Volume 11 No. 4: What does AI’s evolution mean for marketers?

Chat GPT. Bard. ERNIE Bot. DALL-E 2.

Is AI just the latest shiny new object?

Or the future of marketing?

Marketing Breakdown

What does AI’s evolution mean for marketers?

Each week, we break down another marketing trend so you can skip having a breakdown.

Most likely, all the buzz around AI transforming everything from search to copywriting to graphic design is somewhere between a trend and a meaningful shift toward a technology-driven creative process.

AI is not ready to replace humans.

But that doesn't mean there's no role for AI in marketing. And it’s arguable that marketers and advertisers who don’t lean into AI now will find themselves left behind as technology evolves. Brands and agencies alike are finding ways to use AI that are genuinely helpful.

Brainstorming: Communicating ideas is easier when you can quickly generate an image of exactly what you’re thinking. This could be helpful for an agency explaining a concept to a client or for an art director planning a project with a designer.
Content Creation: AI can help cut down on copywriting time by quickly producing many variations of the same message during an ideation stage or by creating the “ugly first draft” of a larger piece of content.
Search Marketing: Instead of checking off a list of keywords while writing your next blog post, have AI do it for you. One warning is that while AI can ensure you include terms to help your post rank in search results, the accessibility of these tools mean expectations for content quality may actually increase in the future. If everyone can share a perfectly optimized article, it’s going to be the highest-quality, truly helpful articles that stand out.

However marketers use AI, a human brain is still required to guide a project’s strategic messaging and vision. To actively reduce bias and ensure quality. To consider out-of-the-box ideas... For now, at least.

Key Takeaway: AI isn’t ready to replace humans (yet), but it serves as a new and evolving tool the best marketers will use to improve their own processes.

The Growth Lab

Question: How can technology support and improve creativity?

We ask an experienced group of business leaders, marketers and statisticians about strategies for success.

Answer: "There are many ways:

Live, online qualitative research provides insights that inform creative.
Inspiration has always come from anywhere. Now anywhere includes AI.
Live-streaming technology allows us to shoot commercials virtually.
Neuroscience helps predict whether an ad will get noticed.
And I now have a robot that does my timesheets. (Kidding)."

— Ben Fruehauf, VP Creative

Ben’s ability to cut through distractions helps him focus on crafting world-class creative. That focus also shows up every time he takes his motorcycle on the open road.

Channel Changers

Listen: Marketing Over Coffee

Here we celebrate books, podcasts, videos, and influencers that are actively pushing marketing into the future.

Whether you’re a seasoned marketer or just starting out, Marketing Over Coffee features something for everyone. Hosts John Wall and Christopher Penn cover topics ranging from SEO to content marketing strategy to how to think like your customer. Weekly episodes include conversations with marketers and authors who share their own strategies for success.

Our favorite insight? TV advertising is an ideal channel for both capturing current demand and generating future demand. (Yes, this does come from John Wall’s interview with our own CEO, Angela Voss... It’s such a great episode, we couldn’t resist including it!)

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