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With AI being the biggest spend for nearly 50% of top tech executives, the conversation has moved away from "Should we adopt AI?" to "How can we use AI to our advantage?". Amongst marketers, generative AI has surpassed the popularity of even social video platforms like TikTok as the most impactful consumer trend to watch.
Yet, 30% of CMOs who are leading the adoption of AI in companies only have a basic understanding of AI. What are the trends you should watch out for, and which AI tools can help you do more in less time?
That’s what we’ll tap into in this article. Let’s get started.
From automation and personalisation to creative analytics at scale, here are four main AI applications that are most exciting for marketers:
Creative automation is no longer the future; it's here and here to stay. Natural language processing apps like Stable Diffusion, DALL-E, and Midjourney are creating viral content and bagging awards. Open AI’s ChatGPT is used for day-to-day copywriting by marketers.
But the lesser known cousin of creative automation is programmatic creative which uses generative AI and millions of data points to create, test, and launch different versions of ads for different audiences and ad platforms. When creating an ad manually would usually take 5-10 hours, programmatic creative can now cut it down to minutes.
In 2023 and beyond, marketers are adopting programmatic creative tools like AdGen AI to automatically generate and launch a collection of laser-targeted ads that produce higher ROAS in half the time.
Marketers are not just automating ad creation, they are also personalizing the ads with the use of AI. With AI-powered data analysis, predictive marketing, and audience targeting and forecasting, we're entering into an era of hyper-personalization to improve customer experience.
Imagine ads so tailored that they feel crafted just for you. With automation and AI, marketers are “improving their business results as they communicate individualized messaging at scale,” writes HBR.
Just like personalization, A/B testing is also essential for any effective marketing strategy. AI and Machine Learning helps scale not just the tests, but also spot patterns quickly that may slip past a human marketer, says Richard Wheaton, Managing Director at fifty-five UK.
AI aids in more informed decision-making, allowing marketers to optimize campaigns based on which creative elements resonated the most with which audience segments.
More than 9 out of 10 marketers believe AI will play a major or significant role in email marketing, according to the latest Email Marketing & Research Report.
The same study revealed that over half of marketers are already using AI in their email marketing campaigns, with the top three use cases being content personalization, email retargeting, and subject line optimization.
Here’s a breakdown:
The way that marketers are using AI in email marketing speaks volumes about the bigger AI adoption as a whole.
The trifecta of marketing – relevancy, personalization, and speed-to-market–is turbocharged by AI. Process automation has never been easier, and cheaper, with AI tools in the market offering the same horsepower and functionalities as enterprise-grade solutions, often at half the price tag.
This is the democratization of AI in action: making advanced marketing strategies accessible and affordable to all, not just the elite few.
Since the dawn of Chat GPT in 2022, AI companies have been mushrooming all over the world. Today, there are 8,254 new tools (and counting) in the AI market, ranging from generative AI, NLP, large language models, and multimodal solutions.
Among them, here are our top picks that are most beneficial for marketers:
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AdGen AI is a leading Programmatic Creative solution that focuses on digital ad generation and testing at scale using Generative AI technologies.
The software is designed for marketers and digital marketing agencies who want an efficient and cost-effective solution for creating and publishing ads across multiple channels. It’s suitable for both seasoned marketers and beginners looking to streamline their ad creation process.
Standout features include automatic formatting for diverse channels, access to Adriel's "Ad Creative Bank", multilingual support in six languages, and a user-friendly interface.
With just a website URL, brand tone, and product summary, users can generate ads fitting their brand's voice. Moreover, it facilitates cross-channel publishing on platforms like Google and Meta and integrates seamlessly with business intelligence tools for real-time performance tracking.
Join the waitlist to access the Beta link.
AI tools have revolutionized the chatbot landscape (think of ChatGPT).
Adpost, in particular, has introduced a feature using conversational AI that allows its AI chat bots to learn directly from web page content. This enables small businesses to craft chatbots that are more in tune with their offerings and context.
This platform has integrated AI into its site-building and customer relationship management features. By answering a few questions, users can have a prototype website built for them, complete with images. Additionally, The Hub by GoDaddy Pro leverages generative AI to craft client communications, offer business advice, and troubleshoot website issues.
This AI website builder can craft a fully functional website based on voice or text prompts. The end result is a site complete with relevant content, images, layout, and optimization features such as SEO metrics tools, app integration, multilingual support, and social media integration.
This tool acts as a digital asset creation and optimization engine. It can import/export data to/from a CMS and, when paired with SEO data, can cross-reference marketplace search intent with CMS data. This results in revenue-driving product assets, and it also offers traffic analytics for recommendations.
For the 20 million Notion users, AI development has been seamlessly integrated into the platform. Notion AI offers features like writing assistance, page summarization, translation, and more. It's particularly useful for those who use Notion extensively for writing tasks.
Tired of lengthy presentation preparations? SlidesAI.io is your solution. It's a game-changer for marketers, enabling the creation of compelling pitch decks and campaign overviews in no time.
Offering a range of presentation styles and customizable color presets, it makes sure your content stands out. Prioritizing user privacy and requiring no technical know-how, SlidesAI.io streamlines the slide creation process, letting you concentrate on delivering an impactful presentation.
Leading the way in AI-generated voices, ElevenLabs offers human-quality voices through its VoiceLab platform. Users can customize voices based on gender, age, accent, and accent strength. The platform's capability is so advanced that users can even clone their voice with just a minute of audio.
Whether you're looking for narration, voiceovers, or any voice work, ElevenLabs provides an array of voices that sound incredibly real.
How do these emerging tools and trends impact the marketing industry in the coming year? Here’s what we think.
The AI landscape is rapidly evolving, and with it, the need for reskilling. A recent study by IBM, which analyzed data from 3,000 C-level executives across 28 countries and another of 21,000 workers in 22 nations, concluded that a staggering 40% of the workforce will need to reskill.
This underscores the importance for marketers to stay ahead of the curve, ensuring they're equipped with the skills and knowledge to harness the full potential of AI.
“When AI is adopted by organizations, leadership needs to know how work has changed so they make the right hires,” says Chris Wood in MarTech.
However, the narrative that AI will replace humans is a misconception. While machines excel at tasks with clear parameters and historical data, humans shine in understanding nuance, context, and conceptual problem-solving.
Generative AI models and writing tools, as Anita Brearton, CEO of marketing technology management platform CabinetM, suggests, are best viewed as writing assistants rather than replacements. Their primary value lies in enhancing productivity and optimizing content for SEO.
As AI takes over your assistant and admin tasks, it frees up marketers to focus on strategizing and holistic problem-solving.
“We're not trying to replace marketers, but we really try to help them gain more time and energy, so that they do the real human marketers job that can not really be replaced by AI,” says Sophie Eom, co-founder of AdGen AI.
As companies produce a lot of content and marketing campaigns in half the time with the help of AI, it brings traditional agencies at a crossroads: adapt or become obsolete.
Andrew Holland, Director of SEO at JBH, suggests that agencies either reduce staff or amplify output. The future favors lean agencies, startups, freelancers, and niche firms.
But whether agency or inhouse, the most potent risk of AI systems lie in privacy and ethics. Concerns often arise about the misuse of personal data and the potential for invasive targeting. There's also the fear of algorithms making decisions without transparency, leading to biased or unfair outcomes.
Compliance, ethics, and data privacy can't be afterthoughts. “When organizations push data privacy onto the back burner, it will come back to bite them,” writes Ganes Kesari in Forbes.
A recent study by the Marketing Artificial Intelligence Institute shows that CMOs are most likely to lead AI adoption in a company, but 30% of us only have a basic understanding of AI.
Main barriers to adoption include:
As marketers ourselves, we recommend these tactics for a successful AI adoption:
1/ Go small, aim big. Don’t dive into the deep end with a big AI tool with a hefty price tag. Start with affordable tools, like AdGen AI, observe the results, and scale from there.
2/ Encourage your team to start using AI. Resistance to AI is natural. Help your team see AI tools as helpful assistants, designed to streamline their work, not replace them.
3/ Set aside time (and budget) for training. Adopting a new tool? Make sure everyone in the organization knows how to make the most of it.
4/ Choose wisely. There’s a lot of noise around AI, but select tools that genuinely align with your needs and solve real challenges, rather than just following trends.
5/ Bring people into the equation. AI won’t work unless it’s directed by strategy. Pair AI initiatives with human oversight and strategic input.
From eCommerce to healthcare, AI is leading the next industrial revolution. This revolution is not just about technological advancements but is set to redefine how businesses operate, communicate, and compete.
However, with great power comes great responsibility. It's important for decision-makers to make sure AI is used fairly, ethically, and beneficially for all.
If you’re looking to automate your ad creation process with AI in Q4 or beyond, check out AdGen AI. Start playing around here.
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