{"id":14318,"date":"2023-03-28T18:03:59","date_gmt":"2023-03-28T18:03:59","guid":{"rendered":"https:\/\/insightpartners.com\/?p=14318"},"modified":"2023-04-11T13:11:09","modified_gmt":"2023-04-11T13:11:09","slug":"is-generative-ai-the-future-of-marketing","status":"publish","type":"post","link":"https:\/\/www.insightpartners.com\/ideas\/is-generative-ai-the-future-of-marketing\/","title":{"rendered":"Is Generative AI the Future of Marketing?\u00a0"},"content":{"rendered":"

Disruptive technologies are those that overturn the status quo and change the way businesses operate. In today’s business landscape, there is no technology more disruptive than artificial intelligence (AI)<\/a>. AI is already being used to create new products and services, and its impact on marketing is just beginning to be felt. Leveraging generative AI (GAI) tools will be critical for every organization, and founders need to understand how this will change the game in marketing.<\/span>\u00a0<\/span><\/p>\n

\n

Read more:<\/strong> The Next Stack: Generative AI from an Investor Perspective<\/a><\/p>\n

\n

Welcome to the age of mass personalization<\/h2>\n

Every organization is asking marketing to do more with less today. But the true power of GAI for marketing is getting more throughput from their teams and covering the \u201clong tail\u201d of marketing more efficiently and effectively.\u00a0 To be clear, GAI isn\u2019t simply about creating more content; it is about creating content that talks to your target markets, ICPs, verticals, and geographies with a more personalized approach that will drive deeper engagement.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

[…]the true power of generative AI for marketing is getting more throughput from teams and covering the \u201clong tail\u201d of marketing more efficiently<\/em><\/p><\/blockquote>\n

As GAI becomes a common tool in marketing, integrated campaigns targeting specific verticals, target personas, or use cases will be assembled with incredible speed and quality. In the past, content was the limiting factor, but with GAI covering more targets, more completely will become the norm.\u00a0 That means you will have a white paper, a landing page, email campaign, digital ads, landing pages, SDR cadences, and more, constructed more completely and in-market with unprecedented speed.<\/span>\u00a0<\/span><\/p>\n

Personalization happens at every point of the customer journey.\u00a0 That journey often begins at your website.\u00a0 Mutiny<\/a> is an Insight portfolio company that offers a no-code AI platform that leverages OpenAI\u2019s GPT-3 to personalize website content. It drafts high-converting changes fast with AI content suggestions. AI enables your website to deliver the right message to the right audience, seamlessly.<\/span>\u00a0<\/span><\/p>\n

What happens to SEO?\u00a0\u00a0<\/span><\/h2>\n

In the age of generative AI, SEO is more important than ever. While AI can certainly help generate more content, it’s important to remember that quantity alone isn’t enough to rank high on Google (or Bing, or whatever is next). What truly matters to the search engine, now and in the future, is great content that is focused on context and quality. This means that businesses still need to create content that is relevant, informative, and engaging for their target audience. By doing so, they can improve their search engine rankings, which will get them cited in the GAI response and ultimately attract more traffic to their website. <\/span>\u00a0<\/span><\/p>\n

[…] the best SEO strategy will involve a combination of AI-generated content and high-quality, human-written content<\/em><\/p><\/blockquote>\n

It’s also important to keep in mind that AI can assist in creating content, but it can’t replace the human touch. The best SEO strategy will involve a combination of AI-generated content and high-quality, human-written content. As always, the key to success is to stay focused on providing value to your audience and creating content that they find useful and engaging.<\/span>\u00a0<\/span><\/p>\n

Marketing roles will change<\/h2>\n

As with every disruptive change, roles evolve as well. Every area in marketing will be impacted, from demand generation to digital marketing to product marketing. While it is early days, it is worth considering where GAI will change roles and begin to adjust the organization to accommodate this evolution. <\/span><\/p>\n