When Transforming Marketing, Generative AI is Not a Silver Bullet

Listen to the opinion piece by Cédrick Lunven

In the ever-evolving landscape of marketing, businesses are constantly seeking innovative ways to capture their audience’s attention, convey their messages effectively, and stay ahead of the competition. In recent years, one technological advancement has made significant strides in revolutionizing the marketing industry – Generative Artificial Intelligence (AI). Generative AI, powered by models like chatGPT or bards, has already begun to reshape the marketing landscape in profound ways.

Using Generative AI for Marketing Assets

One of the most notable ways Generative AI has transformed marketing is by enabling the generation of multiple content assets for marketing campaigns. Whether it’s creating text, images, or other multimedia elements, AI models have the capacity to produce a wide variety of content. Here’s how it works:

Text Generation: Generative AI can produce text with different tones, styles, and purposes. This means you can use AI to craft emails, blog posts, event invitations, and even campaign titles, each tailored to specific requirements. For instance, you can create formal, informative blog content, followed by friendly, conversational social media posts.

Image Generation: AI can also assist in creating eye-catching visuals for banners and other promotional materials. With the right input, AI models can generate graphics, logos, and images that align with your brand identity and campaign goals.

Created with Stable Diffusion: “A penguin drinking energising drinks in Antarctica “

The Not-So-Silver Bullet in Generative AI

While Generative AI has introduced groundbreaking opportunities for marketers, it’s not a one-size-fits-all solution. There are several challenges and considerations that businesses must navigate:

Choosing the Right Provider:

The AI landscape is rife with options. Businesses need to decide which AI provider best suits their needs. Should they go with OpenAI’s ChatGPT, Google’s Bards, Claude, or Stable Diffusion? Each provider offers unique capabilities, and the choice depends on the specific requirements of the marketing campaign.

Customization is Key:

While AI can generate content, customization remains essential. Techniques like RAG (Retrieval-Augmented Generation), prompt templating, fine-tuning, and addressing issues like anti-hallucination, citations, query relevancy, and anti-jailbreaking are crucial. Customizing the AI’s output ensures that it aligns perfectly with the brand’s messaging and goals.

Addressing Hallucination:

One of the pressing challenges in using Generative AI for marketing is addressing hallucination. AI models can sometimes generate inaccurate or fictional information. Businesses must continually monitor and verify the content produced to ensure its accuracy and reliability. This involves implementing checks and balances to minimize the risk of disseminating misleading information.

The Ongoing Race for Improvement

As of now, Generative AI in marketing has made remarkable progress, but there is still room for improvement. Approximately 40% of AI-generated content may contain hallucinations or inaccuracies. The race is on to enhance the quality of AI-generated content to make it more reliable, trustworthy, and aligned with business objectives. This involves ongoing research and development efforts to reduce hallucination rates, improve content relevance, and ensure compliance with ethical guidelines.

Generative AI has already ushered in a new era of possibilities in marketing, enabling businesses to create diverse and engaging content assets more efficiently than ever before. However, it’s crucial for marketers to choose the right AI provider, invest in customization, and actively work to improve content quality to harness the full potential of this transformative technology. As the AI landscape continues to evolve, we can expect even more innovative solutions that will shape the future of marketing.

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This article was first published on goodbards.ai.