Customers tend to gravitate to brands they can relate to and connect with. This fundamental principle forms the basis of influencer marketing's effectiveness. Potential customers follow influencers because they connect with the content they share hence building a personal connection is essential for the success of digital marketing strategies.
Currently, digital marketers invest significant time in creating meaningful content for the brands they represent. Whether it involves curating a month's worth of social media posts or developing an insightful thought leadership article for an industry publication, generative AI can amplify and support digital marketers' creativity. Generative AI can help overcome writer's block and provide the following:
- Valuable suggestions for future content based on historical customer engagement data by researching the subject.
- Summarizing complex topics clearly and coherently.
- Offering thought-provoking ideas.
This collaboration between digital marketers and generative AI empowers them to deliver impactful, well-informed content to captivate their target audience.
Collaboration and augmentation
There is a growing global acknowledgment of the importance of fostering collaboration between humans and machines, as well as the augmentation of human capabilities through AI rather than replacing humans in creative processes such as digital marketing.
The Global Head of Product at Grammarly, Rahul Roy-Chowdhury, recently emphasized their focus on harnessing advanced technologies to enhance human potential. While technology plays a central role in Grammarly's approach, they believe their AI should be rooted in human intelligence and designed to address user needs and challenges.
The World Economic Forum has highlighted the importance of addressing the dissemination of misleading or false content through AI. Developers like OpenAI, the creators of ChatGPT, are actively working on reducing the potential for false or harmful outputs. However, human input remains critical in ensuring the reliability and integrity of AI-generated content.
Conclusions for digital marketers
Generative AI holds immense potential to revolutionize the workflows of digital marketers worldwide. It offers the ability to streamline processes, whether it's supporting the growth of a small business or reshaping the perception of a global brand.
With existing AI applications, marketers can benefit from content suggestions, captivating image creation that enhances brand perception, and personalized content tailored to previous engagements. Ongoing AI development, exemplified by Adobe Firefly and similar initiatives, promises to expand these capabilities further. However, it's important to acknowledge that human input remains indispensable in establishing authentic customer connections. Building such connections relies on delivering relevant and relatable content across various digital marketing channels. While generative AI can undoubtedly facilitate the creation of such content, it still requires the human touch.
Digital marketers need to embrace the potential of generative AI while remaining mindful of its limitations and potential challenges. Adopting an open-minded approach, they position themselves to grow their brands effectively and efficiently in the ever-evolving digital landscape.
Generative AI allows digital marketers to streamline workflows, enhance brand perception, and connect with customers on a deeper level through a creative interface and dynamic ideas.