheless, you do not have to construct all of your processes round generative AI. As a substitute, incorporate AI into your current processes that already work properly.”
For instance, a advertising and marketing crew could have an efficient content material distribution course of, nevertheless it could possibly be improved by automating some duties with AI — like scheduling social media posts and reformatting content material for various channels.
With this method, your advertising and marketing technique isn‘t depending on AI; it’s improved by it.
3. Elevating content material calls for too shortly.
As AI continues to hurry up the creation course of, it is necessary to have guardrails in place to take care of high quality.
Reddy says, “Now we have a number of processes constructed to examine our work, and that doesn‘t go away as a result of Jasper’s within the image. If something, that chain hyperlink of suggestions is strengthened so we are able to catch issues like inaccuracies or errors.”
She continues, “It‘s not about creating content material as shortly as you possibly can. It’s about successfully incorporating one other piece of know-how into your current workflow.”
Over to You
Us entrepreneurs are all the time on the lookout for methods to remain forward of the curve and embrace new know-how that helps us be more practical. Generative AI is a large alternative, however as Reddy places it, it’s necessary to all the time be reasonable about this know-how.
Finally, it is about figuring out when to push this know-how into your workflow — and when to tug again. With this method, entrepreneurs can successfully incorporate AI into their methods for optimum affect.
