In a Mint Cell commercial, Ryan Reynolds reads from a script written fully by ChatGPT. His immediate was easy (embody a joke, curse phrase, point out the vacation promo in his voice), however he calls the outcomes “compelling” but additionally “mildly terrifying.”
I feel the advert is a good instance of one of many some ways entrepreneurs can use generative AI: to streamline the inventive course of.
Reynolds’ use is only one utility of many, although, and I’ll go over extra generative AI use instances in advertising on this piece, utilizing information from our 2024 State of AI Survey. Let’s see how entrepreneurs already use it and how one can leverage it your self.
Desk of Contents
Advantages of Gen AI for Advertising and marketing
Generative AI gives very actual advantages for entrepreneurs, and right here’s what I realized from our information:
Most entrepreneurs say that the content material they make with generative AI performs considerably higher than content material created with out it
- Generative AI helps them create content material extra effectively
World entrepreneurs say that essentially the most impactful results of utilizing AI is that it makes them extra productive.
- Generative AI helps them make considerably extra content material
75% of entrepreneurs agree that AI can assist them spend much less time on guide duties (like information entry, scheduling conferences, and so on.), which supplies them time to deal with content material creation duties.
Entrepreneurs additionally save a big period of time utilizing gen AI: 3+ hours when utilizing gen AI for content material creation duties like writing copy, creating pictures, getting concepts, and so on. With this time again, us entrepreneurs can let go of guide duties and deal with obligations that want our human contact.
85% of entrepreneurs consider AI is efficient at serving to entrepreneurs create extra personalised content material, which speaks to customers’ need for personalization and experiences immediately related to them and their pursuits.
Gen AI can even assist entrepreneurs really feel extra glad at work, as 73% agree that it helps them spend extra time on the elements of their jobs they get pleasure from essentially the most.
How are you going to reap these advantages your self? Let’s dive in.
Generative AI Use Instances in Advertising and marketing
Entrepreneurs who responded to our State of AI Survey advised us that the highest three duties they use generative AI for of their function are content material creation, analysis, and studying the way to do new issues.
The channels entrepreneurs most frequently use AI to create content for are e-mail advertising and newsletters (48%), social media content material for audio and video platforms (45%), and text-based social media content material (44%).
Entrepreneurs report optimistic ROI from utilizing gen AI to create content material for audio/visible channels (48%) and search/Search engine optimisation content material (45%). Utilizing gen AI for e-mail advertising newsletters and text-based social media content material most frequently yields considerably optimistic ROI.
Let’s dive deeper into generative AI advertising use instances, that includes skilled recommendation from Samyutha Reddy, Head of Enterprise Advertising and marketing at Jasper.
1. Generative AI for content material creation.
As I discussed, entrepreneurs advised us they most frequently use gen AI to create content material.
They use it to create pictures for advertising content material (with AI artwork instruments) and write copy for advertising content material. This is smart to me as a result of, on essentially the most primary stage, all advertising content material consists of some type of visible picture, textual content, or each.
Gen AI can even assist with extra distinctive advertising duties, comparable to producing the best and engaging e-mail topic traces based mostly in your historic open charges or translating your content material for world audiences.
I like Reddy‘s instance of utilizing Gen AI to repurpose content material. She says, “With the ability to take tremendous prolonged items of content material, feed them into Jasper’s Content material Synthesizer, and have a abstract of various viewpoints and items of information can assist creators kind an opinion or perspective that a lot faster.”
For instance, if I’m changing a multi-page e-book right into a weblog put up, I can pace up my course of by pasting the copy into an AI instrument and prompting it to record the largest takeaways. The instrument will establish key themes, matters, and concepts, which I can use as a tough draft for my weblog. I add my voice and skilled perspective, and I’d have a brand new piece of content material that took a fraction of the time to create.
All in all, 84% of entrepreneurs say gen AI helps them create advertising content material extra effectively. Regardless of its advantages, most entrepreneurs aren’t handing over the reins. They aren’t asking ChatGPT to write down an Instagram caption, copying the output into the caption field, and pushing it reside. A majority say and suggest entrepreneurs use gen AI of their roles however keep away from changing into overly reliant on it.
I wish to view it as a trusty sidekick. It provides you with concepts and provide help to create your outputs quicker, however you make edits and have the ultimate say.
2. Generative AI for content material ideation.
As a author, there‘s nothing worse than gazing a clean doc. However nowadays, you don’t have to attend for inspiration to strike.
AI can assist you get the ball rolling even quicker than you often may: entrepreneurs report saving 2-3 hours when utilizing gen AI for brainstorming.
Reddy says, “AI actually matches at the start of the writing course of, notably for content material ideation. If I am writing a weblog, I usually use Jasper Chat to check new concepts and check out totally different angles, identical to I might with a colleague in a convention room.”
Reddy factors out that AI instruments are particularly helpful for distant entrepreneurs who haven’t got the bodily house to spitball concepts with others.
“It‘s worthwhile throughout a time when individuals are working remotely and groups are distributed. We will get rather a lot achieved in digital conferences, however they’re not usually used to only brainstorm or join. In that means, AI might be actually useful,” she observes.
Device Suggestion: I repeatedly use HubSpot’s AI Content material Author in my writing course of. Generally I take advantage of it to create a complete define; different instances to provide you with a piece heading. Both means, it helps me kick off my course of, whether or not I’m feeling caught or not. The instrument can even provide help to write social media copy, fill out your touchdown pages, and even write your advertising emails.
3. Generative AI for content material analysis.
Loads of effort goes into writing articles earlier than I even put pen to paper, and 99% of that effort is researching and sifting by means of info.
Language fashions have modified the sport on this regard. As a substitute of sifting by means of search outcomes, instruments can assist customers entry info and get solutions in document time. For instance, prompts like “What’s the distinction between [topic] and [topic]?” or “What are the highest tendencies in [industry] in 2024?” can floor particular responses that can provide help to by means of your course of.
Entrepreneurs advised us they get again 2-3 hours they’d usually spend conducting their very own analysis utilizing gen AI, so it’s already confirmed helpful.
4. Generative AI for Search engine optimisation optimization.
As content material creators, we wish our work to be seen by as many individuals as potential. One approach to get there may be by optimizing for Search engine optimisation.
Nonetheless, we’re not all consultants in technical Search engine optimisation. For Reddy, that is the place AI can actually shine.
She says, “I‘m not somebody that grew up within the self-discipline of content material advertising, and I by no means had a instrument to assist me with the technical side of Search engine optimisation. That’s the place Jasper comes into play. It will possibly assist content material entrepreneurs optimize their articles by automating a number of Search engine optimisation duties.”
In motion, a generative AI instrument may provide help to conduct key phrase analysis, classify key phrases by intent for extra targeted content material, counsel content material clusters in your weblog, or provide help to write meta tags and descriptions to enhance click-through charges.
However AI would not finish at optimization — it may additionally work as an editor in the course of the closing levels of writing. Instruments like Grammarly can detect wordiness, provide different phrases, and enhance readability. The end result? Search engine optimisation-optimized content material that folks get pleasure from studying.
Device Suggestion: As customers additionally get increasingly more utilization out of AI search engines like google and yahoo, you need to guarantee your web site is ready as much as seem in these outcomes. Enter HubSpot’s AI Search Grader, a free app that rapidly analyzes your model based mostly on what your prospects & prospects are seeing throughout AI search engines like google and yahoo, then provides you actionable suggestions on the way to enhance.
5. Generative AI for scaling advertising campaigns.
In a really perfect world, there can be a single channel to satisfy, interact, and convert prospects. In actuality, entrepreneurs want a multi-channel technique to succeed in their viewers.
After all, scaling advertising campaigns isn’t any simple feat. As Reddy places it, “We regularly burn all our power on creating one stunning, optimized piece of content material. However then our distribution falls.”
Nonetheless, entrepreneurs can use AI to construct total advertising campaigns from one piece of content material, which they will adapt to totally different codecs and lengths.
For instance, if I create a YouTube video I need to scale into a complete marketing campaign, I can use AI to transform the video script to totally different codecs, like a LinkedIn Submit, Fb advert, or publication copy. I’ll have a multi-channel technique relatively than a single platform or format. It additionally helps me strategically ramp up my advertising.
Reddy underlines this level, telling me, “It allows me to actually be a venture supervisor and a strategist, versus somebody who’s ready on different folks to ship their finish of the discount.”
The Pitfalls to Keep away from When Implementing Generative AI Into Your Processes
1. Eradicating creators from the creation course of.
“When incorporating generative AI, the worst factor you are able to do is take away somebody with a robust inventive or editorial eye,” cautions Samyutha.
At first look, AI-written content material could look good. But, many human components — like humor, empathy, perspective, and cultural context — may very well be lacking. On high of that, generative AI operates with limited data, so the data it collects may very well be irrelevant, outdated, and even biased.
Most entrepreneurs advised us they’re solely considerably assured they’d know if the data gen AI offers is correct, however they’ve comparable ideas to Reddy. A majority use gen AI to present them an overview/draft to construct off of, and a majority additionally make vital edits to the textual content that gen AI produces.
In the end, I like to recommend utilizing AI as your first draft — not the final. It will possibly lay the groundwork, however you continue to have to elevate the content material together with your distinctive character or perspective.
2. Recreating the wheel.
Each advertising group has a distinct technique for creating content material. In consequence, your strategy to AI — and the way you select to implement it — is exclusive to your group.
Whereas AI is thrilling and new, Reddy recommends the “much less is extra” strategy when including it to your workflow.
She tells me, “In the case of integrating AI, a number of groups really feel strain to recreate the wheel. Nonetheless, you do not have to construct all of your processes round generative AI. As a substitute, incorporate AI into your current processes that already work properly.”
For instance, a advertising group could have an efficient content material distribution course of, however it may very well be improved by automating some duties with AI — like scheduling social media posts and reformatting content material for various channels.
With this strategy, your advertising technique isn‘t depending on AI; it’s improved by it.
3. Elevating content material calls for too rapidly.
As AI continues to hurry up the creation course of, it is vital to have guardrails in place to keep up high quality.
Reddy says, “Now we have a number of processes constructed to verify our work, and that doesn‘t go away as a result of Jasper’s within the image. If something, that chain hyperlink of suggestions is strengthened so we are able to catch issues like inaccuracies or errors.”
She continues, “It‘s not about creating content material as rapidly as you possibly can. It’s about successfully incorporating one other piece of expertise into your current workflow.”
Over to You
Us entrepreneurs are at all times on the lookout for methods to remain forward of the curve and embrace new expertise that helps us be simpler. Generative AI is a large alternative, however as Reddy places it, it’s vital to at all times be life like about this expertise.
In the end, it is about understanding when to push this expertise into your workflow — and when to tug again. With this strategy, entrepreneurs can successfully incorporate AI into their methods for max influence.
