Benefits & 7 Use Cases in 2023

The share of artificial intelligence in the marketing sector is rapidly increasing (see Figure 1). However, the specific effect of generative AI in marketing is not commonly known.

Figure 1. Market value of artificial intelligence (AI) in marketing worldwide from 2020 to 2028

Source: Statista

In this article, we will explain 3 benefits of leveraging generative AI in marketing campaigns, and address 7 use cases with some real life examples. 

Top 3 Benefits of Using Generative AI in Marketing

Generative AI can help create high-quality content that is relevant, engaging, and tailored to the needs of specific target audiences. By analyzing data and identifying patterns in consumer behavior, generative AI can help marketers create content that resonates with their audiences and inspires action. High quality content can benefit marketers in terms of:

1- Time and budget efficiency through automation

One of the biggest benefits of using generative AI in marketing is increased time and budget efficiency. The time devoted to composing marketing materials can be decreased in these ways:

• Conversational AI tools like ChatGPT can produce extensive replies in a matter of seconds, which is significantly quicker than what any human could do.
• Unlike search engines, it can evaluate the online information to present a concise summary of the answer.
• Through marketing automation and automated content generation, generative AI can eliminate the need for manual work, freeing up time for marketers and reducing the budget needed for content creation.
• By the elimination of human error and streamlining processes, generative AI can help marketers reduce the amount of time and budget needed for certain control tasks.

2- Targeted and personalized content

Using a combination of data analysis, natural language processing (NLP), and machine learning algorithms, generative AI tools have the ability to create content that is specifically tailored to your target audience.

By analyzing consumer behavior and identifying patterns in their interactions with a particular platform or brand, it can generate unique content strategy based on preferences of customers and outreach them via personalized emails and targeted social media posts.

3- Increased innovation and inspiration

Generative AI provides a powerful tool for businesses to generate innovative and inspirational marketing campaigns that can help them stay ahead of the curve and achieve their marketing goals by:

• Encouraging marketers to discover new ideas and approaches to marketing by generating creative concepts and insights that may not have been apparent through traditional methods.
• Assisting them in generating marketing concepts and ideas by drawing inspiration from the important previous experiences of others with tools like ChatGPT that cover the most of the previous online databases.
• Helping businesses identify customer insights, which can be used to create marketing campaigns that are relevant and timely.

7 Use Cases of Generative AI in Marketing

1- Text generation

Text generation using generative AI can be a powerful tool for marketing. These AI-generated texts can be used for a variety of purposes other than generating ideas, such as:

• Content creation for content marketing in the forms of emails, social media posts, blog articles, etc.
• Script writing and storytelling for advertising goods and services (see Figure 2)
• Generating product descriptions that are clear, concise, and engaging

Figure 2. An example for an AI generated content for advertising a new electric car model by using ChatGPT

2- Image generation

Here are a few ways in which image generation via generative AI tools like DALL-E can be implemented in marketing:

• Product imagery: With generative AI, businesses can create highly realistic images of their products that can be used in online stores, social media, and other marketing materials. This can help to showcase products in a more engaging and visually appealing way, which can lead to increased sales and conversions.
• Visual branding: Generative AI can be used to create visual branding materials, such as logos and graphics.
• Visual try-on: Generative AI can be used to create virtual try-on experiences, which allow customers to visualize how products will look on them. This can be particularly useful for fashion and beauty brands, as it can help to reduce the number of returns and increase customer satisfaction.
• Ad creative: Generative AI can also be used to create ads that are engaging and visually appealing (see the videos below to see how some famous brands leverage this). By using AI for ad creative, businesses can ensure that their ads stand out from the competition and are more likely to generate clicks and conversions.

Heinz ad:

Nestle ad:

3- Video generation

Video generation application of generative AI can be useful for marketing in:

• Video ads: With generative AI, businesses can create high-quality video ads that can be used on various platforms, including social media and video sharing sites. This can help to increase brand awareness and drive conversions.
• Product demos: Video generation can also be used to create product demo videos. By using generative AI to create these videos, businesses can showcase their products in a visually appealing way, which can help to increase engagement and sales.

However, users should be careful about the ethical concerns regarding such use cases, like the deep fakes (see the video below). There can be serious ethical problems if not monitored carefully. If you are interested in what these can be, check our article on the ethical concerns around generative AI.

4- Music generation

Music is an important component of many advertisements, and generative AI can be used to create ad music that is optimized for specific campaigns and audiences. By creating music that is tailored to the needs and preferences of a particular audience, businesses can increase the effectiveness of their ads and drive more conversions.

Figure 3. List of some generative AI tools for music generation

Source: AIMultiple

If you are interested in other generative AI tools, you can read our article on top 35 generative AI tools by category.

5- Chatbots/conversational AI for customer service

Chatbots or conversational AI using generative AI can be a valuable tool for customer service and support in marketing. By using generative AI, businesses can create chatbots or conversational AI that can understand and respond to customer inquiries and provide solutions to common problems. In this way, generative AI can be used in customer services for:

• 24/7 response
• Quick response times
• Multilingual support

6- Sentiment analysis

Generative AI can aid in sentiment analysis by creating synthetic text data that has been labeled with different sentiments such as positive, negative, or neutral. This synthetic data can be used to train deep learning models to analyze real-world text data for sentiment.

Additionally, generative AI can create text that is intentionally designed to convey a specific sentiment, such as positive or negative social media posts that could shape public opinion for marketing campaigns. This approach can also address the issue of data imbalance in sentiment analysis of user opinions, as shown in Figure 4, in various areas like customer service.

Figure 4. High-level overview of a sentiment classification approach

Source¹: “The Impact of Synthetic Text Generation for Sentiment Analysis Using GAN-based Models”

Check our article on the use cases of sentiment analysis in marketing to learn more.

7- Search Engine Optimization (SEO)

By analyzing large amounts of data and identifying patterns in consumer behavior, generative AI can help businesses identify SEO friendly, the most relevant and high-performing keywords and phrases for their digital marketing campaigns.

Marketers can utilize generative AI tools like ChatGPT to implement SEO in their content in various ways such as:

• Generating topic ideas for content writing
• Conducting keyword research
• Finding the right titles
• Grouping search intent
• Creating content structure

Business leaders testify that they are leveraging generative AI in marketing to maximize SEO and PR.² If you are interested in SEO optimization by using artificial intelligence tools, you can check our article on how to achieve SEO by leveraging ChatGPT.

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1. “The impact of synthetic text generation for sentiment analysis using GAN based models.” Egyptian Informatics Journal, https://www.sciencedirect.com/science/article/pii/S1110866522000342. Accessed 27 February 2023.
2. “How Generative AI Is Changing Creative Work.” Harvard Business Review, 14 November 2022, https://hbr.org/2022/11/how-generative-ai-is-changing-creative-work. Accessed 27 February 2023.