What is Generative AI? And how can YOU Use It Effectively in Marketing

What is Generative AI? And how can YOU Use It Effectively in Marketing

Jodi Millard on August 9, 2023 at 10:35 am


Generative AI is a powerful technology that can create content from scratch, such as images, text, music and more… It has many applications in online marketing, such as generating slogans, designing logos, writing copy and more. But does that mean it can replace human creativity? Not quite. Generative AI is a useful tool, but it still needs human guidance and input to produce effective results.

By now, you may or may not have heard about generative AI tools like ChatGPT. We will cover generative AI in a bit more detail and also give you some tips on how to use it in online marketing effectively and responsibly.

What exactly is Generative AI in Marketing Online?

Generative AI is a type of artificial intelligence that can create all sorts of content, such as images, text, music, and videos, based on machine learning and existing data. It has the potential to revolutionise the marketing industry by providing marketers with new ways to generate engaging and personalised content for their audiences – by now you’ve heard of DALL-E 2 and ChatGPT, right?

Generative AI can help marketers discover new ideas and approaches to online marketing, by generating creative concepts and insights that may not have been apparent through traditional methods, or by assisting them in generating marketing ideas by drawing inspiration from previous online databases- It’s like having a trusty assistant by your side to lean on when you’re having a tough time coming up with ideas or getting started.

The Pros and Cons of Generative AI in Online Marketing

As generative AI keeps evolving, it’s no surprise that marketers and creative folks out there are diving into the endless possibilities it brings to their roles and marketing strategies. Marketers now have an AI buddy to help generate content, offer social media inspiration, and even help kickstart the creative process. Granted, it operates at a basic level, but it’s a fantastic tool for sparking ideas and laying the groundwork for your creative endeavours.

But, let’s address the elephant in the room: the false notion that Generative AI can replace good old human creativity. AI may be smart, but it can’t match the human touch that marketing often relies on – after all, AI lacks real thoughts, feelings, and opinions unlike we humans. And let’s face it, emotion and creativity are the “secret sauce” of effective online marketing; AI simply can’t mimic that magic. People still want to interact with people – and that’s no different online.

The true beauty of machines and AI lies in their ability to automate the mind-numbing tasks that would take us humans ages to complete – but not replace.

AI vs Human SEO: Who Wins and Who Loses in Digital Marketing?

So by now, you’re getting the idea that AI is great at helping to create content but most people don’t realise that AI really fails at SEO because it lacks the human skills and judgement that are essential for SEO success. AI cannot adapt to the changing and complex nature of SEO, as it depends on the data and algorithms that may not reflect the current trends, user behaviour and search engine updates. Humans, on the other hand, can use their experience, intuition and feedback to adjust their SEO strategies accordingly and stay ahead of the competition.

AI tends to also produce spammy auto-generated content that Google penalises and users can pick up on, while human SEO professionals aim to create original and valuable content that meets the search intent and user needs.

AI, in its current form, fails to follow best practices for SEO-friendly content, such as meta tags, headings, effective keywords, links and other on-page elements, while human SEO professionals can optimise the content according to the latest SEO guidelines and standards – which side will you choose?

Tips on how to use generative AI in marketing effectively:

  • Understand your goals and audience. Before using generative AI, you need to have a clear idea of what you want to achieve and who you want to reach. Generative AI can help you create content that matches your brand voice, tone, and style, but it cannot replace your human creativity and insight. You need to define your objectives, target audience, and key messages before using generative AI tools.
  • Choose the right generative AI tool: There are many different types of generative AI tools available, such as GPT, DALL-E, Midjourney, and others. You also need to consider the quality, and reliability of the tool, as well as the legal and ethical implications of using it.
  • Test and refine your content: Generative AI is not perfect and can sometimes produce content that is irrelevant, inaccurate, or inappropriate. Therefore, you need to test and refine your content before publishing or distributing it. You need to check the content for grammar, spelling, punctuation, coherence, logic, originality, and relevance.
  • Monitor and measure your results: Generative AI can help you generate more content faster, but faster doesn’t mean better! It cannot guarantee that your content will be effective or successful. Therefore, you need to monitor and measure the results of your generative AI campaigns using metrics such as engagement, conversion, retention, and satisfaction. You also need to collect feedback from your audience and learn from your mistakes.

AI is simply not enough for SEO success.
You need the human touch of an SEO professional who can understand you, your business, your audience and your goals.

ElevateOM has the skills and experience to help you achieve your SEO objectives and reach new heights If you want to improve your SEO or you’re not sure where to start, contact ElevateOM’s digital marketing experts to help accelerate your website traffic and generate more sales.

Give us a call on 0800 69 06 009 or fill out a Contact Request to speak to our team about the future of digital marketing for your business.

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