Using AI in your marketing strategy

Avatar Tine Naegels

By Tine Naegels

Header image
This year, we expect to see a big leap in marketing, all thanks to Gen AI. This change started picking up speed in 2023 and looks set to really take off next year. It’s going to make a big difference in how marketing teams work and connect with their target audiences.

Transforming content production with Gen AI

Gen AI's most significant impact in marketing is enhancing efficiency in content production across various formats, including text, images, and video. AI- generated content enables digital teams to create content faster, reduce production costs, and allocate resources more strategically. As AI becomes more integrated into copywriting and content production, understanding how and when to use AI for content creation becomes increasingly crucial.

Gen AI integrated into core marketing platforms

A game-changing aspect of Gen AI is its integration into core marketing platforms and channels. Gen AI is quickly becoming an essential part of marketing tools, including search engines, social media, CRM systems, and analytics tools. Platforms like Google Ads, Facebook Ads, HubSpot, and others are incorporating AI to streamline decision-making, optimize ad targeting, and personalize user experiences.

The rise of hyper-personalization

With Gen AI deeply embedded in marketing workflows, hyper-personalization is taking center stage. Advanced algorithms and machine learning enable brands to tailor interactions with consumers at an unprecedented level, leading to more relevant, engaging, and context-aware marketing campaigns.

Balancing AI and human content creation

While AI efficiently produces content, it often lacks the unique perspective and emotional connection of human creators. Marketing strategies are evolving to balance AI-generated content with human-created content, ensuring authenticity and relatability.

Gen AI is enhancing efficiency in content production across various formats.

How should you use AI for your content creation in 2024?

  • Predictive analytics for ultra-personalized content: utilize historical data and algorithms to create highly personalized and dynamic content.

  • Interactive content engagement: involve users more actively in content, such as through interactive infographics, quizzes, polls, virtual tours, and augmented reality experiences.

  • AI supporting diverse content forms: AI will not only support text and image content but also expand to video, voice-enabled content, and personalized podcasts.

  • Multiformatting as the new standard: use AI to adapt content across various formats, tailored to specific channels and audiences.

  • Autonomizing AI: organizations develop their own AI tools and integrations for more focused, efficient and privacy-friendly content creation.

Evolving roles and skills in digital teams

These developments require new skills and roles within digital teams. There's a growing need for expertise in data handling, prompt writing, and integrating AI into work processes. Teams should anticipate recruiting new roles to stay ahead in leveraging technological innovations.

In conclusion, 2024 will be an exciting year for content creation, driven by the transformative power of GenAI. It's an opportunity for marketing professionals to remain curious, open-minded, and enjoy the creative process, leveraging AI for innovation while keeping the human touch in content creation.

Seeking more digital strategies to boost your impact?

Get your free 2024 Digital Trend Report and discoverother critical digital trends that will define the marketing landscape this year.

  • Prioritized insights: tackle your business challenges with actionable guidance.

  • Ready-to-apply strategies: straight-to-the-point tactics ready for immediate implementation.

  • Exclusive data: improve your marketing plans with our in-depth research and predictions.