The Role of AI in Marketing and Brand Growth

If you’ve been online at all in the past year, it’s likely something about AI has appeared on your newsfeed. From Chat GPT to Dall-E 2 to Jasper, AI tools are completely transforming the way marketers produce, launch, and distribute content online – and it’s here to stay. 

Before you freak out about a machine taking your job, don’t. I’m here to remind you that AI won’t replace you. It will enhance you. As a marketer, many of our skills relate to a foundational ability to empathize and emotionally connect with our human audience. This capacity to tap into something beyond what a machine can create means that AI won’t be replacing our work anytime soon. But it does change the game. 

We’ll discuss the function of AI in marketing, how you can use AI to streamline processes, and ultimately, how you can harness the capabilities of AI to improve your content. Let’s dive in. 

Understanding AI in Marketing 

In the fast-paced world of digital marketing, AI isn’t just a buzzword – it’s the newest tool for innovation, growth, and efficiency. AI technology uses machine learning, language processing, and data analytics to help brands make more data-driven decisions, automate tasks, and uncover consumer insights. 

Besides its efficient data analysis capabilities, AI has also evolved into various tools that can take a simple prompt and generate everything from content to images to videos and more. In the marketing world where content is a key part of your overall strategy, the introduction of these AI tools is a game-changer for both operational and creative tasks. What previously took your team hours can now be done in minutes if you know how to leverage AI effectively.

So where do you even begin with the AI world, and how do you use it to your advantage for your marketing strategy? Let’s discuss. 

Using AI to Automate Processes 

Before we get into how AI can enhance your creative content process, it’s important to note that AI can do a lot of heavy lifting for your brand when it comes to operations, freeing up more time for your team to focus on creative endeavors and strategy. Many applications support AI integrations, so you should look into how you can use AI within your existing toolkit to lighten the load on logistical tasks.

For example, if you use any type of marketing automation software, AI can help create campaigns, manage posting schedules, and optimize audience engagement within the platform. AI bots can also help manage customer inquiries on your website, providing around-the-clock assistance, support, and troubleshooting. This accessibility is key as customers are increasingly expecting quick and seamless interactions.

Another crucial factor that AI can help with: user behaviors and preferences. AI tools can consolidate your data and give you key insights about who is using your product, your brand reputation online, and which demographic to target for future content and advertising. Predictive analytics use a data-driven approach to help you find a target persona and understand how likely they are to buy and use your product. This quick analysis and reporting can save your team lots of time and effort in figuring out your key audience and how to best reach them. 

If you’re not sure how to leverage AI to help optimize processes for your business, fill out the form to get started with a personalized approach tailored to your brand.

AI and Content 

So we’ve covered the basics of AI in marketing and how you can use AI to make your internal operational processes more efficient for your team – but what about leveraging AI for your content and creative assets? 

It comes as no surprise that many are using tools like Chat GPT to churn out loads of marketing material and content that is then used on websites, in emails, and all over social media. Don’t do this. Why? 

For one, it’s easy to spot when AI has written your materials, as many AI tools have distinctive tones and language choices (even when given instructions on tone). Second, your content loses all of its originality and shine with each piece of AI-written material. Would you expect consumers to flock to a generic article, or something with personality, opinions, and passion? Third, you’ll lose touch with a sense of your own brand’s tone, community, and values by consistently using AI to churn out your content. When you develop your own assets, copy, and marketing materials, you grow professionally and personally with your brand and its audience. When you’re engaged with and excited about the material, it shows. 

All this being said, it is important to leverage AI to enhance your content and push your boundaries as a creator and marketer. A simple way to do this is to have AI proofread your work, push back on points, and help you with cleaner transitions and ideas. Another way to use AI is to have AI help draft your content with a skeleton that you can then build out to be engaging, passionate, and human. If you’re feeling stuck, you can also exchange ideas with AI and use it to expand your own mindset on what’s possible for your brand’s marketing and growth. 

Conclusion

While AI is revolutionizing many industries, it’s important not to panic and resort to thinking that AI will take over your job. It won’t. But because AI is here to stay, learning how to leverage it for operational, creative, and logistical success will be crucial to expediting your brand’s growth, growing your brand’s community, and using data to power your decisions and strategy. 

If you’re not sure how to introduce AI to your business, I have had a front-row seat to the AI marketing revolution and can help you get started. Fill out the form here