AI-generated tools are on the rise. Not only can you use tools to generate text for you; you can also let these tools create unique images and convert your ideas into podcasts and videos. Whilst there are many advantages when it comes to utilising AI marketing, there are also some challenges and things you want to think about before you start using them. We discuss this and more in this article.
Understanding the pros and cons of AI-marketing
Joe Rogan and Steve Jobs talking together on a podcast is not something you would expect in 2022, since Steve Jobs is no longer with us. However, this is exactly what happened; a podcast featuring these two legends. The twist? This podcast is created by Artificial Intelligence; from the script to the voices to the outcome. And even though you can hear some flaws, the podcast is very accurate and very impressive.
Besides being able to generate podcasts, many other AI platforms are popping up. From writing tools that give you frameworks, texts, and even meta descriptions to AI tools that create unique images for you. Later in this article, we will discuss tools such as Jasper.ai, Lumen 5, and Outpainting. But let’s first look at what the usage of AI can mean for your business, and what you have to think about before you start using them.
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What should we keep in mind before using these tools?
Many of us would agree that using a tool that can create texts, podcasts, videos, or images with just a few data points is incredible. It will save content creators a lot of time, which means that businesses can spend less money on creating content. However, it might sound too good to be true. Oftentimes it’s not just that simple, and the key is for content creators to have a clear outline of the message they would like to bring across before using these platforms.
Therefore, creativity, brand knowledge, insights into the subtleties of content creation, and other soft skills the marketers have are not something AI can replace. If many businesses are going to use these tools, then the main question will become; ‘what differentiates your value’? Originality is still massively important. With that in mind, before utilising these programs, you still have to have a marketer who knows what they want to tell, and they should always edit the content created by AI.
We need to keep in mind that AI is created by humans and therefore a human bias can often be detected in the AI’s outcomes. Read more about this bias, and how this affects the gender data gap here.
Too much of the same
On top of that, there are a few other things to keep in mind. If a platform creates art, text, a podcast, or any other type of content, who owns the rights to this piece of content? Also, be aware that your content might be a copy, and always make sure that the platform you use has a plagiarism check built into the software, or do a check yourself after having generated the texts.
We have seen the rise of digital burnout, where people see too much content, some become addicted and burned out to the constant exposure of ‘new’ information. The rise of AI tools that can easily create more content is only going to worsen this problem. People’s tolerance for ‘rubbish’ content will become lower, which means that you will have to cut through this noise with content that is valuable. Maybe here, quantity trumps quality.
AI Marketing tools and platforms to help grow your business
With all of the ‘cons’ of AI marketing in mind, we can now start to look at the benefits and create! How? Let’s look at the following 5 AI-generated platforms that can help your business grow. You can test them out, see if it works for you, and take the platforms on board that will help you save time. The time that your team can invest in creative ideas that bring value to the table, which is very important in today’s overload of content. Let’s see!
1. Let Jasper write your blog posts
Jasper is the new writing tool everyone is talking about. You can choose from all sorts of templates differing from formal to informal to creative templates. Once you’ve chosen this, you only have to give Jasper a short outline of what you want to write; and it will write the blog for you. You even get titles, meta descriptions, and more. The best part? A plagiarism check is built into the software.
2. Lumen5 creates your explainer videos
Explainer videos, or any video content, are often very expensive to make. Lumen5 is AI-generated and makes it easy for your team to create video content, without the need to hire very expensive third parties to do this for you. Fun fact? You can take a blog post and Lumen5 will scan the text and pick out the most important parts. Then it will incorporate these parts into the video. Easy!
Do you want to read more about video marketing trends? We wrote an article about it before.
3. Outpainting is a smart tool to expand your images and make them even better
Did you ever want to know what would be in the Mona Lisa if the painting was expanded? Outpainting does this for you. You can upload any image and then it will expand the image with AI-generated content. Not only does this mean that these images contain content that an artist or marketer didn’t come up with, but they can also serve as inspiration. But foremost; it’s fun to play around with.
4. An AI music generator? Sounddraw creates tunes specially made for your brand
Does your brand need music or tunes for in-store branding or videos? Leave this to Sounddraw. You only have to let the platform know which type of music or genre you would like to have, and the AI tool will give you multiple examples. You can also create your own music. But don’t worry: the platform helps and you don’t have to have any knowledge of composing.
5. Tired of creating social content? Copymatic is there to help
Social media managers have the task to create interesting content that will grasp the viewers’ attention. Oftentimes, to grow on social media you are required to post often. This means; a lot of content that has to be written, thought about and created. How can marketers make this easier and more streamlined? Let an AI tool, such as Copymatic, write for you. Then afterwards, they can tweak where needed and post the content without having put too much time, effort, and money into it.
It’s time to use AI in marketing and advertising: 3 examples to inspire you
With every new development, the usage of these platforms might seem abstract and you might not know how to make them work for you yet. Let’s look at three examples to get a better insight into how other companies are using AI tools to grow their business or make their campaigns stand out. We discuss Chase Bank, Sephora, and eBay.
1. Chase Bank works with an AI company to help write ads
Chase Bank is working together with Persado, a business that uses artificial intelligence to create copy for socials and social advertising. After testing out different texts created by humans vs bots, the AI-generated texts performed much better. This saves time, and effort, and the results help to get in more customers. A win-win.
2. Sephora uses chatbots to help the customer service team
Sephora is a huge company that sells cosmetics. The (online) customer service team will get a lot of questions, maybe even too many for humans to handle. Sephora was one of the first companies to use chatbots to be of service to the customer service team. The chatbot helps with the customers’ purchase decisions, and other questions. This proved to be helpful and they are still using it.
3. eBay optimises language to create better email campaigns
As early as 2016, eBay has worked together with AI-driven marketing companies to keep on optimising their content, mainly focused on email marketing. With over 100 million email subscribers, there is a huge pool of current and potential customers that eBay can reach. Therefore, the optimization of their copy is very important. AI helps to create scalable copy and in different languages, it also tests what performs best and what doesn’t.
How to go from here?
As we have seen in this article, the world of AI marketing is changing rapidly. There are many new updates, improvements, and changes coming soon. Whilst this is exciting and could potentially save time and resources; we also have to keep in mind that our content has to be of value and interesting. Make sure that at all times a marketer is there to guide this creative process, and to check the work created by AI.
How can you use AI-marketing in your business?
Would you like to learn more about AI-marketing and how to use this in your business? We are here to help. Get in touch today and book a call with us. We’re happy to assist you in further growing your business into a future of new digital possibilities.